Podcast Summary: Do This, NOT That: Marketing Tips with Jay Schwedelson | Ep. 307 - Secrets to Google Reviews with TJ Cantwell

Release Date: April 13, 2025

In Episode 307 of "Do This, NOT That: Marketing Tips," host Jay Schwedelson welcomes TJ Cantwell, the owner of Studio 28 Tattoos in New York City. The episode delves deep into the pivotal role of Google reviews and testimonials in building a successful business, particularly in the tattoo industry. Through a candid and insightful conversation, Jay and TJ explore effective strategies for garnering positive reviews, handling negative feedback, and leveraging social proof to enhance customer trust and business reputation.

1. Introduction to TJ Cantwell and Studio 28 Tattoos

Jay Schwedelson opens the episode with an enthusiastic introduction of TJ Cantwell, highlighting his role as the owner of Studio 28 Tattoos—a renowned custom tattoo shop in New York City known for its fine jewelry and body piercing services.

Jay Schwedelson [00:08]: "We're back for do this, not that, presented by Marigold. And I don't know if I've ever been more excited for a guest... TJ Cantwell. Now, I'm excited because TJ is the owner of something called Studio 28, which is one of the coolest custom tattoo shops in New York."

TJ humorously acknowledges the introduction, setting a friendly and relaxed tone for the discussion.

TJ Cantwell [01:55]: "Thank you. That was probably the coolest introduction I've ever had in my entire life. And I will record it, and it'll be my new ringtone for sure."

2. From Finance to Tattooing: TJ's Entrepreneurial Journey

TJ shares his unconventional path to owning a tattoo studio, transitioning from a finance career into the tattoo industry following the 2006 financial crash. This radical career shift underscores the importance of passion and adaptability in business.

TJ Cantwell [02:24]: "I used to be a finance guy... I had a bunch of tattoos and I went down and did what we call a pain therapy session... ended up in a conversation with my artist... 120 days later, I opened the business. That was 15 years ago."

3. The Critical Role of Reviews and Social Proof

The conversation pivots to the heart of the episode: the significance of customer reviews and testimonials in driving business growth. TJ emphasizes how organic accumulation of reviews became a cornerstone for Studio 28's success.

Jay Schwedelson [03:02]: "How did TJ wind up being this guy that you are? Did you prioritize getting reviews out of the gate for your business or just something that happened and then you jumped into?"

TJ Cantwell [03:28]: "Happened a little more organically... we got the first couple notifications from Yelp... realized this is something people are looking at to validate a business..."

4. Strategies for Encouraging Customer Reviews

TJ outlines a multifaceted approach to soliciting reviews, integrating both in-store and automated digital methods to maximize customer feedback.

• In-Store QR Codes: Wooden plaques with QR codes placed in lounge areas and near the exit to prompt customers to leave reviews.

  TJ Cantwell [04:50]: "We have these really cool wooden plaques... have QR codes that go right to our Google page."

• Automated Booking System: Post-appointment emails encouraging customers to share their experiences online.

  TJ Cantwell [05:05]: "Once you complete your appointment... you get a follow-up email with a link to Google, please give us a review."

• Personal Mailers: Monthly personalized emails from TJ to clients, reinforcing the importance of their feedback and maintaining open communication channels.

  TJ Cantwell [05:25]: "I send a mailer from myself personally... reiterating our mission statement and encouraging reviews."

5. Prioritizing Review Management and Social Proof

Jay commends TJ for making reviews a central focus of his business strategy, highlighting how this prioritization differentiates Studio 28 from competitors.

Jay Schwedelson [06:18]: "You're prioritizing social proof as a priority in your overall organization. I hope everyone listening thinks of it that way."

6. Handling Negative Reviews with Professionalism

A substantial portion of the episode addresses strategies for managing negative reviews effectively. TJ shares his systematic approach to ensuring negative feedback is addressed constructively.

• Thorough Review Analysis: TJ reads negative reviews multiple times to understand the underlying issues.

  TJ Cantwell [07:08]: "I read through it a few times... look up the client card in our CRM system... talk to them about the client."

• Public Response Strategy: Apologizing without attacking or justifying, and offering to continue the conversation privately to resolve issues.

  TJ Cantwell [08:45]: "We're never going to attack. We're going to apologize and extend the offer to discuss privately."

• Building Trust Through Transparency: Demonstrating accountability in responses enhances trust among potential customers.

  TJ Cantwell [09:01]: "We have people that come in that actually decided to come and do business with us because of the way that we responded to the negative review."

7. Combatting Fake or Competitor Reviews

The discussion shifts to the challenges posed by fake reviews, particularly those aimed at harming the business's reputation. TJ clarifies common misconceptions about removing such reviews and offers practical advice.

TJ Cantwell [12:45]: "There's no amount of money that I can pay to Yelp to have them removed... you can report them, and it depends on how they view the review."

• Understanding Platform Guidelines: Knowing the specific rules of review platforms is crucial for successfully reporting and removing violating reviews.

  TJ Cantwell [14:18]: "We had a scathingly bad review... had to have it removed because she cursed in the review."

• Maintaining High Standards: Emphasizing excellent customer service as the best defense against malicious reviews.

  TJ Cantwell [15:04]: "The easiest thing to do is make sure you're always doing the best by your clients... you don't have to worry about the bad ones."

8. Ethical Practices in soliciting Reviews

Jay raises a scenario where fake positive reviews are solicited to boost ratings, questioning the ethics of such practices. TJ responds by distinguishing between genuine support from friends and orchestrated fake reviews.

Jay Schwedelson [15:38]: "Having a group of friendlies that... leave you a good solid review... is that terrible? Am I a horrible human being?"

TJ Cantwell [16:00]: "Everyone should do that... what's important is that you're honest and the reviewers are actual users of the product or service."

• Genuine Feedback Encouraged: TJ advocates for honest reviews from real customers rather than contrived or misleading endorsements.

  TJ Cantwell [16:58]: "If you haven't done anything with the company, that's low."

9. Insights into the Tattoo Industry and Customer Engagement

Towards the end of the episode, the discussion pivots to insights about the tattoo industry, including tips for first-time tattoo clients and the importance of creative freedom for artists.

• Best Tattoo Locations for Beginners: TJ recommends the upper shoulder as an ideal spot for first tattoos—low pain, easy visibility, and simple concealment if needed.

  TJ Cantwell [17:30]: "Let's get it on your shoulder... it's easy to see and hide."

• Creative Freedom for Artists: Emphasizing the value of allowing tattoo artists to interpret and enhance clients' ideas, especially for unique or "weird" tattoo concepts.

  TJ Cantwell [18:24]: "We let the artist just have the most fun... that's how you're going to get the coolest tattoo."

10. Conclusion and Takeaways

In wrapping up, TJ shares his contact information and encourages listeners to visit Studio 28 Tattoos. Jay reinforces the importance of leveraging reviews and maintaining high customer service standards to build a reputable business.

TJ Cantwell [19:31]: "We're at 108 West 28th Street in Manhattan, New York... Follow us on Studio 28, NYC."

Jay Schwedelson [19:53]: "If anybody's getting that tattoo, you go in there, you say you heard TJ on this podcast."

Key Takeaways

1. Prioritize Reviews: Actively encourage customers to leave reviews through multiple channels—both in-store and digital.
2. Handle Negative Feedback Professionally: Address negative reviews with empathy, apologize, and offer to resolve issues privately.
3. Understand Platform Guidelines: Familiarize yourself with the review policies of platforms like Google and Yelp to effectively manage and report inappropriate reviews.
4. Maintain High Service Standards: Deliver exceptional customer service to naturally accumulate positive reviews and mitigate the impact of negative ones.
5. Ethical Review Practices: Encourage honest reviews from genuine customers rather than resorting to fake or manipulated feedback.
6. Creative Freedom in Services: Allow professionals, such as tattoo artists, the flexibility to interpret and enhance client ideas to deliver the best possible service.

By implementing these strategies, marketers and business owners can harness the power of reviews to build trust, enhance reputation, and drive business growth.

Follow TJ Cantwell and Studio 28 Tattoos:

• Location: 108 West 28th Street, Manhattan, New York
• Social Media: @Studio28NYC
• Personal Instagram: @TJCantwell

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