Fascinate: Your 7 Triggers to Persuasion and Captivation [NOOK Book]

Overview

What triggers fascination, and how do companies, people, and ideas put those triggers to use?

Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Fascination: the most powerful way to influence decision making. It's more persuasive than marketing, advertising, or any other form of communication. And ...

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Fascinate: Your 7 Triggers to Persuasion and Captivation

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Overview

What triggers fascination, and how do companies, people, and ideas put those triggers to use?

Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Fascination: the most powerful way to influence decision making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.

Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the right triggers, you can make anything become fascinating.

To explore and explain fascination's irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated.

Hogshead reveals why the Salem witch trials began with the same fixations as those in Sex and the City. How Olympic athletes are subject to obsessions similar to those of fetishists. How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real estate bubble. And why a billion-dollar "Just Say No" program actually increased drug use among teens, by activating the same "forbidden fruit" syndrome as a Victoria's Secret catalog.

Whether you realize it or not, you're already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result? This book will show you.

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Editorial Reviews

Publishers Weekly
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.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Seth Godin
“This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.”
Tom Peters
“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachments—and this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner.”
Richard Laermer
“Whenever your message hasn’t reached a customer, peer over at Sally Hogshead’s collection of stories and directives, replete with more illuminating, original, and doable ideas than you can handle in a lifetime. Okay, two lifetimes.”
Alan Webber
“Fascinate is a riveting journey through the forces of fascination—how it irresistibly shapes our ideas, opinions, and relationships—and how to wield it to your advantage.”
Richard Pachter
“As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...”
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Product Details

  • ISBN-13: 9780061966163
  • Publisher: HarperCollins Publishers
  • Publication date: 2/9/2010
  • Sold by: HARPERCOLLINS
  • Format: eBook
  • Pages: 288
  • Sales rank: 104,255
  • File size: 571 KB

Meet the Author

Sally Hogshead believes the greatest value you can add is to become more of yourself. Hogshead rose to the top of the advertising profession in her early twenties, writing ads that fascinated millions of consumers. Her internationally acclaimed book Fascinate: Your 7 Triggers to Persuasion and Captivation has been translated into over a dozen languages. The science of fascination is based on Hogshead's decade of research with 250,000 initial participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives. She frequently appears in national media, including NBC's Today show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence.

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Table of Contents

Preface: Witchcraft, Green Peas, and Sigmund Freud

Introduction What Is "Fascination," Exactly?

Pt. I Fascinate or Fail

The Big O: Speaking of Fascination, Let's Start with Sex, Shall We? 3

Your Fascinating Face: Why You Were Born Knowing Exactly How to Persuade 19

Fascination and the Media: Trends Driving the Need for a New Form of Persuasion 31

The Gold Hallmarks of a Fascinating Message: How Do You Evaluate Whether Something Is Fascinating? 39

How Fascinating Are You? Applying Fascination to Your Personality and Brand 49

Pt. II The Seven Fascination Triggers

Lust: Why We're Seduced by the Anticipation of Pleasure 89

Mystique: Why We're Intrigued by Unanswered Questions 85

Alarm: Why We Take Action at the Threat of Negative Consequences 101

Prestige: Why We Fixate on Symbols of Rank and Respect 117

Power: Why We Focus on the People and ThingsThat Control Us 133

Vice: Why We're Tempted by "Forbidden Fruit" 149

Trust: Why We're Loyal to Reliable Options 167

Pt. III The Fascination Plan of Attack

Stage 1 Evaluation - How Fascinating Are Your Company and Message? 193

Stage 2 Development - Create and Heighten Fascination 207

Stage 3 Execution - Bringing Your Fascination to Life 223

Appendix The Kelton Fascination Study 231

Author's Note 243

Fascination at a Glance 245

Sources 251

Acknowledgments 256

Index 257

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Customer Reviews

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Sort by: Showing all of 13 Customer Reviews
  • Posted October 15, 2010

    more from this reviewer

    Fascinate your way to success!

    It starts with eye contact and then leads into engagement. From there, the triggers take over and move that person to want to know you, your business or your brand even more. That's what Sally Hogshead talks about in this book. Most books talk about engagement but Fascinate talks about the levels of fascinate and how to actually harness them to increase your success. From understanding how successful companies have built empires on understanding the importance of the human face to why people drink the most revolting liquids because of their nostalgia. It's all about how we engage with other people and Sally not only shows you why it is important but how you can harness the triggers outlined in the book to not only engage but Fascinate your way to success!

    1 out of 1 people found this review helpful.

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  • Posted June 28, 2010

    more from this reviewer

    Cagey advice on captivating consumers

    Becoming fascinating is the best way for your product to stand out from the crowd. You can create a brand identity so interesting and distinctive that consumers will be irresistibly attracted to it, as they are to Apple, Tiffany, Coca-Cola and Google. Brand consultant Sally Hogshead shines a marketing spotlight on the potential power of fascination, details its seven triggers and explains how to use them to increase your product's attractiveness. A clear, strong writer, Hogshead provides a compelling report on how fascination shoots a desire like an arrow directly to the primitive limbic brain, bypassing rational processing and evaluating. getAbstract believes marketing professionals will learn a lot from Hogshead's insightful report. Their challenge will be applying her branding magic to make their companies and products truly fascinating to consumers. Of course, Apple's Steve Jobs and Amazon's Jeff Bezos do it, but they are authentic marketing geniuses. Indeed, that is what makes them so fascinating.

    1 out of 1 people found this review helpful.

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