a single source, nothing corroborates it
Earn the standing before you show a flaw
A visible slip makes an expert more likeable and an average performer less so, which is why a staged imperfection is a bet you probably lose. Build the competence first and let the genuine mistakes, which are coming anyway, land in your favour.
The method
- 01
Do not stage a flaw to seem human, because the trick only pays once you are already seen as good at the thing.
What it returned
- 1966
Elliot Aronson found in 1966 that someone regarded as superior gets more likeable after a slip while someone regarded as average loses standing, which is why Katelyn Bourgoin says smart marketers never make deliberate mistakes and instead build competence so the inevitable error lands in their favour.
Sources
- Pratfall Effect - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · 🧠 The Psychology of the Pratfall Effect · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected