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Is this something that can be used all the time, or do you think it should be used for "special" occasions?

Hi John,

I couldn't agree more. In fact, I think I went with it a bit further: what about the anticipation for the newsletter?

I was just trying to solve many problems all-at-once, and I think I've come up with what may be the next generation of pop-ups. They build just on your anticipation principle, together with Zeigarnik effect, and they provide something to do for the subscribers, too, not only the newcomers, and they don't pop up right into the reader's face.

I don't offer any product yet, so I just show on these popups (they're rotating) information on the coming issue of the newsletter, and what's interesting on the site, and just some tips, etc.

But I think they can well be used for what you're saying here: for building anticipation in the visitors to your coming product. Not all visitors are going to be your subscribers, sad as it be, but when they see it on your site in such a friendly way, they could want to come later and buy what you're offering. What do you think? On your 'headless' sites ;-) you can make them headerless, too.

You can see these side-ups in action, for example, here: http://notrivia.com/blog

Btw, did you know that Google joined us the bloggers, too? ;-) http://google.com/googleblog

And ps#2:  are you going to be on The System Seminar this year?

Hey, John, Did this for my last email campaign.

Couple of warm up emails and then the sales letter.

Incredible 50% purchase rate of those who opened the email.

We had people calling to ask if they missed the special email...

John:

I just thought that I'd let you know that I am really looking forward to the release of your new home study course (Traffic Secrets) with "Great Anticipation."

Hmmmm. Another glimpse inside the wacky mind of John Reese. It's always worth the time and effort. You've offered some great advice with this post, John. Thank you.

Very Best Regards,

Jon Poland

Hi John… I agree that anticipation is a powerful marketing tool. It creates excitement for a scheduled product release, and if done correctly, can generally spawn a flood of orders once released by or on the expected date.

However, I believe that anticipation works best when it’s tied to a deadline that is properly executed on time. Once the deadline date has expired and the product still has not been released, anticipation can backfire producing “undesirable” effects.

For instance, many of us have been waiting for your course that you indicated is due in late May. It’s now June, and still, you have not updated your course page (as of this writing).
Because I connected my anticipation to your product release date (that has expired), I am forced to look elsewhere to other savvy marketers for the answers that I need.

Not only that, but other areas of your website has not been updated such as “Tools and Resources” in quite some time. Leaving your visitors to wonder about your “upcoming” updates too long makes one wonder and think… hmmmm.

The psychology of anticipation has shifted from one of expectancy… to thinking that this guy really does not care about the quality of his site nor his visitors. Does this make sense? I sure you will agree too.

No offense, Darrell, but you obviously don't know John very well. Besides the fact that he's probably the #1 guy on the planet to learn Internet Marketing from, he also cares DEEPLY for each and every one of his students. John has made so much money over the years that he doesn't have to teach a darn thing to anyone. He does it purely to share his knowledge, and as he said at his one and only seminar, if only one person uses what he teaches to become rich, he'll be ecstatic.

As for the anticipation thing, and how his sight is misleading, his site isn't really even live, as far as selling products goes. It's just a hub for people to access his blog, and to give a GENERAL idea of when his Traffic course will be available. It's not a site built to create anticipation, or to hype an upcoming product. There's already a ton of anticipation for any product put out by John Reese, and he doesn't have to resort to building up it's release.

Believe me... I know John, and the dude's totally legit, and cares more for his students than any other marketer I've ever seen. You are entitled to your own opinions, but I believe that discounting John as someone less than honest and concerned for his students is a sad mistake, and anyone who refused to seek out John's knowledge simply because one of his thousands of sites isn't updated perfectly on time is "dropping the ball".

Just my 2 cents.

Darrell, Please be happy in knowing John's product will appear eventually. We all feel it's worth waiting for. Best wishes to you Darrel.

Sincerely.

This post is in reply to Andy Hussong and any others who may have misinterpreted what I previously said. My post was not meant any as endorsement for or to discredit John’s credibility as a highly effective marketer, or his legitimacy.

The topic under discussion was not even John. The topic discussed was “Marketing” and the “perceptions” that form opinions in the minds of people, and influence whether or not they purchase.

And if you will listen, you too will have learned something from what I posted. Contrary to what you may think, I am very sure that John really appreciates my comment made in all honesty. Why? Simply because “truthful comments” provide him with vital marketing feedback.

Of course, I don’t know John very well. Nor does all the other “hundreds of new people” that come to his website on a weekly basis. In fact, many of them don’t know John at all, or that is he is probably the #1 marketing guy on the planet, or that he deeply cares for his students either. That should not surprise you. There are thousands of people who have never heard of the name Donald Trump.

The only thing they see is a guy they know absolutely nothing about, not delivering by the date that was promised, after creating anticipation and excitement for a product that was scheduled to be released at a certain time.

They don’t know that his site is not even “live” as you said. The only this they see is a website that has “updates coming soon” for a prolonged period of time. The fact that John is a brilliant marketer means absolutely nothing to them. Why? Simply because they don’t know John.

Let me ask you a few questions. What would you do if you saw a new local television commercial for a line of products that you are absolutely red hot passionate about, advertising “opening in late May” without an actual date.

Would it create anticipation and excitement in you? Absolutely. You would walk there each and everyday expecting the doors to be opened. Signs of progress would fuel your anticipation even more.

However, what would happen once the month of May expired, and you saw no evident sign or new activity as an indication of opening, or an explanation of why they have not opened… would your anticipation and excitement begin to dwindle? Would you form other opinions? Of course. It’s human nature.

Why because you know “not” the owner, owner’s legitimacy, or anything that validates the credibility of the owner, even though his name is Donald Trump!

I am sure that John is a very honest person. He would not have succeeded as far as he has if he were dishonest. I really appreciate your defense of John. It seems like you know him very well. That’s great. But take a minute to think about all the others who don’t know him before you decide to embrace any defensive position.

No offense Andy Hussong. Know thy craft my friend.

Darrell

Good points, Darrell. I appreciate your advice and concern. I just felt compelled to respond when I read your comment near the end of your post... "The psychology of anticipation has shifted from one of expectancy… to thinking that this guy really does not care about the quality of his site nor his visitors".

I realize you meant no harm, and neither did I in my response. I think that if people get on John's list, follow his blog, and learn more about him, most will understand if he doesn't produce a product when he hopes to. And those who DO get upset or angry about it, for the most part, will be problems down the road, anyway (refunds, complaints, etc.), but will be far and few between.

Anyway, didn't mean to stir things up... just giving my opinion, right or wrong. Good luck to you, and if you ever get a chance to meet John, I think you'll see how genuine he is. Best of luck to you.

Take care,

Andy

Darrell makes some good points. It's my fault for not keeping everyone updated on the progress and when the expected release date changed. I have been too busy working long days on the course and overlooked it -- which was my fault.

I just posted the latest newsletter issue where I explain that it is delayed.

You can read it here -> http://www.marketingsecrets.com/june012004.html

-John

John - really enjoyed the newsletter this time around.

Since I am currenlty generating 100% of the traffic to my websites through the Search Engine Optimization game - I cannot wait to read about your traffic secrets.

Diversifying risk should be one of the top focal points of any business endevour - multiple streams of traffic if you will - in this case.

Looking forward to "Traffic Secrets" - you haven't disappointed yet!

All the best,

Jonathan

John I am eagerly waiting with PIN number in hand for your course!

John, wonderful post - and I'm going to use the lesson in it along with a couple of cool ideas I got from Jay Abraham, to launch my new eSeminar on online relationship building.

Coming soon!

Dr.Mani

John thanks for posting the update for “Traffic Secrets”. I really enjoyed the newsletter article, about getting over “New Product Paralysis” and “How Crap Can Dramatically Boost Your Profits!”.

This year I have plans to release several new products. I look forward to your course, and am currently waiting in line!!!

Darrell

I've been noticing a ton of "anticipation" emails heading out lately - haven't you?

Ahh, the power of Reese

Frank

Hello John,

Man, your "How Crap Can Dramatically Boost Your Profits!" article is so electrifying - read it about a year ago, and now that Darrell mentioned about it, I almost immediately hopped to get another dose to get my creative juices flowing...

It's so authentic; I can recall a product I built on this concept (which I also perceived years ago) and it makes me about $400 a month.

Since then, I launched over 60+ crap sites deploying the same conceptual (make the figure if you dare). The most important thing I realized, is that people will happily pay for concise e-reports which are based on empirical data.

Anyway, your "crap" article is so inspirational, realistic and 'mind-clinging'!

I don't know you personally and I rarely make compliments, but I enjoyed your article immensely.

Sincerely,

The Legitimate Conman

It is funny, I am reading this a full year after you wrote this article. I bet you didn't know then that you would pull that many sales in one day.