The Sure Thing
"You pick the option whose risk you can describe over the one you can't."
Given two options, people prefer the one with known odds — even when the unknown one is statistically better. Concrete guarantees, return policies, and FAQs reduce ambiguity and tip the choice.
Same hack. Three very different choices.
Real guarantees, clear cancellation, plain-language FAQs that surface objections.
Guarantees with so many exclusions they rarely apply.
'Money-back guarantee' that requires steps almost no customer will complete.
A formula you can steal
List [TOP 5 BUYER UNKNOWNS] → answer each in 1 sentence near the decision point.
Where you've already seen this
- Zappos' 365-day free returns — the policy is the marketing.
- Casper's 100-night sleep trial collapsing the 'is it comfortable?' unknown.
- Stripe's published, line-item pricing with no enterprise-quote dance.
On any high-consideration purchase. The buyer's biggest objections are usually about risk, not features.
When you can't actually honor the guarantee. Broken promises here destroy more trust than not making them.
Try the trick today
Write down the five questions a customer asks themselves before clicking 'buy'. Answer each in one sentence above the fold. Ship it.
Free Marketing Hacked module included. See more cautionary tales and learn the playbook from the inside.
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