Assuming their numbers are valid, this argument does have a point, but one of limited relevance to many situations. Hype may sell, but it may also undercut other business goals, in these ways:

Reputation. In whose eyes do you want credibility? Use this tone and you can expect snickering rather than respect from established journalists, academics, Fortune 500 companies, most people with postgraduate degrees and colleagues who use any of those groups as their benchmark of respectability.

Partnerships and opportunities. If you're aiming at joint ventures with banks, universities, community organizations, trade associations and like, hype counts very heavily against you. You may also endanger your chances of getting a contract from a major publisher if that's among your goals.

Trust. Are you aiming at a one-time sale or a long-term customer? Hype works better in former situation, especially where a buyer believes they can obtain a refund if purchase doesn't live up to promises.

Staying out of legal trouble. Some of techniques listed above either flirt with deception or cross line to lies. The other day I read through a Federal Trade Commission judgment against an Internet marketer for deceptive marketing and believe me, this is wrath you do not want to bring down upon yourself! Make sure you have a nitpicky lawyer to vet your copy if you favor a hyped style.

Please note that it's possible to use a hard-hitting, dramatic direct marketing style with descriptive bullet points, calls to action and so on in connection with entirely truthful and completely respectable copy.

Hype does sell. But that's far from settling issue of whether or not you should use it.

Make it easy for media. Post a "Media check in" sign at registration table. Assign one or more of your people to help media when they arrive. Pick up local papers and magazines. Add names and addresses of editors and reporters to your media database.

Create a newsworthy event. Plant a tree - plant 100 trees, offer free financial advice to unwed mothers, clean up a park, give a seminar for small business, give advice for unemployed. Do something in a public place that gets attention. Grant an honorary membership or award to some distinguished member of that community. Get all attendees to sign a gigantic thank you note and present it to mayor for being such a wonderful host. Think photo opportunity.

Give each of your attendees business cards to distribute that read - "Hello - I am a member of xxx Association attending our annual conference in your fine city. I gave you this card because your smile, service, attention, helped make my day."

Make local contact. Arrange for your president and executive director to meet mayor for lunch or breakfast. Arrange breakfast or lunch between some of your high profile members and prominent members of that community. Visit President or CEO of local companies who may have or should have members in your association.

After: Encourage your attendees to call three members who did not attend and tell them what they missed.

Summarize conference - highlights and best ideas. And why location was perfect. Send it to local media, your members and post on your web-site. Write letters to editors of local media. What you loved about location and people or what you disliked. Encourage your attendees to do same. Make copies of all media coverage for next year's media kit. Put in on your web-site. Log all media coverage you received and post on your web site.

Ask mayor to write a letter of introduction to mayor of next year's conference.

And you thought it would be a vacation. It is a marketing opportunity!