For years, entrepreneurs focus on the benefits and features of their products and services. However, many are equally baffled why they are hardly hitting their sales targets. 

In this episode, Michael F. Schein brings to the discussion table how the Power of Hype is making people act on something with much gusto. Being good enough at what you do is not enough to make people buy from you these days. Entrepreneurs must find that formula to set themselves apart from the norm and make a solid following from like-minded, loyal followers. 

Find out the strategies on how to use hype for business success and increase your sphere of influence. 

We’ll talk about:

1. How Michael got started in this business [02:20]  
2. What led Michael to write his book The Hype Handbook  [03:01]  
3. Founders tell stories to sell  [06:26]
4. Tools and principles on how to hype things up [09:25] 
5. Crafting a story when selling features and benefits doesn't work anymore. [13:00]
6. The importance of authenticity in marketing yourself [20:22]
7. The 2 kinds of businesses every B2B founder should know [25:12]
8. How to apply the concept of the Bible and the Church in building your authority [33:38] 
9. Know what Michael is into now that is not for everyone [39:26]

Resource Links:

• Brett Trainor Website (https://bretttrainor.com/)
• Download Startup to Scaleup: A 4-Part Framework to Grow Your B2B Business to $10 Million (https://bretttrainor.com/resources/)
• Michael F. Schein’s Website (https://michaelfschein.com/)
• Get a copy of Michael’s Book “The Hype Handbook” 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers. (https://michaelfschein.com/the-hype-handbook/)
• Subscribe to Michael F. Schein’s Hype Book Club (https://hypereads.com/)
• Curious how Michael can turn consultants into celebrities? Check https://microfamemedia.com/ 

About Our Guest:

Michael F. Schein is a writer, speaker, entrepreneur, and hype artist. He helps entrepreneurs and consultants build authority in their niche. 

He is the author of The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers.

He is a prolific author with articles published in Fortune, Forbes, Inc., Huffington Post, and Psychology Today. He speaks to international audiences spanning from the northeastern United States to the southeastern coast of China.

Michael is the founder and president of MicroFame Media, a marketing agency that has launched campaigns and created content for companies including eBay, Magento, The Medici Group, University of Pennsylvania, Gordon College, University of California Irvine, United Methodist Publishing House, Ricoh, LinkedIn, and Citrix.

Connect with Michael on Twitter and Facebook. 

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