From the book: Dealing with negative word of mouth

This week we’re talking about how to deal with negative word of mouth using tips from the new chapter in the revised edition of Andy Sernovitz’ best-seller, Word of Mouth Marketing: How Smart Companies Get People Talking.

People will say bad things about you

In fact, it’s already happening. So what do you do? “Nothing” is not the answer.

A negative word of mouth problem isn’t going to go away by itself. People will keep talking, negative stories will keep spreading, and it will forever damage your reputation. If you don’t get involved, it’s going to get worse.

Skittish marketers and lawyers are often worried that if they start doing word of mouth, they will cause negative word of mouth. But not participating because you’re worried about negative word of mouth is like refusing to go to the doctor because you don’t feel well. Participating in the word of mouth conversation doesn’t cause negative feedback — it gives you the tools to deal with it.

Negative word of mouth is an opportunity

This week we’re looking at how negative word of mouth is actually an amazing opportunity. We’ll talk about the four defenses from negative WOM, a basic response strategy, and how to deal with crackpots, fake reviews, and stealth competitors.

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