Every time something is built up to be this magnificent idea, this fantastic product or this revolutionary new twist on something; it typically falls short of the users expectations. This has been discussed many times recently, but the truth is I still continue to hate hype. It is a bad idea and even though it has the potential to be a great marketing tool; its implementation by those who practice it is overly excessive.

Take for example 37signals, I know this example is played out, but they are the company that has done it to the most extreme as of late. Writeboard is a great product, but the hype (which lasted for several months) that surrounded it made it seem like a pile of crap when it finally went live. Once again, this is not because it was a bad product, merely because there was so much hype and buzz surrounding the product.

During this time people managed to speculate a lot and in their minds they built this super product, which was never 37signals intention for Writeboard. The fact that they announced it several months before it was ever even close to done was a major faux pax. Giving people that much time to speculate and formulate ideas about something is never a good idea.

A better way.

Look at Google, they constantly keep cranking out new stuff. I will admit, some of what they come up with isn’t great at all, however, their approach is much different. One day you wake up and Google has a new service, “wow this is awesome,” you think to yourself, “why didn’t they let anyone know about it?” Because had they did they would have been forced to create a better product. I know they try to make the best product they can, but not every product can be gold. Not letting people know about something is a sure-fire way to ensure their hopes do not skyrocket out of this world.

The best way

Apple. Apple builds curiosity. They let you know something is going to happen on X date but never say or hint what it’s going to be. Some people may get their hopes way up, but most will just find themselves intrigued. For example “One more thing” that could have been anything in the world. Are people going to get their hopes up thinking it is a $100 iBook. Most likely not, someone might; but not everyone. Chances are they are going to dismiss it but watch curiously.

So to me the smartest form of hype is letting people know a week or two before the debut is made. It gives you time to get the word out there but not enough time for people to start assuming that what you have for them is the biggest thing since sliced bread. If you come out a week before and say something like “Hey, I’ve been working on X and it’s almost done. I’m pretty pleased with it and I think you will be too. Check it out on XX/XX/XX.” You give people time to find out about it but not enough to let their mind run rampant with ideas of this magical product or result that does not exist.