I’ve known about the “puppy dog close” for a while, but sometimes I forget to use all the stuff I know, so here’s my chance to share it with you, and at the same time, remind myself of what I need to be doing.
First of all, here’s the pyschological principle behind the technique, and then I’ll reveal the technique itself.
People are more likely to finish something when it is framed as something they have already started, rather than if it’s framed as something they have yet to start.
For example, let’s say you go to your local bookstore, and they give you a leaflet. On it, there is room for 5 stamps, and every time you buy a book from them, you get a stamp. When you reach 5 stamps, they give you a free book of your choice.
Now, here’s what researchers discovered:
You are more likely to complete the book of stamps if it has already started to be filled in. In other words, if you’re given the leaflet and it already has a stamp on it, you’re more likely to get the other stamps, than if you’d been given a leaflet with no stamps!
What’s more, you’ll also complete the collection of stamps more quickly when there is one stamp already on it (even after taking into account the obvious fact that you’ve been given the first stamp).
Here’s how I’ll be using this principle. I’m about to do a marketing test for my report, Write To More Money.
What I’ll be doing is allowing people to read some of it without having to pay. There are two reasons why this should increase sales. First, it’s like the first stamp in the leaflet – if people have started reading it, they are more likely to want to continue, than if they haven’t started at all. Second, the content of the report should hopefully convince people to want to keep reading.
This is similar to what salespeople call the puppy dog close, where you give people the product to try out for a few days. After all, who could resist buying a puppy dog if they had a chance to take it home and look after it for a couple of days?
In the case of giving away part of an information product, one thing you can test, if possible, is just how much you should let them read. Common sense would say, give them as much as possible… but marketing doesn’t always conform to the laws of “common sense”. Since my report is over 90 pages long, I might test 10, 20, 30 and 40 pages and see which results in the highest sales.
If you’re selling an information product, let people read a certain portion of it without having to pay. Get them hooked into the content. If you’re selling a membership site, give them a trial subscription period. If you’re selling software, let them download a trial version. If you’re selling a service, give them a sample that gets them hooked on buying from you. (For example, write them Part 1 of a 3 part series, as the sample! If they want the rest, they need to buy from you.)
Let them “take the puppy home”, as it were. Let the sample be the cute little puppy that nobody can resist!