This realization led her to develop a systematic approach to building anticipation before a product launch.

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McGowan’s journey to becoming a launch strategist began with writing dubai email list launch copy for a client that didn’t sell well. She began to question her abilities and whether she should charge for her services. The crisis made her realize a key problem: the problem wasn’t the copy itself, but a lack of proper audience preparation.


When she tested the strategy with clients, the result was a 50% increase in sales compared to the strategy she had previously launched, requiring fewer sales calls and, most importantly, higher quality customers who were actually willing to take the offer.

The psychology of anticipatory marketing
McGowan used movie marketing as an example to explain the power of anticipatory marketing. The way Hollywood promotes its movies is a master at building anticipation. Rather than announcing a movie's release date, studios will build excitement 120 days in advance with carefully curated trailers and trailers.

The anticipation-building strategy is effective because it takes advantage of two basic psychological principles.

First, humans are hardwired to want things that are not immediately available. When something is out of reach but available, people have a stronger desire than when it is immediately available. In fact, research shows that people who expect to get something experience similar levels of dopamine release as when they get it.