Hype can be divided into the following two categories, according to the article How to Use Hype That Works by Barry A. Densa: "Hype that always converts and hype that rarely will."
Hype can be good if used in the right way. When it becomes harmful is when used to make obviously exaggerated claims. A good example is weight loss supplements that say you can lose pounds fast without diet or exercise. The wary consumer is not likely to buy into this statement.
So what do you do when you have product that actually does what seems impossible? When you truly are the place with best deals in town? You use an ad that displays your product, service, or business and what it does and is. You show people how well it works. You compare your prices to those of competitors. Start at the beginning. Like baking a cake, the icing may be the best part but you need to start with the ingredients and add the icing as the final touch.
What will happen as a result is that consumers will come to their own conclusion. The conclusion that, had you simply told your consumers at the beginning of your ad, would have been discarded and ignored as merely hype, of the bad variety. Instead, your ad will have created hype through the honest marketing of a quality product or service. The kind of hype that lasts and gets consumers talking.
Good hype is the icing on the cake. It is what is claimed, or concluded, after all the necessary elements have been mixed together. When you do this, your claim "will be seen as a descriptive and accurate statement of the obvious and the proven."
Spore Creative can help you in your quest to share your product or service with consumers. We represent many clients that have quality that outshines their competition, but we know that consumers can't be expected to just take our word for it. They must be shown why and how something is the best before they believe it.
As a wary consumer yourself, we want to have the opportunity to show you what we are capable of and how we can get your customers' attention. Start by going through our website. Look at the services we offer, view some of the work we have done, and learn about Spore Creative. Once you know who we are and what we can do, meet with us or send your information with your project idea. We can give you a quote, and you can compare us to the competition.
We will leave our statements at that. No unbelievable claims or hype, because once provided with the facts you will have all the tools you need to draw your own conclusion.
