Alex Moskalyuk gives a pretty good summary of Noah Goldstein’s, Steve Martin’s, and Robert Cialdini’s Yes!: 50 Scientifically Proven Ways to Be Persuasive. For example:
- Inconvenience the audience by creating an impression of product scarcity. It’s the famous change from “Call now, the operators are standing by” to “If the line is busy, call again”, that greatly improved the call volume by creating the impression that everybody else is trying to buy the same product.