The thirst for firstdom

Why the pre-launch pas de deux is a dance you need to learn

Recently I was part of the ‘launch team’ for a new book. This was a novel experience for me (pun intended, although the book was not a work of fiction*).

I enjoyed being part of the select group – of admittedly several hundred – who got to read the entire manuscript, give feedback to the author, write endorsements for online booksellers, and share access to some freebie ‘tools’ the author wrote to complement his book. And this was all before the book was officially launched. Unknowingly I was  being swept up into a new category of shoppers.

Trendwatching.com calls this group ‘presumers’ – the consumers who want it now, and want it first. By offering pre-launch interaction, savvy marketers in both the business and the not-for-profit worlds are tapping into people’s desire to be ‘first’ to do something.

Why do we have a thirst for firstdom? Because it accords us status, gives us an engaging story to tell, and it satisfies our need to belong to something greater than ourselves. The latter is especially true if what we are buying into is a cause close to our heart.

The pay-off for the business or charity is valuable early feedback, offering a chance to tweak things, if needed, before the grand reveal. Additionally it provides a groundswell of eager supporters so you can hit the floor running when you do finally launch your product, service or campaign. In a saturated market, where there is so much choice and competition, presumers will pop your head above the parapet quick-smart.

So, if you don’t want to be a marketing wallflower, sidle up to the presumers closest to you – just a click away – and ask them to dance the pre-launch pas de deux with you.

*By the way, the book for which I was in the launch team was ’40 Days to a Joy-Filled Life’ by Tommy Newberry. Check it out.

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