This series of posts are reflections from the Art of Marketing conference. This one is based on Seth Godin's session:
The best reviews are the 1 star out of 5 stars reviews. Those are the ones customers and seekers read the most because those are the ones that often tell the truth. 5 stars reviews are good but 1 star products sell more.
Part of the success is because people trust companies who open themselves up to negative reviews. They trust in their product or message to the point they are willing to face the critics.
Mitch Joel, another speaker, shared that when he went to look for a point and shoot camera for his wife, the review that helped him buy his camera came from a professional photographer who gave the product a 1 star review. The professional opinion was that it didn't have manual focus, lacked dial accessed features and was only good for family photos - it was exactly what Mitch was looking for.
Action points for the team I am on:
- What is the feedback we are getting on our product/message and are we letting our target audience access to this feedback?
- Are we trusting we are on the right track to the point we are open to criticism?
- What is a 1 star review and a 5 star review look like in our organization?
This was a great post, Mr. Wong. I appreciate when people say that criticism is not a bad thing.
ReplyDeleteOops, more specifically, that criticism is not automatically a bad thing; there is lots of criticism out there that's bad.
ReplyDelete