A little uncertainty makes people more likely to buy.

A study in the Journal of Consumer Psychology found that when shoppers feel low control (like when choices are overwhelming) mystery increases interest.

That’s why “what’s inside?” boxes, hidden features, or unlockable functions work so well in crowded categories.

But when buyers need control (think industrial gear, pro tools, or safety products) mystery backfires fast.

So, you gotta match mystery to customer mindset.

If your audience loves discovery, make part of your offer a reveal:

“Plug it in to see what it can do.”

“Each update adds unexpected benefits!”

That hint of the unknown lowers friction and amps up curiosity.

Just make sure your margins can handle the extras … people don’t love price surprises and the promise has to be sustainable.

Remember that mystery works best when it feels like a gift, and not a risk to the customer.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.