Known as the "Pratfall Effect," admitting a small weakness can make a brand more human and trustworthy, thus increasing overall appeal. Guinness masterfully reframed the slowness of its pour as a testament to its quality, turning a negative into a powerful positive.
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The Pratfall Effect shows admitting a flaw can increase likability and trust. A Reddit ad for the Nudge podcast titled "Five reasons why you shouldn't listen" performed 4x better than a standard ad listing benefits. This counterintuitive approach grabs attention and builds rapport by subverting expectations.
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.
When a client offers harsh, fundamental criticism during a pitch, the best response is not to defend the work but to acknowledge the miss. One CEO won a pitch by immediately conceding the point and offering to re-pitch, demonstrating humility and confidence.
A study found job candidates were rated highest not when perfect, but when demonstrating competence alongside a relatable flaw. This shows that acknowledging and laughing at your imperfections can enhance success by making you more relatable, rather than undermining your credibility.
Don't hide from errors. Steve Munn found that when he made a mistake, taking ownership and handling it well actually enhanced client "stickiness" and deepened the relationship. Clients saw he cared and was accountable, building more trust than if the error never happened.
