by Michael Schein (Author)
Master the art and science of using shameless propaganda for personal and social good.
Influencers have always deployed the power of hype to get what they want. But never in history have people been so susceptible to propaganda and persuasion as they are now. Hype truly runs our world.
Imagine if you could generate and leverage hype for positive purposes--like legitimate business success, helping people, or effecting positive change in your community. Michael F. Schein teaches you how.
In The Hype Handbook, the notorious marketing guru provides 12 fundamental strategies for creating and leveraging hype for good, including ways to:
- Attract attention from people that matter
- Create a community of acolytes to further your cause
- Create an atmosphere of curiosity and intrigue
- Sell your message with the skill of a master
- Create a step-by-step "manifesto"
Citing the latest research in psychology, sociology and neuroscience, Schein breaks the concept of hype down into a simple set of strategies, skills, and techniques--and illustrates his methods through stories of the world's most effective hype artists, including American propagandist Edward Bernays, Alice Cooper manager Shep Gordon, celebrity preacher Aimee Semple McPherson, Spartan Race founder Joe De Sena, and digital guru Gary Vaynerchuk.
Whatever your temperament, education, budget, background, or natural ability, The Hype Handbook delivers everything you need to apply the most powerful tools of persuasion for personal and business success.
Back Jacket
Filled with insightful case studies and practical insights, The Hype Handbook is a Rosetta Stone for spreading the word about an idea, product, or service.
--Nir Eyal, bestselling author of Hooked and Indistractable
--Jonah Berger, New York Times bestselling author of Contagious and The Catalyst and Wharton professor of Marketing "Want to be the next Elon Musk? Innovators today must not only create amazing products, they must rise above the noise to sell them. These stranger-than-fiction stories and mind-bending concepts will show you how!"
--Frans Johansson, CEO of the Medici Group and author of The Medici Effect "The non-self-promoter's guide to self-promotion and idea amplification. A must-read for anyone in search of an audience."
--Kaja Perina, Editor-In-Chief, Psychology Today "I was pleasantly surprised to see The Hype Handbook advance an idea I've built my life around--that interpersonal relationships are at the core of all forms of success. Anyone who wants to rise to the top in business, or any other endeavor, needs to pick up this book!"
-- David Siegel, CEO of Meetup "INCREDIBLE!! AMAZING!! MORE PROFOUND THAN THE BIBLE!! Michael Schein reveals hype for what it is - and shows you the importance of getting your message out, and how best to do it in today's hyper world."
--Ric Edelman, Founder, Edelman Financial Engines, #1 New York Times bestselling author of The Truth About Money "This is not an exaggeration: This book is brilliant. It's filled with ingenious tips on how to get the word out. We need more good people like Michael Schein using clever methods to spread pro-social messages. Why should the jerks have a monopoly on propaganda?"
--AJ Jacobs, New York Times bestselling author of The Year of Living Biblically and The Know-It-All
Author Biography
Michael Schein is the founder and president of MicroFame Media, a marketing agency that specializes in turning consultants, entrepreneurs, and executives into celebrities by using the hype concepts detailed in this book.