Now the award-winning advertising executive turned brand innovation consultant Sally Hogshead reveals why fascination is the most powerful way to influence decision making, more influential than marketing, sales, or any other form of communication. You have seven potential fascination triggers: power, trust, mystique, prestige, vice, alarm, and lust. Each trigger leads to a different style of communication, and a different type of relationship. The more accurately you identify your personality triggers, and the more intelligently you hone them, the more influential your message becomes. In the battle to fascinate consumers, brands apply triggers, too. Volvo uses trust.

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If you trigger lust, you will draw others closer. They will crave your message, wanting more and more until satiated. With alarm, you compel others to behave more urgently. If you effectively trigger power, you will control others. They will defer to you and your message. By triggering vice, your message will tempt others to deviate from their usual code of conduct. Sheldon, outstanding! You post is an excellent abridged version of the content in my book. Thank you! It must be a bit scary as an author these days to see large sections copied out of your book and posted on blogs for free.

But smart authors like yourself know that the larger the audience your ideas are exposed too, the greater the number of people will go ahead and purchase the full version. Your email address will not be published. Notify me of followup comments via e-mail.

You can also subscribe without commenting. Otherwise, eh, whatever Interest Commercials entertain, at least the good ones Engagement You actively enjoy commercials. Irreplaceable for audience. Eg Microsoft, then Apple, then Microsoft. Wal-Mart Triggers social revolutions Disrupts the status quo of accepted beliefs.

Lust creates craving for sensory pleasure Stop thinking, start feeling Make the ordinary more emotional Use all five senses Tease and flirt As a motivator, desire is more powerful than fulfillment eg Monkeys like the sight of a luscious grape, enjoy the moment just before eating, but are a bit bored when eating it.

Prestige earns respect through symbols of achievement Develop emblems Set a new standard Limit availability Earn it Power If you effectively trigger power, you will control others. Power commands and controls Dominate Control the environment Reward and punish Vice By triggering vice, your message will tempt others to deviate from their usual code of conduct.

Trust comforts us with certainty and reliability Are your favourite brands the highest quality or just the most familiar? Products : The goods, services or information you produce. Benefits : The promises of reward for purchasing the product, both tangible and abstract, overt and implied. Actions : How you conduct yourself. Culture : All characteristics of your identity, including personality, executional style, and mind-set.

With each other. Are you so concerned with neutrality that your communication is diluted down to gray mush? Thanks Sally! Leave a Reply Cancel reply Your email address will not be published. No More Overdue Invoices.


Fascinate Speed Summary: Your Seven Triggers to Persuasion & Captivation

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Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead

We buy products because we are fascinated in some way. We enter professions, pick jobs and choose friends and mates because of fascination. We pick movies, television shows and books because of. This book arrived in my mail courtesy of the author. When I met Sally more than a year ago she was working on this book. We talked about it. I was fascinated.


Fascinate: 7 Triggers to Persuasion and Captivation

What's New? 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.


Fascinate: Your 7 Triggers to Persuasion and Captivation

But what makes some brands fascinating and others not? LUST: Sparks a craving for sensory pleasure or experience. Stops people thinking and start feeling, makes the ordinary emotional, uses all five senses, teases, flirts. ALARM: Creates urgency with a threat of negative consequences, deadlines, and distress — focuses not on the crisis most likely, but the crisis most feared. VICE: Encourages a creative approach or rebellion against rules by creating taboos, leading astray, and defying absolutes. TRUST: Builds loyalty with stability and predictability, by becoming familiar, authenticity, repetition.

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