There’s a huge difference in conversions when someone is excited about a purchase they’re making vs. when they’re surprised by the possibility of a purchase.
Think back to your own history. Has there ever been a product or anything you thought about buying for some time? Maybe it popped up in your thoughts throughout the day, you heard others talking about it, and you were convinced it would change your life, solve a problem of yours, or delight you. When it came time to buy, you jumped at the chance—you couldn’t hit that buy button fast enough. I’m sure it’s happened to you; I think it’s happened to all of us.
The same is true for your audience. That build-up matters.
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