Psychological research shows that if we’re “too polished” people are put off and feel we’re not human and relatable enough.
How do we know this?
One of many studies carried out in the 1960s was by Elliot Aronson called “The Pratfall Effect”. People listened to a student participating in a general knowledge quiz. The student achieved 90% in the quiz and went on to modestly admit a lifetime of success.
There was one variable at the end of the tape. In the first one it ended with just him talking about his success. In the second one the tape continued and you heard the student knocking over a cup of coffee and ruining his new suit. Everyone was asked to rate which they preferred and the one who made the blunder was far more likeable.
Is this still relevant today and if so, how?
More recently Professor Richard Wiseman did a similar study where he went to a shopping centre to demonstrate a drinks maker, like a smoothie machine involving lots of fruit and liquid. The first demonstrator did a pitch perfect demo which people were really impressed with. With the second person it went horribly wrong and the food and drink went everywhere making a disgusting mess, but she battled her way through.
The results… exactly the same as 60 years ago!
Though the first one was much more professional and convincing, they didn’t warm to her because they found it difficult to identify with the flawless performance. Whereas they loved the second demonstrator and warmed to her battling through, creating a mess, but making it work…. because it was more human and relatable.
It’s a lot like the content we now see – slick and polished, but not relatable.
If you’d like a more human approach to your content that will connect with your audience please give me a shout. I will show you how a storytelling approach to your content will get your customers warming to you, engaging with you and of course buying from you.
Your engaging content can then be used on your:
- Website
- Social media posts
- Blogs
- Newsletters
- Presentations
- or anywhere else!
One anomaly
Like most things though, there is one anomaly to the study….. certainly according to my daughter! We do have a “perfect” and very warm and lovable baby in the house…. Jack our gorgeous cat! I hope you agree!
Thank you Phil Agnew for sharing the research included above.