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

9 years ago

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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discrat 9 years ago

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

- Robert Andrew
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- torrehardy 9 years ago
  
  Ethics and affiliate marketing, for some people they are poles apart.
  
  I see so many offers that tell you they have made $1,000,000 in the last month, yeah and they are still bothering with dime sales. It's a joke, but sadly so many fall for it.
  
  All the best in your endeavours.
  
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  The Niche Man 9 years ago
  
  Apply this to your bussiness and watch the difference. The best 6 minutes you'll spend today.
  
  "If you're not helping ...It's easier for hype to sneak into your marketing" and advertising.
  
  Youtility: Why Smart Marketing is About Help not...
  
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@tjr

9 years ago

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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The Niche Man

9 years ago

[DELETED]

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@tjr

9 years ago

Originally Posted by The Niche Man

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:

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

.

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The Niche Man

9 years ago

Originally Posted by @tjr

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

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

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

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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nontemplates

9 years ago

Originally Posted by The Niche Man

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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@tjr

9 years ago

Originally Posted by nontemplates

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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The Niche Man

9 years ago

Originally Posted by @tjr

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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discrat

9 years ago

Originally Posted by @tjr

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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The Niche Man

9 years ago

Originally Posted by discrat

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

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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efuntadde

9 years ago

very good article about marketing the 8 steps how to how it can fail or win. thanks for info.

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Steve B

9 years ago

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:

Scarcity
Celebrity Endorsements
Social Proof (Testimonials)
Comparison
Priming
Exclusivity
Use of Name
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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Kay King 9 years ago

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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Lance K

9 years ago

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

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:

Scarcity
Celebrity Endorsements
Social Proof (Testimonials)
Comparison
Priming
Exclusivity
Use of Name
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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webmarketer

9 years ago

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

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esmarshall

9 years ago

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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The Niche Man

9 years ago

Originally Posted by 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

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

@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

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

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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esmarshall

9 years ago

Originally Posted by The Niche Man

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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The Niche Man

9 years ago

Originally Posted by esmarshall

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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