Less Hype, More Intrigue

Hype is the junk food of marketing. It’s empty, it lacks substance. Hype is saying louder, more insistently than anyone else: Look at me, I’m so great; Listen to me.

It’s not enough just to tell people how great you are—you have to show them . . . Specificity—exploration of detail—is the essence of understanding; specificity is integral to texture.

Case studies are a good way to present concrete examples of what you offer and why it works. A case study puts your product/enterprise in a real-life context and illustrates specifically how/why it works. (More on case studies.) 

Another approach is to focus on process—offer an inside look. The most functional things, whether objects or entire realms of commerce, can have a peculiar allure . . . The bonds of tradition and individual dedication, found everywhere in some degree, ensure there are people who have stories to tell.

Craftsmanship, the minutiae of specialized fields—these are linchpins of civilization, whether understood as such, or even mentioned beyond the confines of their particular fields. Revealing the beauty in the commonplace or making some basic though critical process come alive in prose are hallmarks of potent communications.

There are no dull subjects only dull writers, said H. L. Mencken . . . Good writing is good marketing (I said that).


To learn more about writing and strategic communications that can amplify your voice, contact me at ajeisenstat[at]gmail[dot]com, or visit my portfolio, AdamEisenstat.com and LinkedIn profile.