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The Law of Hype – The Situation Is Often the Opposite of the Way It Appears in the Press

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This year (circa 2011) marks the 100th birthday of IBM and over these 100 years, when IBM was successful, the company said very little.

When things are going well, a company does not need the hype.  When you need the hype, it usually means you are in trouble.

Young and inexperienced reporters and editors tend to be more impressed by what they read in other publications than by what they gather themselves.  Once the hype starts, it often continues on and on.

No newspaper has received more hype than USA Today.  At its launch a number of years ago were the president of the United States, the speaker of the House of Representatives, and the majority leader of the U.S. Senate.  The residue of this initial hype is still so great that most people can not believe USA Today is a loser.

History is filled with marketing failures that were successful in the press.  The Tucker 48, the U.S. Football League, the personal helicopter, and polyester suits.  The essence of the hype was not just that the new product was going to be successful.  The essence of the hype was that existing products would now be obsolete.

Polyester was going to make wool obsolete.  The personal helicopter was going to make the roads and highways obsolete.  The Tucker 48 with its cyclop's eye headlight would revolutionize the way Detroit makes automobiles however only 51 were ever built.

These predictions violate the law of unpredictability.  No one can predict the future, not even a sophisticated reporter for the Wall Street Journal.  The only revolutions you can predict are the ones that have already started.

Did anyone predict the overthrow of communism and the Soviet Union?  Not really.  It was only after the process had started that the press jumped on the "crumbling communist empire" story.

Forget the front page.  If you are looking for clues to the future, look in the back of the paper for those innocuous little stories.

Over the years, the greatest hype has been for those developments that promise to single-handedly change an entire industry, preferably one that is vital to the American economy.

Remember the helicopter hype after World War II?  They hype was that every garage would house a helicopter, making roads, bridges, and the entire automobile industry obsolete overnight.  Did Donald Trump get a helicopter?  Did you get yours?  The Donald actually did get his.

From time to time, no-frills food makes the headlines.  It is reported that this development will revolutionize the packaged-goods industry.  Brands are out.  People will read the labels and buy products on their merits rather than on the size of the brand's advertising budget.  It is all hype.

But for the most part, hype is hype.  Real revolutions do not arrive at high noon with marching bands and coverage on the 6 pm news.  Real revolutions arrive unannounced in the middle of the night and kind of sneak up on you.

It takes a while but many Internet Marketing entrepreneurs learn the Law of Hype.  They learn to identify their target market with keyword research and keyword research tools as they know they can not guess what the market desires and it is difficult to benefit from all the hype.

To accomplish this, they use various methods, tools, and follow a traffic formula to build relationships with their leads and customers.  They build websites that create trust.  They collect name and email addresses using an Optin form on a Landing Page.  They use email systems with both auto-responders and broadcast capabilities in order to send messages to their leads and customers.  These email messages frequently send information, provide knowledge, and occasionally promote an offering.  Many Internet Marketing entrepreneurs learn that leads and customers do not like to be sold to however they will browse and shop.  Over an extended period of time, skilled Internet Marketers are able to use hypnotic writing skills, in their marketing campaigns, to get leads and customers to take the action they want.  This is how they learn to identify a target market, stay focused, and add value to their target market.  They learn to leverage the equity in their list and be successful in the world that includes the Law of Hype.

It looks easy but marketing is not a game for amateurs.  Marketing is not a battle of products.  It is all about the strategy you use to benefit from the Law of Hype as it is often the opposite of the way it appears in the press.

You can find out more about Internet Marketing and home-based businesses by reading updates that will be posted at my blog over the next few weeks.

Finally, a great book to read is "The 22 Immutable Laws of Marketing" by Ries & Trout.  It is the source of some of the material provided in this article.

In closing, be sure to meet me at my website, WhoIsMikeFarrell, learn some tips about being No 1 on Google at aspenIbiz My Go-To-Market Partners, and learn how to be savvy with your money like the insiders at aspenIbiz The Conspiracy For Your Money Blog.
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