What is 'hype?'

[Paul Myers]

Every day or so, someone here starts a thread about 'hype' in one context or another. Tons of people, some clued-in and some clueless, talk about the impact of 'hype' and their choices on how to respond to it.

These threads almost never contain even one useful sentence on the original topic.

The problem is, almost every poster has a different definition of the word. Most of the time, you have no idea what they mean by it.

So... Let's have some fun.

Define the word 'hype,' both as a noun and a verb.

No dictionary definitions. I want to know what you mean by the word.

Everyone who reads this thread will get multiple prizes. Clearer thinking, a better understanding of how words take on different meanings for different people, more knowledge of why forum communication can be so confused, and one very special bonus, valued at many thousands of dollars:

A better understanding of why and how sales copy works, and what can kill it.

I have my own working definitions, but I'll save those for later.


Paul

[martinkeens]

Hype (noun): Unfounded and unsubstantiated praise. Often reworded and repeated multiple times. May be characterized by large, bold, italicized, colored, or otherwise obnoxious font.

Hype (verb): To engage in actions that create hype (noun)

[Simplweb]

The use of exciting adverbs and adjectives (in obnoxious fonts) designed to trigger an emotional response.

[Scott Ames]

I think of hype as:

A loud overstated pitch that contains elements of truth but ignores the negative and inflates the positive.

[Steven Wagenheim]

I'll take a crack at this. What the heck.

To me, hype as a noun, such as in the sentence, "That sales letter is pure
hype" in which case, if my English grammar is still intact in my brain, makes
it the predicate noun, means that the sales letter is full of...

1. information that is not factual but solely imparted as to get the reader all
excited about the product without any substantial proof in the offering.

2. non informative words that simply rant and rave but really say nothing of any substance.

But if those definitions don't cut the mustard then let me add this.

I may not be able to define hype, but I know it when I see it.

Now, as a verb, such as in the sentence, "I am hyping this sales letter
up as much as I can." it means that the writer of the sales letter is going
to use 1 and 2 above to make his product look as wonderful as possible
without giving any substantial reasons why it is so great.

Now, having said that. If the same sales letter with phrases that I would
consider hype such as, "Get massive traffic at the push of a button" were
to contain the following:

Testimonial:

"I used so and so's system and within 3 days I saw a dramatic 20% increase
in my traffic"

Screen Print, or better yet, video of AWStats showing...

January 1000 unigues
February 1200 uniques
March 50,000 uniques

Then that same phrase, "Get massive traffic at the push of a button" is
no longer hype. It may very well be true. Now, it may not be at the push
of a button. Maybe there is a little work to it. But...if the product creator
can show results, it certainly lessens the hype factor of that statement.

Hype is therefore a relative term based on the surrounding factors.

That's why hype in one sales letter may be absolutely non hype in another
given the same exact phrase in question.

Now, if you want me to simplify this, for me, hype is when I read something
and I say, "Oh come on, give me a break. No way."

And even THAT is subjective because one person's experience may be
that it IS possible and the statement makes perfect sense. Maybe
somebody with years behind them, while a newbie will think, "this is too good
to be true." Oddly, the effect seems to be that the newbie who doesn't
believe it for a second, buys into it, while the experienced veteran
dismisses it because he's sure it's something he already knows.

Naturally, each case will differ based on the person and the copy itself.

I don't believe there is a clear line between hype and non hype, however
you may want to define it.

Like I said, maybe my definitions suck, but personally, I know hype when I
see it.

And that's all that matters to me.

[Paul Myers]

Is that sort of font usage obnoxious to you by itself, or because of the association with what you consider to be 'hype?'


Paul

[Paul Myers]

Tsk. 5 times as many views as answers? Come on, folks. Everyone has an opinion on this, and they're all valid and useful for what we want to do here: See what people mean when they use the word 'hype.'

What does it mean to you?


Paul

[Steven Wagenheim]

Originally Posted by Paul Myers

Tsk. 5 times as many views as answers? Come on, folks. Everyone has an opinion on this, and they're all valid and useful for what we want to do here: See what people mean when they use the word 'hype.'

What does it mean to you?


Paul

Paul, we should probably have a thread on human nature. A lot of people
won't respond to posts because they're afraid of saying something that
others might find stupid. Of course that's never stopped me, and I've said
plenty of stupid things here. LOL.

I'm sure we'll get more than our share of replies here...eventually.

[Paul Myers]

Steven,

You think they might be afraid that someone will think their definition is too 'hypeish?'

You're right, of course. What's interesting to me is that folks can have that response to a question of preference. There is no right or wrong answer when you're talking about something like this.

It's like asking, "Is this too flashy?" Everyone has different definitions and levels of and categories for what "flashy" means.

That's part of the point of the thread: We need to be aware of the times that people are using a word that's highly subjective, and know that they might not mean anything like what we do by the same word.

If we miss that, we're not communicating. Just talking past each other.


Paul

[giveusallfreedom]

Paul,

Let me just apologize up front by saying that I cheated and checked the dictionary. The interesting thing is that the dictionary has like 4 definitions for a noun and 3 for a verb. So, at least part of the reason that people get confused about the word is because it means so many things.

To me hype is just a marketing tactic. The problem most people have with it is that they associate it with being misleading or deceptive. Of course that's not always the case. For instance I would say that most movies are hyped. However, most of them don't live up to the hype. On the other hand some movies don't get hyped and become underground cult classics. I'm not going to debate which marketing style is better. The point is that if you're going to 'hype' a product, you probably want to make sure that it lives up to the hype.

[MikeRogers]

Hype:

A cross between Hypertext and Skype - "Send me a Hype about your JV proposal, will Ya?"

A contraction of Hypealicious - "Dude, the rough draft you sent me for my sales page was Hypealicious!"

A contraction of Hypenotic - "I find that most of the copy he writes bears a distinct Hypenotic quality."

A word to describe an overpriced digital product - "Pardon me, sir, but don't you think that $49.95 is a bit Hype-priced for a 4 page PDF?"



Mike

[MikeRogers]

Afraid of being labeled as stupid? Naaah... I think not.

Mike

[giveusallfreedom]

Oh Yeah Steve, in their defense, everyone thinks you're smart until you open your mouth and prove them wrong...or something like that. Of course what they don't realize is that on a forum nobody even knows you exist until you open you're mouth.

[Frank Donovan]

I spent 25 years in the music business and the concept of "hype" was well established (if hypocritically discussed). If a record attained its high chart position by means other than pure consumer sales, it was said to have been "hyped" up the charts. Methods of hype included bribery, coercion and sometimes, plain fraud.

Artists whose popularity was thought to have been in large part due to hype, were seen as less credible - "manufactured" by the record company publicity machine.

Of course, from the inside, it wasn't nearly as clear-cut.

In practice, if a record could be hyped, it was hyped. The argument being that the more "worthy" artists just wouldn't get the exposure if they didn't play the game.

Even though this had a levelling effect within the business, the public face of the industry became one of mild corruption. The fans all claimed to be aware of, and immune to, this "hype".

Yet they continued to buy the records in huge quantities. Business was booming.

Bands carved out lucrative careers by positioning themselves as "anti-hype" (a stance which was well "hyped" by their record companies) and some very talented artists became widely celebrated largely because of some early "hype".

In the end, the artists who rose to the top, and stayed there, did so on merit. The hype may have given them a kick-start, but they became long term stars due to their talent and hard work.

These days, hype is still an integral part of the marketing mix in the music business, but it's much less crude. Sophisticated methods of manipulating web 2.0 sites and social networking are employed to hype an artist. It's almost a standard business model.

My definition of hype, shaped by experience, is the exaggeration of the merits and/or popularity of a product in order to obtain a critical mass after which the intrinsic worth of the product can make itself clear.

If you're operating in a "noisy", crowded market, even the most worthy of products just isn't going to get the attention it deserves without a degree of hype.

But if the hyped product turns out out to have no substance - well, whatever happened to Milli Vanilli?

Frank

[KarlWarren]

For me,

HYPE = BUZZ, nothing more, nothing less... as in, "What's all the hype?"

A lot of people take it to mean hyperbole (I presume)


Kindest regards,
Karl.

[chriswight]

For me:
Hype (n.): Aggressive promotion
Hype (v.): To aggressively promote

I feel like everyone that puts a negative slant on the word might be thinking of something that is OVER-hyped. Most (certainly not all) sales letters come off as hype, and that's not necessarily a bad thing- hype gets people excited. It's when that hype steps beyond the boundaries of reality that we start to call shenanigans. This would be the realm of over-hype.

We've all seen someone claiming a product didn't deliver what was promised, and known that the problem wasn't the product but the user. Tech support folks used to refer to this phenomenon as PICNIC- Problem In Chair, Not In Computer.

Hype doesn't have to be over-promising and under-delivering. Hype is still hype when bold claims are backed up with proof. I feel the act and the essence are in making the bold claims to begin with. Again, it's not necessarily a bad thing. Though the claims may be bold, "fortune favors the bold"

... Sometimes.

[Jason Moffatt]

"Hype" has always had positive connotations with me.

I personally feel that if a product is not hyped up, then it probably sucks!

Anyone with a awesome product should want to hype it up as much as possible in my opinion. Trying to be conservative, or saying... "I don't want to sell with hype" usually means to me that you don't have faith in your product being kick ass! Cuz if you did, you'd want to hype it up to the max and scream to the rooftops about it.

I see nothing wrong with hype as long as the product backs up the boastful claims.

Simply put, I love hype and I will almost always write with hype!

A product without hype is just that... another product.

[tommygadget]

OK, here goes:

1) Hype the noun: The entire cloud of mystery and anticipation of an as yet unreleased something that is purported to have a giant impact on my life.

2) Hype the verb: The process whereby hype the noun is skillfully created to produce maximum impact on prospective clients.

How's that?

TomG.

[Steven Wagenheim]

Originally Posted by tommygadget

OK, here goes:

1) Hype the noun: The entire cloud of mystery and anticipation of an as yet unreleased something that is purported to have a giant impact on my life.

2) Hype the verb: The process whereby hype the noun is skillfully created to produce maximum impact on prospective clients.

How's that?

TomG.

Great...now I gotta go to the dictionary to look up your definition so that I
can understand it.

Come on Tom, some of us are simple folk with 8th grade vocabularies.

[JasonKing]

HYPE = Big hat, no cattle...

A claim or promise found in the marketing that is not delivered in the product/service...

-JasonKing

[tommygadget]

Sorry Steve

When I saw Paul mentioned a bonus, I sat there and thought hard about putting my feelings into a few brief sentences that captured the essense of my thoughts.

TomG.

That and also because many people have the attention span of a dead flea (like me).

[chriswight]

Originally Posted by JasonKing

Big hat, no cattle

Ha! What a great expression. Gonna have to start using that.

[Martin Luxton]

Shakespeare's definition of hype:

it is a tale told by an idiot, full of sound and fury, signifying nothing

Like Steven said, I know hype when I see it.

The Warrior Forum Is The Greatest Marketing Resource In The Universe!!!

is an understatement, while

The Warrior Forum Will Turn You Into A Sex God With Millions Of Swooning Fans!!!

is hype (unless you are Vegas Vince, because, in his case, it's a fact).



Martin

[Peter Bestel]

Firstly, I don't think there'd be much of an advertising / IM industry if it wasn't for hype. It might just about exist, but it would be deadly dull and probably no fun at all.

As for definitions,

Hype (noun) - perceived over-stressed benefits and/or exaggerated copy

Hype (verb) - the art of carrying out hype (noun)

Also,

Hype does not have to be untruths. I believe some hype I read and I don't think I'm that gullible! (or am I?)

Peter

[Arindam Chakraborty]

Originally Posted by MikeRogers

Hype:

A word to describe an overpriced digital product - "Pardon me, sir, but don't you think that $49.95 is a bit Hype-priced for a 4 page PDF?"



Mike

LOL, that seems to be the most overused form of hype in IM

Personally, by hype I mean exaggerating something beyond a certain point. It is okay to say that you can make cash 'easily' by using my system, but when you say that you can make money 'lazily, by doing nothing', that tends to be a bit hyped side.

Arindam

[OnlineMasterMind]

Originally Posted by Jason Moffatt

"Hype" has always had positive connotations with me.

I personally feel that if a product is not hyped up, then it probably sucks!

Anyone with a awesome product should want to hype it up as much as possible in my opinion. Trying to be conservative, or saying... "I don't want to sell with hype" usually means to me that you don't have faith in your product being kick ass! Cuz if you did, you'd want to hype it up to the max and scream to the rooftops about it.

I see nothing wrong with hype as long as the product backs up the boastful claims.

Simply put, I love hype and I will almost always write with hype!

A product without hype is just that... another product.

Well said.

I find it very interesting how so many people complain about hype but then are so quick to worship certain copywriters (halbert, kennedy..etc) who have mastered the use of hype.

"Hype" does tend to have a negative connotation so I tend to stay away from using it as a positive adjective.... simply to avoid confusing people...

But have no doubt... hype works...

And as Jason mentioned, there's a big difference b/w hype and complete b.s.

To me hype means *excitement* and that's the exact opposite of the worst marketing mistake you can possibly make...

(Being boring)

[dougp]

I don’t have a problem with hype moderately used because it’s a very strong substance. You use it moderately it can be fine if you over use it then it messes things up. There is a difference between hype and unsubstantiated claims which I think some marketers mistake hype from. I don’t think a webmaster is hyping something up if it can be backed up.

Doug

[mmurtha]

Hype - 90% over-rated inflatted terminology used in speach or written form that skirts around most facts, rather than answering explicid questions that can be summed up in a paragraph or two.

In the case of IM or in business, hype is used to stimulate or exagerate (depending), or possibly gull someone's senses usually emotions lol.

This is not to say that the truth is not mixed in with the inflatted terminology, but the truth really is over inflatted and/or stretched.


Mary

[jensrsa]

Excitement - OnlineMastermind or buzz - Karl
Create excitement

At least that's what the hyped up headlines or marketing campaigns try to achieve and when it succeeds with certain products, there's a hype about it, an excitement, a buzz.

The problem with many of these headlines or promotions is that they try to force the hype and it is obviously fake and unbelivable.

When a product truely achieves a hype status (generates excitement or a buzz) it is normally the product that causes it and not the headlines or claims in the sales letter.

So a true hype is a response

Jens

[Steven Fullman]

Paul - A quick, off-the-cuff definition...

Hype: Something you're already missing out on...

...or have already missed out on...

Steve

[Blitzian]

More than just a definition - get the hype experience - just sign up for a few mailing lists and watch your inbox like a hawk

On the positive side, hype can be the difference in the number of sales of two products of pretty much the same quality.

[Keith Boisvert]

By the looks of the posts, hype most likely will have a different meaning for everyone...based off of their personal experiences.

For me hype is a system or series of planned events one uses to create excitement about their product or service.

Weird, I never really gave much thought to the word as anything other than a verb.

I do own an obscure and totally useless domain name called hype.name, and I initially inteded it as a social site where people could "Hype" up themselves or others they admire. Again, used as a verb.

Keith

[Bruce Wedding]

I've got news for some of you. Good copywriters don't use hype. A good copywriter will sell a product right up to "the edge of hype" but not go over. Hype doesn't sell nearly as well as it could if had the magic ingredient.

So, what is hype? Well, it's short for "hyperbole", which is an obvious exaggeration. How does it apply to marketing?

hype (noun) - unsupported claims
hype (verb) - the act of making unsupported claims

Credible proof is the alchemic ingredient necessary to turn hype into golden, powerful persuasion.

[Simplweb]

Could not have put that better Bruce... nice one!

[John Ritz]

Yep, Bruce is right.

From a copywriting point-of-view, hype is any claim you make without backing it up with proof.

It's just that simple, really!

[Chris W. Sutton]

"Hype" is just a word, nothing more. It's like a gun, it's not dangerous until someone puts it to use; therefore, it's meaning is derived form the intent of the user.

Now, having said that, when I use the word "hype" I always use it in a derogatory way. I associate it with "snake oil" and "shysterly" dealings. But, again, that is just my personal take on it.

This is the reason there is such a problem with people communicating with each other. People interpret words through the filter of their life's experiences and, therefore, one person is hearing something totally different that what another person is saying.

That's my interpersonal relations course for the day. There will be a pop test tomorrow!

Take care!

[OnlineMasterMind]

Originally Posted by Bruce Wedding

I've got news for some of you. Good copywriters don't use hype. A good copywriter will sell a product right up to "the edge of hype" but not go over.

Hmmmm not sure if I agree with that one...

"If you're friends don't accuse you of having a facelift, simply return the empty bottle for a full refund..."

-Halbert from a skin creme promotion

"If you're friends don't accuse you of having liposuction, return the empty bottle for a full refund..."

-Kennedy from a diet product (swiped from Halbert lol)

"How to make 3,000 a day sitting at home in your underwear..."

-Jeff Paul (Dan Kennedy)

The list goes on....

Now, maybe you don't consider these hype, but it seems to me that these are good examples of what a lot of people *would* consider "hype"

I guess it comes back to Paul's original question of how someone defines it.

[JohnMcCabe]

Okay, here goes...

Hype (noun): A state of artificially-induced excitement, created by stimulating an emotional reaction in the target.

For example, in Meredith Willson's The Music Man, Professor Harold Hill creates hype for his band by evoking the town's parents' fears for their children's' morality due to the new pool table in town.

By powerful presentation ("Ya got trouble, my friends..."), he raised fears about something unfamiliar in the community and compared it to unsavory things the townsfolk were familiar with.

Unlike many of the other posters, my definition is not mutually exclusive with fact.

Hype (verb): To attempt to create hype, through the use of words and images.

Notice that these definitions make no moral judgments. Hype, in and of itself, is neither good nor bad. When used, it simply is.

[VegasVince]

Once I determined how many people around here seem to despise hype.....I determined it must have some merit. And hype has it's place in Vinnie's tool box...cuz when the world zigs....I like to zag. It's an approach that has ALWAYS made me money.

I hate needless hype....cuz it bores me.

You know...the hype that bomards the Super Bowl two weeks prior to the game, 24/7, every channel, every spin-----FOR A FRIGGIN' GAME THAT HAS SOLD OUT MONTHS IN ADVANCE! To me, that's a waste of good hype.

Hype that masks a ****ty product.....isn't very effective either....because they never mention the product.

This type of "hype" can be found in a lot of sales copy I read. The type of copy that never really gets to the point....it just tells you'se how much money you can make...do what....I don't know.

Basically this type of hype... tells me your product sucks......although the chick in the bikini.... is at least worth a cursory glance.

Then there's good hype.

Good hype is used properly when you need to convince some pipe smoker who hasn't made a decision in 20 years....to pick up the phone and order your widget.

Cuz these people, hide behind their pipes.....and almost need a gun to their head just to decide whether to make even the most basic decisions in life....like breathing. Good hype often snaps them out of their self imposed hypnotic prisons.

Good hype is when your so-called "hype" is in fact reality...cuz then it aint hype it's fact. Cuz it aint braggin' if it's true....at least where i come from.

Good hype isn't needed to sell a date with Carmen Electra...but is needed to set your ugly step sister up......and the fact she's homely isn't important....cuz she knows the Kama Sultra, can cook, clean, and sew----and it doesn't make me feel guilty for hyping a date with her as "a lifetime experience." Cuz she would be an experience.

To me....HYPE is always in the eye of the beholder. What's hype to you'se people....might be the trigger needed for me to close a sale. What's boring to me might let some of you'se sell a lot of pipes to boring people. Etc.

A noun?

You can't sell HYPE...but you can use it to SELL.

And I'll use hype before I am boring......because nothing kills a sale faster then a product and marketing campaign that comes across like paint rusting in the garage.

But if the ghost of Marilyn Monroe is the reason it's rusting......now we've got something!


xxx Vegas Vince

[John Ritz]

Yeah, but Vince, in those examples you cited, it's not like Kennedy and Halbert haven't covered the proof dept.

It's not hype if you have enough proof and credibility.

[VegasVince]

Originally Posted by John Ritz

Yeah, but Vince, in those examples you cited, it's not like Kennedy and Halbert haven't covered the proof dept.

It's not hype if you have enough proof and credibility.

Did you read my post?

"It's not hype if it's reality".

"It aint braggin' if it's true"



xxx Vegas Vince

[Martin Luxton]

I'd be interested to hear more opinions from British newbies about this.

When I first started reading IM sales letters a couple of years back, I actually laughed at a lot of them because they seemed so ridiculous. Now they seem normal. (oh dear )

"If you're friends don't accuse you of having a facelift, simply return the empty bottle for a full refund..."

I don't think that's hype. There's an emotional truth there that is very powerful.


Martin

[Scott Woodside]

HYPE is another way of using BS. Its all smoke and mirrors. The more you hype something the more people expect what you hype, and if you don't meet their expectations, you're toast!

[Janet Sawyer]

Fur coat and no knickers!

That's hype?

Looks good on the outside wrapped in the expensive coat, but that's all they can afford, they don't know anything to advertise or project other than their top layer.

Underneath that top layer they are "Naked"

"The King was in his alltogether!" - Hans Kristien Anderson

Getting out quick before the gingerbread men come to put me in the oven!

[Bruce Wedding]

Originally Posted by Originally Posted by Bruce Wedding

I've got news for some of you. Good copywriters don't use hype. A good copywriter will sell a product right up to "the edge of hype" but not go over.

Originally Posted by OnlineMasterMind

Hmmmm not sure if I agree with that one...

That's perfectly ok with me. But, if you're going to try to prove your point, you need to quote some claims.

[Andyhenry]

Hi Paul,

Do we have to pick one meaning?

For me it seems to change from time to time.

Very recently I've been considering the word and its implication a lot and it's changed again.

Right now I'm just seeing it as a word that describes juicing up a message by going for emotional triggers and selling 'the sizzle'. Usually I consider hype as overstepping the mark between selling the sizzle and knowingly over describing something in order to snare gullible people, but now that I'm in Asia it seems that sometimes people actually want and expect it.

Andy

[Kyle Tully]

I'll quote someone far smarter than I'll ever be...

Originally Posted by Kyle Tully

Hype is the most abused word in IM (followed closely by guru). What is hype? Hype = hyperbole = exaggeration...

So if eveything you say is backed up by proof, and hence not exaggerated, guess what... IT'S NOT HYPE.

[OnlineMasterMind]

Originally Posted by Bruce Wedding

That's perfectly ok with me. But, if you're going to try to prove your point, you need to quote some claims.

Originally Posted by Bruce Wedding

That's perfectly ok with me. But, if you're going to try to prove your point, you need to quote some claims.

I thought I gave you THREE!

I think that most people would consider these "hyperbole."

But if we go by your definition... than you're right.

I agree.

[Kyle Tully]

Originally Posted by OnlineMasterMind

"If you're friends don't accuse you of having a facelift, simply return the empty bottle for a full refund..."

-Halbert from a skin creme promotion

Would Halbert have honored the refund if someone said "my friends didn't accuse me of having a facelift"? Yes... then it's not hype.

Originally Posted by OnlineMasterMind

"If you're friends don't accuse you of having liposuction, return the empty bottle for a full refund..."

-Kennedy from a diet product (swiped from Halbert lol)

Would Kennedy have honored the refund if someone said "my friends didn't accuse me of having liposuction"? Yes... then it's not hype.

Originally Posted by OnlineMasterMind

"How to make 3,000 a day sitting at home in your underwear..."

-Jeff Paul (Dan Kennedy)

Does Jeff Paul make $3000 a day sitting in his underwear, and is he showing how you can do it too? Yes... then it's not hype.

[John Rowe]

Originally Posted by Kyle Tully

Does Jeff Paul make $3000 a day sitting in his underwear...

No Kyle, he does not. The original book said $4,000 a day.

I should know. I bought it from full page ad in Small Business
Opportunities Magazine more than a Decade ago.

.