Welcome to day 19 of my 30 days of blog post ideas series. Today we focus on generating excitement…
An easy way to create a little excitement on your blog is to release a teaser, or a series of teasers about some upcoming event like a product launch, conference, release of some important research etc.
Hollywood uses this to great effect with movie trailers. It seems more and more they are releasing small teasers even before they release the main movie trailer, which itself is a teaser for the film. You can learn from the masters and do the same. You may not be releasing a multi-million dollar blockbuster, but if your blog has a following your readers will be interested in a new product launch or an event. Creating a teaser gets the word out early, builds anticipation and can also help readers through change (positive only – I don’t recommend this for negative changes – readers need information or they will experience anxiety: ‘What do you mean this product is being discontinued in 3 months! Tell me more. What do I need to do now?’.
Teaser’s don’t always need to talk about the new product or event. 37Signals, the company behind Basecamp did a series of posts before they launched the new version of their product. Each post talked a little about the design process that went into the new version, they gave readers a behind the scenes view of the thought, care, and attention that went into the new version they were about to release. This hyped the quality of the product and set expectations of what it was going to be like.
Using your editorial calendar plan out a future event like a product launch. Work backwards and plan to release one or a small number of teasers posts beforehand. Teasers should not reveal everything but little nuggets of info should be dripped to readers with each teaser culminating the actual launch or event.
- Don’t hype it up too much – you’re not releasing a Hollywood blockbuster! If you set expectations too high then readers may be disappointed when they finally reader about the product or event.
- Make sure you leave enough time before the launch or event for readers to build anticipation, but don’t do it too early otherwise they may lose interest. Unfortunately there are no rules around time so do what feel right.
- Make sure each teaser builds on the last and gives them a little more information.
- Make the teasers count: don’t just tell readers: ‘something good is coming’. Give them some real chunky, tasty info. For example, talk about the problems with the current version and how you’re solving them in the new version.