It was an average Saturday morning. Jim sipped his coffee while browsing the latest headlines on his laptop.
Checking Facebook he noticed a new comment notification on the Advertisement he was running. He clicked the view comment link with enthusiasm. However, what he saw turned his stomach around.
“Listen, I don’t want a bunch of B/S. I would just like to know value! But there are always strings attached to this crap!” – Susan Bridge
How can you turn this unhappy comment into business?
Today, I’m going to walk you through how to turn this comment into a client. If you can master the art of turning negative Facebook comments into positive threads, you will be a true Facebook master. This is a true story, only the names have been changed to protect the commentators privacy.
Since comments get read by many silent onlookers, both positive or negative comments on your Ads give you an opportunity to build trust and favour with potential clients.
In fact, a negative comment that turns into a positive thread will have a dramatic improvement on your Facebook Ad’s conversion rates. This is exactly what happened for Jim.
Step 1: The initial reply
Think of your reply as a FAQ. This is your chance to address a concern that other people may have. If one commentor has something negative to say, it may be a concern that other Facebook users have as well.
The wonderful thing about Facebook is that you can have a conversation. This is a great moment to address it and turn that concern into trust.
Start off by putting their concern into context as a direct question. Rewrite their concern as a question, but written nicely, and describe the reason you think this person has an objection.
They will be free to clarify this in their response. This will help many other people viewing your Ad as well.
Next, in the same reply, answer that question. Frame your reason in a way that shows how it benefits the other person.
Here’s Jim’s actual response.
“Hi Susan, I assume the strings you’re referring to include people contacting you to ask questions about your home.”
Explain the reason and how it benefits the Facebook user:
“The reason for this is that providing a value without having any detailed information about the home will be inaccurate and either disappoint you or be wildly over optimistic. If I asked you to tell me how much my shoes cost, wouldn’t you want to know the brand, style, etc? Better yet, wouldn’t you want to confirm their quality by actually seeing them for yourself? If you just want a ballpark figure, Zillow has an algorithm that can provide that without any “strings” attached. If, however, you want a professional opinion, any Realtor work their salt is going to ask to see your home.”
Step 2: The second response
Your comment may not get another response. If it doesn’t you can feel confident you responded well. However, if it does it may come across as a bit defensive or rude. Considering the initial comment was rude. However, have no fear. This is where you get the one-two punch of winning them over.
In this case here was Susan’s response.
“Well why don’t you just ask. I am interested in selling my house but I do not want every Realtor calling me. Can you understand this concept?”
Unfortunately, this comment comes across belittling. However, her concern is valid. Fortunately Jim recognized that and only addressed the concern, ignored the rest, and communicated a clear next step.
Here’s Jim’s response.
“This particular portal is only connected to me and my team so it won’t trigger an onslaught of calls. If you would like to send me a private message with your number I would be happy to call you and talk through what I would need to give you a value.”
Step 3: Take it offline
If you have reached a mutually pleasant conversation now is the time to offer a way of connecting offline. Either through the use of a Private Message or phone call.
This is the early stages of a relationship. In this case the commentator indicated they are selling, they are interested in a property valuation, and they are willing to have a conversation. But any measure they are a qualified lead.
Here was Susan’s actual response.
“Thanks. I didn’t mean to be rude. I just do not like to be bombarded. Jim, I’m going to keep your info and give you a call soon. :) ”
Conclusion
Turning negative comments into positive threads is all about the response.
It doesn’t have to be an “art”. Instead follow this simple formula above. Also, remember that while you cannot control the other person’s response you have complete control over your own.
People reading comments will recognize your professionalism and if you answer their concern they will be much more willing to work with you as they now have a bit of insight into your professionalism and character.
Best of luck as you turn your Facebook Ad comment stream into a lead machine.
