{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F6d092287-3f17-4d56-8b54-e4487bf848de","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"108. How to Use Hype to Break Through the Noise and Get Your Startup Noticed with Michael F Schein","description":"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.\u00a0 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.\u00a0 Find out the strategies on how to use hype for business success and increase your sphere of influence.\u00a0 \u00a0 We\u2019ll talk about: How Michael got started in this business [02:20]\u00a0\u00a0 What led Michael to write his book The Hype Handbook \u00a0[03:01]\u00a0\u00a0 Founders tell stories to sell\u00a0 [06:26] Tools and principles on how to hype things up [09:25]\u00a0 Crafting a story when selling features and benefits doesn't work anymore. [13:00] The importance of authenticity in marketing yourself [20:22] The 2 kinds of businesses every B2B founder should know [25:12] How to apply the concept of the Bible and the Church in building your authority [33:38]\u00a0 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\u2019s Website (https://michaelfschein.com/) Get a copy of Michael\u2019s Book \u201cThe Hype Handbook\u201d 12 Indispensable Success Secrets From the World\u2019s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers. (https://michaelfschein.com/the-hype-handbook/) Subscribe to Michael F. Schein\u2019s Hype Book Club (https://hypereads.com/) Curious how Michael can turn consultants into celebrities? Check https://microfamemedia.com/\u00a0 \u00a0 About Our Guest: Michael F. Schein is a writer, speaker, entrepreneur, and hype artist. He helps entrepreneurs and consultants build authority in their niche.\u00a0 He is the author of The Hype Handbook: 12 Indispensable Success Secrets From the World\u2019s 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.\u00a0 If you liked this episode, please don\u2019t forget to tune in, subscribe, and share this podcast.\u00a0 \u00a0 Connect with B2B Founder:\u00a0 Subscribe on Youtube: https://www.youtube.com/channel/UCySoKsETeKxu-Fnf2VfE7Gg/","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/9c48a8bc-829a-476b-a22e-4b3ce90005eb/EjXn3jYdO_0w2N-KsW9D4Jla.jpg"}