We learned from the interviews we did at MacroVision that the new way to engage Web users and slow piracy is to make it very easy to buy your product or service. Adam Gervin demonstrated how MacroVision technology enables a game to be offered up in levels to the user. The user can play level one and level two for free and if they want to continue, they must buy. They call this strategy "try-buy." Another "try-buy" method is to allow users to test your full offer for a few days or a few uses. After the free offer expires, the user can be given the chance to purchase. We're old enough to remember this as the "Puppy Dog Close" in selling. If you own a pet shop and let the customer take the puppy dog home, there are huge odds that the customer will come back and buy that puppy.

Topic for Discussion: Why do we have to give something away in order to make a sale?

Answer: It's about trust. Many Web users will never meet you face to face because you are a global company the minute you put yourself on the web. The old analog way of buying and selling was done in person. The best way for you to win thousands of new customers you would never be exposed to without the Internet is to give them an opportunity to test your product or service risk-free. The other reason is that all too often if people can't get something in a legitimate way, they will steal it.

You think about it: What can you offer for free to web users that will entice them to buy from you online?