Not All Publicity Is Good Publicity for a Service Business

No. Publicity can get more people talking about your business while giving them fewer reasons to hire you. I don't think bad publicity is automatically good publicity. I think that can be really damaging for you, especially when customers need to trust you before they call.

By Eric Yim, Protocol Text

More attention can create a harder selling problem

A service business needs people to feel comfortable bringing it into their home, discussing a problem, or paying for its help. A post that makes the owner look careless with customer information can work against that decision, even if it gets shared widely.

Someone might enjoy watching an argument without wanting to hire anyone involved. They might remember the business name because the owner embarrassed a customer. Being remembered doesn't tell you what people remember you for.

That's why I wouldn't stop at views. I'd also ask who this is actually going to and how those views are going to turn into something of value. A popular post can reach people who will never need the service while making prospective customers hesitate.

That doesn't mean every disagreement is damaging. Explaining a reasonable boundary may help someone decide you're a good fit. The distinction is whether the attention helps people understand your work or gives them a reason to distrust how you'll treat them.

Check what a controversial post asks people to believe

Before sharing a risky post, I'd suggest writing down its useful point in one sentence. If the point disappears when you remove the insult, customer screenshot, or provocative opening, the post probably needs more work.

Then check the draft against these questions:

• Who needs this information? Name the prospective customer and the decision it helps them make. An audience that enjoys arguments isn't necessarily an audience that needs your service.
• What can I support? Separate what you know from what you assume about someone's intentions. Don't present a guess as a fact.
• What does this reveal? Look beyond names. Photos, dates, locations, and unusual circumstances can identify someone when combined.
• What happens after the attention? Give interested people a useful next step, such as reading a service explanation or asking about fit.

Also read the opening without the rest of the post. People may encounter a screenshot or a short excerpt. If that version creates an impression you can't stand behind, revise it before publishing.

Example: explain a policy without putting a customer on display

Here's an illustrative example, not a client story. Suppose a cleaner wants to post about a customer who expected work outside the agreed scope. The first draft includes messages and a sarcastic comment about unreasonable expectations.

The owner's frustration may be understandable. But the post asks strangers to take sides, and it shows prospective customers how a disagreement might become public. Removing the name doesn't necessarily solve that problem if the messages or circumstances identify the person.

I'd suggest rebuilding the post around the information a future customer needs: what the standard service includes, which requests need a separate discussion, and when to confirm the scope. Use the business's actual policy, not a rule invented for the post.

A useful exercise is to rewrite the explanation without mentioning that a disagreement happened. If it still helps a customer understand what they're booking, you've kept the useful part. If you can't explain it without exposing someone, pause rather than forcing it into a public post.

Judge the response by trust and relevance

I wouldn't tell a cleaner to go into McDonald's and scream “Big Mac” to get attention. I'd probably have them show their work because that's going to be more relevant. The same reasoning applies when controversy becomes the hook: give people something that helps them evaluate the service.

After posting, read what people are responding to. Are they asking informed questions about the work? Are inquiries coming from people you can help? Or are most comments about the argument, with no interest in the service?

Those observations are clues, not proof that a single post caused a business result. An immediate lack of calls doesn't establish failure, and a busy comment section doesn't establish success. Ask new inquiries how they found you and what prompted them to reach out.

Good work can give people a reason to recommend you. Marketing can help that work reach further. I'd rather amplify something a prospective customer can trust than chase attention that leaves them uncertain about calling.

Frequently asked questions

What should I do if my business post gets attention because I got something wrong?

Check the disputed claim before defending it. If you were wrong, correct it clearly and say what changed. Don't quietly edit a material error while leaving readers with the original impression. If the post exposes private information, remove that information promptly. A correction should address the mistake without restarting the argument.

Should I delete negative comments on my business page?

I'd distinguish criticism from abuse, spam, threats, or exposed personal information. Removing reasonable criticism just because it's uncomfortable can leave the underlying concern unresolved. Answer a legitimate question calmly, and move account-specific details into a private conversation. Use a consistent moderation policy rather than deciding based on whether a comment praises you.

Can I defend my business publicly when a complaint is unfair?

You can state relevant, verifiable facts without publishing the customer's history or guessing at their motives. Keep the response focused on what you can clarify and how the concern can be discussed privately. You don't need to persuade every commenter. Avoid turning a response into a running dispute that reveals more with each reply.

Does this mean I should avoid humor or strong opinions?

No. Humor and a clear point of view can fit a business's voice. I'd check who the joke targets and whether the opinion helps people understand your standards. Making a customer the punchline creates a different risk from a lighthearted explanation of your work. Strong opinions still need accurate claims and respect for privacy.