Comments on: You SHOULD use hype in copywriting!

By: Elspeth

Elspeth — Mon, 12 Sep 2011 15:08:53 +0000

I had to learn a whole new set of rules for educational copy writing, dictated by the DOE. ‘Hype’ is out when you market to students. Even factually accurate statements like ‘largest’ aren’t allowed. Isn’t that the strangest ever angle on hype?

By: Judith

Judith — Wed, 17 Aug 2011 13:55:05 +0000

Love the title! Ironic yet “hypey” at the same time. Explained the way you did, hype does seem to come in handy when you’re trying to emphasize a point. Although I have to say that just like anyone else, I run for cover as soon as the offer becomes too incredible.

By: Freelance Copywriter Johannesburg

Freelance Copywriter Johannesburg — Wed, 03 Aug 2011 09:05:12 +0000

Hype is always good in copywriting. But too overused at the mo. Try classy understatement too.

By: Cathy

Cathy — Sun, 24 Jul 2011 18:00:11 +0000

Thanks so much for sharing. I know I can’t stand the crazy emails that say “make $5,000 in a day.” So I know it can happen but if everyone could do it, why isn’t everyone doing it. The truth is that they are only making it because suckers keep buying their overly hyped junk. “Better to err on the side of honesty…” Wonderful words of wisdom!

By: Arthur Cronos - CopyDragon

Arthur Cronos - CopyDragon — Mon, 04 Jul 2011 22:05:53 +0000

If done right, I think you’re right. Hype done right stops the reader in his tracks. Or perhaps it stops the reader in her tracks. It depends entirely upon the gender of the one whose tracks are being stopped in …

The tracks part. Not the hype part.

You see, it’s like using abbreviations to save time. You could, for example, simply say “Thank” instead of “Thanks” when you only want to thank somebody a tiny, little bit.

This is a more precise use of English, and will surely be appreciated by the recipient, because he or she saves the same additional time. If you use this with your loved one at home, and use abbreviations often, then by the end of the year the two of you could have hours or even days saved up, and then you could spend some extra quality time together.

Now, is that hype?

“One never knows, do one?” — Fats Waller

– Arthur Cronos
CopyDragon to the Stars

By: Stag ideas

Stag ideas — Fri, 10 Jun 2011 11:54:50 +0000

In the UK, our threshold for tolerating BS is a lot lower. As a result, I think using hype in copy tends to backfire. Humour and understated confidence are traits that seem to resonate with me.

By: Vijay Valluri

Vijay Valluri — Mon, 11 Oct 2010 18:06:16 +0000

Hype is like a woman screaming from a dark room claiming that she’s the most beautiful woman in the world and she tries hard to make Venus seem like her wannabe. So she better put the lights on to back her claim.

By: Peter

Peter — Tue, 07 Sep 2010 11:19:49 +0000

i agree with the post…hype can be used as a good tool…it clears the topic….we should use it…thnks for the post..its nice…

By: copywriting

copywriting — Mon, 16 Aug 2010 05:51:01 +0000

It was such a good topic to discuss. Interesting post. It’s my first to heard about hyperbole in copywriting.

By: Joel Nielson | The AdCritter

Joel Nielson | The AdCritter — Fri, 06 Aug 2010 16:22:05 +0000

Miguel,

“Why you SHOULD use hype” It hooked me! I *HAD* to read your case!

CONSIDERATIONS:

As copywriters –

- Do we understand the difference between Hype and Excitement?
- And is it coming across in our copy?

Fact: Excitement sells. But if we mess up this balancing act, our consumer trust slips away – losing us the reader and the sale.

I just wrote a post on this topic. I’d love to hear everyone’s feedback, especially about the “ratio” part I mention. I’m not quite sure about it.

MORE INSIGHT HERE: http://www.promotewrite.com/blog/copywriting-hype/

Thanks for all your insights!

By: Gabrielle

Gabrielle — Wed, 23 Jun 2010 02:23:57 +0000

I definitely agree and receive emails like this all of the time. I unsubscribe or delete because I have been burned before by over used and untrue hype. No one makes $3000 in one day with a start-up website that they haven’t already marketed and promoted with a lot of effort.

The same stands for anyone trying to get a job in an industry they don’t know anything about. Even if they work their way in, their lies are discovered and then no one wants to deal with them. Just as word of mouth is good for business it can easily destroy one through lying through exaggeration beyond belief.

By: Matt Pattinson (copywriter)

Matt Pattinson (copywriter) — Sun, 20 Jun 2010 21:10:55 +0000

As a freelance copywriter, I feel subject should always dictate written content. Hyperbole is often effective in underscoring central selling points and calls to action. But if the shoe doesn’t fit the foot, don’t wear it.

enjoyed the piece,

thanks!

By: The Copy Editing Blog

The Copy Editing Blog — Tue, 08 Jun 2010 08:20:02 +0000

I think hype’s got its role in copywriting, and really, why not use it? Exaggeration isn’t skullduggery. Just like the example above, we use the phrase ‘told you a million times’ all too often, why not use it in copy?

If it’s true, why be ashamed of making claims that increase your products perceived value?

Just a thought.

Mark

By: Sanjiv

Sanjiv — Sat, 01 May 2010 12:20:58 +0000

I have been reading a lot on net marketing lately and I am surprised by the hype that comes across. The free bonuses and schemes that are offered give an indication that these marketers underestimate the intelligence of the readers… And I thought that I was lacking somewhere. Happy that I read your article… Think you could read my blog at the above mentioned address and comment on the copy writing? would appreciate it… say _ /10.

By: Simon Townley

Simon Townley — Fri, 26 Mar 2010 12:22:23 +0000

Agreed – I think the hype damages reputation and sales, especially the absurd ‘valued at’ offers on the internet.

By: Laura Jennings

Laura Jennings — Fri, 19 Mar 2010 10:23:40 +0000

Brilliant post.

From my experience hype works effectively when the client I am writing for is passionate about their company and believes fully in themselves. It is easy to write using hype for these clients as you can buzz off their excitement.

On the other hand, when writing for a client who is less passionate and excited, or a business which isn’t as dynamic as others, I think that using hype for promotional materials can end up feeling ironic and not in line with the tone of the business.

By: Kristi Daniels

Kristi Daniels — Sat, 12 Dec 2009 19:30:50 +0000

Your article was so good that I actually pee’d my pants!

And that’s not hyperbole!

By: Kristi Daniels

Kristi Daniels — Sat, 05 Dec 2009 18:46:40 +0000

Funny post!

Reputation is everything in this business. I completely agree.

You will always earn more in the long term if you provide more value to your customers.

Under promise. Over deliver.

By: Ben Locker

Ben Locker — Sun, 29 Nov 2009 11:49:15 +0000

A good copywriter will also understand the types of hype (or not) that work for different audiences and different countries.

By: Ben Locker

Ben Locker — Fri, 16 Oct 2009 07:21:38 +0000

You need copywriting that keeps geography in mind too. Some of the best UK campaigns I can think of rely on humour and understatement rather than hype. Focused emphasis is good, hysterically shouting about benefits is a turn-off.