The Age of No Hype Marketing

January 03, 2012
Mike Dolpies

I’ve been doing a lot of work lately with Google Adwords. That’s Google’s Pay Per Click marketing flagship product. For those living in cave – you bid on key words and drive traffic and visitors to your website. Adwords is responsible for a large portion of Google’s Billions!


My work has consisted of running my own campaigns and tweaking and managing campaigns for clients. I am testing and running “mobile only” campaigns. That’s where you target only searches done on smartphones and send the clicks to “Mobile Pages.” I design my mobile pages using our Mobile Marketing CMS platform. I am also running regular campaigns to laptop and desktop computers.

When I find myself in demand in a certain area I automatically go into “soak up information mode.” I’ve been running adwords in one way or another since 2007, but does that mean I know all there is to know? No Way!

I go back to school regularly – I drill on the basics.

And that’s what I’ve been doing with Adwords lately… Soaking up information!

As I was reading one of my Adwords ebooks on my Kindle Fire I came across a very basic section that covered advertising guidelines.

If you ever can’t sleep one night just go to Google and read these guidelines. Or, if you want to be schooled on “new school” marketing this knowledge is for you.

Let me sum it up for you.

It’s all about “non-hype.” The rules go from not using too many !!!!!! to being able to back up certain claims with 3rd party validation.

So how do you apply this to your marketing?

Well. Cut out the !!!!!. Seriously, here’s an example.

Let’s say I told you a better website that is professionally done can really give you the confidence you need to grow your business. You may say, “Maybe?” And then I’d show you proof by letting you read this email I got from a client…

Hi Mike,

I can’t begin to thank you enough for the website. I have struggled for years about how to properly language what I do.

Ever since my website went live, my business has completely changed for the better. Not only did the website come out professional, but you helped equip me with the

language that I needed to promote my business.

I received a fabulous complement that I was not one of those “woo woo” people, I am a business professional. Another professional speaker wants to do some public speaking with me. I am so excited! You really helped give me the confidence I needed to go to the next level.

Thank you so much!

I haven’t blogged since we did the tutorial. I need to play with it a bit.

Looking forward to doing more with you.


Embrace the fact that we’re in age of not shying away from being a self-promoter that employs hype on occasion – just hype in a way that’s none hype.

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About the author

Mike Dolpies Mike Dolpies (aka Mike D.) owns “Ocean View Publishing, LLC” - a diverse media/Internet Marketing and Consulting Company. He started his first business when he was just 18 years old. By the time he was 23 that business had generated well over a Million Dollars in sales and was consistently in the top 20% of its industry. He's the Author of 6 different books. His first book, “Motion Before Motivation, The Success Secret That Never Fails,” became a bestseller on He's been a guest on the Fox Morning News several times and has been written about in many newspapers. His work has also appeared on and Fox

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