Two components:

1. By making more generous promises for people who chose to be gullible.
2. Exclusivity rights

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1. Generous promises

For example, some pagan religions allow possibility for life in afterlife.

Christianity offers, resurrection for those who live according to their beliefs. Islam offers for certain people 72 virgins in the afterlife.

In Soviet Union, socialism has been made a de-facto religion and people were promised that their basic needs are addressed (inexpensive food, medical care, shelter), and after 20 years everyone would live the lifestyle of rich people who can chose whether to work or not

2. Exclusivity rights

If the teritory has elements of the statehood a ruler or (or ruling class) can elect that one religion is to be used in the territory exclusively. After some generations people cannot imagine their life withouth the religion that was forcefully imposed to their ancestors.