Go surfing on Amazon.com and you will see almost every book or product has a review of its quality, usefulness, style etc and an overall rating, up to 5 stars. Early on in internet history some businesses recognised the opportunity for them to use product reviews as a method of advertising their business.

It generally works as follows:

1. You surf product review sites relevant to your products and services
2. Create a profile on that website, ensuring you have filled in your website & contact details
3. Find other people's products and services you have used and recommend
4. Create a product review and post it
5. Other people reading about the product, see your informative review and wonder what you do
6. Reader clicks on your profile and surfs your website

What is essentially happening is that you are creating an online personality for your business and positioning yourself as an expert by providing useful information about products and services your business uses or recommends.

Here is a fictitious example of how this works with our character, Mary of ACME Personal Styling reviewing her favourite products on Amazon.com:

Mary of ACME Personal Styling uses a number of products in her styling business including a few colour and style books that she gives to customers as gifts or recommends as a reference after she consults with them on their personal style. Mary creates a profile on Amazon.com and reviews her top 10 books, providing the pros and cons and providing some of her own tips and advice and noting how they relate to her business as a personal stylist. Readers looking for personal style books read Mary's informative review and realise they need more help than a book could give them, so they contact Mary through her website, via her Amazon profile.