{"id":96408,"date":"2022-09-27T08:05:25","date_gmt":"2022-09-27T08:05:25","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/28\/hype-fomo-and-fud-how-to-use-them-in-marketing\/"},"modified":"2026-11-13T17:04:41","modified_gmt":"2026-11-13T17:04:41","slug":"hype-fomo-and-fud-how-to-use-them-in-marketing","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2022\/09\/27\/hype-fomo-and-fud-how-to-use-them-in-marketing\/","title":{"rendered":"How to create hype in marketing: what it is, FOMO, FUD and how to use them without misleading anyone"},"content":{"rendered":"\n

Creating hype means building anticipation for something before it arrives. That way, people look forward to it, talk about it and want it as soon as it comes out.<\/p>\n\n

In marketing it goes hand in hand with two other concepts: FOMO, the fear of missing out, and FUD, fear, uncertainty and doubt.<\/p>\n\n

Here is what each one is, how to create hype with your email list before a launch and where the line is.<\/p>\n\n\n

What creating hype means<\/h2>\n\n

“Hype” is an English word for exaggerated anticipation around something new: a film, a video game, a pair of sneakers or an app.<\/p>\n\n

Creating hype means stirring up that anticipation on purpose.<\/p>\n\n

You do it by releasing information little by little, announcing a date and letting people imagine what is coming.<\/p>\n\n

It works because waiting increases desire. Someone who has been waiting for something for weeks is keener to buy it than someone who discovers it on the day.<\/p>\n\n

In Spanish it is sometimes spelled “hipe”, but the correct form is the English one, “hype”. The verb “hypear” (to hype) is also used.<\/p>\n\n

Hype, FOMO and FUD: how they differ<\/h2>\n\n
<\/th>Hype<\/th>FOMO<\/th>FUD<\/th><\/tr><\/thead>
What it is<\/td>Anticipation for something that is coming<\/td>Fear of missing out<\/td>Fear, uncertainty and doubt<\/td><\/tr>
What it causes<\/td>Wanting to have it<\/td>Urgency to act now<\/td>Hesitation or a change of decision<\/td><\/tr>
When it’s used<\/td>Before a launch<\/td>At launch or during an offer<\/td>When comparing with competitors or in the face of a risk<\/td><\/tr>
Risk<\/td>The product not living up to expectations<\/td>Fake urgency or scarcity<\/td>Scaring people for no reason and losing their trust<\/td><\/tr><\/tbody><\/table><\/figure>\n\n
\"Infographic:<\/figure>\n\n

FOMO<\/a> (Fear Of Missing Out) is the effect hype is after. When lots of people are waiting for something, nobody wants to be the last to get it.<\/p>\n\n

It relies on scarcity and urgency: limited places, limited units or a price that only lasts a few days.<\/p>\n\n

FUD (Fear, Uncertainty and Doubt) works the other way round.<\/p>\n\n

It sows doubt about an option so the customer does not choose it or puts off the decision.<\/p>\n\n

It has a legitimate use: explaining a real risk the customer is not aware of. And one that is not: making up fears.<\/p>\n\n

We explain it in our article on fear marketing<\/a>.<\/p>\n\n

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Start your waiting list today<\/strong><\/p>\n\n\n\n

Create a sign-up form and landing page for free and gather interested people before you launch.<\/p>\n\n\n\n

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Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

How to create hype before a launch with email<\/h2>\n\n

Email is one of the best channels for creating hype.<\/p>\n\n

You are talking to people who have already given you permission, and you decide what to share and when.<\/p>\n\n

Here is a five-step plan you can adapt to any launch:<\/p>\n\n

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  1. Open a waiting list.<\/strong> Create a form or a sign-up landing page<\/a> for people who want to be the first to know, and save those contacts in a group.<\/li>\n\n\n
  2. Send a sneak peek.<\/strong> Explain what problem the thing you are preparing solves, without showing all of it. A partial image or a question works well.<\/li>\n\n\n
  3. Announce the date.<\/strong> A specific date turns curiosity into anticipation. From then on, each email counts down the days left.<\/li>\n\n\n
  4. Give early access.<\/strong> The waiting list gets in first or at a special price. It is their reward for signing up.<\/li>\n\n\n
  5. Launch and remind.<\/strong> Send the main email and, before the offer closes, a reminder to those who have not bought.<\/li>\n<\/ol>\n\n
    \"Infographic:<\/figure>\n\n

    Keep a reasonable pace. Three to six emails over two or three weeks is usually enough.<\/p>\n\n

    If you send every day, hype turns into fatigue.<\/p>\n\n

    And use segmentation<\/a> so you do not send the same thing to everyone: people who have already bought do not need the final reminder.<\/p>\n\n

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    Automate your launch countdown<\/strong><\/p>\n\n\n\n

    Schedule the sneak peek, the early access and the final reminder so each email goes out at the right time.<\/p>\n\n\n\n

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    Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n

    Other ways to create hype<\/h2>\n\n