Training a dog is an interesting task. There’s a lot it teaches you about human interactions strangely enough.
And because sales is mostly about human interaction and decision making, dog training gives an interesting ‘window’ into successful selling. Whether that be in print, on the phone, or face-to-face.
Take “the dog trainer’s ‘casino trick’ to get people eating up your emails”. This is how it was explained to me:
“Casino’s use ‘variable rewards’ in their slot machines. So sometimes you win a little… sometimes you win a lot… and sometimes you don’t win at all. And the fact you don’t know what you’ll get makes it more addicting.”
In dog training, this means having a few different treats and randomly giving a different treat with every reward. Doing this effectively “supercharges” the reward pathway in the dog’s brain. Making them much more likely to be motivated to listen to your commands.
Which basically comes down to injecting variety.
And when applied to emails this means:
But don’t use this as a “tactic” either. Don’t trick and addict people like casinos do.
Simply understand that humans crave variety. And if you’re the one to give them that variety, they’ll be much more likely to read and buy from your emails.
Which is part of the reason why I’ve added email and subject line templates into the Addendum section of my book. So you can easily inject variety into your emails starting today.
To get a free copy, go here: