The Pratfall Effect Is the Real Reason You Love These Brands
When someone makes you a mistake, you love them even more.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands. I also look at how to transform your writing with style, clarity, and stories so you can build an audience, transform your writing, and create endless opportunities.
Season greetings!
It’s almost September, so we can say September greetings. Anyway, enough talk about the weather. I’m ready to show you some psychology around messaging.
Today, we are covering the Praftfall Effect. One of my personal favorites. Because while 99% of brands tell people, “Look at how perfect we are,” the Pratfall Effect argues otherwise.
The Pratfall Effect: You’re seen as more likable when you make a mistake.
Real quick! I’m doing another landing page masterclass workshop next week! I’ll be hosting it at 2:30 pm EST, next week Wednesday, September 4th.
You’ll see my copywriting process, how I write landing pages, B2B and B2C examples, my adjustments to high-performing landing pages so they perform even better, and how you can optimize your landing page.
Plus, there will be Q/A throughout the workshop, especially if you have questions around your landing page.
You’ll also get access to my landing page course as a bonus.
Onward and forward!
Domino’s Pizza Admits the Obvious
What a shocker. As a pizza lover, I know Domino's pizza is the worst unless you’re hosting an after-school kid’s soccer party. Then it’s the best.
The thing is, Domino’s Pizza knew they had terrible pizza. So they proudly admitted it. They created a campaign that addressed their mistakes.
After that, sales went up.
Address the Elephant In the Room
Oatly knows its audience. And they know that Oatly doesn’t taste good. It’s their brand voice. They also know that it’s part of the appeal.
This email calls out how long and terrible it is for them to send it. It plays on the imperfections and the frustrations consumers have with product emails.
Always Be Honest
The Hans Brinker Budget Hotel in Amsterdam is known for being bad. It’s so famous for being bad that guests actually book to stay there to see for themselves.
And that’s why it’s successful.
It’s leveraging why people see them and capitalizing on it. Making it funny gives it even more appeal.
Make Your Weakness a Strength
If your brand has an obvious weakness, then address it. Make it your strength. Don’t try to hide it.
This popular ad by Avis does a brilliant job of showing what they lack. When they did that, they showed they worked harder than anyone else.
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Interesting read. I hadn't seen any of these examples before.