Richard Shotton, author of The Choice Factory, in this interesting video-presentation illustrates some learning from behavioral science to improve the effectiveness of communication.

We found particularly interesting the learning related to the art of influencing a change of behavior that, in addition to motivation, would have a lot to do with the ability to make the change easy, simplifying it as much as possible; this is because any difficulties that a person encounters in implementing a change do not complicate and hinder the adoption of impulse, imply reflection and therefore its possible questioning.

https://thinktv.ca/research/the-choice-factory-behavioural-science-effective-advertising/