How to Build Customer Anticipation
Do you anticipate receiving birthday cards, leaving on vacation or heading out the door on Friday afternoon? Of course you do.
Anticipation is a wonderful emotion. It literally has us looking forward, not backward, focusing on the possibility of good things to come.
Creating anticipation is the job of all direct response writers and designers, whether they’re creating messages for traditional print or digital media. Here’s why this emotion is so important: Anticipation leads to customer engagement and engagement leads to response — clicks, calls, visits and mail-in responses.