Hype has many guises or nuances. Unfortunately, today, hype has become an indiscriminate catch-all-phrase for any type of copy that anyone objects to, for whatever reason.
Well, if beauty is in the eye of the beholder, so too is hype.
And so, for ease of understanding and with a bow to those who either adore or loathe hype–I will divide hype into two broad categories:
Hype that always converts and hype that rarely will.