Practical Sales Training™ > How To Get Attention > The Coming Soon Effect

What is it?

Building anticipation for the next versions and releases of your offering by promoting them to existing buyers.

Why does it work?

It works because it builds anticipation and awareness. Particularly when something new is launched, we need time to understand the offering and what it means for us, before we make a buying decision.

How can you use it?

Being mindful of promoting things too early and sabotaging your efforts, consider how you could be more proactive in talking about the “coming attractions” in your offering before they are released for sale. Allowing pre-order and running exclusive sneak peek style events are proven mechanisms for building interest and converting buyers.

Example

Apple is a perfect real-world example of this effect. Before launching a new iPhone, they host events, leak small details, and allow pre-orders, which creates huge anticipation and demand. Customers line up outside stores because they’ve been waiting for the “next big thing” for weeks or even months.

See also