On a recent easyJet flight I read in their onflight magazine about a new product launching.
It was exactly what I’d been looking for and I was really excited! So I ripped the page out of the magazine and stuffed it away, finding it again this morning.
When I logged onto the website it said the product isn’t quite ready yet, but enter your email address here and we’ll let you know when we’ve launched.
Why?
The enthusiasm I had for the product will not be as strong when they email me, even if it’s a few days time.
There is a place for building anticipation for a product, look at the Apple iPhone. But most small businesses don’t produce iPhones. And “anticipation’ marketing is in my view mostly a waste of money.
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