From sigh-copy to psy-copy®: The Pratfall Effect
Your move: The Pratfall Effect
Paid subscribers to Ink Tank get a weekly-ish actionable tip for their marketing using copy psychology.
Reading time: no more than 2 mins.
Action time: do it today.
In each paid post, you get a one-line summary and takeaway for each tip, a list of where you could apply it, plus suggestions for how to optimise and test your copy using the tip.
The Pratfall Effect
What is it?
A person/brand's attractiveness increases if they display a flaw or minor mistake, as it makes them more relatable.
Key takeaway
Demonstrating minor flaws or mistakes can make your brand or message more relatable and attractive.
Apply it here
Brand storytelling and campaigns
Social media marketing
Customer testimonials and case studies
Email marketing and newsletters
Product descriptions
About pages and bios
Influencer marketing
Optimise copy like this
Try & test these ideas -
Show vulnerability by sharing stories of challenges or mistakes (and how you overcame them).
Reveal behind-the-scenes, including occasional slip-ups or imperfections.
Add self-deprecating humour, because nobody likes a smartarse.
Include authentic testimonials: mentioning minor drawbacks alongside overall high positivity can enhance credibility.
I’m Sue Moore, B2B Copywriter and Psy-copy® Strategist. I fix words using copy psychology, so you can engage and persuade buyers human-to-human.
🌷 Ready to work on your words?
I create brand voice, messaging and web copy, as well as deep content like white papers. Right now, you can test the waters with a VIP Day.
One Day Copy VIP Day
A streamlined way to get your project up-and-working quickly. You get psychology-driven, publish-ready words, written by an expert, so you can go ahead and sell your stuff. Find out how.