launching a new product

I was reading a really interesting post on a blog that I follow called The Art of Nonconformity. In the post Chris talks about the process of launching one of his new products. Much of this won't really be relevant to Etsy sellers, but there was one very relevant point that I wanted to share with you. Chris writes:

"The single most important principle of product launches is to make them special. Over a period of weeks beforehand (sometimes longer), you want to tell people all about what’s coming, why they should care, and how they can help spread the word if they’re so inclined."

Do you make your product launches a special event? What do you do to get your customers excited about what is coming next? I would love to hear some of your ways in the comments below. This is something to think about for all of us.