If you like shortcuts, enjoy research, and can get creative, this approach will help you become popular quickly and build your personal brand.
In this episode, Michael Schein shares how to create a media buzz for your business by leveraging the names of other well-known people.
You will learn how it works and will get some examples. One of the case studies we’ll discuss is how Michael wrote an article called “Why Gary Vaynerchuk is flat out wrong,” and you’ll see how it turned out.
Michael is the founder and president of MicroFame Media, a marketing agency that specializes in making idea-based companies famous in their industries. He also writes for Forbes, Inc., Huffington Post, and Fortune about marketing, storytelling, and the phenomenon of hype.
In particular, his pieces on hype have garnered hundreds of thousands of views, with his article about Harold von Braunhut, the creator of Amazing Sea-Monkeys, becoming an Inc. Top 10 Most Viewed Article.
Time Stamped Show Notes:
- [00:22] About the episode and Michael Schein
- [01:54] Michael wasn’t happy in the corporate world, so he changed his career to a freelance copywriter
- [06:27] By experimenting with writing, he published an article titled “Why Gary Vaynerchuk Is Flat Out Wrong,” which created a lot of media buzz and even got a response from Gary himself
- [09:39] What a hype concept is and how people use it
- [14:37] Examples of how to use a hype concept in marketing to create more media buzz
- [19:01] What to do to start creating a media buzz like famous artists
- [24:49] How he used his concept to write about Gary Vaynerchuk
- [28:37] Pick the way to communicate that is right for you
- [32:06] Treat every piece of content as an experiment to see how it works
How to Create Media Buzz for Your Business
- Step 1: Find the most successful artists who have done a really good job of attracting huge amounts of attention to get inspiration
- Step 1: Come up with a creative idea and create content around it
- Step 1: Test it within a few months
- Step 1: See what works and do more of that
Resources from this interview:
- Learn more about Michael Schein on microfamemedia.com
- Get a free list of books about gurus, propagandists, cult leaders, promoters, and other unconventional marketers
- Read Michael’s article Why Gary Vaynerchuk Is Flat Out Wrong
- Watch Gary’s respond to Michael
- Follow Michael on Facebook
Ep. 122
