The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers
Michael F. Schein
Jun 2021 · McGraw Hill-Ascent Audio · Narrated by Derek Shoales
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4 hr 58 min
Unabridged
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About this audiobook
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 twelve 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 a master; and 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.
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 The Hype Handbook.
In addition to narrating audiobooks, Derek Shoales has worked on corporate, eLearning, and commercial voice-over projects, been a graphic/web designer and an inventory market mentor, sung bass to baritone in choirs, and played the guitar, electric violin, and Clare whistle.
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