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
[07:23] The Implications of the Hype - Emotional Regulation
[20:20] Targeting Mistrust to Effectively Offer Value
[29:49] Final Thoughts
“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
Author Website: michaelfschein.com
Business website: microfamemedia.com
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