One time, my smoke detector went off while I was recording a podcast. I had lunch cooking on the stove, got into a deep conversation with my co-host Matt Halloran, and forgot all about my food.

A piercing beep, a cloud of smoke, and instant chaos resonated through the Lowe household. My lunch burned to a crisp.

But the best part of all this? (Seriously. ) We forgot to stop recording.

We actually decided to leave that audio in the final version, and listeners loved it. It became one of those small, imperfect moments that people remembered and mentioned later.

Why? Because it was real and relatable.

It was proof that a phenomenon called the pratfall effect (while underrated) should be part of your influence toolkit when building a personal brand.

What Is the Pratfall Effect?

Coined by psychologist Elliot Aronson, the pratfall effect is the idea that people actually like highly competent individuals more when they make a small, relatable mistake.

This outcome was demonstrated in an experiment where Aronson recorded an actor answering quiz questions. In one version, the actor pretended to spill a cup of coffee on themselves after answering 92% of the questions correctly. In the other version, the actor answered 92% of the questions correctly but didn’t spill a cup of coffee on themselves.

A large sample of students watched both recordings and chose the clumsy, coffee-spilling actor as the most likable.

It turns out, these moments don’t hurt credibility. They boost it. They make people say: “Oh… they’re human too. ”

Why It Matters for Experts and Influencers

Experts are often told to “polish the brand,” “stay on message,” and “edit out any flaws. ” But that can strip away the very thing that helps their audience connect with them.

The pratfall effect works because:

  • It breaks the perfection wall
  • It builds emotional resonance
  • It shows you’re confident enough to be human

In other words, your expertise earns you respect. Your humanity earns you trust.

Where to Use the Pratfall Effect

Let’s get tactical. Here’s where these moments have the most power:

On Podcasts

  • Tell an origin story where you learned something the hard way
  • Laugh at a tongue-twisting moment or awkward pause
  • Let genuine reactions and banter shine through

On Social Media

  • Share a “then vs. now” story that highlights growth
  • Post behind-the-scenes bloopers or imperfect moments
  • Lean into relatable stories that humanize your brand

In Thought Leadership

  • Start with a true story (one that didn’t go perfectly)
  • Use humor or humility to disarm before delivering insights
  • Acknowledge your past blind spots or common mistakes

The Balance: Competence + Vulnerability

Balance is key:

  • Lead with insight, close with a story
  • Be clear and compelling, and then let a little imperfection in
  • Share the lessons from the mistakes, not just the mistakes

The pratfall effect only works when you’re already viewed as capable. You can’t fake competence. And you shouldn’t fake humility either.

In an interview with Adam Grant, Elliot Aronson cautioned against faking a pratfall. AKA: Don’t spill the coffee on purpose.

Aronson said, “Chances are, we all have our vulnerabilities and it's good to reveal them in the normal course of events without the motivation to appear human. ”

Real Influence Requires Real Resonance

People remember how you made them feel more than what you said. That’s the magic of the pratfall effect. It doesn’t diminish your authority—it humanizes it.

And in the long game of influence, that’s what creates trust, loyalty, and momentum.

So the next time you're tempted to over-edit, over-rehearse, or over-polish…

Let the smoke detector ring.