We live in a world that’s obsessed with perfection – flawless Instagram feeds, polished decks, sleek packaging, but actually is being perfect something for you to aspire to?
Enter the Pratfall Effect. The Pratfall Effect tells us that being a little imperfect might actually make you more appealing, not less. Discovered by psychologist Elliot Aronson, the Pratfall Effect shows that when a highly competent person spills coffee on themselves, they’re actually seen as more human, more relatable, and more likeable.
In marketing, when brands show a minor mistake or a small flaw they become more likeable. It’s a powerful way for brands to be perceived as authentic and trustworthy. Importantly, they already need to be seen as competent, otherwise brands just look a little sloppy rather than relatable. It’s all about striking the balance between being great but not untouchable.
One example of this in marketing is brands that market themselves as imperfect. Buckley’s Cough Syrup had an advertising campaign with the strapline “It tastes awful. And it works.” This self-aware approach and highlighting the bad taste helped them to stand out from their competitors as they were honest and relatable. Innocent Drinks is also known for honesty, self deprecating humour and the odd typo. People relate to their brand because they sound like real people, not a polished PR team.
Customers also love behind the scenes and founder stories. For example, Gymshark was founded in Ben Francis’ garage and is now a fitness empire. Smith was also founded in a shed with two macs! These examples allow customers to connect with brands and their missions and make them feel real.
When it comes to PR, showing vulnerability can actually help deescalate a crisis. Rather than a generic PR statement, by saying “Here’s what we got wrong and what we’re doing about it”, it humanises your brand, promotes transparency and makes customers more likely to forgive quicker.
The Pratfall Effect teaches us that perfection doesn’t always persuade. Sometimes, showing your cracks makes your credibility stronger. So next time you feel the urge to over-polish or over-perfect, ask yourself: What if being a little human is what makes us stand out?