Why is Building Anticipation So Important?

03.09.2016 |

Episode #1 of the course Launching your brand with a BANG by Luna Vega


When it comes to launching, many brands make the same mistake.

They focus so much time on their website and refining their product that they forget to build anticipation for their launch. Why is building anticipation so important? Well, because it’s pretty awkward to launch with no one knowing or caring about your brand. (This might be shocking, but you really don’t need a sophisticated website when launching!)

But wait—can’t I just get people interested by POSTING to all my friends on SOCIAL MEDIA?

Unfortunately, NO. That’s called spamming. People need to know and care about your brand before purchasing from you – otherwise you’re just another brand among the crowd.

So how are some brands able to build buzz and get sales from day one? What’s their secret recipe?

Successful brands know they have to do their homework first. These brands spend time researching their potential customer to come up with solutions that fill in gaps in the current market.

More specifically, they follow these essential steps:

1. They know who their demographic is
Profitable brands define who their customer is beyond age group and professional occupation. They get specific by getting into the head of the customer—whether it’s discovering what type of music they listen to or what they eat for breakfast. It’s about digging deeper, figuring out what their customer’s problems are, and understanding how their brand is the solution.

2. They ensure there’s a need in the market
A valuable brand isn’t afraid to talk to their potential customers. They’ll conduct surveys and incentivize the process by offering a discount or small gift (like a $5 Starbucks card). Ensure there’s a demand before you begin building your product. Gather up to 100 surveys from your ideal customers (try using SurveyMonkey orTypeform).

3. They focus on piquing curiosity
Companies with successful launches pinpoint how to grab the attention of their potential customer. It’s easy for them to draft appealing marketing content because they already know their audience’s motivations.

4. They focus on driving traffic early on
Instead of waiting until the perfect website is up, they spend their time sharing their brand’s vision and building excitement around their launch. In the beginning, getting people on board is much more important than an elaborate website.

5. They engage with their audience
Successful brands set aside time for replying to people who are engaging with them on social media. Brands who generate a buzz talk to their customers and make them feel like they’re part of the tribe.

Look out for the upcoming lesson on how you can stand out as a brand.


Recommended book

“The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything” by Guy Kawasaki


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