⭐ Perfect ratings sell less

Northwestern's Spiegel Research Center (2017): purchase likelihood peaks at around 4.2-4.7 stars, then drops toward 5.0. A perfect score looks fake 🤨 Same family as Aronson's "pratfall effect" (1966): a competent person who spills coffee becomes more likable. Flaws build trust.

Perfect ratings sell less.
Northwestern tracked sales across 22 product categories. Purchase likelihood peaked between 4.0 and 4.7 stars. Then it dropped. The closer to 5.0, the fewer buyers.
Perfect looks fake.
Nearly half of shoppers get suspicious at a flawless 5.0. Not impressed. Suspicious.
The flaw isn't the problem. The flaw is the proof.

The coffee test.
1966. Elliot Aronson played recordings of a quiz contestant. Brilliant answers. Then a crash, coffee spilled on his suit.
Listeners liked him more after the spill.
Same spill from an average contestant? Liked less.
A flaw only works on top of strength. On weakness, it's just weakness.

Avis.
1962. Losing money for years. Number two behind Hertz.
Their ad: "We're No. 2. We try harder.".
Admitted it. Out loud. On billboards.
Within a year, profitable.

Guinness.
Slow pour. A problem in a busy bar.
Guinness turned it into the ritual: good things come to those who wait.
Same beer. The wait became the brand.

The price rule.
Reviews lifted conversion by 190% on cheap products. On expensive ones, 380%.
Higher price, higher risk, more need for proof. Proof includes the bad reviews.

What to do.
Keep the bad reviews. Answer them.
Name one flaw first, before a customer does.
Pick a flaw that proves a strength.
Never show a flaw in the thing you sell. Show it next to it.

Perfect is a warning sign.
A visible flaw is a receipt.

Next post: how to choose the right flaw.