Look for specifics. A useful review says what happened in the field on which day, what the reviewer was told while approaching women, and where the reviewer started. A review that only says "life changing" or "worth every penny" tells you nothing about whether the program will work for you. The more concrete the detail, the more you can trust it.
Does the reviewer say where he started?
A man who was already approaching women and a man who had never spoken to a stranger will have very different experiences of the same weekend.
A good review gives you his starting point: how many women he had approached before, what stopped him, and what he wanted. Then you can ask whether you resemble him. A review with no starting point cannot be matched to anyone, so it cannot be used.
Does he describe what happened in the field?
Look for the texture of the days. How long were the blocks? Where did they go? What did the coach say after a set? What did he do differently on the next approach?
Real reviews contain small, slightly boring details. The coach pointed out that he kept asking questions with one word answers, so he switched to open ones. A review that stays at the level of "amazing coaches, great energy" could be written by someone who never went.
Does he say what did not go well?
Almost every program has a limit, and an honest reviewer names one. It was tiring. He did not get a number. A part of the weekend was slower than he expected. A review with no friction at all, five stars and nothing else, reads like marketing.
That does not mean you should trust negative reviews more. It means a review with at least one honest complication is more likely to be real than one with none.
How much did he get, and how much did he do?
Treat any claim of a specific result with care, especially a number of dates or women. Results depend on the man, the city, the time and luck, and a program cannot control any of them.
A more reliable signal is what changed in his behavior. Did he start approaching on his own afterward? Did he learn to handle going blank, or hold a conversation longer? Those are things a coach can actually teach.
Who is writing, and who benefits?
Check where the review appears. A review on the program's own page is a selection. A review on a site that earns a fee when you buy is written under a different incentive. Neither is worthless, but both are worth reading with that in mind.
Be careful with any review that names no reviewer at all, uses a stock photo, or sounds like it was written by the same hand as the sales copy. You can usually spot it: the same phrases, the same structure, the same enthusiasm.
How long ago was it?
Programs change. A coach may have left, a format may have changed, a city may have been added or dropped. Check that the review describes something close to what is being sold now.
Also notice the gap between the program and the review. A review written the night it ended is about how the man felt. One written months later is about what stayed with him.
Does it name who stood beside him?
You are buying the coach's attention. A review that mentions the coach by name and describes what he did is worth more than one praising the company in general. Ask who would coach you, and read reviews that mention him.
Check the program yourself too
A review is one man's account. The most dependable thing you can do is read what the program itself says in plain terms, and compare it with the facts: ratio, hours in the field, what a beginner can expect, price, what you leave with.
At Cold Approach those facts are public. Group is three consecutive days with three students per coach, and Private is fully 1-on-1 for one, two or three days. Every training day is two four-hour blocks in the field, in Miami or New York. You leave with a written practice plan and access to the community Slack, and there is no follow-up call.
A short checklist for any review
- Does he say where he started?
- Does he describe specific moments from the days?
- Does he name something that was hard or limited?
- Does he describe changed behavior, not just a feeling?
- Is it clear who wrote it and where it appears?
- Is it recent enough to match what is sold today?
If a review passes most of those, use it. If it passes none, treat it as an advertisement.
Written by Matthew Stevens, Co-Founder & Head Coach. More than half a decade coaching men across the US and worldwide.
Everything here comes out of real coaching work: the approaches, dates, texts and profiles we go through with the men we coach.




















