We LOVE movies. Walking up to the window to get your ticket, grabbing a big bucket of popcorn and your Raisinets and settling in for a film on the big screen. Pure bliss. The coming attractions just may be as good as the featured film. It feels like you are in a secret club that knows about what’s next before anyone else.
Every once in awhile you see a preview for a movie and think to yourself, “Holy (expletive deleted) this looks like the greatest movie of all time!!! I’m going to camp out for a week like a techie waiting for Lord of the Rings in 3D” (did they even make Lord of the Rings in 3D?). The heightened anticipation for that next great Oscar winning film may be worse than waiting to check your Powerball numbers after you find out the winner is from your state. When you actually see the movie and it turns out that they already showed you all of the good parts in the trailer, there is a feeling of being tricked and cheated. Unfortunately, movie theaters won’t refund your money after you have watched the entire movie (believe us, we have tried.). Where the hell is the satisfaction guarantee?!? We can eat a whole Arby’s Roast Beef sandwich and return it if we aren’t satisfied. What’s the difference between shoveling your face full of fast food and watching a movie? You are left $20 poorer and completely unsatisfied.
Using social media to drive customers to your site and build a relationship with them or to educate them about your products is very much the same way. You want to give them enough information to make them want to learn more, but you don’t want to tell them everything (that’s what your website and/or blog is for). Twitter is a great way to give potential customers just a taste of what you are all about (your personality, your style, your values) while still leaving enough to the imagination. Think Frank the Tank, once it hits your lips it tastes so good. Fill it up again!