It’s tempting to hide the negative feedback, the lousy reviews, and the tough criticism.

But instead of trying to hide it (which is impossible anyways), a better option is feature it, respond to it, or explain how you’re incorporating the feedback into future products.

The negative stuff might cost you a few sales today, but the trust you’ll earn will more than make up for it.

For inspiration, check out how daily deal site Woot features comments from their community members next to each of their product listings.

Below are comments about a recent deal they were running for a USB storage device. Some of these comments might have hurt the sales of this one item — but the overall result is a lot of trust in Woot to tell you what people really think about their stuff.


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  1. Lessons Learned from Woot. Or How To Sell Using Humor, Story Telling and Transparency. « Marketing Communications Ink - October 24, 2012

    […] of my all-time favorite newsletters, “Word of Mouth Marketing Lessons”, published a blog article talking about how Woot allows negative customer comments to remain posted as a clever way of […]

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