Selling Hope
“Hope business”—the promise of a better future
For the average person, understanding the intricacies of cryptographic hashing or consensus mechanisms is a non-starter. So, how do you market something most people cant fully grasp?
Understanding the Real Business We’re In
Without knowing which business we are in, we can not expect any efficient marketing strategy. Most people believe that McDonald’s is in the food or fast-food industry. But in reality, McDonald’s is one of the world’s largest real estate businesses. Its true success lies not in selling burgers, but in acquiring prime commercial real estate and leasing it to franchisees. This fundamental understanding of what business they are actually in has been the cornerstone of their global success. Before we begin constructing a marketing strategy or product roadmap in any industry — especially in Web3 and crypto — we need to pause and ask: What business are we really in?
Many assume that cryptocurrency is strictly a financial or technological domain. This is a misconception. While blockchain is a technical innovation and cryptocurrencies have monetary features, the underlying business for most projects is something entirely different: The business of “hope". At its heart, the “hope business” is about tapping into one of the most powerful drivers of human behavior: the desire for a better life. In the context of cryptocurrency, this manifests as the promise of financial freedom, early adoption rewards, and the allure of being part of something bigger. With just a smartphone and a few dollars, anyone can buy “the next big thing.” This democratization of opportunity is the bedrock of the hope business.
Crypto tokens, whether utility-based, meme coins, or layer-1 ecosystems, are essentially selling a vision. A vision of financial freedom, futuristic innovation, or in many cases, a lifestyle marked by luxury, independence, and community. “Lambos, freedom, and beaches” may sound like clichés, but they represent the emotional drivers behind much of the investment activity in the space. Realizing this is the first step in designing a meaningful brand and an effective marketing strategy that actually resonate with the market.
This is precisely why we see memecoins with no real utility or technical foundation reaching multi billion-dollar market caps, while deeply innovative, fundamentally sound projects often struggle to reach even few million in valuation. The difference? One sells a relatable dream. The other sells technology.
The uncomfortable truth is that people don’t just invest in technology. They invest in emotion, identity, and community. The psychology behind this is powerful, and it must be embraced by any project seeking real traction. Serious builders often avoid this reality, assuming that the product will speak for itself. But in crypto, perception often precedes substance.
So now that we know what business we are in, how do we plan a marketing strategy?
Whatever it is, the way you tell your story
online can make all the difference.
Effective marketing strategy
Even though the crypto market fundamentally trades in dreams and aspirations, serious projects themselves should never directly promise or imply financial gains or investment returns. Doing so not only appears unprofessional but also raises red flags about legitimacy and compliance, undermining investor trust. Responsible, credible projects must maintain a clear boundary, prioritizing transparent communication of technical achievements, genuine innovations, and real-world utility, rather than speculative promises.
So, how can a project bridge this delicate gap—selling the dream without directly mentioning monetary gains?
This is precisely where influencer marketing shines. Influencers who deeply understand the crypto space can credibly and organically speak the language of the community. They serve as intermediaries between complex technology and relatable narratives, effectively translating technical innovations into something tangible and inspiring for everyday investors.
The rise of social media influencers has been a game-changer for crypto marketing. YouTubers, X posters, and TikTok creators with massive followings often promote coins or projects to their audiences, blending entertainment with subtle (or not-so-subtle) endorsements. These influencers don’t just explain the tech, they sell the dream. A single tweet from a figure like Elon Musk, for instance, can send a coin’s value soaring, as seen with Dogecoin in 2021. The hope business leverages trust in these personalities to convince followers that they, too, can ride the wave.
These influencers already possess established trust and rapport within their audiences. They can authentically articulate the vision, the possibilities, and, most importantly, the “hope” behind a crypto project, precisely because they themselves share the same aspirations as their followers. When an influencer discusses a project’s potential to revolutionize industries, create new digital ecosystems, or usher in greater financial freedom, the message resonates naturally—without crossing ethical or regulatory boundaries.
By partnering strategically with influencers who genuinely believe in and understand the technical foundations and visions of the project, serious crypto ventures can leverage their ability to tell compelling stories. These influencers don’t simply convey information; they evoke emotions, foster community, and drive enthusiasm. Ultimately, through their storytelling, the project’s value and innovation become clear, relatable, and inspiring, enabling a responsible yet powerful marketing approach.
