I've got a confession to make: building hype doesn't come easily to me.

Maybe it's the Brit in me, but I've always been more of a "build it, release it, and hope people want it" kind of chap.

My approach has been rather matter-of-fact: if you like it, awesome; if not, no worries.

Unfortunately, in today's busy world, that approach is about as effective as a chocolate teapot. Going hard on the Britishness today eh?

I've learned (the hard way) that you have to be the greatest supporter of your launch offer. If you're not a cheerleader for your own product, no one else will be. No one is ever going to care more than you.

Today, we're diving into the art of building hype - the final piece of our launch content puzzle.

Let’s get started:

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Summary

Ready to get hyped?

• What is hype content?

• Overcoming reluctance to self-promote

• The importance of believing in your offer

• Creating genuine hype from a place of service

• The role of time pressure in building anticipation

• Strategies for different stages of your launch

• Using AI to generate hype content

What is Hype Content?

Hype content is all about creating anticipation and excitement for your upcoming launch. It's the build-up, the teaser trailers, the "coming soon" posts that get your audience on the edge of their seats, eagerly awaiting what you're about to unveil.

For some of you this is easy. Some are natural hypemen. Hypepersons? Hypers? You know what I mean!

But if you're anything like me, the idea of hyping up your own product might make you feel a bit... uncomfortable. It took some serious reframing for me to get over this hurdle. Here's how I personally did it:

1. Believe in Your Offer: If you don't believe in what you're selling, you shouldn't be selling it. Full stop. If you're not 100% confident in your offer, improve it until you are. Don’t sell crap, simple.

2. Focus on the Impact: Does your product or service genuinely help people? If so, it's your duty to tell people about it. I know my offers are life-changing, and that AI is probably the most important skill set to acquire in business (and potentially life) right now.

3. Reframe It as an act of Service: If you believe in your offer and know there’s a positive impact then you're not in the business of hyping to push bad offers. You're hyping in order to cut through the noise and provide people with something genuinely valuable.

Once I made this mental shift, producing hype content became much easier. I'm not just selling; I'm serving. Smart eh? It took me a loooooong time to get there so hopefully the above makes the process a little less painful for you!

Let me give you an example. When talking about the AI Workshop Kit I often start my TikTok videos with a statement about income potential. Something like, "I make $1,500 to $4,000/hour. It used to take me a month to make that - sometimes longer!"

Here’s an example with 30k views that helped drive sales:

View TikTok Video

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View TikTok Video

Now, that's one hell of a hook. But here's the thing: it's all true, and it aligns with my mission.

I'm telling people about my offer because they can do the same (and they do!) and change their lives (and they have!). The hype is in that first sentence, but it comes from a place of service, not sales.

A quick but important note: don't make stuff up. Don't lie. Don't overhype with fluff. It's not only dishonest and gross, but people will smell the BS and lose trust in you. And if they do trust your inflated claims, you'll end up with terrible returns and complaints when you inevitably fail to deliver. It ain’t worth it.

If you feel this is a genuine block for you, I wrote an entire playbook tackling this subject — Authentic Selling!

The Role of Time in Building Hype

Simply telling people about something great isn't enough. There’s a second component to consider.

We need to create pressure, like a kettle building up steam. This is why launches are so effective - there's a build-up of anticipation, and then boom! The launch happens.

Right now, I have three people a day organically applying for my AI workshop kit. But I tell them to wait until the upcoming January 2025 launch. Why? Because we're building pressure, building steam.

Your hype content needs to shift as you move towards launch:

1. Early Stage: You're teasing, dropping hints, intriguing people.

2. Middle Stage: You start revealing exciting details about the opportunity.

3. Final Week: You're in full hype mode. The intensity ratchets up to 11.

Timing matters. A lot.

Now, let's get practical. Here's a prompt you can use with AI to generate ideas for hype content:

You are an AI assistant helping to create hype content for a product launch. Please interview me about my offer using the following structure:

1. Ask about my product or service - what is it, who is it for, what problem does it solve? What are the core customer problems.
2. Inquire about the expected results or benefits for customers.
3. Ask about any previous success stories or testimonials.

Based on this information, generate 15 example hype posts:
- 5 for the early stage of the launch (teasing and hinting)
- 5 for the middle stage (revealing exciting details)
- 5 for the final week (full hype mode)

For each post, provide:
- A catchy headline or opening line
- The main body of the post (2-3 sentences)
- A call to action
- Suggested format (text post, image idea, video concept, etc.)
- No emojis or hashtags

Focus on creating genuine excitement based on the real value of the offer, without resorting to hype or exaggeration.

We've now covered all four types of launch content: humble brag, behind the scenes, social proof, and hype. In each Part, we've explored the content type and created some sample posts.

In our final Part, we'll pull it all together.

We'll talk volume, schedule, ratios of different post types, and start mass-producing the content we need for a successful launch. Everything from the last 4 Parts is about to be combined into a cohesive, powerful launch strategy!