Hype. The definition can vary wildly depending on who you’re talking to. Today’s guest Michael F. Schein, founder and president of MicroFame Media and author of “The Hype Handbook,” defines it as “any set of activities that get a large number of people highly emotional, so that they'll take the action that you want them to take.” From Virgil to the Punks and the Beatles–and of course the South Bronx where hip-hop and the term as we know it today was born–artists throughout history have used human behavior, particularly group behavior, to create propaganda and what we now know as personal branding.
The most successful people, he explains, use hype not as a separate marketing strategy but as part of the art itself, creating whole worlds (like Warhol’s factory) and personas consistent across all media (Steve Jobs’ wearing the same black turtleneck and jeans, for example). This creates more organic interest and brand integrity. Most people are pretty similar and have been and will always be driven by the same desires. If you can learn these, Michael says, you will know how to get and keep their attention no matter which trends or technology platforms move in and out of vogue.
The Hype Handbook is the culmination of ten years of research and life experience. Starting out in a punk band–where he and his bandmates proved to be natural marketers–before moving into marketing and writing, Michael realized there were about 12 key principles that make for good promotion. Join the conversation to learn why he believes happiness and a fulfilling life are found through side doors and why having a Plan B is, well, over-hyped.
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