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  Try putting some treats in it and help him get in to retrieve them.  Give him more treats for sitting in it.  Then walk around the house with him in it, giving him treats as he goes.  After that, try taking him to the pet store in it.  That is what has absolutely sold our little girl on it.  We started taking her to the pet store in hers as soon as we got her and then let her out on a leash to explore.  This is what our puppy looooves to do.  We did that consistently since we got her, at least once a week, but in the beginning it was almost every day.  Now when she sees us get her bag out, she goes completely crazy trying to jump into the bag.  
 When she was real little, she would hide under the couch sometimes and in order to get her out, we'd get her bag out and unzip it and make noises like we were leaving.  Boy!  She was out from under the couch in a flash!  Then we'd have to actually take her somewhere so as not to ruin the fun, so we'd drive her around the block in her bag.  It didn't really matter where we went, once she associated getting in her bag with going to fun places like the pet store where there were other dogs.  All she wanted to do was get in her bag and go somewhere.
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