PERFORMANCE ONLINE MARKETING
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A good Product Launch Manager keeps in mind that your prospect is always looking for a reason to stop paying attention to your marketing message. All the prospect needs is one itty-bit of information that indicates that the product or service is not for them and they will gladly move their attention to something else.
This itty-bitty thing that sends them running could be anything! Copy, tone of voice, design, offer, …even the font you use. So how do you combat this? You need to construct your message in such a way as to override these fickle responses. Anticipation is one of the most effective ways to do this.
In a story, it’s called foreshadow and it’s often what keeps you watching a bad movie. You just want to know whodunnit so you sit through to the end. Anticipation is inflamed by making a promise of something good that is coming in the future. It’s effective because it works on an emotional level. This is important to understand because human beings feel things uncontrollably. They don’t sit there after receiving stimulation and decide what their emotional response will be. They feel it immediately, uncontrollably. If I say to you, “It’s coming,” your are automatically have the desire to want to know what’s coming.
However, the anticipation trigger often inflames skepticism for the same reason as using the word “new.” Again, you want to avoid using anticipation plays that have been used to the point of saturation. If you do, your prospects see you pulling the trigger. If they see you pulling the trigger they will lose their trust and respect for you because they feel like you are treating them as if they were stupid.
When prospects believe you are building anticipation for no other reason than to keep their attention, they label your message as hype. And it is generally accepted that only an idiot would believe hype. You certainly don’t want to imply that your prospect is an idiot. Unfortunately
many marketing messages do exactly that. Hype can be okay as long as you fully admit that your are hyping it and that you make a bold
promise to deliver on your hype. That way, the trust remains intact because you are putting yourself on the same side as your prospect. But then you must indeed deliver on the hype. In fact, you must over deliver in order to maintain the trust you have with your prospect.