The Hype Handbook

12 Indispensable Success Secrets from the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers

De: Michael F. Schein

Narrado por: Derek Shoales

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 12 fundamental strategies for creating and leveraging hype for good, including ways to: attract attention from people who 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.

©2021 Michael F. Schein (P)2021 McGraw Hill

Absolutely fantastic!

Michael does an incredible job of breaking down exactly how the best of the best produce hype. He gives practical and useful advice you can start using immediately!

A most interesting book!

Self help gurus come and go. They’re useful to temporarily gain energy, excitement and focus, but rarely useful in any long term fashion. This book does a lot to explain why the entire genre of self help books are successful in sales without nbeing successful in

a fresh perspective on old news

The book is well-written and flows well. The main idea (EG there are con-people out there to get us at the first opportunity) is perhaps stale, but this book adds a fresh perspective. Of course, many examples are trite (EG Scientology/Moonies) but relevant nonetheless. It's not rocket science, but then how do we explain the multi-billionaire industry of confidence trickery (from online dating to would-be religious gurus)? If it's that simple to spot, why are most of us bruised? This books forewarns us: disregard at your peril!

Amazing strategies to go viral

the author really know his stuff. Fully recommended. the narration was cool, calm, balanced and really engaging as well

Just another pop psychology book

While it does contain some useful (if perhaps obvious) points, in the end this is just another mediocre pop psychology book. With skin-deep research and tired, dubious examples (Richard Branson, Andy Warhol, Scientology, Tony Robins), you constantly feel like you’re just a word-count distance from a BuzzFeed article.