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How to Use Anticipation Marketing® to Build Desire Before You Launch
You know that feeling before a big trip — the packing lists, the excitement, the “what will it be like?” thoughts swirling in your head? That’s anticipation, and it’s one of the most powerful emotions in marketing.
In this episode of Before the Launch, I break down a concept I’ve coined (and even trademarked!) called Anticipation Marketing®. Traditional marketing sometimes feels rushed, reactive, and high-pressure, and honestly, it’s exhausting. Anticipation Marketing® flips that model by creating curiosity, trust, and readiness before you ever make the ask.
What is Anticipation Marketing® — and why does it matter?
Most online launches follow the same script: host a webinar, open the cart, push the promo, and cross your fingers. But what if you could make your audience eager to buy before you even start selling?
That’s what Anticipation Marketing® does. It’s a proactive strategy that helps your audience lean in early. When done right, it builds a foundation of curiosity, connection, and trust so when it’s time to sell, your people are already on board.
The Four A’s of Anticipation Marketing®
- Anticipation
This seems simple, but is often overlooked. Start talking about your offer before it’s ready. Tease what’s coming, share behind-the-scenes, and invite input on things like naming or features. You’re not selling — you’re sparking curiosity. - Autonomy
No one likes being pressured. Give your buyers space and permission to decide for themselves. When people feel like they’re in control, they’re more likely to say yes — and follow through. - Assurance
Trust takes time. When you show up strategically AND consistently before the pitch — sharing testimonials, personal stories, and relevant content — you build the kind of trust that makes people excited to buy. - Anecdotes
Stories connect. Use real-life moments, analogies, and even unexpected events to make your message memorable and relatable. People remember stories — not stats.
Why this works — and how to start using it
Anticipation Marketing® isn’t about doing more. It’s about being more intentional with the time before you sell. When you start seeding interest, building trust, and giving buyers autonomy in the pre-launch phase, you create a smoother, more effective launch, and attract people who are actually ready to buy.
Want a head start? My free AI Launch Calendar maps out your pre-launch plan in under 60 seconds. Grab it now (before it becomes a paid product!) and start building anticipation the easy way.
Next Steps:
- Let’s work together! Book a strategy call
- Join the Behind the Launch Facebook Group
- Connect on Instagram
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Thanks for Listening!
Brenna
