Written by: Vickie Sullivan | September 12, 2019
How Hype Is Born
As a message strategist, I’ve long been fascinated by what words work and why. What I have noticed: The same phrase can have a completely dissimilar reaction when used by different people. What sounds like hype coming from person A is the next best thing when stated by person B. Why is that?
Here’s what really happens: Smart people don’t know which of their many ideas are the best, so they use them all. Because the ideas are so diverse, the differentiation isn’t clear. So that clever title/headline to describe that speaker/author/thought leader is created in a vacuum. This right here is where the wheels fall off.
The result: Folks get excited about the compelling words, but upon inspection, they don’t find a compelling idea. They are now disappointed and assume anything else the thought leader says is the “same old stuff.” This is how hype is born.
Listen: The One Big Difference Between a Compelling Idea and Hype
Too many people get caught up on coming up with the right words. Finding that perfect phrase is sooo creative. And let’s face it: It’s fun to hang out with our BBFs (best business friends) and brainstorm until … BOOM! The killer headline/book title just appears. It feels like magic.
Here’s the deal, though: If you don’t narrow down and find your best (and most compelling) idea to go along with those perfect words, you will deal with the disappointments that follow. And that disenchantment – that letdown – is why too many motivational speakers and authors get the “hype” label.
Now Read This:
- Why You Don’t Brand Around Your Results
- Your Position of Power: Packaging Your Expertise for High-fee Markets