I use segmentation. In the segments I focus on, buyers tend to be experienced, patient and aware of market alternatives. I set my price to filter against price sensitive customers. My marketing is based around “service” and supported by purchase experience. I enjoy the process because of those decisions.

Marketing based on FOMO can work. When FOMO sales works it will define the relationship with the customer. Customer relationships are what defines a business culture.

But it is good to be skeptical.