Why should I encourage anticipation?

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Generating anticipation for something new can lead to more people's interest, a better experience, and more sales. This can be explained by Craig Bruce's famous quote: " You usually wait for something worth waiting for ." Here's why an anticipation strategy has the power to differentiate your brand in a crowded marketplace and give you a competitive advantage.

How to create expectation?
It's not just about advertising. It's about crafting a narrative that resonates with the audience.

Here are some effective ways to do this:

Teasers and pre-launch campaigns
Teasers and pre-launch campaigns generate excitement by job seekers data providing just enough information to spark curiosity, but not enough to satisfy it.

These campaigns can be run across various platforms, such as social media, email blasts, influencer partnerships, and even through your website if you set up a pre-order option for customers to promote and gauge interest.

An example of a Nike teaser campaign:

Instill a sense of urgency that encourages action with limited-time offers and countdown timers. These tactics work during holiday seasons or special events, like Black Friday, when consumers are already in the mood to shop.

An example of Smartsupp's Black Friday deal countdown:


But remember that a good landing page matters too. It's often the first thing people see about your product or event, setting the initial tone and capturing their attention. That's why, use Landingi , a robust landing page builder , to build one that sparks visitors' interest and delight. To create a sense of urgency, you can easily complement it with a counter widget like the example above.