THE PRATFALL EFFECT: WHY WE BUY

Summary from the TLDR Founders newsletter

The Pratfall Effect suggests that displaying vulnerability or flaws can actually increase attractiveness and relatability. In marketing, brands strategically showcase weaknesses to boost likability and trust. Examples include VW's "Lemon" ad, Avis' "We're No. 2" campaign, and Domino's "Pizza Turnaround". By admitting imperfections, brands appear more human and authentic. The key is balancing flaws with competence to avoid damaging credibility. When used deftly, the Pratfall Effect is a powerful persuasion tool.