Small startups are not afraid of negative comments: notoriety is also known

Reading: To sum up, popularity and comment intonation will deepen the impact of negative comments. Therefore, if the well-known start-up companies, can not be afraid of negative comments, or even consider the manufacture of public opinion to promote their own development. After all, brand awareness is the premise of all.
Criticism 1
Note: When talking about the relationship between negative comments and sales, most people will take it for granted that they are inversely related. Wrong! This article will bring you to know the strange buyer mentality, let you understand why people see negative comments instead buy peace of mind.

Time goes back to 2008--I'm still working for Bigmachines, a business-to-business software company that sells automated sales. The annual client meeting of that year was a new starting point, and the company decided to invite prospective clients to attend the conference. This resolution has been greatly challenged, and we have never had a precedent to invite clients, as some prospective customers may be dissatisfied with the product and then cancel their cooperation with the company.

Finally, the resolution was implemented, the company invited some prospective customers to the scene. It is not hard to imagine that they have mercilessly pointed out the flaws of our products, and even raised some sharp questions in the public forum. But it turned out to be a surprise-the prospective clients are now our users.

The results were pleasantly surprised. Pleasantly surprised, we began to analyze the impact of TripAdvisor, Yelp and Amazon on business-to-business companies from the data side. For example, Harvard Business parochial's Michael Luca, which was created in 2011, has a 5%-9% increase in revenues per star on Yelp. That's the power of comment! Some entrepreneurs are acutely aware of the impact of comments on sales, so they forge their own or their competitors ' comments; According to a 2013 follow-up study by Georgios Zervas of the University of Luca and Boston, at least 16% of businesses in the catering industry have forged reviews.

This forgery is not hard to understand because some business-to-business companies are afraid of negative reviews. Companies have been forced to maintain a positive public image, under pressure from within and among investors. While no research has shown the specific impact of negative comments on business-to-business software companies, it can be determined that negative comments may be the company's assets. For example, Bigmachines's annual customer conference, the customer learned the product negative comments on the company placed a trust and understanding.

Criticism 2
1. "Notoriety" is also "famous"

The Jonah Berger team at the Wharton School of Business has an interesting contrast in the New York Times: Positive reviews promote more sales, but the impact of negative reviews depends on the company's visibility.

They started by selling novels, analyzing the sales of 250 of novels by unknown writers, and the results showed that negative comments boosted sales by an average of 45%. However, negative comments have a negative impact on well-known writers, with an average 15% reduction in sales. Public awareness is more important than negative images for well-known authors or brands.

In other words, small-scale software companies to raise awareness is the primary goal of development, at this stage, negative comments will promote the company's sales.

2. Civilized terminology makes negative comments a positive effect

The tone of negative comments can also affect sales. For example, the original title of an article is "not perfect sign to promote the spread", if in the front plus "Frankly, this is not the best article you read" and other expressions of imperfect intonation, then the reader may be more interested in the article. The same is true in the Sales field, where the researchers believe that civilized commentary will improve the impression of other users on the product.

"Imperfect signs" may be "frankly", "Don't Misunderstand", "I don't want to say this, but ..." kind of tone. With this tone in front of negative comments, people will be more trusting of reviewers. The researchers found that this kind of trust was good for sales because users believed it was a bona fide business. Tests that buy high-end watches show that people tend to buy more than 135.58 dollars on average if they have imperfect logos in their reviews, but if they don't, they spend just 94.67 dollars.

At the same time, comments on the site's wording on the impact of sales is also very important. If the wording of the site is not objective, users may exaggerate the impact of negative comments, which is certainly not conducive to corporate sales. But if the tone of the website is more responsible or civilized, most of the users ' comments will become responsible or civilized, and the company will benefit from it.

Negative comments
3. The benefits of negative comments

As one of the founders of G2 crowd, a comment site for business-to-business software sellers, I am well aware of the interests of users because negative reviews are more than 3 times times more than positive comments. Users not only pay attention to negative comments, but also trust negative comments, and if the seller's negative comments are just right, they will be favored by most customers. But we cannot rely on the data to be conclusive, but the Revoo (a ratings review service) may be more persuasive.

According to the REVOO2013 survey, 68% of users are more likely to believe good or bad reviews, and 95% of users will suspect that this is a fake result if the comments are better or worse.

In addition, Revoo's data showed that users viewed negative comments 5 times times (26.1 minutes vs 4.6 minutes) When browsing the site's content, and 85% of users were positive about the product after reviewing the comments. In this respect, Revoo's analysis is that the time users view negative comments may be the key reason for their attitude change, but that's just speculation. What we know about the impact of negative comments on users is just fur.

To sum up, popularity and comment intonation will deepen the impact of negative comments. Therefore, if the well-known start-up companies, can not be afraid of negative comments, or even consider the manufacture of public opinion to promote their own development. After all, brand awareness is the premise of all.

On the other hand, if the wording of the feedback commentary is civilized, then the customer will have a better impression of the brand. Therefore, to find a civilized, objective comments on the site is essential. While there is no guarantee that negative comments will be beneficial, at least, according to Revoo's research, negative comments can be sure to attract users ' attention and even take the time to view other comments.

Therefore, do not fear and conceal negative comments. Negative comments about companies that spread through social networks have become a foregone conclusion. Entrepreneurs should be most concerned about their users, and once they have negative comments from them, you should respond immediately. Successful companies treat daily negative comments as opportunities for learning and growth, rather than being embarrassed and overwhelmed.