Want To Join A Secret Club? With Michael F. Schein

<p>If you were sent an exclusive invite to a secret society, would you accept? If you knew only a few people in the world had been approached to join, would it spark a scarcity curiosity? What is more alluring: the society itself or the mere fact that it’s a secret?</p> <p>Creating hype is the forte of our returning guest on this episode, Michael F. Schein. In our previous chat with Michael back in <a href='https://behavioralgrooves.com/episode/scrutinizing-hype-with-michael-f-schein/'>episode 212</a>, he was telling us about his book “<a href='https://amzn.to/3V5KVO9'>The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers</a>”. Since writing it, his marketing business has been inundated with clients wanting “in on” some hype! So as a unique way of creating hype, Michael has created a new secret society with only a few (secret) members.</p> <p>Kurt and Tim spend time discussing the allure of a secret club - why they have been successful in the past, what continues to make them enticing, and how businesses can potentially use them to create hype. </p> <p>There is something that you can be part of that is definitely not a secret - the <a href='https://www.patreon.com/behavioralgrooves'>Behavioral Grooves Patreon</a> membership. It’s no secret that we rely on the support of our loyal listeners to support the podcast and we truly appreciate everyone who chips in, thank you.</p>   Topics <p>(5:16) How hype changed Michael’s marketing consultancy career.</p> <p>(10:51) The details of Michael’s secret society.</p> <p>(17:30) Are secret groups a tactic businesses should use?</p> <p>(21:30) How marketing has evolved since the Alice Cooper Piccadilly Circus stunt.</p> <p>(23:53) How Michael gets to work with only his favorite companies.</p> <p>(32:02) Grooving Session with Kurt and Tim.</p> <p> </p> <p>© 2022 Behavioral Grooves</p> <p> Links</p> <p>Michael F. Schein:<a href='https://michaelfschein.com/'> https://mi