The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers

by Michael F. Schein

Overview

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.

Product Details

ISBN-13:	9781260470130
Publisher:	McGraw Hill LLC
Publication date:	01/12/2021
Pages:	224
Sales rank:	620,184
Product dimensions:	5.90(w) x 9.10(h) x 1.10(d)

About the Author

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.

Table of Contents

Acknowledgments vii

Introduction How I Became a Professional Hype Artist (and Why You Should Too) ix

Hype Strategy #1 Make War, Not Love 1

Hype Strategy #2 Create Your Own Secret Society (the Piggybacking Principle) 13

Hype Strategy #3 Perfect Your Packaging 27

Hype Strategy #4 Give the Little Babies Their Milk 41

Hype Strategy #5 Become a Trickster (at Least for a Little While) 55

Hype Strategy #6 Become a Magus 71

Hype Strategy #7 Find a Void and Fill It 85

Hype Strategy #8 Make It Scientific 97

Hype Strategy #9 Prayers, Spells, and Symbols 111

Hype Strategy #10 Embrace Theater and Drama 125

Hype Strategy #11 Set Down a Rock for Your Followers to Cling To 141

Hype Strategy #12 Fetishize Work, Master Effortless Doing 153

Epilogue 169

Bibliography 179

Index 189