We are the change

Have you embraced your product’s adorable flaw

Every product or service has an “Adorable Flaw” and when you admit to them in your sales letter, you endear people to you as well as add credibility to what it is you’re offering.

What is an Adorable Flaw?

An Adorable Flaw is some part of your product or service that might seem like an imperfection, but when communicated properly, increases the appeal of what you’re offering.

Adorable Flaws work to make your product unique and more personable than the competition and can set you and your business apart for favourable reasons.

The important thing to remember when including your Adorable Flaw (or Flaws) is that it should be written as a positive part of what you’re offering, and not as a serious weakness.

Embracing your flaws

For example, let’s say you’re more expensive than your competitors because you refuse to use cut-price materials. On the face of it, being more expensive might seem like a disadvantage, but this is a perfect example of an “Adorable Flaw.”

“Okay, it’s confession time, the price tags on our furniture aren’t the cheapest in town, and if you’re looking for something made from MDF that you can assemble with an Allen key we’re going to disappoint you again. But if you’re looking for long-lasting pieces to adorn your home and impress your visitors, we think you’re going to find plenty of things to like and love in our large range of hand-crafted and beautifully detailed pieces.”

And this doesn’t just work if you’re more expensive than your competitors, let’s say you offer a very basic web design service for people just starting out on a budget. You might initially think that your simple service might look unprofessional compared to a much larger agency, but you can turn this into an Adorable Flaw for sure…

“When you hire my agency will you get a 10-strong creative team holding regular “consultations” over long lunches (at your expense)?

Will your website be released with fanfare (and more expense) at a posh launch event and be submitted to all the latest web-design awards?

Well, no… But it will be up and running in less than 5 days, professionally designed and with an easy to remember domain name of your choosing. If it’s more important to have a website that wins you customers, rather than fancy awards, you’re going to love what I can do for you…”

What is your Adorable Flaw?

In this next section, have a little think about what might be seen as a weak spot with your business that you can turn into an “Adorable Flaw” in your sales letter.

Common ones (and possible strengths) include:

Too cheap – Budget friendly, basic service, customers not paying for things they don’t need

Too expensive – High quality, tailored service for a VIP treatment

Slow turnaround – Quality takes time or cheaper service because of slower delivery

Only offer one type of service – Specialised service, you are the “experts” in your field

Small company – Flexible, faster decisions, no bureaucratic loopholes

Too young – Energetic, enthusiastic, open to try new things and buck convention

Too old – Experienced, built up valuable contacts in the industry that benefit your customer

Now it’s over to you…

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  1. Annie Brooks says

    Nice post Julie. How to ‘reframe’ the negative and turn it into a positive. I found the too cheap/too expensive debate very interesting. Some of the feedback we’ve had from our Sisters is ‘you’re too cheap’ and ‘you are such great value for money’ and ‘what a great investment for my business membership of Sister Snog is’. Those who are not yet members and, even after meeting us, still think it’s too expensive and cannot recognise that what we do will add value to their business are really not for us. In light of that I’m trying to weigh up what our adorable flaw actually is! Possibly nothing to do with price…!!

  2. Amy Harrison says

    Hi Annie,

    Glad you enjoyed the article! Price is often an objection when potential customers don’t understand the value of what you offer. Try moving away from cash in exchange for a service and try tap into the emotional benefits of what you’re offering.

    How do you make your current customers feel better? Do they like your service because they’re proud to be in an exclusive club, or because they appreciate the support when they’re feeling a little frazzled and overwhelmed bu their businesses.

    I’ve just had a little look at your site and noticed that there is lots of space on the homepage where you could talk about these specific benefits. You have a lot of fans so you have a wealth of positive benefits to draw on to help convince new customers! 🙂

    Good luck!