Ive often talked about the "game before the game", and "beating a players moral". Truly terrifying your opponent is often a skill no-one talks about, and most veterans of the game don't even consider. If your opponent is scared to play, even hesitant, you are already starting the game with the advantage.
1. When Players Fail their Moral Checks
2. The Game Before the Game
Check out the links, especially about beating a players moral and Have a Happy Halloween.
(yea Im lazy this morning, but these two links really cover what I wanted to post today, and in more depth).