Practical Sales Training™ > How To Get Attention > The Mystery Effect

What is it?

Providing a random choice of your offering that is unknown to the purchaser until after they have bought.

Why does it work?

It works because some buyers actively prefer things to be recommended to them or chosen for them, whilst others enjoy the fun element of surprise and the unknown.

How can you use it?

This is very much not relevant to all businesses and offerings, but can work well. If you have a large offering of physical goods, or a collectable offering, then you can encourage buyers and repeat purchases by harnessing fun and mystery.

Example:

A skincare brand offers a “Mystery Mini Bundle” for £12.

Buyers receive three travel-size products – but they don’t know which ones until the box arrives. The brand promises a mix of bestsellers and seasonal exclusives.

Why it works:

Some buyers love surprises
Others enjoy the feeling of value and discovery
It introduces customers to products they may not have chosen on their own, which can lead to future full-price purchases

This works particularly well in fashion, stationery, toys, books, cosmetics, and subscription models.

See also