You know, it’s funny, usually when you’re in the process of making a buying decision you seek out the most expert advice you can possibly find in an effort to narrow down the choices. You go with knowledge, experience … expertise. At the same time, you usually don’t rely solely on one person’s opinion. You also ask around - friends, colleagues, other people you know own and use the product for an additional perspective. This is usually where the power of word of mouth really comes to the fore and becomes an impactful thing.
I experienced this first-hand recently. I was in the process of making the leap from a standard point-and-shoot camera to a DSLR. A big jump if you even have the slightest clue about the differences between them. So, of course, this wasn’t a decision I took lightly - we’re talking a $900+ decision, after all. What did I do? I first went to the person I knew would have a strong opinion and solid facts (and experience) to back it up - my father-in-law, a veteran photographer with 25+ years in the biz. Surely he would provide me with the “most expert advice I could find,” right? Of course the man came through with some solid recommendations. So, off I went to the next step: to find the users. This didn’t meanĀ I found my father-in-law’s advice useless, it simply meant that I knew his opinion had to be slightly biased (he said himself he made a manufacturer decision back in the day and has become a loyalist) and I wanted to hear from the people using an alternative to, say, a Canon 30D or bettter.
I looked for the Nikon users because that, in my view, was the next best (if not better) manufacturer after Canon. Luckily I work with a few Nikon users and was able to get some great information out of them.
It was with all of this information and opinions in tow that I then moved to my next box to check: quality. My father-in-law had mentioned that the difference for an amateur between Nikon and Canon was negligible and that I’d be safe with either manufacturer, but that he also favored Canon due to his many years using cameras made by the company. Fair enough. I took to flickr in search of some comparisons - both price and image quality - and he was right. I couldn’t tell much of a difference between images taken with each camera and actually came to realize that it’s more the lens and the photographer that make the photo, not necessarily the camera.
This left me with one last hurdle: price. Since the differences for me were negligible, where could I find the best deal and what could that deal get me (I really didn’t care) became the next question. Turns out that B&H had a great deal on a Nikon D80 that came with two lenses. This price and package bested any other I found (and I wouldn’t have to pay sales tax). Based on all of the information I had gathered, expert and amateur, I made my buying decision. The Nikon D80, in all of its too-much-camera-for-me-to-handle glory, now sits on my coffee table just begging to be used.
In my case, the deciding factors for this purchase in order of weight and importance were as follows: recommendations based on use and experience, quality, price and package.
Despite, not in spite of, my father-in-law’s vague advice (he mostly outlined my options with a slight leaning to Canon) I went with Nikon not only because the price and package were right, but mostly because I talked to (and read reviews from) more than five people who wholeheartedly endorsed the product as solid, trustworthy, and of high quality.
How could I ignore that? It’s not to say that Canons are no good, it’s simply that the power of recommendation is … well … powerful. Plus I have access to more lenses this way.
In this case, a word of mouth concept motivated a buying decision. Could it be that Nikon’s efforts at jumpstarting its blogger relations reviews program for the D80 had influence or sway over the recommendations I was given? Possibly. Point is, if you’re a company trying to sell a solid product, you shouldn’t have to do more than empower your users and sit back and watch them evangelize for you. This situation is optimum, and hard to achieve, but when the product speaks for itself, even the so-called expert’s can sometimes (most times) find themselves unable to sway opinion.
Bonus: I’m an elitist asshole (it’s what I do best, right?) Apparently when you don’t follow “expert” advice, you anger the person that gave it and instantly become an elitist in their eyes because you chose what they view to be an “elitist camera”. Huh? An elitist camera? Why is it that in calling me out, the expert sounds like the elitist?
WOM trumps expertise every time, son.