There's no mistaking it, in marketing, we love the big reveal!  All eyes on us, as we wow our customers, loyal followers and competitors with our latest and greatest. This approach generates buzz, excitement and a temporary high.

However, once it is done, it's a challenge to keep the momentum going. Often, we fall into the trap of trying to hype up small news as big news, but without enough substance it lacks impact. It falls flat, and we lose the trust and attention of our following.

Resist the temptation to do the big reveal, and offer your clients an incentive to follow your brand. Offer real, tangible information that isn't available to everyone else. Give them opportunities to come back to you, and develop two way communication that hooks them in and gives you what you need: more information about your buyer.

This approach isn't for the faint of heart. You have to be willing to take risks, and you have to put forth a tremendous amount of effort and planning to pull it off.

That's where your agency comes in. With their intimate knowledge of what makes your firm tick, they should be able to help you in this without using your own valuable resources.