Lorb may not be a natural salesman. He prefers his 'joy of discovery' and the unknown. To keep your cards close to your chest is good in poker but not when you got something to sell or want people to come. Don't be shy.
This new era needs a huckster. A shyster. The peddlers of the next world need to be car salesmen who believe in that car. I want them to make his molehill features into mountains. As in literally document, photograph, and fluff up your changes for the new world enough in advance and make it big and bold. Gotta draw a crowd and impress. This isn't HARD nor does it call for more work, it calls for a different presentation and attitude.
BUT, if you want people to look, try, taste, you gotta let them see and even read. Consider glamour shots of multiple angles to be free sample trays. Changes should be much more significant and documented. There shouldn't be almost anything unspoken, and if it truly is a joy to discover or secret, still document and explain it without blowing the reveal. The joy of discovery approach left one friend so upset about prospecting for 3 straight days only tin due to radical changes they still won't come back after so many worlds.
EDIT: I'd like to delineate "selling us" vs. marketing. You don't need a marketing plan and sales analysis and ROI, you gotta put curtains up and wear a fun hat if you want to be a magician. Just present it well. Make it attractive. You SHOULD feel slimy, push your product.






