Suby suggests moving the majority of the risk from the customer to the business. For example, his own agency famously promises that if they don't hit specific KPIs, they don't get paid. The Magic Lantern Technique:
: Creating "bait" that solves a specific problem for free to build trust and move prospects up the "Purchasing Pyramid". sabri suby persuasion mastery
Suby argues that fake "24-hour sales" destroy brand equity. Instead, he uses Suby suggests moving the majority of the risk