To get your customer base excited about your product / service / creation before you get to launch day, you should be integrating the following:

• Seed a "first look" to your best and most loyal customers. Don't hit them over the head with the message though. Keep it subtle and let it be a message or hint that they stumble across. This will keep the marketing approach organic and will build natural momentum.

• Build out and analyze your adoption lifecycle early on and use it to pace your marketing calendar and efforts. This will force you to give yourself a lot of lead time to market what you have coming up and it will ensure that your efforts and duration match the various adoption groups.

• Invite people to your party before it begins so that you can create emotional attachment to your creation, build momentum as a community and gain valuable feedback to make a better product.

• When you invite members of the press, or people in a position of authority in your industry, to share about your creation by arming them with what they need to spread the message, you create social proof from multiple sources, which reduces the "know, like and trust" factor and creates confidence in your potential customers.

• Spread your brand's message like wild fire by implementing multiple marketing tactics all at once. The goal is to create the feeling that your brand is everywhere by using effective frequency to lock in the feelings of credibility, trust and eventually, desire for your product, service or creation.

• People are naturally curious. In fact, there are studies done that state that we, as human beings, are curious at all stages of the life cycle. By understanding the ways in which you can pique curiosity in your customer base, you can elicit more engagement, more emotional response and deeper commitment from the people in your demographic.