Advertisers use many methods to attract consumers. Think back to seventh grade Health. Remember all of those different persuasive methods? The Bandwagon Approach screams, “Everyone else is doing it!” The Celebrity Endorsement cashes in on fame. Showing a beautiful person enjoying a product implies that whoever buys said product will somehow (magically) become more attractive as well. Well, a shoe store named RSole in University City, Missouri is successfully implementing a lesser-known method of attracting customers: secrecy.