The marketing tool Buck Hill and Apple both (successfully) used yesterday.
Gregg Blanchard /
The power of planting a little seed of curiosity continues to surprise me.
Earlier today I was doing my normal Monday morning stuff when I saw this tweet – retweeted by someone I follow – show up in my feed.
Good morning developers! See you soon! #WWDC20 pic.twitter.com/7HgxrXucwM
— Tim Cook (@tim_cook) June 22, 2020
Not long after that, I saw this tweet as well.
Going live in 15 minutes with a big announcement! https://t.co/Vy7JmqZJNc
— Nathan Barry (@nathanbarry) June 22, 2020
I didn’t have time to watch more than a few minutes of both, but the fact that even with so many things going on I had enough interest to pull these onto my second monitor so I wouldn’t miss when they go live?
One of those “wow, why did I do that?” moments of marketing self awareness.
Buck Hill
Around this same time, I saw another post. This time, from Buck Hill. Realizing I had just acted on two bits of marketing because they had both teased some unknown, exciting news, I had to tip my hat on this one as well.
Even more surprising, even on a busy Monday, is how I’ve actually found myself wondering “What was that thing Buck Hill was teasing…a new lodge? A new lift?”
Sticky
Teasers can stick like few forms of content. I’ve seen this in large sets of data, but I’ve also seen it in my own behavior over and over again.
If you have been news to share, it’s one of those tools that’s tough to go wrong with when used sparingly.
Tease it early, plant that seed, let it take root, and give your big news a bit more of a boost when the day or hour arrives to pull back the curtain on your hard work.