4 Ways to Remove Hype From Your Marketing Campaign


Photo of a young woman screaming into a megaphone isolated on a white background.
Hype is easy to spot, and your customers don’t trust it. (Photo: Dean Drobot)

Some people think that sales and marketing are largely about hype. They think it’s all about loud self-promotion, boasting, and exaggerated claims.

Sure, there’s a place for being excited and passionate about your products and services, but you don’t want to over-promise and under-deliver.

Most prospects and customers don’t trust hype, which is why relying on it can damage your credibility and brand. One reason for this is that hype is easy to spot and the motives are transparent, which can quickly cause someone’s guard to go up. If you’ve ever been hassled by a high-pressure salesperson, then you already know the feeling.

Here are some writing tips that can help you remove hype from your marketing.

1. Be Straightforward

One of the simplest ways to avoid hype in the first place is to be straightforward. Your marketing materials should be easy to read and understand—so don’t needlessly complicate them. When you add unnecessary layers of complexity, readers might think you’re hiding something or trying to manipulate them.

Some people think their marketing will sound more impressive if they use big words and long, complicated sentences. That’s nonsense. You’re not trying to show off; you’re trying to clearly communicate your ideas. Use simple words and sentences wherever possible.

Also, when you write in a straightforward way, it forces you to be clear about your message. This is helpful because once you’ve identified your core message, it’s easy to focus on that and avoid the hype.

Image of a quote from Marcus Sheridan that says, "Honest and transparent content is the greatest sales and trust-building tool in the world. Period."

2. Credibility Is Important

Another problem with hype is that it’s not credible. People are quick to dismiss anything that sounds exaggerated. Ask yourself:

  • Why should the reader believe and trust you?
  • Do you have data or testimonials to back up your claims?
  • Do you have relevant expertise?
  • What’s your track record?

Once you’ve answered these questions, you can start to identify the real reasons that people should do business with you.

Another way to improve credibility is to back up your claims with proof, such as data, scientific research, or other types of compelling information.

3. Be Consistent

Nothing sends up red flags quicker than inconsistencies in your marketing message. How can you expect people to believe a claim if you contradict it elsewhere in your writing?

If your writing is logical and consistent, then it’s more likely to be trusted and believed. It’s easy to miss inconsistencies when you’re writing, so it’s important to look for them during the editing phase.

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4. Provide Useful Information

Some marketers rely on hype because they don’t know what to use instead. Marketing isn’t just about self-promotion—it’s also about building trust and helping people solve problems.

The best way to do this is to make the marketing useful by itself. For example, if you write a white paper or blog post that helps people solve a problem, then you’ve made your marketing useful.

When you want someone to read your marketing materials, you’re essentially asking them to give you their time and attention. In return, you need to give them something worthwhile.

By following the suggestions above, you can remove hype and improve the overall quality of your marketing materials. Another benefit of this is that it can make your marketing much more authentic, which your prospects and customers will appreciate.

If you need someone who can help you remove hype from your marketing, contact Super Copy Editors today.


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Dave Baker

View posts by Dave Baker
Hi, I’m Dave Baker, founder and copy chief of Super Copy Editors. I have more than two decades of professional proofreading and copy editing experience, including work for The Nation magazine, The New York Times, and The Times-Picayune of New Orleans, where I shared two staff Pulitzer Prizes after Hurricane Katrina. Today, I have put together a hand-picked team of copy editors, and we especially love working with ad agencies, marketing departments, and education companies to make their text as polished as possible. Learn more here.

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