108. How to Use Hype to Break Through the Noise and Get Your Startup Noticed with Michael F Schein

<p><span style="font-weight: 400;">For years, entrepreneurs focus on the benefits and features of their products and services. However, many are equally baffled why they are hardly hitting their sales targets. </span></p> <p><span style="font-weight: 400;">In this episode, Michael F. Schein brings to the discussion table how the Power of Hype is making people act on something with much gusto. Being good enough at what you do is not enough to make people buy from you these days. Entrepreneurs must find that formula to set themselves apart from the norm and make a solid following from like-minded, loyal followers. </span></p> <p><span style="font-weight: 400;">Find out the strategies on how to use hype for business success and increase your sphere of influence. </span></p> <p> </p> <p><strong>We’ll talk about:</strong></p> <ol> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">How Michael got started in this business</span> <strong>[02:20]  </strong></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">What led Michael to write his book</span> <em><span style="font-weight: 400;">The Hype Handbook</span></em> <span style= "font-weight: 400;"> </span><strong>[03:01]  </strong></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Founders tell stories to sell </span> <strong>[06:26]</strong></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Tools and principles on how to hype things up</span> <strong>[09:25]</strong><strong> </strong></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">Crafting a story when selling features and benefits doesn't work anymore.</span> <strong>[13:00]</strong></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">The importance of authenticity in marketing yourself</span> <strong>[20:22]</strong></li> <li style="font-weight: 400;" aria-level="1"><span style= "font-weight: 400;">The 2 kinds of businesses every B