Checklist: Is 'Hype' Sneaking Into Your Marketing and Quietly Sabotaging Sales?

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Most of us know too much hype can have a negative affect on sales, as we face more educated and skeptical consumers. But often hype can sneak into our marketing as we attempt to convince prospects to buy our product or service. Our enthusiasm for our product or service can often allow hype to dilute our marketing message and quietly sabotage our sales.

Here's a handy checklist to help you spot any residue of hype that tries to sneak into your marketing. Feel free to share your own tips, warning signs or checklist. How do you personally strike that balance between effective selling or marketing ... without crossing the hype line? It would be a good help to newbies and good reminder to the experienced.

8 'Hype' Marketing Tactics Sure to Backfire
#checklist #hype #marketing #quietly #sabotaging #sales #sneaking
  • Most people are hypocrites they say one thing but act opposite. For the ones (minority) who are true, for them hype doesn't work, for the masses it's the opposite most of the masses are not true and sadly hype works. I hate hype I'm just commenting from what I have observed on the population over the years.
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    • Profile picture of the author discrat
      Thanks Roy.

      I think with the advent of social media the last 7 or 8 years it has made it even harder for Marketers who rely on Hype to get very far.

      People just have so many options to really find out the Truth about a product they are thinking about purchasing.

      That no. 1 on your list is really a pet peeve of mine. Its used so much particularly in the IM niche.

      Many times it is just so blatant. i.e " This sale ends at Midnight tonight: so hurry fast "
      And it keeps on ending every midnight for the next two years. LOL

      Just unethical in so many ways



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  • Profile picture of the author @tjr
    Back it up, and hype isn't a problem. Just because wannabe marketers can't use the tool, doesn't mean it's useless.
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    • Profile picture of the author The Niche Man
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      • Profile picture of the author @tjr
        Originally Posted by The Niche Man View Post

        Please tell me more.
        There are the easy examples:
        • Every major sporting event, like, ever.
        • Video Games (Battlefront and Fallout 4, both a decade in the making. Every Call of Duty/Battlefield game ever even though they suck.)

        But I'd prefer to introduce you to this guy:



        His name is Paul Heyman. He is the advocate for The Beast, The Conquerer, Brock Lesnar. He's made a living on hype, jumping viewership (and subscriptions) to WWE Network and its Pay-Per-Views every time he gets on the mic. He's a better marketer than you could ever hope to be. Here's his recent (out of character) podcast with Stone Cold Steve Austin. Watch it, learn a thing or two:


        Or you know, just link it in a new thread and hope someone thinks enough of you to click that sig .
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        • Profile picture of the author The Niche Man
          Originally Posted by @tjr View Post

          There are the easy examples:
          But I'd prefer to introduce you to this guy:



          His name is Paul Heyman. He is the advocate for The Beast, The Conquerer, Brock Lesnar. He's made a living on hype, jumping viewership (and subscriptions) to WWE Network and its Pay-Per-Views every time he gets on the mic. He's a better marketer than you could ever hope to be. Here's his recent (out of character) podcast with Stone Cold Steve Austin. Watch it, learn a thing or two:

          Stone Cold Podcast With Paul Heyman - YouTube

          Or you know, just link it in a new thread and hope someone thinks enough of you to click that sig .
          I don't have a problem with your examples, when it comes to Wrestling, 'Wraslin',or sports entertainment. But I'm not sure if that same formula would work as well if you're selling a serious product or service. For example, Dental/Medical treatment, buying a business or selling life insurance. What's your thoughts?

          Originally Posted by Steve B View Post

          Niche Man,

          To me "hype" is making exaggerated false representations. It's claiming things that aren't true. Hype is spewed by dishonest marketers.
          Yes, I agree and that's the angle the author was coming from when you read each specific explanation. But I agree he could have made it clearer in his opening.

          Originally Posted by Steve B View Post

          It's not the tactic itself that causes something to be hype . . . it's whether or not the claim is truthful.
          True. Perhaps the author could have done a better job of emphasizing and qualifying his statements other than saying "they don't work". But he did thread his explanations with "if they're false", "exaggerated" or "offer little value" to explain why they don't work as well. Except #2 where he merely pointed out the risk of having a celebrity endorse your product as opposed to an expert.

          As you know, a "few" (clearing throat) Internet Marketers have been known to exaggerate, make false claims and market products with questionable value.

          This article was directed at people who did or is ever tempted to do those things, not necessarily the honest, high value giving, alpha marketer who use them honestly.

          The message I got was people who used those techniques but exaggerated, made false claims and gave little value made sales in the past, but they no longer work (as well) because more consumers are hip to the game.

          Originally Posted by Kay King View Post

          Could it be the LINK is "hyped"....?

          8 'Hype' Marketing Tactics Sure to Backfire in 2015
          is the date on the article unless I'm missing something.
          My mistake, no hype intended. (Embarrassed Oversight).
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          • Profile picture of the author nontemplates
            Originally Posted by The Niche Man View Post

            I don't have a problem with your examples, when it comes to Wrestling, 'Wraslin',or sports entertainment. But I'm not sure if that same formula would work as well if you're selling a serious product or service.
            it wouldn't and doesn't. A lot of wrestling IS the show that people want to see. Its like Ashley madison. Most of the people signing up and sticking around never made a hook up. So why did they stick around and spend money? the "thrill" , "show" and "tease" that they could.

            If wrestling was a product that people could evaluate by what you really get besides the show the money would dry up quick.
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            • Profile picture of the author @tjr
              Originally Posted by nontemplates View Post

              If wrestling was a product that people could evaluate by what you really get besides the show the money would dry up quick.
              1. Merchandising, its a thing.

              2. Same could be said of any "sport". Only difference is everyone knows wrestling is scripted. The show IS the main product. Headlined by a billion dollar company mind you.

              The money will dry up real quick...lol. There are a crap ton of people who hate what wrestling has become: too PG, a half-assed attempt at making the women's division important, crappy storylines. The biggest haters still tune in every Monday and Thursday, and one Sunday a month for the PPV. They sell out live shows (just last Saturday in Amway: 20k). WWE Network has a crap ton of subscribers at $9.99/month

              How do they do it? They're one of the biggest hype machines out there. Their fans know it, too. Hell, you'd do well to get off this forum one night a week and study them. If the WWE can make a sizable contingent of people pay attention to Rusev/Ziggler, then they've got hype/marketing/storytelling down.

              Or, sit here and argue about a two year old article that in its own delivery disproved its premise.

              Your call, you don't pay my bills, sweetie.
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              • Profile picture of the author The Niche Man
                Originally Posted by @tjr View Post


                WWE Network has a crap ton of subscribers at $9.99/month

                How do they do it? They're one of the biggest hype machines out there. Their fans know it, too. Hell, you'd do well to get off this forum one night a week and study them. If the WWE can make a sizable contingent of people pay attention to Rusev/Ziggler, then they've got hype/marketing/storytelling down.
                They do make a good case study in hype. But again, that's not the type of hype the article is referring to. WWE matches deliver on the promise, there's no deception (everyone knows it's fake). There's no false scarcity promises. All the wrestlers show up as promised, etc. No tainted celebrity endorsements, no fake testimonials, no tainted comparisons, like the article is talking about.

                The article refers to hype based on falsehood, deception and empty promises. That's the hype that doesn't work as much as it used to although many in I.M still do it in droves as you know.

                We don't disagree, we're just talking about two different definitions. You and others are talking about "marketing hype", the article is referring to "hyped marketing" based on falsehood.

                Sure the article could have done a better job in its presentation, but don't throw the baby out with the bathwater. But you can if you want to, either way keep makin' money, no problem my friend.
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        • Profile picture of the author discrat
          Originally Posted by @tjr View Post

          His name is Paul Heyman. He is the advocate for The Beast, The Conquerer, Brock Lesnar. He's made a living on hype, jumping viewership (and subscriptions) to WWE Network and its Pay-Per-Views every time he gets on the mic. He's a better marketer than you could ever hope to be. Here's his recent (out of character) podcast with Stone Cold Steve Austin. Watch it, learn a thing or two:

          Whoa, calm down Tiger !. Not sure why you are replying so defensively. I don't even think you know enough about Roy to make such a presumptuous and somewhat insulting and hasty comment about him like this
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          • Profile picture of the author The Niche Man
            Originally Posted by discrat View Post

            Whoa, calm down Tiger !. Not sure why you are replying so defensively. I don't even think you know enough about Roy to make such a presumptuous and somewhat insulting and hasty comment about him like this
            Discrat:
            Thanks for defending my honor (assuming I have one to defend), but I did ask for his opinion. I'm just not sure why he felt a need to inform me I'll personally never be as good of a marketer as Paul Heyman, as if that's my life goal (confused look).


            Originally Posted by webmarketer View Post

            Disagree with number 2, Celebrity Endorsement--

            Kardashian, signed up with app gaming company, Glu Mobile in 2014. The massive success led to an extension of 3 years. And there are more examples of celebrity endorsements still going on.

            8. Kim Kardashian: Kim Kardashian: Hollywood App 45% Of Profits
            8. Kim Kardashian:*Kim Kardashian: Hollywood App 45% Of Profits - TheRichest
            Actually the author didn't say Celebrity endorsement was dead. He was just pointing out how they are riskier and could backfire easier vs. having an industry expert or authority figure.
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  • Profile picture of the author efuntadde
    very good article about marketing the 8 steps how to how it can fail or win. thanks for info.
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    • Profile picture of the author Steve B
      Niche Man,

      I think the author of the article is up in the night. Consider this statement of his:

      "Here are the 8 hype-marketing tactics that worked beautifully once--and brought in the money--but if tried today would have your consumers running the other way." Then he lists his 8 "hype" tactics:
      1. Scarcity
      2. Celebrity Endorsements
      3. Social Proof (Testimonials)
      4. Comparison
      5. Priming
      6. Exclusivity
      7. Use of Name
      8. Repetition
      He has written off all these marketing tactics as not working today. I say that's about as ludicrous a statement as I've read.

      If a claim is made . . . and that claim is true and honest, is that "hype?" I say no.

      To me "hype" is making exaggerated false representations. It's claiming things that aren't true. Hype is spewed by dishonest marketers.

      But tell me with a straight face that any of these 8 tactics, when they are used honestly and the claim is true, are totally dead and don't work today. I say BS!

      Scarcity, social proof, comparison, exclusivity . . . any of them really. . . still work well today. If you are truthful, and don't exaggerate, these tactics are not hype. The author of your article, Mr. Michalowicz, has painted too broad a brush stroke.

      It's not the tactic itself that causes something to be hype . . . it's whether or not the claim is truthful.

      That's my opinion anyway,

      Steve
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      • Profile picture of the author Kay King
        Could it be the LINK is "hyped"....?

        8 'Hype' Marketing Tactics Sure to Backfire in 2015


        May 29, 2013
        is the date on the article unless I'm missing something.

        I just advised someone today on this forum to DUMP a ridiculous 'limited time - scarcity' counter taking up part of a sales page....counting down by the second...not clear what was "scarce" or "time restricted".
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      • Profile picture of the author Lance K
        Exactly. To me, his article is kind of hype (or at least sensationalized).

        He just assumes everyone is doing it incorrectly. Saying something will backfire if you do it incorrectly isn't a revelation. It's common sense.

        Originally Posted by Steve B View Post

        Niche Man,

        I think the author of the article is up in the night. Consider this statement of his:

        "Here are the 8 hype-marketing tactics that worked beautifully once--and brought in the money--but if tried today would have your consumers running the other way." Then he lists his 8 "hype" tactics:
        1. Scarcity
        2. Celebrity Endorsements
        3. Social Proof (Testimonials)
        4. Comparison
        5. Priming
        6. Exclusivity
        7. Use of Name
        8. Repetition
        He has written off all these marketing tactics as not working today. I say that's about as ludicrous a statement as I've read.

        If a claim is made . . . and that claim is true and honest, is that "hype?" I say no.

        To me "hype" is making exaggerated false representations. It's claiming things that aren't true. Hype is spewed by dishonest marketers.

        But tell me with a straight face that any of these 8 tactics, when they are used honestly and the claim is true, are totally dead and don't work today. I say BS!

        Scarcity, social proof, comparison, exclusivity . . . any of them really. . . still work well today. If you are truthful, and don't exaggerate, these tactics are not hype. The author of your article, Mr. Michalowicz, has painted too broad a brush stroke.

        It's not the tactic itself that causes something to be hype . . . it's whether or not the claim is truthful.

        That's my opinion anyway,

        Steve
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  • Profile picture of the author webmarketer
    Disagree with number 2, Celebrity Endorsement--

    Kardashian, signed up with app gaming company, Glu Mobile in 2014. The massive success led to an extension of 3 years. And there are more examples of celebrity endorsements still going on.

    8. Kim Kardashian: Kim Kardashian: Hollywood App 45% Of Profits
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  • Profile picture of the author esmarshall
    i don't get this thread really, everyone knows there's an element of deception and hype in all advertising...from small business to corporations

    but what i don't get is....why the 2 people in this thread claiming to hate it most are committing the crime....

    @nicheman the blog post wasn't relevant to the title cause its like 2 years old...pretty deceptive dont you think?...them methods are still used quite regularly and are still effective

    Discrat im actually surprised at you after your comments towards me and then you say things like....

    "WARNING You May be in Danger of making a Full Time Living with the Information Below "....sounds like blatent hypey spam to me

    and still have the audacity to talk about ethics....hypocrites really
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    • Profile picture of the author The Niche Man
      Originally Posted by esmarshall View Post

      i don't get this thread really, everyone knows there's an element of deception and hype in all advertising...from small business to corporations
      That wasn't the point of the article or this thread. It's a checklist to make sure you're not doing any of it, especially if you're new.

      Originally Posted by esmarshall View Post

      @nicheman the blog post wasn't relevant to the title cause its like 2 years old...pretty deceptive dont you think?...them methods are still used quite regularly and are still effective
      I'm not sure what 2 years old has to do with it. If you use the tactics described in the article and exaggerate, make false claims or give no value it's still as ineffective now as it was 2 years ago, maybe even more so. That's the basic point.

      Originally Posted by Randall Magwood View Post

      NicheMan,
      My answer to that question is.... NO. Hype is working for me.

      I use alot of hype in my marketing. Mostly on my product sales pages, but also even here on WarriorForum. Look at my profile. I look like i was just introduced to a "camcorder". I look like i can't go anywhere around town without a hat on. I look like i'm 25 years old. I'm black. I have over 9,500 forum posts. And my big yellow sig image draws attention - because it's yellow.... like the sun. How can you miss it? Drag your scroll bar from the top of the page to the end of the page really fast.
      I looked up the definition in TheFreeDictionary.com

      hype 1

      (hīp) Slang n.1. Excessive publicity and the ensuing commotion:
      2. Exaggerated or extravagant claims made especially in advertising or promotional material:
      3. An advertising or promotional ploy:
      4. Something deliberately misleading; a deception: "


      What you're referring to is #3.
      What the article is referring to is #2, and #4
      That's the difference that's throwing a lot of people off. The word hype can have different meanings. But the point is whatever method you use exaggeration, falsehoods and deceptions are not as effective as they used to be whatever technique you use with it.

      Originally Posted by Lance K View Post

      He just assumes everyone is doing it incorrectly. Saying something will backfire if you do it incorrectly isn't a revelation. It's common sense.
      I can't speak for the author, but I don't see him as trying to push his information as a revelation especially if you're experienced. But he does offer it as a reminder to those who may be tempted to use the techniques to exaggerate, make false claims, or use other deceptive tactics. In addition to pointing out the risk of using 2 or 3 other methods listed.
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      • Profile picture of the author esmarshall
        Originally Posted by The Niche Man View Post

        That wasn't the point of the article or this thread. It's a checklist to make sure you're not doing any of it, especially if you're new.


        I'm not sure what 2 years old has to do with it. If you use the tactics described in the article and exaggerate, make false claims or give no value it's still as ineffective now as it was 2 years ago, maybe even more so. That's the basic point.
        .
        if its still relevant then why did you backtrack and change the title of the link then?

        the basic point of this article discusses how ineffective these methods can be..if done wrong, but nothing works right when its done wrong

        and if you aint using alot of these methods newbie or not, then your doing below par marketing


        if anything the article causes more confusion for the newbie if anything

        so there's nothing "handy" about the checklist
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        • Profile picture of the author The Niche Man
          Originally Posted by esmarshall View Post

          if its still relevant then why did you backtrack and change the title of the link then?

          the basic point of this article discusses how ineffective these methods can be..if done wrong, but nothing works right when its done wrong

          and if you aint using alot of these methods newbie or not, then your doing below par marketing


          if anything the article causes more confusion for the newbie if anything

          so there's nothing "handy" about the checklist
          O.K, I respect your opinion. God Bless.
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  • Profile picture of the author Randall Magwood
    Originally Posted by The Niche Man View Post

    Checklist: Is 'Hype' Sneaking Into Your Marketing and Quietly Sabotaging Sales?
    NicheMan, i will only answer this question - because that's the real question i think you wanted to ask.

    My answer to that question is.... NO. Hype is working for me.

    I use alot of hype in my marketing. Mostly on my product sales pages, but also even here on WarriorForum. Look at my profile. I look like i was just introduced to a "camcorder". I look like i can't go anywhere around town without a hat on. I look like i'm 25 years old. I'm black. I have over 9,500 forum posts. And my big yellow sig image draws attention - because it's yellow.... like the sun. How can you miss it? Drag your scroll bar from the top of the page to the end of the page really fast.

    How do you miss the big yellow "blurb" while scrolling through the bottom?

    All of these things are hype in my opinion. And i use it well. I know what your intent was NicheMan: pure help. Don't get distracted by any negative comments. Keep making that money.
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    • Profile picture of the author discrat
      Originally Posted by Randall Magwood View Post

      NicheMan, i will only answer this question - because that's the real question i think you wanted to ask.

      My answer to that question is.... NO. Hype is working for me.

      I use alot of hype in my marketing. Mostly on my product sales pages, but also even here on WarriorForum. Look at my profile. I look like i was just introduced to a "camcorder". I look like i can't go anywhere around town without a hat on. I look like i'm 25 years old. I'm black. I have over 9,500 forum posts. And my big yellow sig image draws attention - because it's yellow.... like the sun. How can you miss it? Drag your scroll bar from the top of the page to the end of the page really fast.

      How do you miss the big yellow "blurb" while scrolling through the bottom?

      All of these things are hype in my opinion. And i use it well. I know what your intent was NicheMan: pure help. Don't get distracted by any negative comments. Keep making that money.
      Interesting.

      Of course I believe your Hype is probably quality driven.

      In other wards, just from what I have seen from you here at Warrior, you seem to have some Substance behind that Hype.

      Which is a great combo


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  • Profile picture of the author fantrom
    Totally disagree with the finding of this author. He doesn't back it up with any factual data but just his opinion.

    All these methods (tactics) are still being used by every Madison Avenue agency today.

    They wouldn't be using them if they were not working and making them and their clients billions of dollars.

    Hype has always moved units and always will.
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    • Profile picture of the author myob
      If you're not using proven marketing tools, (which includes all of the "hype" tactics noted above), your business is more likely than ever to crash and burn. Even though savvy prospects can usually spot hype, they also expect it. Get over it; advertising without masterful, clever hype is boring, and will barely get any attention at all.
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      • Profile picture of the author The Niche Man
        I respect everyone's opinion who disagree. But everyone seems to be disagreeing with the wrong thing. The author is not saying ...
        1. Scarcity
        2. Celebrity Endorsements
        3. Social Proof (Testimonials)
        4. Comparison
        5. Priming
        6. Exclusivity
        7. Use of Name
        8. Repetition
        Is bad in and of itself. He's saying they're bad when you use them in the wrong way. Using deception, exaggeration, false statements,etc. Like a few people involved in Internet Marketing have been known to do.

        In fact, they're so powerful many marketers have used them in deceptive ways and made a ton of money (shocker right). All the author is pointing out is they no longer work as effectively, because of a more educated and skeptical consumer.

        Is everyone reading the "whole article" or just skimming and quickly disagreeing? Just curious.
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        • Profile picture of the author Steve B
          Originally Posted by The Niche Man View Post

          But everyone seems to be disagreeing with the wrong thing. The author is not saying ...
          1. Scarcity
          2. Celebrity Endorsements
          3. Social Proof (Testimonials)
          4. Comparison
          5. Priming
          6. Exclusivity
          7. Use of Name
          8. Repetition
          Is bad in and of itself.


          Niche Man,

          If this is really the author's intent . . . he should be more careful in his writing. Readers take what author's say at face value. They don't often think to themselves "this is what he said - but this (something else) is what he really meant."

          Early in his article, I quote the author:
          "The world's a different place today, and consumers are far more demanding. The list of tactics that no longer work on today's savvy consumers is long, and so is the list of things you can learn from the failures of hype-marketing tactics. Here are the 8 hype-marketing tactics that worked beautifully once--and brought in the money--but if tried today would have your consumers running the other way." (bold is my emphasis)
          If you take the author at his word, he is clearly (IMO) talking about tactics - they no longer work and if you try them consumers will run the other way. He states nothing about those tactics being used in an honest way.

          My contention is . . . all eight of these tactics still work today, which he kind of alludes to (but is never clear about) in the sections below under very specific circumstances.

          As other Warriors have pointed out, the author himself in this very article about not using hype has actually "hyped" his readers by using your #2 - "exaggerated or extravagant claims" and your #4 - "something deliberately misleading - a deception."

          Just my further thoughts,

          Steve
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          • Profile picture of the author Jen Eick
            Originally Posted by Steve B View Post

            Niche Man,

            If this is really the author's intent . . . he should be more careful in his writing. Readers take what author's say at face value. They don't often think to themselves "this is what he said - but this (something else) is what he really meant."


            Steve
            I respectfully disagree. If this is true, I might as well give up writing, at the risk of someone using my words as a substitute for "thinking for him/herself" (and, as the inevitable result, somehow blaming me for whatever I said/wrote).

            Anyone can write (and use hype to do so). It is the reader's responsibility to utilize critical thinking.

            In this case, the article is somewhat silly anyway, in that it uses hype (contrary to the title). But if one really reads it, he is not saying "Don't do xyz"...instead, what he is actually saying is, "Here's how to do it correctly."
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            • Profile picture of the author discrat
              Originally Posted by Jen Eick View Post

              I respectfully disagree. If this is true, I might as well give up writing, at the risk of someone using my words as a substitute for "thinking for him/herself" (and, as the inevitable result, somehow blaming me for whatever I said/wrote).

              Anyone can write (and use hype to do so). It is the reader's responsibility to utilize critical thinking.

              In this case, the article is somewhat silly anyway, in that it uses hype (contrary to the title). But if one really reads it, he is not saying "Don't do xyz"...instead, what he is actually saying is, "Here's how to do it correctly."
              Good point ,Jen !

              I think the moment we start getting overly paranoid about what we as writers write to our audience is the day where we really cease to grow.

              We cannot coddle our readers too much. That's an insult to them, and we should really think a little more highly of our audience


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  • Profile picture of the author Ghoster
    Hype-free marketing, by definition, is impossible.

    Just try to base your hype in reality as much as possible. Or better yet, make a product or service so good that other people will generate hype on their own.
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    On the whole, you get what you pay for.

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  • Profile picture of the author nicheblogger75
    I hate hype just as much the next guy, but when it's done right it is a powerful selling tool.

    Some of the main principles of selling have been around for years and work just as well now as they always have, and will continue to work into the foreseeable future.

    One thing I absolutely despise is when you come upon a "free training" that promises to deliver x,y,z and doesn't deliver any of them.

    Just today I was perusing the WSO section of the forum and came upon a "free video" that I of course had to opt-in to see. No big deal, I'm a marketer and I get the opt-in thing. It's par for the course. So I opt-in and find that it's a 5 minute video. I'm thinking that a lot of good info can be presented in 5 minutes.

    Long story short, the video is nothing more than a drawn out pitch for a product which is launching on the 9th. The marketer doesn't deliver on one part of his promise. That's the WRONG way to do it, IMO. Will I buy or promote that marketer's launch? NO WAY!

    Now, just the other day I opted in for a free webinar put on James Starr and Bob Beckett. They killed it! Two hours of solid, useful content and highly actionable strategies, many of which I have already put into effect and have seen results from. You can bet that the next time I get an email promoting one of their products I won't be able to hit the buy button fast enough.

    The bottom line is that consumers are sick of the BS. It's time to "put up or shut up." The marketers who put up will be wildly successful. The marketers who rely on hype and bait and switch tactics will crash and burn.
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  • Profile picture of the author jimmcdonald909
    Hype isn't fraud though. Big difference..or should be.

    Without some kind of "excitement" you won't do much. People actually expect it online.

    Listen.."you don't have to like the game but you need to play by the rules."
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    • Profile picture of the author The Niche Man
      Originally Posted by jimmcdonald909 View Post

      Hype isn't fraud though. Big difference..or should be.

      Without some kind of "excitement" you won't do much. People actually expect it online.

      Listen.."you don't have to like the game but you need to play by the rules."
      I agree, hype isn't fraud in all cases ... but it is and can be in many cases. You may even run across it in Internet Marketing on rare occasions.

      Personally, as a consumer I prefer getting excited over benefits, radical customer service and over-delivering on my expectations - rather than hype. But different strokes... for different folks.
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