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Ever notice how Apple likes to build anticipation for its products? Their system is closed, but information (or is it disinformation) leaks out anyway.

The thrill of discovery

Apple has legions of fans carefully checking patent applications, digging into orders for parts, poring through shipping manifests, and devoting hours to building or reading websites devoted to rumors, half-truths, leaks, and maybes. Once they find something, they gleefully spread it.

Back in the days of the cold war, US officials would carefully scrutinize photos of Kremlin officials. They wanted to see who was standing closest to the premier, who was far away, and who had been airbrushed out.  They wanted to clues to see who was in power, and who had been purged.  Any hints, or inside information, was worth its weight in gold.

Inside information

Some complain about Apple’s secrecy, but that’s really part of their marketing plan – build anticipation, and make cracking the code and getting inside information that much more fun. The thrill of discovery, and exclusivity, drives people to spend time doing things that may not seem terribly rational.

Heinz ketchup once ran ads with a song called “Anticipation” by Carole King playing in the background – waiting, and waiting and waiting for the ketchup to come out of the bottle.

Build anticipation

You may not have as many raving fans as Apple, but you can do this too. If you’re working on a new product, casually mention it in your blog or newsletter before you launch. And write about whatever topic it covers.

Offer an inside peek or a discount to your subscribers or your blog visitors. People want to be first (ever notice all the comments on blogs – First!).

Then, sit in front of your (Apple) computer and have some fries. Put ketchup on them. Singing the Internationale is optional.

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Go Megan! I’ve just found out that my friiiend Megan Elizabeth Morris of Ideaschema.org was named one of the top 50 netsetters.

Yay!!!

Here’s the full list: 50 Top Netsetters.

Bravo to fellow list members Jonathan Fields (for making sense about business when many marketers don’t) and Paul Cunningham ofBlogging Teacher for step-by-step explanations of blogging technology that even non-techies can understand .

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In last week’’s post about how to design an ad, I promised that I’d tackle the writing side too. When you’re writing an ad, there are several things you should keep in mind.

Write a great headline

The headline makes or breaks everything else.  Some prefer to write it first, others last.  I tend to put in a placeholder headline and then go back to it later.  Sometimes, I just get a great idea straight off.; other times I need some inspiration.  Whichever you do, spend more time on the headline than anything else.

Copy first

Write the copy before you tackle (or hand off) the design.  It’s much easier to adjust copy to fit design (say too long for the space) than the other way around.  Get it as final as possible before the design stage.  If it’s going online keep it in plain text.  Microsoft Word makes an awful mess when you upload it to the Web.  And, never, ever use the text to HTML feature – that makes an even bigger mess.

Make a dummy

This is called a copywriter’s rough – it’s just a rough indication of where different elements should go (headline, illustration, etc).  Be sure to indicate where the headlines and subheads are so that the designer can emphasize them.

It’s not about you

Readers don’t give a fat rat’s fanny about you.  What they want is someone who cares about them – and helps them with their problems.  Think about what they want and need when you put your ad together.  Check your work with the one-minute marketing test.

Paint pictures

Not literally, but with words.  Show them how your service or product solves that problem.  Use emotional triggers, then support the emotions with facts.

Prove it works

Show proof with testimonials, demonstrations, or other social proof, like millions sold or thousands of subscribers.  People don’t want to be “sold,” but they do want to buy.  Make it easy for them to decide that your product will help them.

One more thing.  If you want people to do something, when they read your ad, ask them.

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Shamelessly stealing this idea from The World’s Strongest Librarian.  What’s your theme song?

If you were on the Yankees baseball team or a character in a movie, what song should they play when you come to bat (it’s your turn) or you enter the room?  Josh picked Night on Bald Mountain from Fantasia.

Mine is Dancing in the Dark by Bruce Springsteen. (I’d embed it, but the code isn’t working.  If they don’t want you to embed, say so!).

What’s yours?  Something happy?  Scary?  Mellow? Tell!

So what’s the trickiest part of being a freelancer?

Getting paid?

Qualifying your clients?

Finding a niche?

Identifying your why?

Clients from Hell?

Better ergonomics and avoiding mouse elbow (my current challenge – OW!)

Share your thoughts

Something else?  How do you manage them?  Tell us in the comments.