The other day, my 6-year-old daughter, Lydia, approached me excitedly and asked if we could pen down her Santa list. Mind you, it was early August, and no, I hadn’t been using Santa as a bargaining chip! I was baffled by the sudden request, but her enthusiasm was infectious. So, we sat down, and as her ideas poured out, I was reminded of a powerful tool in marketing: anticipation.

Think about it. What would Christmas be without the entire month of December leading up to it? For Lydia, the thrill starts half a year in advance! This same principle applies to business. Just as December sets the stage for the magic of Christmas, anticipation can pave the way for an unforgettable customer journey.

Anticipation isn’t about overhyping or setting unrealistic expectations. It’s about genuinely sparking excitement in your audience, making them eager for what’s next. It’s about creating a buzz, a sense of “I can’t wait for this!”

Here are 5 ways to infuse anticipation into your business and marketing strategy

Limited-Time Offers: Set the clock ticking with limited-time offers. For instance, give a special discount or an added bonus to the first 10 clients who sign up within a set period. The ticking clock nudges your audience to take action now, instead of waiting indefinitely.

Interactive Content: Engage your audience with content that promises more. A quiz, for example, that offers insights into their personal strengths or style, can spark their interest in how your services might benefit them further.

“Something’s Coming” Campaigns: A little mystery goes a long way. Tease an upcoming service or event with sneak peeks, behind-the-scenes looks, or intriguing hints. The goal? Keep them guessing and eagerly awaiting the big reveal.

Consistency of Delivery: Predictability can be a strength. If there’s something you do exceptionally well, make it a regular feature. A unique weekly email newsletter, sent at the same time, can become a part of a routine your audience looks forward to. 

Collaboration and Partnerships: Team up with other businesses or influencers for joint ventures. A giveaway, for instance, can generate buzz among both audiences, amplifying the reach and excitement.

Leveraging the power of anticipation can transform your customer experience. So, take a leaf out of Lydia’s book and start building that anticipation today. After all, why should Santa have all the fun?.. On wait…. 😉