Today, I'll be speaking with Michael F. Schein, who is the head hype man at MicroFame Media. Michael specializes in making consultants and coaches famous in their fields. He's worked with eBay, Magento, the Medici Group, University of Pennsylvania, and many others. And his writing has appeared in Fortune, Forbes, Psychology Today, and The Huffington Post. He's the author of The Hype Handbook: 12 Indispensable Success Secrets From the World's Greatest Propagandists, Self-Promoters, Cult Leaders, Mischief Makers, and Boundary Breakers. Today, we'll be discussing how hype is not only valuable but a major differentiator in reaching your target market. I love this conversation, because I feel we often get so deep in the technical challenges of our respective fields that we forget about when and how to get our message out to the world.