My co-authors and I then did a similar experiment requesting online donations to the American Red Cross. Some people were asked for contributions directly, while others were asked to donate by voting for whether they liked chocolate or vanilla best. Again, people might have found this odd or even frivolous for a charity focused on providing relief in dire circumstances. But the strategy worked: People given a choice donated 28% more than those who weren’t.

Popular content often has a particular word in common: You. Whether it’s on the news (e.g., “Is there a dangerous chemical in your water? Learn more after the break”) or online (e.g., “5 Tips You Can Use to Land Any Interview”) the most read or watched stuff often uses second-pe...