How Imperfection Makes Your Business More Likeable


Think about your favorite companies, brands, and products. What makes them so appealing? It’s not likely that they are perfect. In fact, in most cases, they are far from it. They might have one or two flaws that prevent them from being as good as they could be (or as good as their competition). But because these flaws exist, you can relate to them better than if they were perfect and above reproach. You like them more because there is something about them that you can relate to and identify.

Don’t Try To Please Everyone

Sometimes you have to accept that there is no pleasing everyone, and even if you could, who would want that anyway? A little imperfection can go a long way toward making your business more likable.

Studies show people are attracted to others who don’t try too hard, so stop trying to be perfect—it might help you get what you need. For example, see if you can accept criticism with an open mind or try saying no when someone asks for something unreasonable. It might not be fun initially, but people will warm up to your unique brand of imperfection over time. And if they don’t? Then maybe they aren’t worth doing business with in the first place!

Focus On Customer Service & Quality

How you interact with customers sets an example for how your company will be perceived. Regarding customer service, you want to show that you care about their business—just as much as they do—and are willing to go above and beyond for them. Ultimately, if your clients are happy with their experience, they’ll take good word-of-mouth advertising back to other prospective customers and start a positive cycle.

Have A Personable Online Presence

As talked about by marketers at marketing and advertising conferences, when you offer a more human version of yourself and your business online, it’s easier for prospects to connect with you. Putting your best foot forward on social media, responding to comments and messages promptly, and blogging regularly will help customers trust that you’re just like them—which means they’ll be more likely to buy from you.

Run Like A Small Business

Even if you’re launching a big business, following some small-business best practices is helpful. They might seem obvious, but you may not be doing them—or even thinking about them. To run your operation like a small business, do these three things:

  • Create and implement daily routines

  • Actively seek advice from mentors and experts (including other business owners).

  • Develop strong working relationships with your employees.

Keep It Real

Our society is all about perfection, so it can be hard to leave our flaws out in the open. We all are imperfect. The customers we want to attract aren’t perfect, and they respect businesses that act like it. Embracing your flaws will make your business more relatable, which means more people will want to do business with you.

Know What To Do With Negative Comments

The comment section is a great place to get feedback, but it can also be a black hole for negativity. If someone makes an inappropriate or unhelpful comment, take down as much information as possible and look into how you can improve. When you own your business, people will always want to tell you what they think of your product—take advantage of that! They could be pointing out things that could improve your business in ways you would never have considered before.


Ambika Gautam works with the Marketing 2.0 Conference’s team. The three-day conference will feature hyper-focused keynotes and panel discussions revolving around the future of marketing, advertising, and retail. Touching upon the latest trends and developments in marketing automation and e-commerce, the conference will also explore effective marketing strategies, how one can protect oneself against ads that promote fake schemes, scams detection, as well as fraud prevention in the digital space.