Generally there are alternatives, so the challenge is in communicating why your product/service is a better fit for solving that problem than any of the other possible alternatives. There's also a greater than 0% possibility that your marketing copy is so bad that it confuses people and gets in the way of a solid and "fool-proof" value proposition. Even the best product/service can shoot itself in the foot with poor copywriting or unprofessional design. Making sure you pay attention to doing well with that isn't the same as "tricking" people into buying your product/service. It's about attention to detail and making sure everything you do is demonstrating the quality of your company.