The Pratfall Effect: Why Being Imperfect Makes You More Persuasive

Editor’s note: This is part two of a four-part series with Ben Wise, co-founder of Captivate. In this second installment, Ben dives into the praftfall effect — a psychological phenomenon that describes how people are more likely to like someone who makes a mistake if they are already considered competent.  Over the next few months, Ben will share valuable insights from his experience to help you master the art of persuasion, including in this upcoming member-only webinar. 

"To err is human." As the Roman philosopher Seneca famously said, making mistakes is a natural part of life. But what if those mistakes could actually help you gain more influence? The surprising psychology of the pratfall effect show how a little stumble can make you more likable and persuasive.

The Science of Being Imperfectly Perfect

In a world of curated social media feeds and airbrushed images, a genuine misstep can be surprisingly refreshing. Think about it — have you ever found yourself drawn to someone who's just a little bit clumsy, or who owns up to their mistakes with a self-deprecating chuckle? It's because we're wired to connect with authenticity, not perfection.

The original study by American social psychologist Elliot Aronson found that audiences had a more favorable view of an expert who spilled coffee on themselves, even when others achieved the same test results.

Of course, there's a fine line. A major blunder by a newbie won't win hearts; it'll just confirm their inexperience. Similarly, a mistake related to your core business or product won’t help either (sorry, CrowdStrike). However, for those already established as competent, a small stumble can make them seem more approachable and authentic. In fact, many brands have successfully leveraged this concept in their marketing strategies, profiting from their own mistakes.

Turning Stumbles Into Strengths

So, how can you strategically trip and fall your way to success? Metaphorically speaking, of course.

• The Self-deprecating Leader: The boss who shares a lighthearted story about a past blunder isn't just getting a laugh, they're building trust. This vulnerability signals authenticity and shows they're not afraid to be human. Employees and stakeholders value this honesty.
• The Perfectly Imperfect Brand: Have you ever seen an advertisement that playfully pokes fun at a product's minor flaw? This disarming honesty cuts through the noise of polished marketing. It builds credibility because it shows the company isn't trying to pull the wool over your eyes.
• The Expert Who Doesn't Know It All: Experts who admit they don't have all the answers come across as more credible, not less. It's a paradox, but it works. It shows they're transparent and still learning, qualities we admire. Don’t fake your way through a tough question. Acknowledge when you don’t know the answer but commit to following up.

Your Challenge: Embrace Your Inner Klutz (Just a Little)

This month let's put the pratfall effect to the test. Here's your challenge:

1. Own Up to a Mini-Misstep: Think of a recent minor mistake you made, something relatable but not career damaging. Perhaps a recent presentation had a funny typo or you stumbled over a few sentences.
2. Share it (Strategically): Find the right moment to share your story. Maybe it's during a team meeting or in a casual conversation with a client. The key is to be genuine and vulnerable, without coming across as self-pitying.
3. Observe the Ripple Effect: See how people react. Chances are, your authenticity will resonate, making you more approachable and trustworthy.

The pratfall effect isn't about faking incompetence; it's about being real. It's about showing that even the most accomplished among us have moments of imperfection. By embracing those moments, you create a connection with your audience that goes beyond mere competence. You show them you're human, and that's a powerful foundation for building trust and influence.