The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers
- 3h 8m
- Michael F. Schein
- McGraw-Hill
- 2021
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 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.
About the Author
Michael F. 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.
In this Book
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Introduction—How I Became a Professional Hype Artist—(And Why You Should Too)
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Make War, Not Love
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Create Your Own Secret Society—(The Piggybacking Principle)
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Perfect Your Packaging
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Give the Little Babies Their Milk
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Become a Trickster—(At Least for a Little While)
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Become a Magus
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Find a Void and Fill It
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Make it Scientific
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Prayers, Spells, and Symbols
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Embrace Theater and Drama
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Set down a Rock for Your Followers to Cling To
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Fetishize Work, Master Effortless Doing
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Epilogue
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Bibliography
