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Ben McConnell

July 01, 2009

Hype vs. excitement

Hype is: Excitement is:
An impossible promise A realistic promise
Sales-driven Value-driven
Exclamation points Passion
Obnoxious Contagious
Cause for mistrust Cause for belief
Overuse of adverbs Adverb-free
Narcissistic Optimistic
Segway Bike Friday
Contrived Authentic
Unsustainable Fuel for the future


How would you describe hype vs. excitement?

Posted by Ben McConnell on July 01, 2009 | Permalink

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Just an adiition (partly covered by some mentioned points):
Hype - easily burns out the investment
Excitement - helps a better ROI

Posted by: Zoltan Devai at Jul 1, 2009 10:59:43 AM

Hype is deception
Excitement is honesty

Hype is bravado
Excitement is admitting your flaws

Hype is predicting a specific outcome
Excitement is hanging on for the ride come what may

Hype is overpromising
Excitement is overdelivering

Hype is short term
Excitement is of unknown duration

Posted by: Dan Limbach at Jul 1, 2009 11:10:33 AM

Excitement is FREE!
Hype is "Some restrictions may apply."

Posted by: Bob Poole at Jul 1, 2009 1:45:18 PM

Zoltan - Love it.

Dan - Great list. Good to see you again.

Bob - Love it.

Hey you, non-commenter: If we get more contributions, I'll update and/or create a new list with the additional definitions and link back to you.

Posted by: Ben McConnell at Jul 1, 2009 1:51:10 PM

Hype is mob mentality and lowest common denominator.
Excitement is pure, individual thrill.

Posted by: Jeannie Walters at Jul 1, 2009 1:52:12 PM

Great chart man! I'm sharing this with our church staff.

Posted by: Chris Moncus at Jul 1, 2009 2:54:06 PM

Hype is fluffed up, artificially-colored cornstarch; excitement is top sirloin steak--medium well!

Posted by: Jon Nichols at Jul 1, 2009 4:03:10 PM

Hype - Showing Off
Excitement - Showing Up (w/value)

Hype - Exclusive
Excitement - Inclusive

Hype - Barriers
Excitement - Bridges

I absolutely love this chart you've put together, a much needed reminder to all marketers and those using social media -- the difference between real and long-term, versus climatic, one-night stand mentaility. Great stuff!

Posted by: Maria Reyes-McDavis at Jul 2, 2009 1:07:42 AM

Hype - Focused on you
Excitement - Focused on your customer

Posted by: Bruce Kaechele at Jul 2, 2009 1:23:43 PM

Hype is trying to get you excited about something that isn't exciting.

Posted by: Ben Avram at Jul 5, 2009 11:11:04 PM

Hi, we call this organic vs enhanced Word-of-mouth. That's a great list!

For us, excitement drives recommendations, whereas hype tends to drive pass-along "you might like this". Also, outside of the victims of normative pressure from their social groups, hype usually generates suspicion in the recipient.

Simon

Posted by: Simon Rees at Jul 15, 2009 6:40:15 AM

Hype: Monologue

Excitement: Dialogue

Posted by: Randy at Jul 15, 2009 10:46:48 AM



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