For a book on divorce, the highest-performing ads used copy like "stuff that your lawyer won't tell you." This strategy taps into a customer's inherent skepticism of traditional service providers in a given field, creating a powerful hook that positions your product as an insider's guide.

Simply promising a desired outcome feels like a generic 'win the lottery' pitch. By first articulating the audience's specific pain points in detail, you demonstrate deep understanding. This makes them feel seen and validates you as a credible expert who can actually deliver the solution.

The host launched his crypto newsletter not with expertise, but with a story of his massive failure to buy the Ethereum presale. This vulnerable "anti-credibility" narrative built trust with beginners and served as a compelling hook to gain subscribers.

To build trust, admit a weakness using the 'stolen thunder' effect. The most advanced application is admitting a flaw that is the mirror image of a strength. For example, Buckley's cough syrup's slogan, 'It tastes awful. And it works,' uses its bad taste to imply potent medicinal effectiveness.

Highlighting a "flaw" that is actually a strength for a specific audience is a powerful use of the Pratfall Effect. Snowbird Ski Resort ran an ad featuring a 1-star review complaining the slopes were "too technical." This brilliantly filtered for and attracted the expert skiers they wanted, turning a negative into a powerful positioning statement.

The 'Pratfall Effect' suggests showing a flaw can make a person or brand more appealing. However, this has a major caveat: it only works from a position of strength. A competent brand like Guinness can highlight its slow pour time as a virtue. An incompetent brand admitting a flaw simply confirms its incompetence, making the situation worse.

The "pratfall effect" shows that revealing a minor flaw can make a brand more relatable and likable. Guinness successfully used this by framing its slow pour time as a virtue ("Good things come to those who wait"), turning a potential weakness into a strength that builds trust and brand character.

After establishing competence, admitting a minor flaw or making a small blunder (a "pratfall") can significantly increase appeal. This humanizes a person or product, making them seem more relatable and trustworthy. It works because it proves honesty and makes other claims more believable.

The 'pratfall effect' suggests that admitting a weakness can increase appeal. For brands, this works best when the admitted flaw cleverly emphasizes a core strength. For example, Buckley's cough syrup's 'It tastes awful. And it works' campaign uses its bad taste to signal its powerful efficacy.