Project83 { Websites that Smile! }

September 30th, 2008

Coming Soon

“Coming Soon” is a perpetually bad habit I see on the web. There is no doubt you have seen the following many times over …

Why do we feel the need to tell users that something bigger and better is on the way? In any case, “Coming Soon” sends a bad message about you …

1. It sets expectations. 9 times out of 10 when people say “coming soon”, they don’t have a definite time that they expect whatever it is to be ready. So why set expectations with users when most times it leads to a total letdown? It just makes you look bad.

2. It’s a waste of time. Those two words provide no substance or benefit to users, so why say it?

If you don’t have time to build a site or add a new feature, that’s no problem. Throw up your logo and a couple paragraphs about your company on a page and leave it at that until you have something else of value to provide.

A classic example of using “coming soon” as part of your public strategy on a large scale is with Microsoft and Apple.

Microsoft, for example, LOVES coming soon. They love talking about the future, and all the great products they are working on that will change our lives … soon. Forget the here and now, it’s all about what’s coming. And more often times than not, once the product hits the shelves it does not live up to the hype.

How about the Microsoft Surface computer? They have set incredibly high expectations by touting videos and demos all over the place for months, but the product really makes no difference to me until there is a DATE when it will be available for public consumption.

Apple, on the other hand, has mastered the art of hype and keeping secrets until they are worth sharing. They worked on the iPhone secretly for years, and never said a peep about it until they had a release date. Looking back, I believe their strategy resulted in an unprecedented demand for the phone.

I believe my mother said it best when I was a kid, “some things are just better keeping to yourself”. That is, until they are worth sharing.

Posted in Web Development -

One Comment

Nate Bailey — September 30th, 2008

Well put Nick “some things are just better keeping to yourself. That is, until they are worth sharing.!”

+10 to the Microsoft Surface comment. Talk about dragging your feet. :-)

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