Hype kills expectations

Hype is defined as “extravagant or intensive publicity or promotion”.

It gets people extremely excited about a product before it even launches.

In moderate amounts, hype can be a good thing. It can generate genuine interest in a product before it launches or is reviewed.

The problem with hype is that it usually promises us too much.

Generate too much hype, and your fans will almost certainly be let down come launch time. The expectations are so high that the product won’t be able deliver, no matter how great the product actually is.

Overpromising and underdelivering is never a good idea.

The better option is to scrap the idea of hype. Focus on the product. If it truly is good, word of mouth from customers will advertise your product for you, free of charge.