The power of anticipation. anticipation is a very powerful mental trigger, often underused by marketers. From a very young age, we anticipate important events. We get excited, the closer the event gets, we've got a feeling that the time goes slower, interesting. We eagerly await for the date of our birthdays, or Christmas holidays or other special events. anticipation is closely related to scarcity because we want something that is not available right now.

However, it will be available in the future. This makes it special limited to some extent because you cannot get it right now. And the fewer people have something the more expensive or valuable that thing becomes. Apple for example, our musters of creating an dissipation in their marketing moves. they announce a new iPhone will be launched soon, for example, iPhone seven, but they don't tell us the specifications and let us guess. We talk to our friends what the specifications will be in the news goes viral very quickly.

That's why we see headlines like iPhone seven rumors that are hopefully accurate. that generates a lot of buzz and then April analysis, a launch date, the anticipation gets even higher. And very often, the new iPhone is sold out before it even launched. That's crazy. Here's the product is great. Yes, their marketing is great, but they strongly believe anticipation plays a key role here.

What is even more interesting sand is to have found out that anticipation affects our level of attention for specific events. They also found out that we When we anticipate we produce more dopamine in an area located in the old brain called the reward center. It all sounds great. But now the question is, how can you put this information into practice into your marketing? Well, the answer obviously, is it depends on your business model and your products. If you sell physical products, and you do iterations, and by that they mean product x 1.0 2.0 3.0, and so on, you can create anticipation in the way Apple does.

If you sell digital products, you can also make your product available to purchase at specific times of the year or month. And I know this might sound counterintuitive, but this is how Jeff Walker Eben Pagan Frank Kern, in many others sell their digital products and make millions of dollars. They do product launches They open card for a few days. After that the clothes card in you cannot buy the product. Yes, they have automated the process, and we'll talk about that when we get to the psychology of your marketing funnel section. In short, this is how it works.

When a visitor subscribes to your email list, they receive three free videos. That's the most common model Jeff Walker's out. They receive the first video on day one of the sequence the second video on on day three. And let's say the final video on day five. These three videos play a very, very important role. First, they build trust.

You showed that you are the expert you know your stuff. Second, they show the quality of your work and they build anticipation of your main product. Namely, anticipation is one of The factors that will help you increase your conversions and close more sales. For example, I talked about my premium program shortly in almost all of the free videos, and this is how I built anticipation, but I want to show you a part of my last video, and this is video number four, because I've decided to offer four free videos instead of three. Listen closely. Now as it mentioned, my premium training the full step by step to your first 1000 students program is available starting tomorrow.

Enrollment officially opens tomorrow. So if you want to have a look at over my shoulder step by step strategies on how to enroll thousands of happy students into your courses, how to make thousands of dollars in this is without spending money for advertising. If you want to achieve the results I showed you open the email you will receive from me Tomorrow and inside you will find all the details you need. Thank you for watching, and I'll see you tomorrow. Did you see how we built anticipation for tomorrow? Good.

Let's recap. anticipation is a very powerful mental trigger that helps you increase your conversions. anticipation affects our level of attention for specific events. Whether you can use anticipation as a marketing concept, and to what extent depends entirely on your business model in your product. One of the reasons why product launches are so powerful in generate that much profit is because of the anticipation effect. Thank you for watching and stay purposeful