I sometimes overshare about ToolGuyd matters, and there’s purpose to it; transparency has been a core tenet from the start.
A very long time ago, the tool review landscape was very different. The FTC didn’t have “influencer” disclosure guidelines. There were no role models other than magazines and newspapers with both physical and figurative walls separating ad sales from editorial matters.
How can I write tool news stories, reviews, or deal posts with the same hand that endorses checks for affiliate and ad payments?
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Transparency provided guardrails. It made sense.
When I read something – a review or whatever – I want to know whether the author was directly incentivized.
With one of my first reviews of a provided test sample, I asked if I could include an acknowledgment in the post. I was told that it’s common knowledge that magazines receive product review samples at no cost, and that disclosures weren’t necessary, but I could.
So, I added a clear “thank you for the test sample” note at the end. I still do this, but I also add mention early in a post, with a “Brand X sent me…” or similar.
If I’m reading an article or following a website, what do I want to know? Is there anything I should know?
One of ToolGuyd’s sponsoring brands had preferences regarding how their brand name was displayed. I was able to honor this in titles and maybe the first mention, and then I switched to “easiest to read” formatting. They also preferred that I not show any retailer favoritism. That’s fair.
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If my emails are ever hacked, and everything is published for the world to see, the worst you’d see are discussions about whether Brand A is represented as Brand A or BRAND A.
Transparency also helps with difficult matters.
My long-standing practice has been to produce tool news posts with no fees or product expectations, and review consideration with no fees. Fast forward to 2024, and it’s no longer possible.
If a reader asks a question about a particular tool, and I can’t get answers to question or test samples because I’m not on a brand’s influencer payroll, what am I supposed to say?
How do I say I don’t know much about a new tool because a brand has cut all PR resources and now only “seeds” samples to paid influencers?
Not to mince words, here’s a typical influencer attitude – “the hell with them; if they want exposure or access to my audience, they’re gonna have to pay up.”
It can be very difficult to avoid this type of attitude.
I will bust chops over PR resources via private emails and phone calls, but I will also point fingers in posts, e.g. “Brand A wouldn’t answer questions.” There’s purpose to this too.
A few weeks ago, a reader repeated the idiom “you can attract more flies with honey.” However, we come back to the part where transparency provides guardrails. Should I kowtow to gain or regain access to samples? Advertising? A sponsorship arrangement?
Transparency helps protect me against the temptation and risk of obsequious or sycophantic behavior.
It’s also about escaping unfair blame over inadequate or incomplete reporting. My role is to ask questions, and to develop insights and understanding. A brand’s role is to facilitate this process via PR or media support. If I try to do my part, and they won’t do theirs, shouldn’t I make it clear it’s not my fault I don’t have sought-out answers or insights?
Maybe if I play nicely, they’ll reconsider, and see me/ToolGuyd in a more favorable light? But where’s the limit? Is there a point where being too nice compromises my ideals or conflicts with readers’ interests?
“We asked questions, they wouldn’t give us a straight answer” is so much simpler.
If a brand won’t answer questions privately, I’ll ask the same publicly and then move on.
Dwelling stirs up the potential for conflict. Should I hold back my opinions or concerns? Should I ignore that a brand’s ineptitude, punitive stance, or influencer hype-chasing tendencies left avoidable holes in a post? Should I add something positive?
“Transparency and move on.”
I know some readers think this to be retribution of some kind, but it’s not. If a brand won’t answer questions, we’ll open things up to public discussion. A lot of overlapping layers can sometimes cloud things.
Having rules, policies, practices – whatever you want to call it – simplifies things.
A few years I donated tools to my kids’ preschool. The owner’s husband did all of the maintenance and repairs, and I was parting with something I thought they could use.
They wanted to thank me with a gift card to a local restaurant. I’m sorry, I cannot accept it. We went back and forth a few times, and if I recall correctly I finally encouraged them to make a donation to the food bank in my honor.
I cannot sell tool samples, nor can I trade them for goods, services, or anything of value. It’s a hard rule.
What if… no, sorry, it has to be donated with nothing expected or accepted in return, which is usually similar to how they’re provided to me.
Transparency works in a similar way. There some hard boundaries, but the practice cannot be abandoned on a subjective whim.
I once turned down an ad arrangement – think 2 month average salary type of dollar amount – because I couldn’t in good conscience promote the company.
It would have taken me 2 minutes to program the ad server, and maybe no one would have ever known how I felt about the company. Would you have taken the money, or walked away and left it on the table?
Being able to pat myself on the back, even years later, eases the difficulty of such decisions.
I strived for transparency from the start, and believe it’s served me well in the nearly 16 years since then. Maybe my wallet would be fuller if I was more flexible on some things, but the ability to share and disclose helps make up for that.
Transparency is unconventional and sometimes uncomfortable, but there’s purpose behind it, and certainly a need – or at least I long-ago convinced myself.
Soup
I used to have a whole folder of related blogs I visited daily to weekly. The only blog that remains is this one in large part because I trust you and enjoy the content. Keep up the great work and I appreciate the transparency.
James
Success is not the thickness of one’s wallet. Kudos, Stuart. And thank you.
Jeff
Thank you!
Jason
Stuart,
It is refreshing to know that we are getting honest and unbiased information on your site.
Keep up the great work!
Stuart
Thanks!
I think that fairness is the difference between a preference and bias. It’s up to readers to determine whether an opinion is fair or not, and that requires context and in some cases history with a brand or product.
James Vis
Thank you for your transparency with us, your readers. Your site is the one site I try to visit every day. I very much appreciate the thoughtfulness that goes into your posts. Please keep up the good work.
Kilroy
“If my emails are ever hacked, and everything is published for the world to see, the worst you’d see are discussions about whether Brand A is represented as Brand A or BRAND A.”
Bravo! At the risk of dating myself, this feels like the more modern version of the old adage of, “Don’t say anything in writing unless you’re comfortable with your mother reading it on the front page of the New York Times the next day.”
Your transparency is obvious and makes this the only tool blog I read. Similar to an aviation blog I’ve read and trust for years (the Cranky Flier), it’s clear that you hold yourself to a higher standard than most and go out of your way to be transparent and to disclose any potential conflicts of interest. You know that the lack of transparency (or kowtowing or deceit for ad/affiliate revenue) may generate short term gains but will destroy you in the longer run, and (more importantly) cause you to lose self respect.
I’ve bought a number of items you’ve recommended via affiliate links & reviews over the years. Most have been great. For the few items that weren’t quite 100% what I was hoping for, I could see why you recommended them for a specific application, and realized that my use case was a little different than intended.
Keep it up, and know that we respect you for doing what’s right, not what’s easy.
Stuart
It comes down to running ToolGuyd in the way I want other sites or channels to be run.
If a chef or baker wouldn’t eat food from their own restaurant or bakery, why would anyone else?
Mike S
I have not been steered wrong once by your advice. Keep doing what you’re doing. It’s appreciated.
Rog
I have. I have bought waaayyy more tools than I should. 😛
CA
Yes this.
Farkleberry
All the behind the scenes business machinations of blogging and tool marketing campaigns are great. The insight into decision making on how to remain objective while supporting yourself and family is really interesting.
The companies that seem to cross ethical lines, whether yours or what should everybody’s… it seems you prefer to use pseudonyms like brand A. Is this a libel protection or to assure other companies that should things go sour your site is not punitive?
I’m sure the readers would like the dirt on who has shady marketing demands. Would you name the names?
Stuart
Libel is a false statement. If something can be proven, or is clearly represented as an opinion, experience, or anything other than intentionally false statement, it’s not libel.
“Brand A pays influencers under the table to hype up their products” could be libel if it’s untrue.
“I feel that Brand A has been prioritizing paid influencers and seems to have given up on earned PR and media efforts, here’s why…” is an opinion.
“Brand A” lets us focus on a general idea. Being specific steers a discussion towards an individual brand or retailer, and this might not contribute to the discussion at hand.
It’s extremely tricky to navigate these waters. It’s easy to name names, and very difficult to take something like that back. There’s often little to gain and a lot to lose.
I want to work with brands that understand and align with what I/ToolGuyd seek from media relationships. I don’t want the cooperation of companies solely because they don’t want to be “named and shamed” in content.
The decisions are part strategy, diplomacy, and discretion.
Is “naming and shaming” in readers’ best interests? You might think so, but depending on the circumstances I disagree.
Farkleberry
Fair enough.
I can’t recall anything with a whiff of libel from you.
In our litigious society, independent voices might be bullied by armies of lawyers hired on by deep pocketed parties who can afford to out spend critics. Even if well within their rights, a protracted legal battle might ruin an individual or small business, but is pennies to a wealthy adversary.
I didn’t say anything about being in my or others’ best interests, I just think most people find the specifics interesting. If there is a pattern of shenanigans, it may or may not affect buying decisions.
Your explanation makes some great points. Your position is understandable, and most likely in the best interest of the Toolguyd’s reputation and growth.
Fazal Majid
Sadly companies use frivolous litigation and the ruinous costs to defend against it as a cudgel to beat up critics. I hope the state you live in has strong SLAPP laws. And thanks for keeping your integrity in a world of shills.
The FTC guidelines are going to get some teeth pretty soon:
https://www.theverge.com/2024/8/14/24220536/ftc-fake-review-rule-ai-generated
Marc
Your transparency and honesty is why I check your blog almost daily, but at least once per week. You are the best source of tool news and information on the web. We greatly appreciate your time and effort providing unbiased tool information.
Farmerguy
If all businesses and governments were as transparent as Toolguyd, the world would be a better place.
Jim Felt
Yes. So true.
John S
Sure, I have had minor disagreements about your opinions on tools at times, but I always come to toolguyd content first because I know it’s an honest product. For a long time, a certain “PTR-style” site was the first place I’d check for info, but they’ve been so bought out by certain companies and brands that their tool comparisons are essentially worthless. Even after a “FLEXible” new tool brand had a major miscalculation causing their expensive products to produce a dangerous and sticky side effect, they were ranked as the best product for things like value and reliability- what a joke!
I really appreciate that what I read here is unavailable anywhere else in the media sphere, a rare feat in our saturated media environment.
Matt
Your morals and scruples are the only reason I’m still here as a daily reader, with my ad blocker turned off! 🙂
IndianaJonesy (Matt J.)
I’ve read a lot of tool blogs over the years. When Tool Guyd came on the scene, it was one of a few I read near-daily. Some of the others no longer exist, the rest have become unreliable, but this is the only one that I still regularly read. I may not read every article any more as my tool use has moved from professional interest to that of a hobbyist and DIYer, but whenever I need a piece of tool advice, this is the place I come. Having been around since almost the beginning (I still have and use my megapro hex that Stuart convinced me to buy!) I have stayed because of the constant integrity and transparency. Keep it up, Stuart. It’s appreciated and respected and it’s a shame there aren’t enough others like you in the influencer and journalist community.
Robert
Stuart,
Where you say:
“ My long-standing practice has been to produce tool news posts with no fees or product expectations, and review consideration with no fees. Fast forward to 2024, and it’s no longer possible.”
What does that mean in practicality for the readership? Is there going to be a pay wall arising on 2024? Or are you going to impose fees and/or product expectations on the reviewed companies (although that doesn’t seem feasible)?
Your statement was confusing, the surrounding text doesn’t seem to explain it, yet it seem an important inflection point in your operations “…2024, and it’s no longer possible.”
Stuart
Readers are unlikely to notice any changes, and definitely no paywall.
So, there’s one brand that is very… inefficient at PR, but they seem to have a low barrier when it comes to approving review sample requests. For that brand, it has been extremely difficult to produce timely news-style posts. I recently realized that it’s much easier for me to request samples for anything/everything I want to understand and potentially post about.
Having a sample in-hand is likely going to be standard practice for how I work with that brand, as this seems to be the smoothest path forward. Maybe in the future things will evolve to where effective hands-off PR is the next level, rather than the starting point.
I have long had one standard policy and way of doing things, but it’s no longer working.
It seems almost backwards, but “I need a test sample in-hand” seems to be improving my/ToolGuyd’s relationship with at least one brand.
blocky
Good precepts.
I also respect that although you are not without opinions or bias (none of us are), you also discuss your rubric for evaluation in reviews, and you strive for fairness, even rolling up your sleeves in the comments from time to time to not let critique be hearsay without basis.
Keith
Ethics. Rare to see them in this day and age, and even more rare in the Online world.
Keep up the good work.
Kingsley
Makita certainly aren’t paying you anything, not even a portable microwave 🤣
Petsker
Your integrity and transparency make this site a pleasure to read. It never feels like I’m being sold to. It feels more like a buddy on a job site telling me about a new tool they got and what they like and what they wish was different.
The other thing that keeps me coming back is the lack of clickbait titles where in the subsequent blog the relevant info is buried 800 words in. This again shows a level of integrity and a also a level of respect for your reader’s intelligence.
I’m grateful to have stumbled across toolguyd a few years back. I come by basically every day.
LGonToolGuy'd
Stuart, as a writer myself, I have qualms with the firearms and outdoors brand industries and what one of the companies I work for does to stay in their good graces.
Is there any way we (I) can donate to ensure you remain active and motivated to continue this endeavor?
Stuart
I appreciate the sentiment, but ToolGuyd doesn’t have any donation, paid subscription, or other such direct-contribution option.
bg100
But should it? I’m just pondering aloud now, but if you have readers that want to ensure the unbiased flow of information to their feed, why not let them contribute to the effort? I’m a tightwad from the pre-online-subscription days, so I probably won’t be signing up for a monthly thing. But I have to wonder if it’s a bad thing to have a link that readers can find on their own that lets them feel like they’re giving back.
How does this stack with your personal morals and boundaries? I don’t know. But I do think it’s another topic that is well suited to be explored on a post about transparency.
Stuart
I’m not a fan of paywalls.
I have also learned over the years that most links are not easily discoverable. If a reader isn’t specifically looking for something, I’d need to emphasize it.
Meaning, there’s no way to have a “donate” option without actively promoting it.
There are a lot of revenue paths and options before I would feel comfortable asking readers for direct support.
What would reader support funds be used on? Something specific, or would it be added to a general sample purchasing pool? What if a reader didn’t like how it was spent?
It just seems problematic.
Google offers different donation and subscription programs and similar, integrated into their ad payment program, but it requires Google PAY. I believe PayPal has a donate button option.
The idea sounds good in theory, but implementation seems disruptive.
With affiliate links, I try to make every insertion convenient. As much as possible, such links should be a streamlined and natural part of a post. Nothing about a donation or subscription option would feel streamlined or natural to me.
Years ago I bought a bunch of paracord and Swiss Army Knives for a fundraising keychain idea, but it just seemed clunky. An acquaintance of mine sold swag, and it didn’t seem to sell well. One needs a huge following to make product or swag effort worth it.
LGonToolGuy'd
If you ever decide on a way, I’m up for pitching you $5 for a cup of coffee to stay up and type a bit longer.
If you ever want to get into video, I’d love to be there and help.
eddiesky
The last honest tool guy in NJ. 🙂
What exit? I’m 7A.!
Thanks for your transparency disclosure. I see too many on YouToob that push Vevor or other “knockoff chyneesium” for clicks, ads, and views. I get needing revenue for the hard work, the research, and the platform costs (having a domain to renew, having hosting and cloudflare, and other expenses).
Thanks Stuart! Toolguyd is a great site.
Andrew
I’ve been visiting here for nearly 15 years or more, but this is a big reason why. Keep up the good work
KG21Unth
I have been following tool sites for more than a decade and this is the only site I believe is high integrity when it comes to the content and approach. I know it will be objective along with a dose of opinion and sentiment from you that comes from experience, and not from a corporation. Keep up the great work.
Walt Bordett
Keep doing what you are doing.
Dusty
Really appreciate the open discourse here. I hope that tool manufacturers and PR agencies can identify the value that certain sites bring to their readership and can respect that.
Paul Hacker
I like many of your readers appreciate the effort and honest content of your postings. It’s very hard to remain ojectable in today’s world with all the smoke screens put in your way doing your content on here. As long as your heart is clear on what you do you can never go wrong regardless of other’s opinions.
Luis
I appreciate your approach when posting. Some people (me included) might think you can be hard on some brands that are not delivering good performing products or are slow to react to this market.
But I’d take objectiveness anyday over the tons of sugarcoating and (with all due respect) cheerleading I see in most medium to big Youtube channels and websites which I no longer follow.
It gets old when X or Y brand seems to not have any faults nor disadvantages when “reviewed” just to find out it overheats, has poor usability or not well implemented features once you take it home.
Thank you
Max
I found your site years ago when I was looking at getting a Craftsman/Black and Decker Bolt-On cordless drill system. Your review was the best I saw on the subject, and I started reading more of you posts. My being a fan of Toolguyd had outlasted that tool.
I don’t buy as many tools now as I did then and I don’t find as high of a percentage of your posts usefulness for me as I once did (I miss the flashlight and pocket knife posts!), but I still visit at least monthly because of your way of doing things. I wish there were more sites on the internet with values like yours.
Keep up the great work!