Michael F. Schein on How to Learn the Science and Master the Art of Hype
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 us how. 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. 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. Whatever your temperament, education, budget, background, or natural ability, The Hype Handbook delivers everything you need to apply the most powerful tools of persuasion for personal and business success.