A Look At Negative Reviews

Online reviews are powerful, there’s no denying that; a praising King Kong marketing review can persuade a lot of potential customers. In an age where more and more people are turning to the internet to find what they need, it’s no surprise that glowing reviews account for so much.

On the flipside, it’s unrealistic to not have any negative reviews; they’re just part and parcel of online operations. Yes, they’re something any brand really doesn’t want to see, but they’re always there, kind of like a spider, and, like a spider, they can actually be quite useful, if you play your cards right.

What does a negative review do?

When people shop online, part of the shopping process involves learning as much as possible about the thing they’re interested in, so they can make an informed choice that they’re confident in. Naturally, a negative review will tell them of what problems are in a brand or product.

Shortcomings, failings, mistakes; these are all part of a negative review. If a customer doesn’t have a good experience with something, you can bet your backside that’s going on a negative review.

Here’s the thing, you actually want a negative review or three.


Because people don’t trust perfect ratings, as they see these as unrealistic, with data suggesting that somewhere around 4.2 is the best place for user ratings to sit. If every King Kong marketing review is golden, then that’s fishy to a customer; it feels ‘too good’.

So negative reviews aren’t inherently bad for a brand, provided that they’re kept to a reasonable level.

Taking advantage of negative reviews

Negative reviews basically layout what customers perceive as flaws or shortcomings in a product, brand, or service. Again, they’re not inherently bad; they can be extremely useful.

  • Positive reviews say what works, while negative reviews say what doesn’t or what needs improving. As a result, they can really help a brand or company improve themselves, innovate, and generally raise the bar.
  • They provide customers a much more complete image of something, whether it be a product, service, company, or brand. ‘Warts and all’ is pretty much what customers want when shopping for something; they want to know as much as they can.
  • Negative reviews can build trust. Showing negative reviews lets customers know that you’re open with them, and aren’t afraid to admit shortcomings of failings. Transparency, after all, is something a lot of customers want from companies.

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