When you finally launch your store, you secretly hope for it to be a runaway success from day one. For me that feeling lasts about a day, then the sobering reality sets in. You realise that this will take more time than expected and you need some solid advertising strategies.
The other day I came across “Hidden Persuasion: 33 Psychological Influences Techniques in Advertising”, a book by Marc Andrews, creative director and psychologist from Amsterdam. It's about the methods advertisers use to lure potential “audiences” in. Andrews and his team explore 33 tactics advertisers deploy – with the mention that these are just the sneakiest – out of dozens more set lose out there, in the world. Since not all our choices and decisions are rational, there's an unconscious level which makes us quite vulnerable. To make us buy stuff, advertising exploits these vulnerabilities.