What the strategy is actually for, stated without the marketing. An investor who would be willing to own a stock at a lower price can either place a limit order at that price and wait, or sell a put at that strike and be paid to wait. The premium is the compensation for accepting an obligation, and the obligation is real: the writer must buy at the strike even if the stock has fallen far below it. The strategy suits someone who genuinely wants the shares at that price and is untroubled by owning them if they get cheaper still. It suits nobody who is selling puts on a stock they do not want.
The exchange it makes is bounded upside for a bounded but large downside. Maximum profit is the premium, fixed at the moment of sale. If the stock doubles, the writer's outcome is unchanged: they keep the premium and nothing more. Maximum loss occurs if the stock goes to zero, in which case the writer has paid the full strike price for worthless shares, cushioned only by the premium. That loss is bounded, because a stock cannot fall below zero, and the bound is the whole strike value less the premium, which for a $50 strike is $5,000 a contract before the premium. Our page on the put option sets out the same arithmetic from the instrument's side.
Assignment is not a failure of the strategy, and treating it as one is the most common error in running it. There are two acceptable outcomes. Either the option expires unexercised and the writer keeps the premium and the cash, or the writer is assigned and buys the shares at a price they had already decided they were willing to pay, with the premium reducing the effective cost. A writer who feels the second outcome is a loss has written a put on a stock they did not want, which is a mistake made before the trade rather than at assignment. What the writer cannot control is when it happens: on an American-style option the holder may exercise at any time before expiration, and our page on options assignment covers how a firm decides which customer is assigned.
The comparison with a limit order at the same price is the honest test, and it does not go one way. A limit buy order at the strike costs nothing to place, can be canceled at any moment, and normally fills the first time the stock trades there in size. A cash-secured put pays a premium, cannot be canceled without buying the contract back at whatever it then costs, and generally results in purchase only when the stock is below the strike at expiration. So the two behave differently in the case that matters most: if the stock dips through the strike and rebounds, the limit order buys and the put writer collects the premium but gets no shares. The put wins when the stock stays flat or rises modestly, and the limit order wins when the buyer wants to own the shares from the dip onward.
The premium is compensation for risk, not yield, and the presentation routinely blurs that. Expressing the premium as a percentage of the cash set aside, and then annualizing it, produces a number that looks like an interest rate on a deposit. It is not one. The cash is exposed to the possibility of buying a falling stock, which a deposit is not, and the "yield" is highest precisely when the market thinks a large move is likely, because that is what an expensive option means. Our page on implied volatility covers why a rich premium is a price rather than a bargain.
Two operational conditions apply before any of this is available. FINRA Rule 2360(b)(16)(A) prohibits a member from accepting an order to write an option unless it has furnished the customer the options disclosure document and the account has been approved for options trading, and Rule 2360(b)(16)(B) requires the firm to exercise due diligence on the customer's financial situation and investment objectives and to have a qualified principal approve the account in writing. Firms tier those approvals, and writing puts sits above simply buying options in most schemes. Separately, the cash is genuinely committed for the life of the contract; whatever the account's sweep pays on it is the only return it earns while it sits there.