Back to the auto industry example. After the prospect gets a quick preview of next year's new car model, he or she goes into the showroom for more information. Of course, the salesperson can only put the prospect's name on a waiting list. The new, still-unveiled model is in such demand that it'll be months before the dealer can promise delivery. This is exactly what happened with the recently revived Volkswagen Beetle.
Television loves to use a shortage of information to create a buzz.
It's been doing this to hold viewers' attention since Lucy gave birth to Little Ricky. Seinfeld's final show created a deafening buzz around the globe. Information about the final story was scarce. Sponsors paid dearly for spots because they knew they would reach zillions of viewers who knew nothing about the final episode but who would postpone their own weddings to find out the fate of Jerry and pals. In my sales training business, I enjoy it when I have to tell a prospect that the speaking date they'd like to schedule with me must be confirmed within 24 hours because another meeting planner wants to book that date, too.