The topic of hype in writing sparked a lively discussion recently. Hype, which naturally evokes emotion, is a common tactic in sales copy. However, it can also infiltrate internal communications, such as staff newsletters, especially when its purpose becomes misguided.
The discussion revealed that there are actually two types of hype: positive and negative, similar to the concepts of good and bad cholesterol.
Positive hype stems from genuine enthusiasm. It reflects sincerity, satisfaction, and a genuine desire to share something worthwhile or positive. It’s an authentic expression of excitement.
Negative hype, conversely, arises from a desire to manipulate or influence others without regard for their needs or best interests. Think of the spam emails flooding your inbox, often filled with artificial enthusiasm, excessive capitalization, and gratuitous exclamation points. This form of hype prioritizes the sender’s agenda above all else.
When writing, aim for positive hype by conveying genuine enthusiasm for topics you believe in and feel others should know about. However, avoid crossing the line into manipulative tactics. Maintaining integrity is crucial because your audience will likely react negatively to insincere or self-serving hype.
Distinguishing between positive and negative hype requires careful consideration. Start by honestly examining your motivation. Ask yourself, “Why am I writing this?” or “What do I hope to achieve?”
Consider the context of your hype. For instance, sharing enthusiastic details about a truly enjoyable vacation experience is perfectly acceptable. However, avoid manipulative tactics like enticing people with “free” vacations that require enduring high-pressure sales presentations.
A more effective approach to gauging hype is to consider its impact on the reader. What value does it offer them? Are you serving their needs, or only your own? Strive to find a balance that benefits both you and your audience.
The key to effective communication, whether discussing hype or any other persuasive technique, lies in prioritizing the needs of your readers or listeners. This forces you to rethink your message and delivery, ultimately leading to a more objective assessment of your hype. By focusing on providing value and meeting your audience’s needs, you can ensure your enthusiasm is perceived as genuine and beneficial, rather than manipulative.