In marketing, we’re always told to get it right – proofread every post, double-check every image, and make sure every email is flawless before it lands in someone’s inbox. But here’s a thought: what if the occasional “mistake” wasn’t a disaster… but a deliberate tactic?
And here’s the twist – sometimes the most effective “deliberate mistakes” aren’t deliberate at all. They’re perceived as mistakes but actually work in your favour.
When Spotify Told Me Summer Had Arrived… in the Rain
Earlier this week, I heard a Spotify ad that declared: “Summer has arrived.” It was pouring down outside. Grey skies, soggy pavements – nothing remotely summery about it. But here’s the thing: it caught my attention precisely because it felt wrong.
The ad went on to promote a beauty product. It had nothing to do with the weather, yet I found myself tuned in to it all the way through. I even ended up buyibg the product! Why? Because that unexpected opening line made me stop scrolling and take notice.
The ‘Forgotten Attachment’ Trick
In my own business, I’ve noticed a similar effect. Sometimes (and I’ll admit… on purpose) I’ll send an email saying: “Please find attached…” …and forget to attach the file.
More often than not, the recipient replies to tell me I’ve missed it – which means they’ve read the email, engaged with it, and opened the door for further conversation. What could have been a one-way communication becomes an exchange.
Why ‘Mistakes’ Work
There’s psychology at play here:
- Pattern disruption – Our brains are wired to notice when something feels out of place.
- Authenticity – Imperfection can make your brand feel more human.
- Engagement triggers – A small error invites a response, and responses mean interaction.
When used sparingly (and ethically!), these so-called mistakes can be powerful attention magnets.
But Here’s the Caution…
If every email you send has a “missing attachment,” or every social post has an “oops moment,” people will quickly lose trust. The key is subtlety and timing – these tactics work best when they feel organic, not manipulative.
So… Are They Deliberate?
Sometimes yes. Sometimes no. Sometimes they start as genuine accidents but become adopted as smart, calculated tools. The real question is: can a perceived mistake spark the reaction you want?
From the rainy-day “Summer has arrived” ad to the missing attachment trick – the answer might just be yes.
Author: Debbie Darling, Jooce Marketing & PR