How do fraudsters trick their victims?

In a recent special programme Money Box spoke to someone who knows all about the criminal aspect of fraud - Tony Sales. He's a convicted fraudster who's spent time in prison, as well as 6 years on the run, after reportedly stealing millions of pounds from countless victims. Since his release over a decade ago he's recognised the damage he did and switched sides and founded the crime prevention company wefightfraud.org. He told presenter Dan Whitworth what emotions fraudsters use to psychologically manipulate victims to be able to exploit them and steal their money.