{"id":8665,"date":"2016-09-19T18:06:36","date_gmt":"2016-09-19T16:06:36","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=8665"},"modified":"2016-09-19T18:06:36","modified_gmt":"2016-09-19T16:06:36","slug":"hype-marketing","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/hype-marketing\/","title":{"rendered":"Why Hemingway Beats Hype Marketing"},"content":{"rendered":"

You won\u2019t believe what I\u2019m going to say in this article!
\nIt\u2019s the shocking<\/i> truth about why hype marketing is ineffective!
\nBet you can\u2019t guess how many times I\u2019ve gagged while writing this intro!
\nFind out how many exclamation marks we can fit into an introduction!
\nIf you\u2019re anything like me, you\u2019re sick to death of this style of marketing. Even without reading the content, it\u2019s abundantly clear that these claims or promises are ones which cannot be kept.
\nClickbait like \u201c9 Simple DIY Marinades You Won\u2019t Believe Are Made With Gin<\/a>\u201d might get you the odd click, but even if you have something valuable to convey, there\u2019s going to be damage to your brand<\/b> by making such ridiculous claims.
\nUnfortunately, the term \u201cclickbait\u201d no longer adequately covers the damaging practice of hype marketing. Hell, even BuzzFeed themselves published an article<\/a> stating that they don\u2019t use clickbait headlines (the beauty of which is displayed by one of the highest voted comments on the article containing this site search<\/a>).
\nHype marketing no longer has to generate solid promises<\/b> of the amazing things you can do with a product; it only has to build the impression<\/i> of these lofty statements to result in a net loss<\/b>.
\nFamous names brought in that have nothing to do with the subject matter, statistics so bad that they\u2019re laughable, pretty much anything which could be considered style over substance will have a negative impact in one way or another.
\nOn the other hand, you have what I call the Hemingway style of marketing (which is actually the iceberg theory<\/a>):<\/p>\n

\u201cIf a writer of prose knows enough of what he is writing about he may omit things that he knows and the reader, if the writer is writing truly enough, will have a feeling of those things as strongly as though the writer had stated them. The dignity of movement of an iceberg is due to only one-eighth of it being above water.\u201d – Ernest Hemingway, Death in the Afternoon<\/i><\/p><\/blockquote>\n

Think of it this way: Instead of telling the audience anything and everything with an aim to manipulate emotions, rather than sense, you do the complete opposite. Say what needs to be said. No waffling. <\/b>Short, direct sentences that don\u2019t shout at the user like a con man at Coney Island.
\n[Tweet “When it comes to your copy, say what needs to be said. No waffling.”]
\nJust in case you\u2019re not convinced of the danger of hype over Hemingway, let\u2019s break down the topic into sizable chunks. By the end, you\u2019ll be running scared from hype and getting familiar with value-based marketing instead.<\/p>\n

Marketing creates expectations<\/h2>\n

Whether you\u2019re blogging, creating videos, or emailing pitches, marketing is the primary source of information your audience has before they get hands-on with your product.
\nAs such, their expectations of your product<\/b><\/a> are entirely formed by your marketing, plus any information they can gather from other sources (external reviews, perhaps a friend\u2019s recommendation, etc).
\nIf you state your product to be God\u2019s gift to man, other than alienating the large part of your market who won\u2019t believe you, you\u2019ll very quickly lose those customers who try out your product and realize the truth.
\nAt the very least, if expectation doesn\u2019t meet reality, even a good product will be seen as a failure<\/b>.
\n[Tweet “If expectation doesn\u2019t meet reality, even a good product will be seen as a failure.”]
\nTake the recent debacle with Mighty No. 9<\/i> – a game which had every right to succeed. It was a spiritual successor to a beloved franchise (Mega Man) that had largely been abandoned, had one of the lead influencers of the old series at the head (Keiji Inafune – lead illustrator and character designer of the early Mega Man titles), and successfully crowdfunded almost $4 million<\/a> of a $1 million goal.
\nWhat marketing feat allowed them to reach $4 million in crowdfunding? Easy; the hyped expectation of a true sequel.
\nAlthough there were several problems later down the line, the original pitch was strong<\/b> and promised \u201cClassic Japanese side-scrolling action, evolved and transformed by Keiji Inafune, an all-star team of veteran Mega Man devs…and YOU!<\/i>\u201d This alone was more than enough to hype up the old fans and make them vote with their cash.
\nSadly, upon release, it was \u201cokay\u201d at best; a fact which, combined with the expectations of the fans who backed the game, resulted in the widespread description of the product as being “disappointing<\/b><\/a>.\u201d
\nThat word itself is a death sentence for a product team – especially one which focuses on marketing.
\nPeople love \u201cbad\u201d stuff: sitting down to watch Sharknado, playing Ride to Hell, or watching the online Jesus Disco is fun. Even boring products can be made interesting with a killer marketing campaign.
\nHowever, once something\u2019s labeled \u201cdisappointing,\u201d it will never be known for more than its worst aspects<\/b>.<\/p>\n

Hype marketing dooms more than your product<\/h2>\n

The entire purpose of hype marketing is to generate a specific (and highly appealing) image of the product you\u2019re promoting. Now, the same could be true of any great marketing campaign<\/a>, but there\u2019s one key difference with hype: the image you paint is misleading<\/b>.
\nTake, for example, the entertainment industry. The whole purpose of a movie\u2019s trailer is to make you want to see the film. But there are cases when this goes too far and attempts to cash in by marketing to a wider audience.
\nThe Village<\/a> (to name an example) was a decent movie almost ruined by hyped up, misleading marketing. The trailer for the film<\/a> presents a monster horror flick: a village surrounded by woods containing unknown beasts which both protect and trap the inhabitants.
\nInstead, viewers are treated to something more akin to a period romance with the occasional tense moment and a trademark Shyamalan twist. It\u2019s still a decent product for the most part, but going into it with false expectations sours any positive impression<\/b> an audience can get.
\nWhen you combine this image with the expectations of your audience, an overly hype-based marketing campaign can not only make a laughing stock of your product, but irrevocably damage your brand.
\nFor example, Keiji Inafune\u2019s reputation as a result of Mighty No 9 has taken a hefty blow. To quote David Sanchez<\/a>, at best he\u2019s \u201cnot the flawless developer he was so often regarded to be<\/i>,\u201d and at worst he\u2019s labeled a straight-up con man.
\n\"hype<\/a><\/p>\n

Value-based marketing is a win for both sides<\/h2>\n

Hemingway-style marketing (the iceberg theory) comes with very few of the risks associated with hype, and is typically more substance over style. Everything unnecessary is taken out and the maximum value of your product is conveyed in the minimum amount of time. <\/b>
\nSound easy? Well, not quite.
\nHemingway isn\u2019t about drowning your audience. Say what you need to, ensure that it is true, omit anything that detracts from the experience<\/b>. Any more than that and you\u2019ll sound like Tom Waits flogging a miracle product<\/a>.
\n[Tweet “Write like Hemingway: say what you need to, ensure it’s true, and omit anything that detracts.”]
\nA good example would be a video ad for the Dollar Shave Club<\/a> – the founder of the site addresses you directly and immediately tells you what the company does, how much it costs, and highlights what other companies (without naming names) are doing wrong<\/a>.<\/p>\n

\u201cDo you like spending $20 a month on brand name razors? 19 go to Roger Federer.\u201d – Michael Dublin, founder of Dollar Shave Club<\/p><\/blockquote>\n

\"hype<\/a>
\nThis style of marketing does one better though. It inherently portrays the product as being more trustworthy<\/b> in the eyes of your audience. Any expectations set out by an iceberg campaign are going to prove either accurate or lower than the experience the user will receive.
\nAs a result of this, the risk to your reputation should the product fail is less (in the eyes of the public at least). Nothing is wasted and so the user doesn\u2019t get bogged down in unnecessary detail and flim-flam.
\nShorter does not, however, equal easier<\/b>.
\nAnyone can say the words, \u201cYou buy one, you get one free\u201d over and over<\/a>, but a true master of the written word (whether it\u2019s fiction, fact, or the murky waters of marketing) can spend hours upon hours<\/a> perfecting a single, short element of their work, such as a headline<\/a>.
\nDone right, value-based marketing is more effective and contains a lesser risk to your brand then pure hype<\/b>, but the road to this isn\u2019t going to be easy.<\/p>\n

Be concise, truthful and valuable<\/h2>\n

In short, take heed of the warnings from hype-heavy marketing campaigns and take a leaf out of Hemingway\u2019s book.
\nAudiences aren\u2019t sick to death of clickbait because they didn\u2019t like the order of the words; it stopped working because of the false expectations <\/b>that were dashed upon opening the article.
\nThey\u2019ve been called out so many times that the very bait being used becomes a deterrent.<\/b><\/p>\n

\u201cThe sixty odd characters we\u2019re given to write an email subject line shouldn\u2019t be thought of as restrictive. \u00a0They\u2019re liberating.\u201d – Paul Talbot<\/a><\/p><\/blockquote>\n

Choose Hemingway over hype. Convey exactly how your product is valuable and set the right expectations from day 1. After all, when spoof articles<\/a> are about as believable as your advertising, the only thing you\u2019re doing is making the rest of the industry chuckle in despair.
\nSeeing as this is such a heated topic, why not drop a line in the comments? I\u2019d love to hear your thoughts on the issue (or even a short rant on your biggest offenders for hype).<\/p>\n","protected":false},"excerpt":{"rendered":"

You won\u2019t believe what I\u2019m going to say in this article! It\u2019s the shocking truth about why hype marketing is ineffective! Bet you can\u2019t guess how many times I\u2019ve gagged while writing this intro! Find out how many exclamation marks we can fit into an introduction! If you\u2019re anything like me, you\u2019re sick to death … Continue reading Why Hemingway Beats Hype Marketing<\/span><\/a><\/p>\n","protected":false},"author":62,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[341],"tags":[],"class_list":["post-8665","post","type-post","status-publish","format-standard","hentry","category-content-marketing"],"acf":[],"yoast_head":"\nWhy You Should Choose Hemingway Over Hype Marketing<\/title>\n<meta name=\"description\" content=\"Hype marketing doesn't work anymore, so you can stop writing your clickbait headlines now. Instead, take inspiration from Hemingway's style.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mention.com\/en\/blog\/hype-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why You Should Choose Hemingway Over Hype Marketing\" \/>\n<meta property=\"og:description\" content=\"Hype marketing doesn't work anymore, so you can stop writing your clickbait headlines now. 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