There's an old rule in media that the more popular you are, the more people you'll have complaining about you. For example, it's not unusual for polls to show that the same TV newscaster or radio DJ ranks as both the city favorite and the most disliked.

The person or organization that doesn't get any complaints probably isn't getting noticed by the public. As soon as your name starts becoming well known in your town or industry, somebody will start to complain.

Complainers can be a good source of new customers and supporters. People don't complain unless they're mentally involved. They don't gripe unless they care. Many times it's a short jump form complaining to satisfaction. All you have to do is show that you're willing to see things from the complainer's point of view.

You may not be in the mood to apologize, offer a refund, or add an extra bonus to the deal. But this is exactly the kind of thing that starts good word-of-mouth.

It's also important to remember that media loves controversy. Newspapers could print a letter from a dissatisfied customer slamming you. In addition, TV news operations often feature a reporter who exposes "crooked" businesses. Many times in their haste to get a good story, reporters will let things get a little one-sided.

Because big businesses spend a lot of money advertising, media attack dogs tend to go after smaller businesses. If your newspaper, TV station, or radio show airs complaints against you, all is not lost.

Newspapers are usually happy to print your letter in response to a complaining customer. TV reporters will almost always stop by your place of business to get your rebuttal. Think of this a free publicity worth thousands of dollars. Instead or arguing the customer's claim, take the opportunity to show people how well and fairly you handle problems.

Don't be afraid to spend a little money on the dissatisfied complainer to publicly prove your commitment to your customers. You can come off looking like the good guy.

Get Kevin Nunley's "39 Quick Tips to Promote Your Business." Just $1 plus SASE. Mail to:

Kevin Nunley
9699S 2810W
S. Jordan, UT 84095

You may also call Kevin at (801) 253-4536 or visit his website:

http://www.DrNunley.com