Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist

Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist

by Sally Hogshead

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Overview

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.

Product Details

ISBN-13: 9780062405937
Publisher: HarperCollins Publishers
Publication date: 04/26/2016
Sold by: HARPERCOLLINS
Format: NOOK Book
Pages: 352
Sales rank: 104,600
File size: 7 MB

About 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.

Table of Contents

Start Here: Introducing the Revised and Updated Edition xi

The Origin of Fascination Witchcraft 1

Part I Fascinate or Fail

The Science of Fascination: Step Inside the Laboratory 13

The Biology of Fascination: Why Your Brain Was Designed to be Fascinated 29

Fascinate the Goldfish: Why Your Old Tricks Won't Work in a World with a Nine-Second Attention Span 37

The Schoolmarm and the Sorcerer: Why Marketing is Losing its Powers of Persuasion 45

A Million Years of Personal Branding: How All Branding, Including Personal Branding, Dates Back to Our Hairier Ancestors 51

Your Brand's Advantage: How to Identify What Makes Your Brand Fascinating 61

Part II The Seven Fascination Advantages How to Make Tour Brand impossible to Resist

The System behind the Spellbinding 67

Innovation: The Language of Creativity 71

Passion: The Language of Relationship 83

Power: The Language of Confidence 95

Prestige: The Language of Excellence 107

Trust: The Language of Stability 121

Mystique: The Language of Listening 135

Alert: The Language of Details 151

Part III Tactics: A Practical System to Customize Your Message

TurboBranding with Tactics 169

Next Up: Tactics: How to Customize Your Message 175

Innovation Brands: How They Can Use Tactics 181

Passion Brands: How They Can Use Tactics 191

Power Brands: How They Can Use Tactics 201

Prestige Brands: How They Can Use Tactics 211

Trust Brands: How They Can Use Tactics 219

Mystique Brands: How They Can Use Tactics 229

Alert Brands: How They Can Use Tactics 239

Applying Multiple Tactics 247

Part IV How to Get Started Today: Your 5-Step Action Plan

The Fascinate System for Brands 257

Author's Note 271

Appendix A The Kelton Study of Fascination 273

Appendix B Fast Facts about the Advantages 283

Appendix C Adjectives 287

Appendix D Nouns 293

Glossary 295

Acknowledgments 299

Notes 301

Index 319

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