Waiting for an event is better than the event itself.
Think about your favorite holiday, the night before is always more memorable than the day itself. Growing up, Christmas Eve was the best day of the year, anticipating what would wind up under the tree had my sisters and myself wound tight. (How my parents survived those days is a mystery.)
Like Carly Simon sang: “We can never know about the days to come/But we think about them anyway.”
Or you can put it another way, “I can’t deny it, with that smile on my face/It’s not the kill, it’s the thrill of the chase.” Yup, the boys in Deep Purple knew all about the thrill of anticipation.
So what do singers from the 70′s, and stories of my Christmas Eve, have to do with marketing? Nothing. I’m using them to illustrate the fact that human beings like anticipation, and that’s leverage you can use the next time you’re considering a marketing campaign.
Dripping out information, little by little, creates a stir among your audience. You have to figure out how much you want to release, and plan it carefully so the momentum builds, but if it’s done right you’ll be happy with the results.
Another caveat, don’t over promise! You’ll suffer the anger of your audience, and probably lose a great deal of business. Know the product or service you’re going to market, and know it well. Then build your campaign – focus on the benefits instead of the features. (My old boss called it the WIIFM – What’s In It For Me?)
Don’t forget to use all of the tools you have at your disposal: websites, emails, newsletters, social media, the list is almost endless. And don’t forget your sales team! Have them engage their customers with the same methods so they know something big is on the horizon.
Anticipation is an excellent tool when it’s used correctly. Keep their interest and you’ll reap the rewards.