Jar of dirt

The pain of loss can be much more powerful, and enticing, than the mystery of something new.

We all remember Pirates of the Caribbean 2, right? The one where Tia Dalma gives Jack Sparrow a jar of dirt that will protect him against Davy Jones.

At first, Jack is skeptical. However, once Tia Dalma demands to have the jar, Jack is much more reluctant to part with it.

And in doing so, he attributes much more value to the jar than before.

Sometimes, your marketing strategies need to show your customer how they already have the solution in their hands, and how painful it will be to lose what’s already proven to work.

Then give them the option to defend their right to it.