“Biggest Sale Ever” and “Best Coffee In The World” and “#1 Customer Service” are all hype.
Hype can help in the short-term. It’s a way of shouting at the world. It’s a way to get attention.
However, what makes hype work in the long-run (and essentially what makes a business successful) is a consistent and differentiated promise – a promise so powerful it becomes the hype.
If people aren’t excited about your promise, make a bigger promise.
Stay Positive & An Emotional Promise, At That
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Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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