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Show your warts! Customers buy more, stay loyal when they know the downside

Go ahead, take the warts-and-all approach to winning and keeping customers. Researchers say it’s the better way.

Instead of only promoting the great things about your products and services – and we know there are many – let customers know any drawbacks, too.

Harvard Business School researchers Ryan W. Buell and MoonSoo Choi found companies can attract more customers who spend more and stick around longer when they lay it all out there: Show customers the downside of a product. Compare products, explaining what makes one worse than the other.

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