The over the top style of copy triggers today’s consumers to be on guard. They feel manipulated, which, as you might imagine, does not lead to a spending frenzy. Need to check the hype level of your marketing pieces? Watch for these dead giveaways.
Over-promising: On the extreme side, these are the “I make $10,000 a month and only work 2 hours a day” ads that are prevalent today. But anytime you take an extreme result and position it as the norm, you are guilt of hype.
Big and BOLD!: If you’re using lots of all capped words or putting an exclamation point at the end of every other sentence, you might be working TOO HARD at making your point. You are also guilty of hype.
Two other variations of the Big and BOLD hype are the underlining all the important words, until practically every word is underlined or the colored text techniques. Both qualify as hype.
Exaggerations and hyperbole: If I tell you I’m having the most incredible sale ever on this planet you know its hype. But that doesn’t stop many retailers from having “the biggest sale of the season with prices that cannot be beat!” Smaller scale, but same kind of hype.
It’s easy to dismiss these tactics as what “those” other businesses do, but if you take the time to look at your own printed pieces, website, and ads you may to be surprised. Hype has a way of creeping into your marketing materials. It’s time to clean house and get with the times!
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