Why hype wins short term, but frankly sucks

I just talked about how honesty pays. And now I want to talk about why people buy the hype.

My pal Eric over at Common Sense PR recently spotted some PR on a new business that helps startups.

Frankly, there are two things that bother me about the company.

First, I can’t agree enough with Eric about how awful their press release is. But, it’s not quite their fault. I see this all the time. Places like PR Web and others, give people the opportunity to post just about anything that says it’s a press release, when clearly it’s just a lot of hype.

I even seen a ton of great copywriters writing releases that are pure hype. They add content that’s completely not newsworthy, including testimonials in a release, adding jargon, and subjective descriptions.

Folks, there is a way to write a release with real news, that also can attract your target market as well as journalists. Learn it, please!

And speaking of hype, you and I both know it takes a ton of work to start a business. Anyone who says they can help make it easy - and boost the economy no less - is full of BS. But people buy in because they want it to be easy. And what happens when they do? They either get their butts in gear and work to make a business a success, or close shop.

Am I offbase here?