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Imagine this…

With a camping trip coming up next month, you’re forced to admit a hard reality: You’re gonna need a new backpack.

The one you’ve used since you were 18 looks like a bear attacked it—not just once, but multiple times. (No pun intended.)

Reluctantly, you start the online search for a new one.

One brand describes its backpack as light as a feather, but the sea of 1-star reviews tells a MUCH different story.

Sighing, you click off and continue your search. You fear it will go on for eternity, until…

The next brand’s backpack description grabs your attention immediately.

“Is it the lightest backpack in the world? No. But will it comfortably carry everything you need to survive two weeks in the wild—without a single strap breaking? Absolutely.”

“Sold!” you think as you add it to your cart, then type in your credit card info.

Why did you buy from the brand that flat-out admitted its backpack wasn’t lightweight?

In today’s edition of Why We Buy 🧠 we’ll explore Stealing Thunder—why we can become more persuasive by admitting our flaws first.

Let’s get into it.
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🧠 The Psychology of Stealing Thunder

“Stealing thunder” is a persuasion technique where you reveal negative information about yourself (or your company) before someone else does.

This softens the bad news or information and helps keep more people on your side.

Why? Because when you admit a flaw first, you can:

• Build credibility and trust by appearing transparent
• Control the story and reframe the weakness so it benefits you

One study found that when attorneys revealed damaging information about their client or witness before the opposing side did, the negative impact was significantly reduced.

And owning the harmful information didn’t just soften the blow—the credibility boost potentially affected the verdicts.

Sound similar to the Blemishing Effect? Not quite.

Stealing Thunder is all about owning bad news before anyone else can use it against you.
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Meanwhile, the Blemishing Effect happens when a tiny flaw is revealed after you’ve already made a positive impression.

When done right, Stealing Thunder can build trust while reducing skepticism.

And in a world where buyers are growing more and more skeptical, that’s a huge advantage.
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🤑 How To Apply This

Alright, so how can you apply this right now to sell more?

Ads​
​Help customers rethink what they want by turning a weakness into a flex

Volkswagen knew Americans preferred big, flashy cars—symbols of power and luxury. Not their tiny, round Beetle.
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But instead of ignoring this negative feature, Volkswagen changed how people saw it with their now-famous "Think Small" campaign.

By focusing on practicality over prestige, they framed the Beetle’s tiny size as an advantage—easier to park, better gas mileage, and simpler to maintain.

Owning their biggest perceived flaw turned resistance into a selling point, helping them create one of the most successful ad campaigns in history.
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Personal branding​
​Own your weaknesses to strengthen your brand

Kevin Hart constantly jokes about his ~5’ 5” height (with a sneaker on), childhood struggles, and embarrassing moments—before critics or other comedians can.

This self-deprecating humor not only gets laughs but also makes him more relatable.

With an estimated net worth of ~$450 MILLION, he’s proof that owning your flaws first can make you more likable (and profitable), not less.
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​Consumer goods​
​Turn a competitor’s strength into your advantage

Avis wasn’t #1. Hertz was.

While many brands would’ve pretended that wasn’t the case, Avis did the opposite.

Their iconic “We Try Harder” campaign used their second-place status as proof they had to work harder to get your business.

It worked. Avis went from operating at a loss to turning $1.2 million in profit, becoming profitable for the first time in 10+ years.
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That’s why being #1 isn’t the most important thing—but finding your customers’ deeper pain points is.
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💥 The Short of It

Got something to own up to? Admitting it before someone else does can make people trust you more.

Plus, it gives you a chance to control the narrative and turn that negative information into a selling point (when done right).
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‘Cause let’s face it—no one’s perfect, and someone’s gotta admit it. Might as well be you.
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​Until next time, happy selling!

With ❤️ from Katelyn and Jordyn​

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