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Prospect Have Bad Reviews - Should We Take The Project?

by fated82
9 replies
I am pitching a project recently to an education training centre for children. We did some background check online and found that there are some bad reviews about the centre. Most of them are parents complaining about courses not able to help their kids (basically products that don't work).

My associate is afraid to take up this project as it may 'damage' our reputation if we promote something that doesn't work. I think otherwise. I think it's about positioning of the brand and how we communicate to their target audience.

What do you think fellow copywriters? Would you take up this project? How do you decide when to reject a project?

PS: The centre is in business for the last 3 years. They are planning to open a new outlet next year.
#bad #prospects #reviews
  • Profile picture of the author Andrew Gould
    It depends what you mean by "some bad reviews".

    No matter what you sell, they'll always be a few disgruntled customers.

    But if there's review after review slating them, and there does appear to be problems with their service, why would you want to promote them?

    If your only concerns are whether it would damage your own brand, or whether you could pull it off, then I think you're looking at it from completely the wrong angle.

    If the product/service doesn't work, you don't promote it. Simple.
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    • Profile picture of the author marciayudkin
      PS: The centre is in business for the last 3 years. They are planning to open a new outlet next year.
      This fact indicates that they probably have some happy customers along with some unhappy ones.

      Why don't you discuss the issue with them? Maybe the unhappy customers were a bad match for the center and with better marketing copy they would be bringing in the customers who were the right people.

      Maybe they have some internal satisfaction indicators that they can share with you to sway you.

      I think you need more information before making a decision.

      Marcia Yudkin
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  • Profile picture of the author KingOfContentMarketing
    Studies show that consumers actually trust a business more if they have some bad reviews. They know that no business is perfect, and it would be almost impossible to never have a bad review.

    On the other hand, if the review section is all 5-out-of-5-stars ratings down the page, they trust every review less. It smells bogus.

    As far as bad reviews, consumers want to see how the business responds. Did they try to make it right? Did they apologize? Did they show how they have taken steps to do better? These responses go a long way in building online reputation.

    I would look for those nuances in the reviews of your potential client.
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  • Profile picture of the author sethczerepak
    Unless the good reviews significantly outweighed the bad, I personally wouldn't take the client on. The way people conduct business when dealing with their customers is a good indication of the way they'll treat their relationship with you. Not worth the hassle.
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  • Profile picture of the author Loren Woirhaye
    My mom started a private school and over the decades
    it's been running, there have been a lot of parents
    who freaked out and pulled their kids out of the school,
    attempted coups, badmouthed teachers... on and on.

    There are a lot of crazy people out there and lots
    of them have children.

    While the business you are considering working with
    may indeed suck, it is also plausible that they
    have crazy customers with unreasonable expectations.
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  • Profile picture of the author rihannsu
    Are there some reviews that are specifically targeting the quality of the curriculum? If the parents are unhappy about the writing in the books and workbooks, you could have a nice opportunity to write some quality work for them.

    Honestly, I would really pay attention to the bad reviews.

    I'd definitely ask for at least 50% upfront if I took the job.
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  • Profile picture of the author max5ty
    Originally Posted by fated82 View Post

    I am pitching a project recently to an education training centre for children. We did some background check online and found that there are some bad reviews about the centre. Most of them are parents complaining about courses not able to help their kids (basically products that don't work).

    My associate is afraid to take up this project as it may 'damage' our reputation if we promote something that doesn't work. I think otherwise. I think it's about positioning of the brand and how we communicate to their target audience.

    What do you think fellow copywriters? Would you take up this project? How do you decide when to reject a project?

    PS: The centre is in business for the last 3 years. They are planning to open a new outlet next year.
    I usually read reviews with a ho hum attitude...especially when I discovered there are those who charge companies for so many good reviews, even though they've never stepped foot into the business.

    You also have the competition which leaves bad reviews.

    There's so much rigging that goes on with reviews, I wouldn't base your decision solely on reviews. More research beyond the reviews would be prudent.
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    • Profile picture of the author mrdomains
      Child education is a touchy subject. It is also one niche where lobbying groups invest in long-term programming. it is easier in my country where the gov regulates every single child-related institution. For US and other countries you really need to do a very detailed due-diligence. Where is their funding coming from? Background of founders? Main theory/method of training.

      If your prospect uses any...umm.. special, often self-developed theories on how to educate kids I would be careful.

      I wouldn't get involved in for example are creationist, scientology backed, political biased, etc, etc, etc
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  • Profile picture of the author Igor Fridrihs
    It depends of you. Regretfully there are plenty of people who wants to ruin reputation and internet gives a wide opportunity for unfair persons. I got a very reputable client (restaurant) and I found some negative comments about it. When I dig dipper I found that all of those comments were from a driver who was fired some months ago. That driver just asked his friends to make negative comments.

    So try to talk to happy customers too.
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