Ethics-Governance: Article: Telltale Signs of Hype

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Telltale Signs of Hype Telltale Signs of Hype By Marcia Yudkin. On a copywriting board I frequent, someone expressed bafflement that several respected marketers criticized the tone of a page he wrote. "Why did they apologize to their subscribers while linking to my pitch? This approach sells," he said. Hype was the problem. If you use the following tactics, many educated shoppers cringe and go elsewhere: Overblown claims. "If You Can Write Your Name, You Can Write a Book in 30 Days - Guaranteed!" Overexcited tone. Lots of exclamation points, phrases in bold capital letters with underlining and a drumbeat of emphasis. "Programmers poured out their TOP-SECRET strategies that you, too, can use to earn a GATES-LIKE FORTUNE in the software business!!" "Take out your credit card and order RIGHT NOW!" Unsupported and extreme superlatives. "The most important new product launch, ever." Adjectives and adverbs you would not encounter from Exxon or IBM. "Mind-blowing" "Exclusive" "Huge" "Incredible" "Wildly" "Literally" (necessary to distinguish truth from hoopla). Full Article: http://www.frugalmarketing.com/dtb/hype.shtml


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