Guilt in Advertising

Your advertising argument can be credible and logically perfect. But if it doesn't touch people deeply, they won't move. Why do people engage in certain actions?
There are seven most powerful emotions that drive actions. They are envy, love, fear, curiosity, greed, vanity, and guilt. Each of them has its own mini-book.
Before you is the first of seven mini-books in the "Emotions in Advertising" series. It tells how to use one of the most undervalued emotions in advertising practice - guilt.
For entrepreneurs, small and medium business owners, advertisers, and marketers interested in increasing the return on marketing materials, as well as for those who would like to become informed consumers and not fall for advertisers' tricks.