When it comes to employing hype in your copy-writing, and whether or not you should, the answer is YES. The reason the answer is yes is worth looking at with some careful thought.
Properly defined, hype is technically the act of using hyperbole, which means to exaggerate an example for the purpose of making a point more clear. This can be a very useful tool, and is often found used in common everyday expression, such as “I told you a million times not to exaggerate!” This type of usage is fine, and actually lends credence and emphasis to the point the writer is attempting to make. What we need to talk about is where it goes over to the dark side, and becomes hype....more: http://www.copywriting.com/blog/
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