“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
Photo credit
Garth Beyer is a Certified Cicerone®, Product Marketer, owner of Garth's Brew Bar and a Madison-based freelance writer.
Latest posts by Garth Beyer (see all)
- The Air Isn’t The Same Twice - September 18, 2026
- Gold Goes On Last - September 17, 2026
- The Year Behind Me - September 16, 2026
