"Slight Delay in Acting Causes Woman to Explode!"

One day, we can have a discussion about sensationalized headlines... but for now, let's talk hyperbole.

This is the first sentence from a marketing email I got today:

"Just the slightest delay in acting could cost you your 10 product package:which may actually cause you to explode Heather Reimer!"

False advertising. I did delay. And I didn't explode. So there.

Do you think hype works in emails or online? Here's what web usability expert Jakob Nielsen had to say about the risks of using exaggerated claims:

"Promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts. When people read a paragraph that starts 'Nebraska is filled with internationally recognized attractions,' their first reaction is 'No, it's not' and this thought slows them down and distracts them from using the site."

Full Article: http://www.thewritecontent.com/hypesequel.html