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I once worked for a vanity publishing company. I was amazed how many people were taken in by their:
“You have been selected to appear in XYZ’s Business Men and Women of the Yearbook”.
Entry was free but when they sent out the proof of the entries the publishers purposly made an obvious mistake so they had to reply. Part of the proof was an order to buy one (or more) copies of the book they were in. Conversion rate was over 30%!
Playing on ego obviously works.