Marketing as a Micro-Celebrity with Michael Schein – 039

(Don’t) Believe the Hype. Wait what? Was that a typo? Who knows!

Let me ask you this : how is it that some people have this knack to become influencers, to flat out kill it in biz?

Check out my interview with Michael Schein. He’s got this nailed down.

Our podcasts are interviews between Justin Krane, Krane Financial Solution’s President, and various professionals, one or more of which are or have been Krane Financial Solutions clients. However, nothing stated within the podcasts should be considered a testimonial or endorsement of Krane Financial Solutions or Justin Krane, and the professionals have not been directly or indirectly compensated for being interviewed.

Our podcasts are interviews between Justin Krane, Krane Financial Solution’s President and various third-party professionals. Noting stated within the podcasts should be considered a testimonial or endorsement of Krane Financial Solutions or Justin Krane, and the professionals have not been directly or indirectly compensated for being interviewed.

Michael F. Schein is the founder and president of MicroFame Media, a marketing agency that specializes in making idea-based companies 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 everywhere books are sold on January 12, 2021.

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Micro Fame Media

Michael works with consultants and idea-based businesses and turns consultants into micro-celebrities. He helps them figure out their niche and then markets them in a way that makes them a celebrity in that niche.
Schein’s program is different from others because he does the work for the clients. Some programs provide information and tools and then the client has to go out and market themselves. While these programs do allow for clients to express their own imagination and take ownership of their marketing, it does not necessarily work for everyone.
Michael left his office job and wanted to be a freelance writer but had trouble marketing himself. He looked at successful marketing and hype techniques like government propaganda and cult leaders and tried to figure out how he could use those methods in an ethical manner. Once he started using these methods and succeeding he became an authority figure in his field.

3 Ways People Can Become More Comfortable Using Hype

It’s important to remember there are lots of good people (not just cult leaders and psychopaths) – like Martin Luther King, Jr – who use hype to promote their causes, so hype can be a really positive thing.
There are playful ways to use hype on the internet. For example, you can find a really heavily trafficked subreddit, and come up with a really fun contrarian idea that “takes on the takes” and the self-satisfied authorities in your industry. That can be a fun and playful way to use hype to promote your business that anyone can do successfully.
There are tactics to help prevent you (the business owner) from becoming overwhelmed or letting emotions take control and preventing you from effectively using hype, like meditation and other mindfulness techniques.

Why Michael Wrote His Book

As a writer originally, it has always been one of his goals to have a book with his name on it.
Having a book with your name on it demonstrates you are an authority in your field and helps you get the “good gigs.”
Throughout the writing process, Schein learned he is much more detail-oriented in his writing than he is in so-called normal life.

The Connection Between Money and Marketing

Even though marketing goes in the expense column, it is really an investment in your business, and should be thought of as such.
Like any other investment, you won’t see results right away. You may see small results in six months, but you might not see the real results for a year or more. It is still a worthwhile investment even though it takes time.
Anything that helps build your business counts as marketing. It’s not just about having a nice website with catchy copy, it can also include networking events and anything else that gets you and your business in front of people.

Best Quotes:

“For my definition of hype, I have taken the word back. I don’t think it’s negative to me. [Hype is] how do you get groups of people emotional enough and then direct that emotion to get them to do an action that you want them to do. So why is it that we associate that with bad things?”

“Martin Luther King, who was certainly not a narcissist or a sociopath, was fantastic at these principles. He used the media spectacularly – pure hype. And we will discuss what that means, but Richard Branson and Thomas Edison, same thing. So while there are more bad guys, quote unquote, who are good at this, it’s not all bad guys.”

“When you write blog posts, you don’t dig deep the way you do in a book. I had to really do some serious research and really think out my ideas. I really had to form a cogent argument. I had to read countless biographies and figure out what are the unifying principles and I had to weave them together. I had to work with editors to refine my ideas. I think it’s still valuable to read books. I think readers of books are better thinkers.”

“You’re in business to make a profit. That’s literally the reason you’re in business. So you don’t just guess and hope you have profits leftover. You wouldn’t do that even in a lemonade stand, but yet we do it every day in business.”