If you’re building up that long wait for your community, building that tension, that anticipation, that excitement with teasers, social media posts, behind the scenes views and on and on and on.
You better make sure if lives up to the hype.
If what you’re building isn’t going to live up to the hype, dial it down, put out the updates, keep them succinct and focussed.
“We’re introducing some new features to better align our offering with our other products”
Keep it short, simple, answer questions, maybe as it gets closer offer some more specifics.
Case in point – for months I’ve been waiting for the changes to LinkedIn Groups to come out after seeing some features turned off. Now that the new features are here, I want the old features I had turned back on. I waited and waited and nothing.
They made it look the same as everything else.
That’s not what I thought I was getting.
Under Promise, Over Deliver.