In marketing, when a new product or trend emerges, businesses and media often rush to exaggerate its value. However, according to the Law of Hype — one of the 22 Immutable Laws of Marketing by Al Ries and Jack Trout — what gets the most hype is often the least likely to succeed in the long run.
The Law of Hype states: “The more hype something gets, the less likely it is to be truly successful.” If a product relies heavily on exaggerated claims to attract attention, it usually means it lacks a strong core value that can naturally generate interest.
For example, many tech companies have launched products with massive media campaigns, only to fail because the product didn’t live up to expectations. On the other hand, successful products often grow gradually, driven by real value and organic word-of-mouth from users.
The Law of Hype doesn’t dismiss the role of media — it emphasizes that if hype is your only strategy, it’s a warning sign. Hype may create short-term buzz, but it can’t replace quality, real user experience, and long-term value.
In marketing, what matters isn’t how loudly you speak — but whether you have something worth saying. The Law of Hype reminds us: let your product and brand speak through genuine value, not artificial noise.
