An effective way to persuade others (and be persuaded ourselves) is to have them create mental pictures of the past, present and future and of places. A simple way to do this is by using a “magic” word: “Imagine!”
You can take the edge off an unpleasant feature by telling your customer in advance what to expect.
When you want to get someone's attention for a marketing communication. it's hard to beat including two magic words, "The Secret", in your headline.