Who Hates Hype � And Should You Care?
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Marcia Yudkin
Aug 6, 2013, 1:00:07 PM8/6/13
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Please consider this free-reprint article written by:
Marcia Yudkin
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Article Title: Who Hates Hype �ｿｽ And Should You Care?
Author: Marcia Yudkin
Word Count: 528
Article URL: http://www.isnare.com/?aid=1854245&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1854245
Easy Publish Tool: http://www.isnare.com/html.php?aid=1854245
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For more than a decade, I�ｿｽve had a listening post up on this topic, observing wailing and head-scratching on both sides. On the one hand, many marketers model and advise weird, emotion-soaked headlines, fast-talking superlatives, hard-to-believe claims and a tone of carnival-barker excitement. Anything goes, as long as it converts. Indeed, for this crowd, response data rules, and they�ｿｽre genuinely bewildered why anyone would take issue with what works.
On the other side are organizations who refuse to post content with that tone, experts who deploy hype but confess their embarrassment with it and clients who email me, "Please, can you write something I won�ｿｽt be ashamed to use?"
To be clear, we�ｿｽre talking about headlines like these (with text that continues in that tone):
Who Else Wants a Tsunami of Traffic?
Killer Blogging Tips From the Genius Who Slays Doubters for Breakfast
Annihilate the Competition With These Seven Game-Changing Social Media Moves
Four types of people tend to recoil from that approach.
1. Ex-academics and highly educated folks who subscribe to The New Yorker and listen to public radio. These sophisticates feel the hypey style of marketing is low class and not worthy of them. In their minds, using it would be like shaking hands with a reporter from the National Enquirer. Also included here are many Europeans brought up to admire restraint who find this style overwrought and overly American.
2. Introverts. Self-reliant men and women who hang back from showing off in front of others and who don�ｿｽt strive to outdo the Joneses dislike hot air and hoopla in behavior and in prose. No matter how much you tell them it works, they can�ｿｽt bring themselves to embrace hype.
3. Socially conscious and heart-centered entrepreneurs. Touchy-feely types who wear environmentalism, compassion, political activism or spirituality on their sleeves shudder at the aggressiveness of hype and prefer a softer, gentler approach. Writing in a voice that fits their values matters greatly to this group.
4. Organizations with a sedate image to maintain. Direct-response writers moan about these kinds of clients, who may refuse even to test copy that seems undignified or smarmy. Organizations whose credibility lies in a somewhat conservative persona may be right to put their image first. According to James Hale Sr., a marketing director at the Mayo Clinic, his hospital experimented with "sensational, shout-out copy" but found it lowered response, because it clashed with what the public expected from an A-list medical institution.
Are any of the above categories of people your target market? If so, you may find more success in the lower-key approach the Mayo Clinic kept to after its experimentation. If not, then you may be better off studying the masters of hype and adopting their techniques.
Don�ｿｽt be a mindless copycat. Don�ｿｽt be intimidated by successful people who insist you can find your audience and cash in only by following their lead. Find the tone you can live with and that makes the cash register ring because your customers enjoy it.
About The Author: A copywriting and branding expert, Marcia Yudkin is the author of 6 Steps to Free Publicity and 15 other books. Her ebook No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing, is available on Kindle, Nook and Smashwords. Learn about no-hype copywriting at http://www.yudkin.com/nohypesummit.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1854245
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Marcia Yudkin
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=1854245
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=1854245
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Who Hates Hype �ｿｽ And Should You Care?
Author: Marcia Yudkin
Word Count: 528
Article URL: http://www.isnare.com/?aid=1854245&ca=Marketing
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1854245
Easy Publish Tool: http://www.isnare.com/html.php?aid=1854245
*********************** ARTICLE START ***********************
For more than a decade, I�ｿｽve had a listening post up on this topic, observing wailing and head-scratching on both sides. On the one hand, many marketers model and advise weird, emotion-soaked headlines, fast-talking superlatives, hard-to-believe claims and a tone of carnival-barker excitement. Anything goes, as long as it converts. Indeed, for this crowd, response data rules, and they�ｿｽre genuinely bewildered why anyone would take issue with what works.
On the other side are organizations who refuse to post content with that tone, experts who deploy hype but confess their embarrassment with it and clients who email me, "Please, can you write something I won�ｿｽt be ashamed to use?"
To be clear, we�ｿｽre talking about headlines like these (with text that continues in that tone):
Who Else Wants a Tsunami of Traffic?
Killer Blogging Tips From the Genius Who Slays Doubters for Breakfast
Annihilate the Competition With These Seven Game-Changing Social Media Moves
Four types of people tend to recoil from that approach.
1. Ex-academics and highly educated folks who subscribe to The New Yorker and listen to public radio. These sophisticates feel the hypey style of marketing is low class and not worthy of them. In their minds, using it would be like shaking hands with a reporter from the National Enquirer. Also included here are many Europeans brought up to admire restraint who find this style overwrought and overly American.
2. Introverts. Self-reliant men and women who hang back from showing off in front of others and who don�ｿｽt strive to outdo the Joneses dislike hot air and hoopla in behavior and in prose. No matter how much you tell them it works, they can�ｿｽt bring themselves to embrace hype.
3. Socially conscious and heart-centered entrepreneurs. Touchy-feely types who wear environmentalism, compassion, political activism or spirituality on their sleeves shudder at the aggressiveness of hype and prefer a softer, gentler approach. Writing in a voice that fits their values matters greatly to this group.
4. Organizations with a sedate image to maintain. Direct-response writers moan about these kinds of clients, who may refuse even to test copy that seems undignified or smarmy. Organizations whose credibility lies in a somewhat conservative persona may be right to put their image first. According to James Hale Sr., a marketing director at the Mayo Clinic, his hospital experimented with "sensational, shout-out copy" but found it lowered response, because it clashed with what the public expected from an A-list medical institution.
Are any of the above categories of people your target market? If so, you may find more success in the lower-key approach the Mayo Clinic kept to after its experimentation. If not, then you may be better off studying the masters of hype and adopting their techniques.
Don�ｿｽt be a mindless copycat. Don�ｿｽt be intimidated by successful people who insist you can find your audience and cash in only by following their lead. Find the tone you can live with and that makes the cash register ring because your customers enjoy it.
About The Author: A copywriting and branding expert, Marcia Yudkin is the author of 6 Steps to Free Publicity and 15 other books. Her ebook No-Hype Copywriting: The Keys to Lively, Appealing and Truthful Sales Writing, is available on Kindle, Nook and Smashwords. Learn about no-hype copywriting at http://www.yudkin.com/nohypesummit.htm .
Please use the HTML version of this article at:
http://www.isnare.com/html.php?aid=1854245
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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