For this, they must convince the true believers: "...well, yes , but next month, and after all, next year will be fine, and Jesus is coming, and the ET are coming also...No? They didn't come yesterday? Well, let me tell you that reliable sources let me know that next week they will be here...or next month perhaps."
The basic marketing law here is this one: Keep people thinking that something is going on, even if nothing is going on.
