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Dr. Jekyll and Mr. Hype

Playing the role of Dr. Jekyll comes naturally. It's simply being your good self. The role of Mr. Hype is the part of you that may feel uncomfortable adding hype to your sales pages.

Hype sells . . . if it's not overdone. The dual role is a tricky one. You have to make your product sound wonderful, yet stay believable and keep from misrepresenting it. This basically comes down to using language wisely.

Some common "hype" words you may have seen on sales pages:

And there are plenty more, but why is it that hype works so well?

Because these words tickle our emotions, and we make impulse purchases based on our emotions. When we connect these emotions to our product in a believable and credible way, hype makes a powerful selling tactic.

Let me be clear about what I mean by "hype" so we're on the same page. Here's the dictionary definition I'm working from:

Disregard "blatant" because the hype I'm referring to is sensational promotion. Here is how sensational is defined in the dictionary:

Now you can see how that list of example hype words I offered might be used—to creating interest, arouse curiosity, and awaken emotions. Hype is not gross exaggeration, lies, or deception. Hype, in the context I'm using it, is to use language creatively to engage your readers while still maintaining your integrity and credibility.

A word of caution here: Be careful not to over-hype your product and make claims that it can't fulfill. That could result in anything from simply not making any sales to lawsuits and even criminal charges.

Use hype wisely and try to stay true to what your product can and can't do when describing it. Master that and you'll represent your products honestly and effectively, and that means more sales.