The buzz is just referring to the amount of people talking about the product. There a MANY ways to create the buzz, but it's best if you have a list, and are giving those on your list a little heads up that it's coming without giving away TOO much. And, if you had the emails written already that your jvs could just swipe to send to their list too. This way you'd have as many people as possible aware that something is coming. What your product is about and solves on of their problems to build up their anticipation for the launch day. And, WHAM! you start off running in stead of just putting an offer on the internet hoping that people will find you and buy.

I hope that helps.