In doubt about the effectiveness of your content before (or after) setting your web page live?
Apply the Puppy Treat Test. 
You think I’m kidding?!
Sure, I’ll be the first to tell you that doing in-depth, exhaustive keyword research is the first step in the right direction to ultimately getting what you want.
No matter how powerful your keyword list supposedly is or how profitable someone says a set of keywords is, if your content is lame, don’t be too disappointed if you don’t make a dime no matter how much website traffic gets thrown at your site, er the web pages.
So it’s the actual content on your web page(s) that truly has a considerable bearing on your site’s profitability.
And really, that’s only partly true.
If you do any sort of online advertising or have search engine rankings on Google, it’s the actual content in your advertisement or search engine listing that will get the web surfer to click over to your site or not. (Read that again and make sure you understand it).
After a visitor clicks over from an ad, like a Google Adwords ad, or a search engine listing, the content on that specific web page has to take over and develop a connection (rapport) with the web surfer; especially, if you stand any chance for the visitor to follow your recommendations.
Remember — your visitor is fickle and ready to jump ship at any time if your content can’t stand up to the muster and give that visitor what he/she wants.
So how do you know whether the content on your web pages can even stand a chance to convert as many visitors as possible?
I would highly recommend you apply the Puppy Treat Test.
I just love it when things like this appear in my life that can easily relate to internet marketing and converting a web visitor into a profitable action.
Quite often, things like writing and publishing content on the net can be a complex subject to talk about with people across varying skill levels.
Well, it was not too long ago that I attended puppy class with my first dog (as an adult). Her name is Juno (pictured below)
Part of the training process involved using puppy treats to get the desired response from your dog.
In much the same way, humans go online to find best buys or solutions to their nagging issues or problems while us website owners are waiving around our content (puppy treats) in hopes that it smells good and will prompt a good reaction from the visitor (a profitable click or a sale).
But if the puppy treat aka your website content doesn’t smell right to your visitors, you won’t get a bite!
After months of using puppy treats to train Juno, I noticed that certain treats gave Juno a more intense reaction (and boy, you might say that I sure had her attention as well).
In other words, one treat would prompt Juno to sit down and be somewhat casually waiting for the next command to get the treat. Okay, not an overwhelming reaction, but it got the desired response.
But when I used a certain chewy treat that she really enjoyed, she would sit anxiously wagging her tail while she beginning to salivate on the floor. Juno looked as if she had enough spunk to go to the edge of the earth for me.
I was like — “Woah –that is a powerful treat there!” 
And I kindly noted that in the mental notes section.
Ultimately, it is this anxious state that induces salivating in dogs that we want to get our website visitors in.
I sure hope you get the picture here.
So how do you apply the puppy treat test to each of your individual web pages?
Simple.
After having read the web page you are wanting to apply the Puppy Treat Test, ask yourself the following two questions about the content in question:
- If I am the visitor and I was in search of whatever my website is offering, selling or otherwise, would this particular web page with its content get me extremely excited to the point that if it were a puppy treat, I would be salivating with anticipation and willing to do just about anything for it?
- If I am the visitor and I found the content I just reviewed, would I have to be insanely nuts to pass up taking further action by either bookmarking, clicking a link to find out more info, calling a number, subscribing to a newsletter or ordering that item?
If you can honestly answer an astounding yes to both questions, then your content passes the puppy treat test and you are definitely going to make the mouths of those visitors wet with anticipation.
Having a couple of other people reviewing your content would also help to assess the situation further to get you feedback.
If you feel your content does not pass the PTT, then I would highly suggest you consider using testimonials, proof elements such as screenshots that prove your points, and even re-writing the content and really putting yourself into it.
I can wholeheartedly say that speaking academically on a web page will definitely lose out to a page that has your personality and your heart in it. People can tell when there is a real person behind the web page.
I also know this from personal experience of writing long copy salesletters that closed between 8% to 12% to certain targeted audiences.
In fact, I wrote a 50 page article you can find on Google called “Write like you speak, not as you think.” Type that into Google and you’ll find the article that talks about how I broke the proper English habits.
I never said that you can’t go and publish just “good” content on the internet. Just don’t expect “great” results is all I’m saying.
That’s it — now if you really and truly care about the guts and glory of your web business and want to enhance how many MORE people take action at your site, please apply the Puppy Treat Test to your content.
I think you will thank me in the end.
Let me know how this article has given you any extra insight into how you construct your web pages.
Best of success,
Jim Morris, Founder
NicheBOT – “Finds exactly what people search for”
P.S. Be on the lookout for an email about a NEW WAY to leverage your content on a huge marketplace that is completely undiscovered and untapped. And if you don’t get an email, just email us at contactus (at) nichebot.com and we’ll you the information so you get in at the VERY beginning.
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Hey, I have the same problems and I have a puppy training website. However I’ve only made 2 sales for my book. Mostly because google delisted my site for who knows why so traffic dropped way off of course.
Dog / puppy behavior is a strange adventure and I like the way you put it into the explanation of buyer bites:) But how do you get the right contents/treats or know if it works once you think you have it right?
Reminds me of the Beggin Strips commercial on TV. And you’re right, it’s a good question to ask yourself: Is my customer going to be that excited (as the fake dog in the commercial) when they see my page/site/offer?
Hey Jim, This article is put to us in a way we can all understand. Putting myself into my writing is a true challenge. You Jim show us how to incorporate our lives into the copy therefore intriguing our customers on a personal level. My compliments. My dog is named the BOO!
Think I’m going to have to sign me a copywriter – I’ve heard people are leaving my squeeze page with depression ;-(
It’s a real challenge trying to produce copy that sells when you are reluctant to be involved in hype and BS. I wonder where the right balance lies sometimes. It’s not just puppy treats, it’s including them in a web site where you can remain comfortable with the ethos of selling good quality stuff in an ethical manner.
I would have to say you have found that proverbial bone that all the dogs want to chew on. I would never have looked at it from your point of view but it makes perfect sense to me. Thanks for pointing it out and I will try to apply those thoughts to my website. I want the salivating customers.
Hi Jim,
You got a nice way of saying things. For me SEO is sort of applying common sense (marketing) logic to a website, for many people that does not come natural for others it does.
You are able to analyze and break down this process and let us enjoy it as a “puppy treats” metaphore.
Thanks
I like it. I didn’t think I was going to buy the “puppy treat thing”, but I like it. Particulary the part about your article, ( I would like to read it) and putting yourself behind your website. I would like to believe that you are correct.
Mahalo for your insight and encouragement.
Sandra
Jim,
Genius! I have a 165 lb. dog that drools at the THOUGHT of food, (that could get REALLY messy!) and yet I never thought about that kind of spin on things, lol! Unique, AND relevant…
Hi Jim Well must say the timing of your artical came at a time when I am trying to do something to change my life I have invested in an on-line course from one of the world renound E Marketers and am struggling to find my “Niche” you page was very inforative
Thank You
Wayne
What you refer to as the “Puppy Test” is very true. It’s all about content which has a strong relation to copywriting. You need to have content that people want but you need to put it down in a persuasive manner. Even if you are using video advertising on video sites like Adwido the content of the video needs to be persuasive.
Haha, I really like this man! I thought I was going to be commenting telling you how dumb you are, but actually I think that you are extremely clever and innovative, awesome insight on this! I hope to see a kitty treat test or a squirrel nut test very soon, heh
Talk to ya soon,
Whitney Segura @ Segura Trading SEO Company
It makes perfect sense.
You can’t just throw less than good content to anybody and expect them to open their wallet.
I really don’t know how to write content that would have people foaming at the mouth without laying on some of the most hyped up content imaginable. You think these people know what they want? Then someone please tell me why the vast majority of them leave, even when your content is directly related to their wants and desires. I don’t think that most visitors have clue about what really good content is, maybe a baseball bat would work better.
One of THE most hypnotic things you can do Robert and most people are not necessarily all that great with this, and that is to just speak in writing like you to your friends.
This is the biggest mistake folks don’t do and they just talk all formal and stuff.
Gosh.
Imagine what my 5th grade english teach think of me using one word in a sentence and not capitalizing the e in english.
Fact is — we come on line to relate to others and we relate to people who are just being themselves.
You want one huge tip here? Just be yourself on paper like you are in person.
There’s NO need for hypie or unnecessary superlatives to get people watered in the mouth — but we do need to give them valuable tips and information they can’t normally find elsewhere.
This does take time to do some research and such, but it’s well worth it in the end.
To that end, I also need to express the tip of creating EVERGREEN CONTENT.
Make sure to remove dates, anyway possible that dates the material because people ARE very date conscious and will ignore your stuff if its date.
I think at first, you just need to get focused on writing in a very conversational tone and you can review this article at the top of Google:
http://www.google.com/search?source=ig&hl=en&rlz=&=&q=write+like+you+speak+not+as+you+think&aq=f&oq=&aqi=
Great reminder for everybody out there creating content for their websites – whether it’s for their business or affiliate offers. I am just re-reading “Hypnotic Writing by Joe Vitale – how to seduce and persuade customers with only your words”. He is applying the principles of hypnosis to copywriting. I recommend it for anyone who’s trying to learn the secrets of written persuasion.
Joanna