The top marketing tricks. Timeless techniques

In his book Influence: The Psychology of Persuasion, Robert Cialdini notes that the scarcity of a resource increases its value in the eyes of consumers, even if the situation has not changed rationally.

Louis Vuitton and Rolex release limited editions of their products, Apple creates queues at the start of sales, and small online shops announce ‘last items in stock.’ Phrases such as ‘only two left’ or ‘discount until the end of the day’ still work, and impulse purchases are here to stay.

When a product priced at €900 is placed next to a similar product priced at €2,500, the former no longer seems so expensive. This is the anchor effect, a psychological phenomenon whereby the first price you see becomes your reference point. Studies show that using charm prices (prices ending in 9) can increase demand by 35%. In e-commerce, anchoring is often used through discounts: the old price is shown, crossed out, and the ‘new price’ is written next to it.

Social proof is one of the most powerful incentives to buy. We trust other people's opinions, not advertising. Reviews on Amazon, ratings on Booking, guest photos on Airbnb — all of this is not just content, but a tool of persuasion. Nike publishes user photos directly on product pages, reinforcing the effect of ‘it already works for others.’

Consumers tend to trust reviews: the likelihood of purchasing a product w ith five reviews is 270% higher than the likelihood of purchasing a product without reviews.

Is five stars a lot? The likelihood of purchase across all product categories typically peaks at ratings in the 4.0–4.7 range and then begins to decline as it approaches 5.0.

When someone gives you a gift, you feel compelled to reciprocate. This simple rule is deeply ingrained in our psychology. Marketing actively exploits this.

Cosmetics brands give out samples with every purchase. Sephora has calculated that giving out samples increases the likelihood of a purchase threefold. Online services give free access for a week or offer a bonus for registration.

In the B2B segment, the reciprocity effect works through free consultations, audits, and useful checklists. According to HubSpot, companies that give ‘value upfront’ receive an average of 42% more leads.

Personalisation remains one of the most powerful marketing strategies. Netflix, Amazon, and Spotify demonstrate that recommendations tailored to each user increase engagement and revenue. For businesses, this means that it is important not only to show ‘general’ information, but also to understand specific customers. TON OP company analyses user behaviour, creates unique profiles, and integrates data into CRM and accounting systems.

Unfortunately, personalisation as an idea is not yet working very well. But a small business can afford to take an individual approach without crossing the fine line. If personalisation becomes intrusive, with ‘catch-up’ advertising, it starts to annoy people.

This technique has been used for decades. In the 1950s, detergent advertisements showed a dirty shirt ‘before’ and a perfectly white one ‘after.’ Today, the same principle is used by fitness programmes, language learning apps, and even cleaning services.

Modern versions are interactive: filters in apps, AR technologies, virtual try-ons. According to Shopify, product pages with a ‘before/after’ or virtual try-on feature increase conversion rates by an average of 27%.

‘Would you like to add fries for 50 pence?’ — a phrase that has made millions for McDonald's. Upsells (selling a more expensive or additional option) and bundles (‘get a set, it'll be cheaper’) work because we like to feel like we're getting a good deal. Amazon claims that 35% of their revenue comes from ‘customers who bought this also bought’ recommendations.

In digital products, this could be an offer of an extended tariff or ‘premium features’ for a small additional fee. In clothing, a ‘dress + accessories’ set is cheaper than buying them separately. The TONOP programme uses unique identifiers, and companies can offer exactly those products or promotions that are most likely to be of interest to a particular customer.

Marketing tricks are not disappearing. They are simply becoming less crude and straightforward. Today, when customers can spot manipulation in seconds, the value of such techniques lies in their subtlety. They only work in conjunction with a quality product, transparent communication, and respect for the audience.

After all, a ploy is just a tool. It's good when it's accurate, simple, and suits everyone.