Practical Sales Training™ > How To Get Attention > The Fake Discontinue Effect
What is the Fake Discontinue Effect?
The fake discontinue effect is a marketing tactic where a company announces that a product is being discontinued, only to reverse the decision later. The goal is not to actually remove the product, but to spark attention, urgency, and emotional responses that drive conversation and sales.
It plays on the psychological principle of scarcity. When people believe something is about to disappear, they are more likely to pay attention, talk about it, and take action.
This tactic is sometimes used to revive stagnant products, reintroduce older items with fanfare, or create a viral moment without investing in traditional advertising.
How does the Fake Discontinue Effect Work?
The process follows a clear pattern, designed to trigger maximum attention with minimal effort.
-
Announcement
The brand states that a product or service is being discontinued. This may be done through press releases, social media posts, or informal statements. -
Public Reaction
Loyal customers, fans, and media outlets respond. Online conversations build. Articles are written. People rush to buy the product “while they still can.” -
Reversal
After the attention peaks, the brand announces that the product will stay, citing customer feedback or public demand as the reason. The brand appears responsive and customer-focused. -
Increased Sales and Visibility
The product receives a spike in sales. The brand benefits from free media coverage and renewed relevance, all without launching a new campaign.
This strategy works because it activates urgency, emotional connection, and a sense of loss that drives people to act quickly. The product becomes more valuable in the eyes of the customer simply because it might not be around for long.
How Can You Use the Fake Discontinue Effect to Get Attention?
Hmmm I’m not sure if I condone using this one, but, nontheless here is how to do it:
1 – Choose the Right Product
Pick something that has an existing customer base or nostalgic appeal. The tactic works best when people already care about the product, even if they have stopped buying it regularly.
2 – Plan the Messaging
Communicate the potential discontinuation in a way that sounds final but leaves room for change. You want the message to spark urgency, not panic.
Example: “Due to changing priorities, we are winding down production of [Product Name] later this year.”
3 – Monitor the Response
Watch for engagement on social media, press coverage, and sales trends. If the response is strong, you can use that data to justify reversing the decision.
4 – Bring it Back with a Story
Once attention has peaked, frame the return of the product as a decision made in response to customer feedback. This makes your audience feel heard and deepens their connection to your brand.
Example: “We heard you. [Product Name] is staying.”
Example
In the UK, Lynx was “discontinued” when actually it was just the DESIGN that was changing…
See also:
