Hi friends,

I don’t drink alcohol (much) because i hit the gym (pretty good reason, right?).

But it’s not about me. 

I was searching for this week’s copywriting example, and guess who made it to the list. 

Jägermeister. Which I’ve never tried (now you know why I talked about alcohol).

But this ad has evoked me to try it, and so I will.

Copywriting Example

Jägermeister

I don’t think I’ve seen such an interesting ad from an alcohol brand, but this one, you’ll love it. 

Because other brands are all about "PARTY HARDER!" "DRINK MORE!" "BE THE LIFE OF THE NIGHT!" 

In 2019, they had a problem. A big one. Everyone knew Jägermeister as the "Jäger-bomb" drink. Frat parties. Energy drink mixers. College chaos.

Not exactly premium positioning.

So they created billboards that said, "Beer is Better with a Deer."

Here's what I think made it brilliant:

The wordplay was unforgettable. Beer/Deer. Simple rhyme that sticks in your head like a song you can't shake.

They leveraged their own logo. That deer wasn't random. It's been their symbol since 1935, representing the Legend of Saint Hubertus. Instant brand recognition without saying "Jägermeister."

They educated without preaching. Instead of "Try our new serving suggestion!" they made you curious. Beer with Jäger? Tell me more.

They targeted lifestyle, not product. These billboards appeared near hunting areas, outdoor retailers, and craft beer districts. They weren't selling to everyone. They were speaking to their people.

The result? A complete brand transformation.

From party shot to craft beer companion. From college bars to premium establishments. From impulse purchase to considered choice.

Takeaway? Sometimes the best way to change how people see you isn't to abandon who you are. It's to remind them who you've always been underneath all the noise.

Marketing Secret

The Pratfall Effect

Quick experiment: Which person would you trust more?

Person A: "I'm perfect at everything I do. Never made a mistake. Always exceed expectations."

Person B: "I'm really good at what I do. Though I did mess up that one presentation last month."

If you're like most humans, you picked Person B.

Even though Person A sounds more qualified.

That's the Pratfall Effect. A psychological phenomenon where admitting small flaws makes you MORE likable, not less.

Harvard psychologist Elliot Aronson discovered this in 1966. He had people listen to quiz show contestants. The smart contestant who spilled coffee was rated as more attractive than the perfect smart contestant.

But here's the catch: it only worked for people who were already competent.

The average contestant who spilled coffee? He became LESS attractive.

Marketers figured this out fast.

Volkswagen Beetle: "Think Small." "Lemon." "Ugly but it gets you there."

Result? Best ad campaign of the 20th century. VW became America's best-selling import.

Avis: "We're number two, so we try harder."

Result? Gained massive market share against Hertz by admitting they weren't #1.

KFC: When they ran out of chicken, they ran ads saying "FCK, we're sorry."

Result? Viral success. Increased brand loyalty. Crisis became comedy gold.

The pattern is clear: Perfect brands are intimidating. Slightly flawed brands are relatable.

Here's how to use this ethically:

Admit minor, peripheral flaws that don't hurt your core value proposition.

Instead of: "Our software is perfect in every way!" Try: "Our software is incredibly powerful. The learning curve is a bit steep, but worth it."

Instead of: "We're the fastest service provider!" Try: "We're incredibly thorough and detailed. Sometimes that means we're not the fastest, but our work lasts."

Instead of: "Our product has no downsides!" Try: "Our product delivers amazing results. It does require consistent daily use to see the full benefits."

The magic word? But.

Because nobody trusts perfect. But everyone trusts honest.

Your homework this week: Find one minor flaw in your product or service. Something real but non-critical. Test mentioning it after highlighting your strengths. Watch your credibility soar.

Talk soon,

Alen

P.S. I almost made this newsletter twice as long because I found so much fascinating research on the Pratfall Effect. But then I realized you'd probably stop reading. See what I did there?