If you are launching a product into the internet marketing, make money niche, the pro's nearly always produce all the required elements for their JV partners in the way of autoresponder emails, graphics, sales letter copy etc'

If you operate in smaller niches, (non IM) the requirement for all the extras is less important as you are not normally dealing with fellow internet marketers.

All in all, creating a stir before you launch a product totally depends on the niche and the people in that niche. Not all people like the "get it before the price goes up" sales message.