The Anatomy of Buzz/Rosen 168-172

THE ELEMENTS OF A GOOD STORY

171 They were getting inside information about something that was incredibly relevant to them and their friends. Creating buzz is similar in some ways to good storytelling. You build suspense by withholding information and releasing it gradually.

Tantalize with Scarcity and Mystery

172 It has to do with not only spreading the word but withholding information and releasing it gradually over time.

…there’s a limit to how much you can play this game, because customers can tire of it.

But as a rule, when we don’t have access to information, we want it—badly.

Build Anticipation