The key to using consumer's failures to promote a specific product/service is to convey that the only reason that they failed is that they did not have access to said product/service. That is, the marketer needs to convey the message, "It is not your fault that you failed, all you need is my product and then you can succeed". This is and extremely powerful form of advertising because everyone fails and no one wants to believe that the failure is their fault.
Examples from various industries:
Viagra (It is not you, it is your ED and we can fix that.)
TurboTax (It's not that you can't do your taxes, its just that you don't have time to read the forms or do the math, we can do that)
Gym Memberships (It is not that you are unhealthy and out of shape, it is just that you don't have access to the right equipment, we can give you that.)