Negative Reviews? Rise Above with a Case Study
Sticks and stones may break my bones, but your Glass Door review really hurt!
Whether it’s your company website, Glass Door or Google – a negative review does more than hurt a little bit.
Regardless of the product or service, B2B or B2C – 94% of respondents in a survey by Review Trackers say a negative review online convinced them to avoid that particular business. Even before the internet, it was a common belief that an unhappy customer would tell 10 or more people about their negative experience, while a happy customer would only tell two or three.
From televisions to telecommunications – people go online to read reviews before making a buying decision.
And while it’s difficult to determine exactly how much revenue your company is missing out on due to negative reviews, estimates range from the cost of your average sale and beyond, since that potential customer may have been a returning customer with a bigger lifetime value.
A big don’t is drumming up fake positive reviews – a big no-no that savvy customers can spot.
Warranted to not, a negative review is a call to action. Ignoring it is not the most effective response, of course fake positive reviews, or just a cut and dried “thanks for bringing that to our attention” isn’t either.
The most powerful counter to a negative review is a case study.
Regardless of the impact, there is a way to counter those negative reviews professionally which positions you positively and gets you a lot of mileage
A case study is a prime tool in highlighting your business that isn’t full of hype.
Presented in a challenge – solution – outcome formula, it hits all the emotional triggers while appealing to logic with solid evidence.
The key to a successful case study is more than just facts and figures – remember a case study is a before and after story – the kind that everyone loves to read, as long as it’s more than just dry stats.
A case study engages your audience, entices prospects, and positions you as a trusted source.
First – get a true account of the customer’s quest for a solution. A skilled case study writer will conduct a thorough interview and listen carefully for the quotes that drive home the extent of their challenge. More than just ‘behind on production’, it may uncover the deeper fears or frustrations, such as laying off workers, etc.
Second – it’s the journey of searching for solutions to the problem – did they even know where to start, what questions to ask, or did they try to fix it on their own, only to discover they needed help?
Third – The relationship that forms when your company comes to the rescue – and the ensuing relationship that forms – the satisfied client and your mission fulfilled – to provide a product or service that truly benefits your customers. It draws them in, rather than putting you in the position of pushing your sales message out.
If your company hasn’t maximized the leverage that a well-written case study can provide, then consider stepping up your strategy. It’s marketing content that communicates your sales message in a way that nothing else can. It’s got all the elements – challenge, perceptions, realizations, outcome, and a strong testimonial from your customer.
It’s a boon to your asset library.
Then, consider that the nuggets of information gleaned during a case study process can spread into other areas – as a training tool for both sales and customer service – repurposed into press releases, articles, and website content. It is a cost-effective marketing tool like no other. Hearing your customer validate your claims will help prospects make decisions faster – shortening your sales cycle and may even lower your sales and marketing costs.