A newly revised and updated edition of the influential guide that explores one of the most powerful ways to attract attention and influence behavior—fascination—and how businesses, products, and ideas can become irresistible to consumers.
In an oversaturated culture defined by limited time and focus, how do we draw attention to our messages, our ideas, and our products when we only have seconds to compete?
Award-winning consultant and speaker Sally Hogshead turned to a wide realm of disciplines, including neurobiology, psychology, and evolutionary anthropology. She began to see specific and interesting patterns that all centered on one element: fascination.
Fascination is the most powerful way to capture an audience and influence behavior. This essential book examines the principles behind fascination and explores how those insights can be put to use to sway:
• Which brand of frozen peas you pick in the case
• Which city, neighborhood, and house you choose
• Which profession and company you join
• Where you go on vacation
• Which book you buy off the shelf
Structured around the seven languages of fascination Hogshead has studied and developed—power, passion, innovation, alarm, mystique, prestige, and alert—Fascinate explores how anyone can use these triggers to make products, messages, and services more fascinating—and more successful.
Brand executive Hogshead (Radical Careering) argues that exploiting certain "triggers" can boost relationships with customers, employees, and friends. Fascination is ultimately an instinctive drive that catalyzes countless behaviors, including purchasing decisions. Outlining seven triggers which "bring meaning to all types of otherwise meaningless scenarios," the author reveals how powerful brands like FedEx, Walt Disney World Theme Park and W Hotels combine such triggers as lust, power, mystique, and trust in different proportions to reel in consumers or reinforce messaging. Despite an uneven start, this slight but practical work packs a big punch.
Smart, different, and juicy!
I quote this book so often I deserve a referral bonus!
Make no mistake, Sally Hogshead's "Fascinate" puts all other marketing literature to shame.
With examples that are both down to earth and delicious, Hogshead reveals the 7 emotional triggers you can use right now to create buzz (not static) with your audience.
The fact that she writes with almost magical dexterity is just a bonus. Cover to cover, her narrative is a master class in brilliant copywriting.
Drop everything. Buy it. Read it. Thank me later.