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Michael F. Schein - The Hype Handbook

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Copyright 2021 by Michael F Schein All rights reserved Except as permitted - photo 1

Copyright 2021 by Michael F Schein All rights reserved Except as permitted - photo 2

Copyright 2021 by Michael F. Schein. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-1-26-047014-7
MHID: 1-26-047014-8

The material in this eBook also appears in the print version of this title: ISBN: 978-1-26-047013-0, MHID: 1-26-047013-X.

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All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

McGraw-Hill Education eBooks are available at special quantity discounts to use as premiums and sales promotions or for use in corporate training programs. To contact a representative, please visit the Contact Us page at www.mhprofessional.com.

TERMS OF USE

This is a copyrighted work and McGraw-Hill Education and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill Educations prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

THE WORK IS PROVIDED AS IS. McGRAW-HILL EDUCATION AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill Education and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill Education nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill Education has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill Education and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

To Hazel Bean, my favorite person in the whole wide world.

CONTENTS
ACKNOWLEDGMENTS

I am fortunate to have many people in my life who I care about and who (I think) care about me. I originally set out to include them all in this section, but then I realized it would take up at least five pages. Plus, Im pretty sure Id still somehow manage to hurt someones feelings by (unintentionally) leaving them out. So instead I decided to only include the small handful of people who directly impacted the creation of The Hype Handbook. If youre not on this list, it doesnt mean I dont love you... far from it.

Thank you...

To my agent, Heidi Krupp, who constantly astounds me with her ability to make big things happen.

To my editor, Donya Dickerson, who made this book better with every suggestion, while still always managing to protect my fragile writers ego.

To Corey Mead (and his amazing family, Laura Sims and Caleb the Dragon Sims-Mead) for reading multiple proposal drafts, encouraging me every step of the way, and being remarkably generous with his connections and time.

To Qingchi C Bin Bin and Zeyu Zheng, whose invitation to speak in Shenzhen on the topic of hype led to the publication of this book and so much more.

To Richard Laermer, who, over the course of countless dinners, schooled me in what it takes to make it as an author, speaker, marketer, and businessperson.

To my mom, Susan Schein, and my sister, Bonnie Schwartz (as well as the entire Schwartz clanJeremy, Emma, and Jolie), for believing this book would make it out into the world, even when I sometimes doubted it myself.

To the Beacon Writers Group, who reviewed an early draft at a pivotal time, which made all the difference.

To everyone on the McGraw Hill team.

And, of course, to Hazel Ray Schein, who is the reason I do everything.

INTRODUCTION
HOW I BECAME A PROFESSIONAL HYPE ARTIST
(and Why You Should Too)

Only in folklore does the world beat a path to the inventor of a better mousetrap.

RANDALL STROSS

W hen I was 34 years old, with a newborn baby at home, I decided I was going to ditch my cushy corporate career to make it on my own as a freelance writer.

Heres what I was thinking: Ever since I had circulated my hit story WrestleMania 2230 in the second grade, people had been telling me I had talent. And when I left college, I really had tried to do something with my writing or at least in the arts: I interned at a television production company, wrote short stories, and started a band that built a following. But despite selling out a popular club on a weeknight, securing a residence there, and appearing on national TV (it was Showtime at the Apollo and we were booed offstage, but it still counts), I ultimately couldnt figure out how to support myself through my art.

So I got a job. The company that hired me operated customer service call centers. I told myself it was a temporary measure to provide some cash flow until I figured out what to do next.

I ended up working at that company for eight yearsthe better part of a decade. I learned a thing or two while I was there, but if Im being honest with myself, the reasons I stayed for so long were the comfort my steadily increasing salary provided and my fear that Id end up in a cardboard box if I left.

But then something happened that shook me out of my bubble-wrapped sleepwalk to the grave.

My wife got pregnant.

About three weeks after we got the news, I was lying in bed, and I had a vision. I saw my future child taking me to school for a Career Day event. I watched myself stand up and walk to the front of the class. I saw myself open my mouth and say the following words:

Hi kids, Im Michael Schein, and Im Vice President of Solution Development at a business process outsourcing organization.

I quit my job three months later.

Fortunately I had a plan. I had read that big companies paid a few thousand dollars a pop for sales and marketing material written by good writers. I was a good writer. The way I saw it, if I could produce one of these bad boys a week, I could make the same amount of money I made at my job.

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