How To Sell a Dog (and Anything Else)

1. Loan the dog to the potential buyer for a week.
2. Done.

Hooooooraaay!

The psychological effect:

• We value something more when we can create a sense of owenership around that thing.

For instance:

1. Bob gives his Toyota a $10K value.
2. Sam gives Bob's Toyota an $8K value.
3. Bob, because he values his things more, places a greater value on his items.

A Duke research study, according to behavioral economics expert Dan Ariley, found that those who won lottery tickets to Duke basketball games were willing to sell their tickets for $1800; others who had no tickets were willing to pay $350 to get them.

1. Own it.
2. Value it more.

Selling something?

Try these:

• 30- day trials
• Loan X free
• Money-back guarantees
• Test drives
• Etc.

Lucrative infomercials freakishly promote their money back guarantees because:

1. Emphasizing guarantees help get those products into the hands of peeps.
2. So, when peeps have those items, they start creating a sense of ownership around those products.
3. Therefore, they place higher values on those items (more than the $19.99 they spent), and end up keeping them.

SHABAMSONNOWYOUTHESTAR

Create ownership.

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