Read what Mark Joyner has written (The Irresistible Offer, The Great Formula) about how mass psychology works (especially in sales and marketing), and how to push people's buttons to get them to follow you. This may sound devious or unethical, but it need not be. I guarantee you Steve is well aware of his readers' collective mindset and works that knowledge to his advantage.
Dave Lakhani covers some similar concepts in his books, about how you can position yourself as a Guru, an authority, in your field. It is a carefully and intelligently crafted strategy. Once people start respecting you and following you, you can create powerful networks (a Mastermind, as described by Napoleon Hill). I am sure Steve's future plan is to have such a network, where people will be promoting him and his works because it is a win-win situation. Already, Steve doesn't need to promote himself anymore. The growing ranks of followers will do his bidding
