16 January 2022

Season 3, Episode 2. The Hype Handbook with Michael F. Schein

Welcome to Innovation Meets Leadership! I’m your host, Natalie Born. In this episode, Michael F. Schein redefines the effective manner of marketing or getting the hype. Why is it that those who do not consider themselves marketers turn out to have a bigger following? From this conversation, Michael points out the power of utilizing psychology and how it should be used responsibly by keeping our motives in check.


Michael F. Schein is the founder and president of MicroFame Media, a company that specializes in making consultants and coaches famous in their fields. Some of his clients have included eBay, Magento, The Medici Group, University of Pennsylvania, Gordon College, University of California Irvine, United Methodist Publishing House, Ricoh, LinkedIn, and Citrix. His writing has appeared in Fortune, Forbes, Inc., Psychology Today, and Huffington Post, and he is a speaker for international audiences spanning from the northeastern United States to the southeastern coast of China. His book The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers, published by McGraw Hill, appears where books are sold.



[00:47] The Marketing Hype: Utilizing Psychological and Emotional Drives

  • Who is Michael F. Schein?
  • From fostering artistry to being corporatized
    • Life will get us to shift our focus and can cause our change of ways.
  • Striking marketing hypes
    • People who do not consider themselves as marketers can turn out doing a better job in driving attention.
      • How content can undermine utility, morals, and ethics
      • Utilizing mass psychology
    • Emotions get in our way, which is helpful but the best people usually reject this drive in marketing.


[07:23] The Implications of the Hype - Emotional Regulation

  • The dangers of the power of marketing
    • It is not just about the strategies but also about the people themselves.
      • Clinical disorders
    • We confuse cause and effect. The ideal is allowing passion as a driving force yet staying centered with a moral code.
      • Emotional regulation
  • How better people can hype themselves up
    • Instead of persuading, promote a collaborative relationship.
      • Psychological reactance
    • Learning materials give power, but keep your motives in check.
  • How we are more inclined to negativity
    • We are attracted to being against things. When one speaks up, it can turn out to be a powerful tribe.
      • Finding a common enemy


[20:20] Targeting Mistrust to Effectively Offer Value

  • Humans in autonomy
    • People long for control and autonomy. We are naturally wired to go against other people’s ideas.
      • Piggybacking method
    • The key is to tap into who these people are already looking to.
  • Tackling mistrust
    • Nurturing relationships with influential people is powerful. It can trigger a drastic domino effect.
      • Look at your assets
    • Show that you are a human being first. Merely networking is not the goal.


[29:49] Final Thoughts 

  • Allow your moral imperative to navigate your path to mastering human nature.
  • Connect with Michael (Links Below)


Key Quotes:

“These are about as different messages and communities and content as you could get. But the effect on these people are exactly the same. What's that about? And it turns out, there's this sense of tribalism, there's the use of sound and music, and sensory cues, there's repetition... There's this concept that the content of what someone is, quote, unquote, selling determines whether it's ethical, useful, or moral.” - Michael F. Schein

“The reality is human beings are designed not to see the world accurately. They're designed to see the world in a way that lets us survive and lets us reproduce.” - Michael F. Schein

“There are people who care so much about their cause, that they're willing to learn these [marketing] things. And they have a moral code that lets them sort of stay in the center and they also know how to emotionally regulate.” - Michael F. Schein

“We let our emotions get in the way. And that's a good thing. The problem with that is some of the best people with the best ideas, they throw the baby out with the bathwater, they willfully reject driving attention and emotion around what they're selling, what their messages are.” - Michael F. Schein


Connect with Michael

Twitter: https://twitter.com/MichaelSchein1

Linkedin: https://www.linkedin.com/in/michaelfrancisschein/

Facebook: https://www.facebook.com/michael.schein.7

Instagram: https://www.instagram.com/scheinm1/

Author Website: michaelfschein.com

Business website: microfamemedia.com

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