My sister Julie Dolan is the voice of Princess Lea, in Disney’s Star Wars Rebels. Disney has a brilliant way of keeping their core fans trapped in anticipation, not knowing when or if a favorite character (like the Princess) will return in the next episode.

— Concerts and rock festivals promote far in advance to create anticipation.
— A good novel will keep us anticipating what will happen in the next chapter.
— Apple keeps us wishing & wondering in anticipation, with the clever use of rumors throughout the year.
— Movie studios preview “teaser trailers” often 6-months in advance—to plant the seed and keep us thinking and talking about what could be.
— Heck, even Santa Clause keeps us up all night with joyful anticipation of what the next morning will bring!

Important because while the tech revolution and social media have drastically changed everything we know about marketing our art and commerce, the one thing that has not changed is the intrinsic value of keeping us on the edge of our seats, biting our nails with anticipation of what’s to come. That said, I think brainstorming ways to build anticipation into your marketing plan is crucial to the ultimate success of your offering.


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