One of my copywriting students is writing a sales letter for his copywriting
service, and he had a great section explaining the difference between
HYPE and using true emotion.
It got me thinking. Just what IS "hype" anyway?
I think we can recognize hype on a GUT level.
After all, we (as marketers and copywriters) probably read so many sales
letters that we easily become jaded by claims of being able to make
$52,736 in 14 minutes in our underwear, or claims of being able to lose
weight in 3 days with a simple 7 minute exercise that barely involves any
Consumers buy these products all the time.
They lap up the claims, because all too often, that's what they want to
hear. They want to believe.
That's why copywriters make the biggest claims they can make for the
That's why we get them imagining their life SLIM, 30 days from now in just
7 minutes a day.
We know consumers want EASY, FAST results. We know they buy on
EMOTION... which is why we push their hot buttons.
So how do YOU define hype? How much do YOU think should be used in
copy (if any), and what is YOUR criteria (and also as a consumer) for
determining when copy is "too hyped up"?
Is hype simply in the eye of the beholder?
I have my own set of ideas, rules and criteria for determining when a sales
letter is "over the top" in terms of hype... but I thought it would be
intriguing to start a discussion on the subject.