Selling Regret
Why is selling regret to consumers an effective strategy? It’s because loss is a constant in human life. From childhood through adulthood, people experience a series of losses: their youth, their first loves, and various opportunities. Life is filled with these regrets.
Regret creates anxiety, and anxiety drives purchases. For instance, marketers often use phrases like “This is the last one left!” Whether it’s a bag, a car, or a house, indicating scarcity taps into the consumer’s fear of missing out. This fear compels them to act quickly to avoid potential regret.
Selling regret works because it transforms the concept of regret into one of scarcity. The notion of “only one left” is a common tactic in marketing. It effectively makes regret a tangible thing that consumers feel they can avoid by making a purchase. For example, if a supermarket advertised that it had the last “pill of regret” in the city, it might indeed lead to a scramble among consumers eager not to miss out.
In essence, when you sell regret, you are leveraging a deep-seated emotional trigger—the dread of missing out on something potentially valuable or irreplaceable. This strategy is powerful because it connects directly with the human tendency to avoid loss and regret.
