The Law Of Hype

The situation is often the opposite of the way it appears in the press.

The only time you need hype is when you're in trouble. The only revolutions you can predict are the ones that have already started.

The front page won't give you clues to the future. For that, y...

Marketing effects take place over an extended period of time.

Marketing moves often show the same phenomenon: Long-term effects are often the direct opposite of short-term ones.

In the short term, a sale increases business, but in the long term, sales educate custom...

For example, you could choose to openly display social proof or bandwagon cues, in order to signal to other people that there is support for whatever it is you are promoting. 

Video-sharing sites demonstrate the benefits of displaying these cues, since people often use popularity cue...