Bold Claim:
I can’t stand Superman.
Four words that would get me banned from any respectable comic book store. But Superman? Ugh. He makes my eyes roll. He’s too perfect.
He’s good at everything. He’s handsome. And his only weakness? Kryptonite. Which isn’t exactly growing on trees.
Superman’s powers are like me saying, “I’m amazing at everything, but toss me in lava, and I’m toast.” It’s absurd.
And yet, so many companies today try to be Superman.
They aim to be the answer to everyone’s problems, too flawless to show a single blemish. But spoiler alert: positioning yourself as Superman is anything but super.
Because the truth? The best marketing shows some flaws.
What Showing Flaws in Marketing Means
Showing flaws doesn’t mean broadcasting all your screw-ups or running ads about how much you suck.
Far from it.
It just means you don’t have to be flawless.
In other words, you don’t have to be Superman.
Showing flaws is about being honest, relatable, and real.
So you come across as human.
And this… this mindset is powerful.
Think of it this way: perfection is unreliable. But flaws? They’re what make you human.
When brands are so polished up, they avoid all the personality.
And since all of us are flawed in some way, seeing that echoed back is one of the most attractive stances any company can take.
Why Superman Sucks (and Batman Rules)
Back to the man in blue and red tights. He’s perfect. Invincible. Practically allergic to failure. And because of that, he’s well… boring.
He’s not someone you root for; he’s someone you expect to win because… of course, he will.
But Batman, though? He’s wayyyy more interesting.
Why?
Because he’s human.
He’s mortal. He struggles. He screws up. And all of his shortcomings make him relatable. We’re drawn to him because he’s not a superhuman. His imperfection makes him real.
That’s what showing flaws in marketing can do. It can make you relatable. It can make people root for you. It can help you stand out from the crowd. But most importantly, it can help you build trust.
Take Dove
You know the beauty industry: Skinny models, pounds of makeup, and completely unrealistic beauty standards.
To say the least, the people in beauty commercials usually don’t look like the people you see at your local grocery store. Dove wisely leaned into that. They launched the “Real Beauty” campaign, showcasing women of all shapes, ages, and sizes.
And this “flaw” — saying, “Hey, most people don’t look like supermodels, but that’s okay; we have products to help you feel beautiful just as you are” — worked. They gained loyal fans by selling relatability, not just soap. It was refreshing to see, and it built trust.
That’s how you show a flaw.
Flaws Build Personality
Here’s the thing: in a world drowning in AI-generated content and corporate whitewashing, people are starving for authenticity.
The solution? Show a flaw, and suddenly, you’re real.
Take Liquid Death. It’s just water. H-2-fricken-O.
Most water companies play the refreshing angle: “The purest, most perfect water around.” And while, of course, we all want that — no one wants to drink dirty water — we’ve heard it so many times that it’s become cliché.
I mean, really, can you easily tell one brand of water from another?
But slap a name like Liquid Death on it, add a tagline like “Murder your thirst,” and suddenly, water’s got personality.
It’s edgy, funny, and not trying to be perfect. And guess what? People love it.
All because it decided not to be another flawless water company.
Flaws Build Trust
Perhaps the biggest benefit of leaning into flaws is that it helps build trust.
It lets people know, “Hey, I’m not perfect, I’m not hiding it, and that’s okay.”
Because deep down, we know we’re not perfect, and we admire the people who have the courage to admit it.
It’s the strength that only comes from radical vulnerability. And when used correctly, it’s very endearing.
Take Domino’s, for example.
I don’t know about you, but Domino’s pizza reminds me of the school lunch pizza I used to have. It was just pizza — nothing to write home about.
“Hey, Mom, you’ll never believe this pizza!” said no one, ever.
I wasn’t the only one who felt that way.
In fact, a few years ago, Domino’s launched a whole marketing campaign where they ate a slice of humble pie.
They essentially said, “We heard you think our pizza sucks, so we just made it better.” And boom, Domino’s instantly earned a lot of respect.
How many times in life have you wanted someone in authority to admit they were wrong? How many times has a company proactively admitted they could be better? Because this doesn’t happen often, it was so refreshing.
And yes, their pizza is better.
That’s how you show a flaw.
Showing Flaws Works in Sales
One of my best friend’s little brothers, Benji, is the last person you’d think would be good at sales.
He’s curt.
He’s cynical.
And he has such a prickly personality that you’d think he’s a cactus reborn. Love the kid.
But here’s the thing: He’s a damn good salesman because he’s brutally honest and not afraid of flaws.
Benji is an auto mechanic by trade, and one day, the dealership was short-staffed, so the GM asked him to help with sales.
And he didn’t just hit the floor — he dominated it.
Why? Because he was honest.
He could intelligently point out flaws in the cars and talk about potential repairs when families were looking.
And that honesty built massive trust.
How many car salespeople have you met that will go out of their way to tell you about the repairs you’ll need?
Likely none.
But when you’re buying something expensive, the last thing you want is someone bullshitting you. And that helped him win dozens of people over.
That’s showing a flaw.
Marketing 101
Marketing is essentially about sticking out from the crowd. It’s about commanding attention despite other companies competing for the same attention.
The reality is, if everyone is saying the same things, then you’re a part of the sea of the same.
That’s why showing a hint of a flaw is so powerful.
It breaks the norm.
It’s novel.
And it’s uniquely human.
Try to find a way to not be so flawless. Show personality when you can. And always be honest.
It’s how your marketing becomes memorable.
And it’s how your customers will find your brand refreshing.
Please like, comment, share and tell me what you think! Do you agree?
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Feel like you’re not getting the most out of your marketing? Work with me to find your winning message. Websites. Emails. Advertising. Anthony@anthonyrobertagency.com
This is so on point Anthony! Here’s my one personal addition – showing flaws isn’t just relatable – it makes the strengths stand out even more.
Perfection is a myth. But if you can make your customers believe that we work in a small niche but are kickass at it, then you’ve already won half the battle.
Such a good point! I agree!! Thank you for reading
As someone who used to have a disrespectable comic book shop I am required by law to mention that Superman is also vulnerable to magic, while acknowledging that this has nothing to do with your point. Sorry!
The point is appreciated!!
Also the disrespectful detail is appreciate hahah – yeah I didn’t know that! Magic who knew
How does Jaguar’s latest fit into this?
I personally think it was stupid for Jaguar to have an ad without a car – but atleast they have us talking about it
Yeah, we’re talking about it all right…
Touche my friend, yeah I thought that commercial was so dumb, why wouldn’t you show a car you know
Given the concept images of the car that came out after, I totally understand why there wasn’t one in that ad. But like the New Coke ‘fiasco’, it has gotten them a lot of attention they didn’t otherwise have.
Totally agree
Man. Super cool read. Haven’t thought of flaws in this way. Absolute!
“Perfection is unreliable. But flaws? They’re what make you human.” Loved that line.
So happy you enjoyed!! Thank you so much
Yes, yes, preach! Ha, ha, so very true Tony. For me it comes down to believability and trust. And it’s so very rare nowadays.
Indeed it is, thank you so much for reading!
I like it, Anthony. Thank you for sharing!
Thank you for reading!!
This really spoke to me today. I prefer to appear as flawless as possible, even though I am human and for sure flawed. I like the idea of embracing and sharing my flaws.
So happy it did- you should it can only help
But know I also felt that way for a long time
An excellent post, and so true. I remember a cereal commercial, with a ‘perfect’ actress in it. Not long after it began they revised it, same ad, different actress who was a long way from perfect. She was average, pleasant-looking, but nothing special – like many of the women watching, in fact. I was sure they’d realised that the viewers couldn’t relate to the perfect one, so put in one that could be one of them. Good to know that it’s OK to have imperfect marketing. Thanks for the post. 😊
Totally ok -celebrated even!
I can say that you are right about this, the flaws often end up becoming your strength in the future
Totally agree
This is a powerful tool I’m getting to learn just now, dear Anthony. It’s truly human and easy to embrace. Thanks for sharing. 🌷
So happy you enjoyed, thank you for reading!
Pleasure 😊
I know you are talking about marketing here, but I find it true for all aspects of life. Showing up as your aunthetic self, whether good or not so much, is such an easier load than trying to seem perfect. It’s not always appreciated, in a world that is trying so hard to hide their imperfections. And so it’s not always an easy road on the outside, especially with regards to acceptance. But hey, why pressure yourself to be perfect when you can just be YOU.
Couldn’t agree more, it’s easier, more honest and more refreshing
Truly honest and sincere post. Many people might not agree with it, but it actually works.
Thank you so much, in my own life it has
Your critique was well done, well thought out, and applied wonderfully. Liquid Death was a great example.
As for Superman, I agree. I suppose my favorite movie that was never made was hinted at in the Batman V. Superman movie. Bruce saw a possible future (“Nightmare Sequence”) where Sups goes insane and becomes “the law” (thanks Judge Dread). Wow. The whole setup looked very appetizing. But that’s just me.
Well said!
pretty insightful!
Thank you so much!
You can usually discover flaws in a person that tries to be perfect. Great blog
So true! And thank you
Interesting advice. I was worried about about my YouTube videos not being polished enough but now I feel like it might be a good thing. 🙂
It’s a good thing
Good point of view.