Imperfect Yet Irresistible

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Embrace Imperfection: The Pratfall Effect in Marketing
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Imagine this…

You’re speaking at your first big conference, filled with potential customers. It’s a major opportunity for your business, and the pressure is immense.

On the big day, nerves hit despite months of practice. They call your name… you step on stage… and…

You nail it!

The audience laughs, you hit all your points, and the applause is thunderous. But as you leave the stage, you trip and fall flat on your face. 

You’re mortified. Months of preparation, and now all you think people will remember is your fall.

After hiding in the bathroom for 10 minutes, you come out to find a few people chatting. You try to sneak by unnoticed when someone calls your name.

“Amazing talk!” she says. “Can we discuss business over lunch?”

Another person adds, “Me too! You’re so inspiring.”

Surprised people still want to talk after your mishap?

This is the Pratfall Effect—why imperfections can make people like you (or your brand) more.

Let’s dive in…

Customers value authenticity over perfection.

Before you stop proofreading your emails, understand this:

Smart marketers don’t fake mistakes. Instead, they build a strong brand so that when mistakes happen, they turn into advantages.

How to Apply This

Retail & Hospitality: Turn mistakes into delightful moments. When KFC ran out of chicken in the UK in 2018, they responded with humor, owning the mistake.

Health & Wellness: Flaunt inherent flaws like Buckley’s did with their cough syrup’s bad taste, building trust and driving sales with their “Bad Taste” campaign.

Media & Education: Turn flaws into features. CXL’s ad used 1-star reviews about their program’s difficulty to stand out and attract serious learners.

The Takeaway

People appreciate realness. Leverage your brand’s flaws to make it more relatable, but avoid coming off as incompetent. Embrace authenticity to connect with your audience and boost your brand.

How Americans’ perspectives on AI have changed over the past year
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A new Ipsos poll reveals that Americans are more likely to use negative adjectives to describe AI, compared to this time last year. More than a third of Americans now say AI-generated art is “controversial,” compared to 23% who said the same in 2023. And while just 14% of Americans called AI-created works “fake” last year, 21% say the same now.

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That’s all for today! While we curate another Growth edition for tomorrow, let us know how you felt about today! And share this with someone who’d love it.🥰