How to create iPhone-style hype for your brand

It’s not as hard as you may think.

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It’ll be a great phone, no doubt. But there are other great phones. The difference is, no one waits in line for four days without a bathroom to buy those phones.

What the heck does Apple’s iPhone 5 (or technically, iPhone 6, if you’re keeping score) have that no other phone does?

Answer: hype.

If the new iPhone 5 battery could be charged by the hype its release has created, the phone would never, ever run out of juice.

How do you get that same type of hype for your business or brand? It’s actually not as hard as you might think.

1. Restrict facts: Apple is a master at secrecy. I’ve heard from people who used to work there that the penalty for leaking classified information isn’t just being fired, it’s potentially giving back your salary and face possible legal proceedings. Employees sign a form acknowledging they know what will happen if they leak information. The lesson: The more you keep the facts to yourself and less you leak, the more you whet people’s appetite for what’s to come.

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