I’ve just started reading “Yes!  50 Scientifically Proven Ways to Be Persuasive” and so far it is very interesting.  One of the first couple of chapters in the book describes how inconveniencing your audience can increase your persuasiveness.  An example the book gives is one where a commercial changes the call to action line from “call now our operators are waiting” to “if the lines are busy call again.”  I think in certain situations this is true, and others not so much.  I recently heard about a sneaker head shop that is very discrete and hidden in the Bronx.  The appearance of the outside said grocery with miscellaneous kitchen and housewares goods on display.  The word of mouth worked like a charm in this situation.  The difficult part is deciding how much inconvenience should be present.