I think I'm lucky in that I don't really crave any type of food, sometimes I get an itch to have junk food like takeaway. What I tend to do is make sure I eat something else quickly, a piece of fruit works well but sometimes you're actually just flat out hungry and something more substantial is required, I often put in a weight watchers meal in the microwave, takes about 7-8 minutes and it's only about 200-400 cals, keeps me full until my next meal.
There isn't always a trick though, sometimes you just need to exercise some will power, weight loss takes some sacrifice and you have to be prepared to put off eating food that you're craving, if not you'll make losing weight a lot harder. Think of it as undoing a lot of the hard work you've made up until this point, in that context cheating isn't worth it and easier to avoid.