Authenticity Over Perfection
Plus, Remarketing Tactics That Actually Work
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Embrace the Pratfall Effect: Imperfections Can Win Hearts
Insights from Customer Camp
Imagine this…
You’re on stage at your first big conference. The room is packed with potential customers—this is a HUGE moment for your business. The pressure is intense.
The big day arrives, and nerves are at an all-time high. Months of practice haven’t quelled the anxiety. Then, the moment of truth—they call your name… you step on stage… and… you nail it!
The audience laughs at your jokes and you hit every point flawlessly. At the end, thunderous applause. But as you walk off the stage, disaster strikes—you trip and fall flat on your face.
Humiliated, you retreat to the bathroom. When you finally emerge, someone calls your name.
“Amazing talk!” she says. Join us for lunch. I’d love to learn more about your company.” Another person adds, “Me too! You’re so inspiring.
Are you surprised people still want to talk business after your embarrassing moment? That’s the Pratfall Effect—imperfections can make people like you (or your brand) more.
Twist: Perfection Isn’t the Goal, Authenticity Is
But hold on before you start sending typo-filled emails. There’s a catch. The Pratfall Effect works only if the person or brand is already perceived as competent.
In 1966, psychologist Elliot Aronson discovered that highly competent individuals become likable when making mistakes. Conversely, average individuals’ likability plummets with errors. Consumer psychologist Adam Ferrier found that people prefer “imperfect” cookies. Occasional slip-ups humanize us, but repeated mistakes signal incompetence.
How to Harness This
Retail & Hospitality
Turn mishaps into delightful moments. When KFC ran out of chicken in the UK, they responded with a witty ad campaign instead of excuses. Simple, creative reactions can turn errors into opportunities to impress.
Health & Wellness
Highlight inherent flaws. Buckley’s cough syrup didn’t hide its awful taste. Instead, the “Bad Taste” campaign boldly acknowledged it, building trust and driving massive sales.
Media & Education
Transform “flaws” into strengths. CXL advertised 1-star reviews saying their program was “too difficult,” making it a badge of honor and attracting ambitious learners.
The Takeaway
People value authenticity. Imperfections can be a strength, making brands more relatable. But remember, there’s a fine line between charmingly flawed and outright incompetent. Use this strategy wisely.
6 Remarketing Strategies You’ve Probably Overlooked
Insights from Demand Curve
The highest ROI campaigns target warm audiences. These could be people who’ve visited your homepage, explored key parts of your site (FAQ, return policy, pricing, checkout), purchased, filled out a lead magnet, or jumped on a sales call. Warm audiences sometimes just need a reminder that you exist or a nudge to overcome an unresolved objection. Here are six lesser-known remarketing strategies to boost sales and reduce churn.
1. Fish in Cheaper Waters
Catch quality leads on premium channels, then reel them in on budget-friendly platforms. Use unique UTMs to tag ad sets. Identify top Google Ads keywords or LinkedIn audiences, then retarget them on Twitter or Display Ads where costs are lower.
2. Revive and Thrive
Email engagement isn’t enough. Identify inactive customers or those ignoring your emails. Run retargeting ads on Instagram, Twitter, or LinkedIn to re-engage these segments and spark renewed interest.
3. Play the Long Game
Don’t abandon the ship after a week. Keep your remarketing efforts alive for months. Someone might not be ready to buy now but it could be next season. Gradually increase your sales pitch, keeping your brand top of mind.
4. Engage, Don’t Just Sell
Shift focus from direct sales to engagement. Drive traffic to content with strong CTAs that lead to sales. Optimize ads for metrics like 50% scroll depth or 20+ seconds on the page to lower costs and boost conversions.
5. Sniff Out Hidden Intent
Go beyond the obvious pages like pricing. Track visits to the return policy, multiple FAQ clicks, or long stints on product comparisons. These interactions signal intent more creatively and effectively.
6. Target with Precision
Personalize ads and emails based on specific user behavior. Show ads for products they viewed or feature familiar sales reps in the ad. Specific targeting always outperforms generic messages.
The Takeaway
By leveraging these innovative strategies, you can effectively remarket to warm audiences, boosting your sales and reducing churn. Ready to maximize your remarketing efforts?
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