A friend of mine is a talented videographer. They've shot music videos, commercials, and ads.
They recently got a new job as a videographer for a hot beauty brand. It's carried in Sephora, and has over one million followers on Instagram.
A few months after my friend started the new job, I headed over to the brand’s Instagram to admire their work.
It was awesome. And it was also completely different than what I expected.
The video quality is pretty lo-fi. They look like they're shot on an older iPhone, or sometimes even a camcorder. The camerawork is a bit shaky – indicating it’s just one person filming on their own. There are shadows, wrinkles, and smudges.
At first, I was shocked to not find something more polished.
But now it all makes sense.
Imperfection is trending. Especially in the age of AI, everyone is all craving more authenticity and realness.
There’s a scientific explanation behind this trend, too: the Pratfall Effect.
The Pratfall Effect is a cognitive bias. It shows that competent individuals who make an everyday mistake actually become more likable than if they didn’t. It humanizes you. (Note: this effect only works if you're already seen as competent. Without that foundation, small mistakes just reinforce incompetence.)
Here are a few specific ways you can integrate the Pratfall Effect into your go-to-market efforts.
1. Pick up the Phone
The strongest founders I know pick up the phone, or otherwise get quite scrappy in order to get face time with prospects.
They are relentless in their quest to rack up live conversations.
They also understand that inevitably, at some point, they will flub something. But that doesn’t stop them.
They aren’t waiting to feel ready or to be perfect. Because 1) the real way you improve your sales chops is by selling, and 2) live, authentic connections beat polished emails every day.
Don’t give in to the pesky voice in your head that tells you to stay safely behind your screen, writing emails. Pick up the phone, visit in person, or go to that conference instead.
2. Not too much polish, not too little.
I often find founders spending half an hour perfecting a single email to a prospect.
Sure, you should take the time to ensure you look competent. But competent doesn't mean perfect.
When you’re emailing to schedule an intro call, don’t be afraid to look human – whatever that means to you. Add a bit of personality. Being overly formal can stifle the human connection. (More on this here.)
If you’re emailing with a prospect who’s in a buying cycle with you, before you pen that five-paragraph missive answering their product questions… go back to the prior concept, and ask to jump on a quick call instead.
3. Leverage the Pratfall Effect mid-call.
I know I'm a broken record on this one, but it bears repeating: the most important thing you do on a sales call is forge a real, human connection.
Connection beats perfection, every day.
During a sales call, lean into the fact that you’re a real human, without all the answers, that wants to understand what’s going on for them more deeply.
This can show up in phrases like…
- “Am I hearing you correctly when you say…”
- “I have a hunch that [prospects] like you need…”
- “I might not have this right, but it seems like…”
This approach creates connection and builds deep buyer understanding—both absolutely required for closing deals and building a repeatable sales cycle.
Imperfection isn't just trending – it’s working. (Just ask that beauty brand.) Go ahead adn give it a shot 😉
This is Extra Extra, a newsletter about the tactics and mindsets that drive early sales. I’m Caroline Fay, an exited social impact founder who’s spent my career launching and selling new products. I help non-traditional tech founders build sustainable, recurring revenue.
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Caroline Fay
