Why Anticipation is Your Secret Marketing Weapon

“The two most powerful warriors are patience and time.” – Leo Tolstoy

Anticipation can significantly amplify the impact of your marketing efforts. When people eagerly await what you have to offer, they’re more likely to engage with it when it’s finally released.

Before releasing a new product, Apple releases small bits of information, teasers, and sometimes even allows rumours to circulate. By the time the product is launched, people are already talking about it and can’t wait to get their hands on it.

Here’s a few strategies you can use to build anticipation effectively:

  1. Share the Process: Instead of just announcing a product or service, periodically update your audience about its progress. This can be as simple as saying, “We’re working on something exciting” or sharing a small preview of what’s to come.
  2. Release Teasers: Provide small glimpses or features of your product or service. This gives people a taste of what’s coming without revealing everything.
  3. Engage with Your Audience: Answer questions about the upcoming release. If someone asks about a specific feature or aspect, give them a hint or a vague answer to keep them curious.
  4. Use Countdowns: Let people know when they can expect the release. A countdown creates a sense of urgency and keeps your audience checking in for updates.

Action Step: If you have a product or service you plan to release soon, create a plan on how you’ll build anticipation. Consider releasing small bits of information over time rather than all at once. This gives your audience something to look forward to and keeps them engaged in the meantime.

Building anticipation is about keeping your audience engaged and excited about what’s to come. It can be the difference between a product launch that’s met with enthusiasm and one that goes unnoticed.

To learn more about creating anticipation for your products and services, be sure to check out our book of the week: “Launch” by Jeff Walker.

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