Is HYPE Bad?

Just about everyone I talk to says hype in advertising isn't good. They say hype is a big turn-off. Yet lots of marketers find ads that hype hard pull better results.

One marketer found that one page of web copy could sell a low-priced product, but he needed a very long page (about 15 pages worth of copy) to sell a more expensive product.

His copy for the expensive product hyped hard painting a dark picture of disaster if the reader didn't buy the product.

Then he described in great detail a stunning future for anyone who purchased the product now.

Part of the problem is nobody defines hype the same way. To me, hype is an extremely enthusiastic pitch for the product or service. Many customers only call it hype if the copy seems misleading or the product doesn't deliver what it promises.

My advice would be to keep making your ads enthusiastic and emotional. Tailor them to match the mood of your audience. Opportunity seekers often respond to lots of hype whereas engineers prefer a dry presentation of the facts.

Kevin Nunley provides marketing and copy writing. Read all his free tips at http://DrNunley.com Reach Kevin at kevin@drnunley.com or 603-249-9519.

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