A couple of months ago I interviewed Michael F. Schein, founder of Microfame Media, on the TradeshowGuy Monday Morning Coffee vlog/podcast about his new book, The Hype Handbook. He sent me a PDF copy of it and it languished on my iPad for several weeks before I finally got to it.
And I’m glad I did. It’s a fun and worthwhile read. It’s chock full of entertaining examples of how hype has been used for good and not so good ways in the world. Yes, it’s great to see how hype is used in good ways, but to Michael’s point, sharing stories of ways hype has been used to nefarious ends is really useful, once you break down what was actually done.
From Alice Cooper’s promoter trying to sell tickets in London to the founding of the Nation of Islam; from the Greek God Hermes to Andrew Loog Oldham’s brilliant positioning of the Rolling Stones and more, it’s all here: how the right hype at the right moment can create big splashes, long careers or even legends. Not only does The Hype Handbook give you a great collection of historical stories as examples, Schein breaks down the twelve hype strategies and shows you how you can use them to your own advantage.
Become a Trickster; Make Love Not War; Find a Void and Fill It; Embrace Theater and Drama are just some of the twelve indispensable success secrets you’ll find in The Hype Handbook.
As in any business or marketing book, you could find fault with a few things here and there, and if I had to point out a few shortcomings, it’s that I doubt I could use all twelve of the methods described. Most people probably couldn’t. But if you find one thing to use that shows off your product or service or company in a light that you otherwise wouldn’t have come up with, the price of admission is more than worth it. It’s a great read and I thoroughly enjoyed it.
Full title: The Hype Handbook: 12 Indispensable Success Secrets from the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers.