I don't have nearly as much trouble with cravings when my overall carb/sugar intake is not too high. (Not that it has to be non-existent.) I crave sweet things, but the problem is way worse when I am actually regularly eating sweet things! It self-perpetuates.
If I'm in the middle of a bad craving though, finding something to distract myself works. Calling a friend, taking my dog out, seducing my husband
... anything to get my mind off the food!