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?

Creating hype is the forte of our returning guest on this episode, Michael F. Schein. In our previous chat with Michael back in episode 212, he was telling us about his book “The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers”. 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.

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. 

There is something that you can be part of that is definitely not a secret - the Behavioral Grooves Patreon 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.

(5:16) How hype changed Michael’s marketing consultancy career.

(10:51) The details of Michael’s secret society.

(17:30) Are secret groups a tactic businesses should use?

(21:30) How marketing has evolved since the Alice Cooper Piccadilly Circus stunt.

(23:53) How Michael gets to work with only his favorite companies.

(32:02) Grooving Session with Kurt and Tim.

© 2022 Behavioral Grooves

Links

Michael F. Schein: https://michaelfschein.com/

Michael’s book “The Hype Handbook: 12 Indispensable Success Secrets From the World’s Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers”: https://amzn.to/3V5KVO9

Episode 212, Scrutinizing Hype: Powerful lessons from The Hype Handbook with Michael F. Schein: https://behavioralgrooves.com/episode/scrutinizing-hype-with-michael-f-schein/ 

Seven Society, University of Virginia: https://en.wikipedia.org/wiki/Seven_Society 

Jeff Walker “Launch: An Internet Millionaire's Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life Of Your Dreams”: https://amzn.to/3V9Uv2m

Episode 226, The Power of Unity: Robert Cialdini Expands His Best Selling Book Influence: https://behavioralgrooves.com/episode/cialdini-unity-in-influence/ 

The Lake Wobegon Effect: https://psychology.fandom.com/wiki/Lake_Wobegon_effect 

Behavioral Grooves Patreon: https://www.patreon.com/behavioralgrooves

 The Dickies “Banana Split”: https://www.youtube.com/watch?v=G_wkEnLBvlE