Michael Evans argues for testing audacious marketing ideas cheaply before spending big. Run teaser posts and low-cost experiments to gauge interest, iterate on what engages, then invest only after you see positive signals.
Here's the problem, though. You got to treat this whole marketing strategy of audaciousness and creating awe on people very similar to how you'd approach testing if your story is good and validating your story, you need to validate. If something's going to create odd people before you go and spend a hundred dollars on a big pencil, maybe go and create a post where you tease it and see people interest in that tease. And if they're not, maybe create another post where you tease something else and see they're interested in that. And if they are, you can reveal the thing and buy the thing and spend the money on the thing and just be diligent about the testing and experimenting. Because the same process that allows you to test whether a story is going to engage a reader allows you to test whether your marketing is going to drive awe or create awe or inspire awe really in an audience. And that is really key.
