Is Hype Good OR Bad - Are You Sure??

There seems to be a new tactic online to be anti-hype. Many internet marketers now make a general statement about all the hypey garbage stuff out there and try to promote their own stuff as anti hype.

Sometimes they will even say so in their salesletters. Words to the effect of "No hype here" or "I'm not going to hype you". But if you have to explain what you are supposedly NOT doing, aren't you actually doing it anyway?

If you say "I don't mean to put pressure on you, but..." in essence aren't you putting pressure on someone but just don't want them to think you are?

I have heard many definitions of what hype is from people who sell online. The only thing is, those definitions mean absolutely nothing.

The only thing that matters is what your customers say...and if your customers do not buy because they feel something is too hypey, even if you feel you went to great lengths to not make it hypey, does it matter? Because, to that customer, it is still hype.

There seems to be a big trend now of "don't be a salesman, be a friend recommending a solution". However, this must be defined as well.

Eventually you must present an offer for someone to buy a product. And it seems to me that the same people who pan hype and tell you it doesn't work still use some hype in their salesletter...at least how I define hype.

If someone makes a video about how John Smith used their product to make $20,000 in 30 days...isn't that hype? Not bad hype or anything, but it is still hyping the product in the same way a movie gets hyped before it premieres

I am not saying it is bad to use hype. But hype means different things to different people. And without a clear definition...making a blanket statement such as...

"Hype doesn't work" or "Don't hype your customers" doesn't really mean anything because it can mean so many different things to different people.

If someone makes a claim like: "Greatest Ever, Will Have You Doing XXXX in 7 days or your money back?"

Is that hype? I think most people will say yes.

What about a headline like this:
"How to Skip the Hardpart of Making Killer XXXX...and Overnight put 5 XXXX to Work For You"

You could fill in many different things for the XXXX's

Is that hype? Some people would probably say yes. Some may say no.

What about a Headline like: "Find the XXXX You Need To Succeed With XXXX"

Again, some people may say yes and others may say no.

Of course, the ONLY thing that matters is, do your potential customers think it is hype and is that hurting sales?