Should you use hype in your writing or not? You might be tempted to say, “Yes” immediately, but maybe you should hold back a bit.

What is hype? Here are a couple of definitions from Dictionaryreference.com: “exaggerated publicity; hoopla…. an ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect.”

Of course, we’ve all seen it and we’ve all seen it. Internet marketing, for example, has spawned a lot of it, with online gurus claiming to be making zillions of dollars. So, if we all know it’s out there, and we’re all aware of it, why would advertisers or marketers use it? 

Hype is designed to generate heightened emotions, and we see it used extensively in sales copy. But it also turns up in some employee communication, and especially in staff newsletters when the wrong people get involved. 

But getting back to the discussion; as it evolved it became clear that hype comes in two kinds, a good kind and bad kind. Something like good and bad cholesterol, I suppose. 

Good hype might be described as arising out of genuine enthusiasm. It’s sincere and an expression of satisfaction, joy, a desire to share something good, or some other positive emotion. So, it does have a place in advertising, and ultimately in all business writing .

But, when someone uses false, insincere enthusiasm, then you’re faced with bad hype. Take a look at the spam email in your inbox, and it won’t take long to find faked enthusiasm. Lots of upper case letters and exclamation points, for example.

In our writing, we should use our communication skills, including knowledge of our readers, to stay within the boundaries of good hype. Good hype helps us judge people, products, and more. So, don’t hesitate to show your enthusiasm in those cases. 

Our writing shouldn’t take us over the line, though. Not only for the sake of our own integrity — and that’s what this boils down to — but because the people with whom we’re communicating will likely respond negatively.

Summing up, you certainly can use hype in business writing generally and advertising specifically. Stay within the guidelines, though, respecting your own integrity and the interests of your readers or listeners.

In one of the online discussion lists there was quite an exchange of messages about the place of hype in writing.

One reference site, Dictionaryreference.com, defines hype this way, “exaggerated publicity; hoopla…. an ingenious or questionable claim, method, etc., used in advertising, promotion, or publicity to intensify the effect.”

You don’t have to look hard to find it; consider Internet marketing for example, which has generated so much of it. So, if we all know it’s out there, and we’re all aware of it, why would advertisers or marketers use it? 

Hype is designed to generate heightened emotions, and we see it used extensively in sales copy. But it also turns up in some employee communication, and especially in staff newsletters when the wrong people get involved. 

But getting back to the discussion; as it evolved it became clear that hype comes in two kinds, a good kind and bad kind. Something like good and bad cholesterol, I suppose. 

When someone sincerely enthuses about something, that’s good hype. If you love your new boyfriend or your new car, then you’re simply sharing your enthusiasm. So, it does have a place in advertising, and ultimately in all business writing .

But, when someone uses false, insincere enthusiasm, then you’re faced with bad hype. Take a look at the spam email in your inbox, and it won’t take long to find faked enthusiasm. Lots of upper case letters and exclamation points, for example.

In our writing, we should use our communication skills, including knowledge of our readers, to stay within the boundaries of good hype. Yes, we should convey our enthusiasm for things in which we believe and feel that others should know about, too. 

Our writing shouldn’t take us over the line, though. Not only for the sake of our own integrity — and that’s what this boils down to — but because the people with whom we’re communicating will likely respond negatively.

Summing up, you certainly can use hype in business writing generally and advertising specifically. Stay within the guidelines, though, respecting your own integrity and the interests of your readers or listeners.