I tend to be a bit skeptical of books like the one my friend,
Michael F. Schein has written. Here’s the entire title: “The Hype
Handbook: 12 Indispensable Success Secrets From the World’s
Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief
Makers, and Boundary Breakers.” A title like that automatically
puts me off because it sounds like lots of heat but not much
light. But Michael is my friend and I knew better than to take
his writing lightly, so I got the book. I have to say, the book
is the best book of its kind. It’s deep, thoughtful, powerful,
and highly practical. I am excited to present Michael to you and
to make this conversation available to you.
You will want to hear this episode if you are interested in...
Why Michael’s book is such a great read and powerful tool
[0:22]
How did Hype come to be a negative word… and what is a better
way to think? [3:42]
Michael began to feel he was an outsider when… [11:18]
The roll Oxytocin plays in they issue of hype [26:42]
How the packaging needs to run through everything [31:45]
Why people love a Trixter and how they add to positive hype
[40:05]
Creating magic by maximizing your unique abilities [50:59]
The void that Tim Ferriss filled [57:43]
“Hype” — is it only a negative word?
Most people use the word “hype” to infer that what is being
“hyped” is not worth the energy and emotion being invested in it.
But Michael feels that if hype is being used to bring attention
to something that brings about benefit or positive change, then
it’s worth doing. This conversation chronicles Michael’s
experience in rock-n-roll, being an outsider, and where hype came
into the picture for him. He’s done the work to write one of the
best books of its kind out there, so be sure you take the time to
not only listen to this episode, but also to get your hands on
this book. He cites so many sources, tells so many stories you’re
familiar with in ways you’ve never heard before, and uses those
stories to illustrate his points masterfully.
The packaging of your idea is an all-in issue
Michael shares the story of how when he was in a rock band, he
really didn’t care about things like clothing. He wore casual
clothes (not “rocker” type clothes) when he was off-stage instead
of carrying the rock-n-roll image with him 24/7. He eventually
realized that he was living in a way that was counterproductive
to his larger goal of rock-n-roll success. When he finally took
the step of burning all his regular clothes and donning the rock
image all the time, things started to change. This is only one
example of the kinds of things you’ll learn from reading The Hype
Handbook. Michael points out the time-tested principles that have
been utilized by all kinds of people to drive success, build
brands, and leave legacies that outlive the people
involved.
People love a Trixter... like the Rolling Stones
Back when the Beatles hit the scene, everyone was trying to copy
what they were doing. The interesting thing is that their
pre-fame persona was rough, not clean-cut and polished like we
knew them to be when they first appeared on the Ed Sullivan show.
What brought about the change? A promoter who knew what would
resonate with audiences worldwide and crafted their image to be
appealing. A kid who worked for that promoter came across the
Rolling Stones and liked what he heard. And ironically, the band
members were the upper middle class kids the Beatles were trying
to be. What did he do? He turned them in the opposite direction,
making them the wild guys, trixters, anti-Beatles, if you will.
And fans ate it up. Michael points out that people love this kind
of thing and highlights why — not only from history but also from
science.
Resources & People Mentioned
My Sales Accelerator: www.B2BSalesTraining.com
BOOK: Influence
Poison - Rock band
David Bowie
Michael’s article about why Gary V. is wrong
Alice Cooper - Shock Rock artist
Shep Gordon - promoter
BOOK: The Lucifer Principle
The Walking Dead
Complexity Theory
Elijah Muhammad and Malcom X
BOOK: The Messenger (book about the Nation of Islam)
BOOK: The Autobiography of Malcolm X
The Rolling Stones
The Beatles
Andrew Loog Oldham
Dan Sullivan - business coach
Thomas Edison - inventor
BOOK: The 4-Hour Work Week
Connect with Michael F. Schein
www.MichaelFSchein.com
The Hype Handbook
Michael’s company: Microframe Media
Michael on LinkedIn
Connect With Anthony Iannarino
https://thesalesblog.com
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