One of the discussion lists I follow had quite an exchange of messages about the place of hype in writing.
Hype, of course, generates emotion, 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.
Bad hype, on the other hand, comes from a desire to influence us without taking our needs into account. 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 aim 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...
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