» » Fascinate: Your 7 Triggers to Persuasion and Captivation

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by Sally Hogshead
Download Fascinate: Your 7 Triggers to Persuasion and Captivation fb2
Marketing & Sales
  • Author:
    Sally Hogshead
  • ISBN:
    0061714704
  • ISBN13:
    978-0061714702
  • Genre:
  • Publisher:
    HarperBusiness (February 9, 2010)
  • Pages:
    288 pages
  • Subcategory:
    Marketing & Sales
  • Language:
  • FB2 format
    1837 kb
  • ePUB format
    1846 kb
  • DJVU format
    1911 kb
  • Rating:
    4.9
  • Votes:
    785
  • Formats:
    rtf docx doc mbr


Sally Hogshead’s Fascinate answers these questions by introducing the reader to the seven triggers of fascination

Sally Hogshead’s Fascinate answers these questions by introducing the reader to the seven triggers of fascination. How do prominent brands use one of more of these triggers to engage their consumers and market their products? How can each of us use these same triggers to stand out from the competition, spark conversations and create advocates? The trigger names, themselves, are fascinating: lust, mystique, alarm, prestige, power, vice, trust. Admit it, your mental images brought a smile to your face as you read this list.

your behavior? Fascination: the most powerful way to influence decision making. Hypnotic and Psychological Persuasion Tactics to get the job you deserve?

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A book that explores what triggers fascination, and how certain companies, products, and ideas can put those triggers to use"-Provided by publisher. Canon EOS 5D Mark II. 116 Pages·2011·554 KB·36,391 Downloads·New! The intelligence community (IC) plays an essential role in the national security of the United. Knowledge and Diplomacy. 56 MB·23,161 Downloads·New!. 94 MB·75,575 Downloads·New!

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Fascinate: Your 7 Triggers to Persuasion & Captivation. Author: Sally Hogshead. As creative stimulus for brand planning, Fascinate argues that embedding these 7 triggers in a brand’s DNA, you’ll be able to persuade, captivate and fascinate users – rendering your wares irresistible. Publisher: HarperCollins. Publication date: Jan 15, 2010. Fascinate or Fail: Elk Blood, Opium and Aphrodisiacs. In so doing your task as a brand manager is transformed – you are now a brand alchemist – mixing a unique potion to transform your brand into a fascination.

Sally is an award-winning advertising executive turned brand innovation consultant The business implications of being able to employ these triggers can be significant.

Sally is an award-winning advertising executive turned brand innovation consultant. Her goal in conducting a study of 1,059 Americans over the age of 18 was to define the role of fascination in our lives, and measure it in tangible terms. The business implications of being able to employ these triggers can be significant.

She describes the seven triggers that ignite our fascination, and how they differ from person to person. By understanding and utilizing these triggers in sales and marketing, a brand can become truly fascinating regardless of its innate characteristics. People want to be fascinating as well, and companies offering those secrets to fascination will be rewarded amply.

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.


Gholbirius
Starts out with a bang, but then quickly becomes repetitive. It is painfully obvious that her marketing ideas, while somewhat interesting, were thickly padded to make a sellable product for the general public. It didn't work. If it were drastically edited, this work would have made a spectacular article in another publication, but there is not enough meat here for a whole (smallish) book. She repeatedly tries to pass off "celebrity" quotes as facts in support of her ideas, but the incessant name-dropping becomes sickening. When she started quoting her (highly complimentary) reviewers as "authorities" in the text, I tossed it. It's just a big circle-jerk.
dermeco
The book is a hodgepodge of research on consumer behavior which you can find in common books on market research. She just coined a new buzzword "fascinate" to make the book look "something new". It's somewhat a copycat of an original book "Hidden Persuaders" by Vance Packard.
Best West
Each of us is fascinated by some one, some thing, or some place. We know this. But - why? What does this person/thing/place do to tap into our psyche?

Sally Hogshead’s Fascinate answers these questions by introducing the reader to the seven triggers of fascination. How do prominent brands use one of more of these triggers to engage their consumers and market their products? How can each of us use these same triggers to stand out from the competition, spark conversations and create advocates?

The trigger names, themselves, are fascinating: lust, mystique, alarm, prestige, power, vice, trust. (Admit it, your mental images brought a smile to your face as you read this list.)

Parts I and II of the book are foundational, speaking to the need to “Fascinate” and the significance and intricacies of each trigger. (Note: Foundational does not mean boring. Sally has included interesting asides throughout the book – some insider knowledge, some provocative insights, and some “just for fun” facts.)

Part III is where the magic begins. This is the work section where the reader gets to step into the discovery zone by applying these Fascination concepts to his/her own brand, product, or service.

Sally describes a three stage “Fascination Plan of Attack” prompting the reader to look within for the unique, the compelling, and … yes … the strange and enticing. What trigger will prompt your customer to act? How does applying your primary trigger or a combination of two triggers position your brand to turn heads, provoke discussions, and motivate buyers?

The risk of being fascinating (which may be completely counter to all of your previous marketing/branding practices) may be overwhelming. But Sally shows us the reward that “fascination” works.

Take a read of this book, swallow, and then apply the concepts to your own messages and brand. It’s about the way you inspire others to act. It’s about living in the “Fascination Economy”.
MegaStar
I will say this - I would read this book again for the entertainment value alone. The author, Sally Hogshead, does a great job of weaving entertaining stories into this book. The stories themselves work in the finest tradition of teaching and passing on history, as most of us learn best that way. Written by another author this could have been just another paperweight.

Unless you are dead from the neck up, many times your eyebrows will go up in surprise, you will grin so wide your face hurts, you will even throw back your head and laugh! Your brain will be on fire with ideas that are relevant to your business. You will better understand how we allow ourselves to be mesmerized by people and products that we just know aren't good for us. And you will better understand how even you (and I) have the capacity to fascinate others in our own ways.

Use a highlighter - make notes as you read. And not to worry, in the best tradition of people that give you the most value from a book there is a step by step method in the end to look at your business and see how you can fascinate others.

I am re-writing my entire website based on what I have learned here.

Bart Gragg
Blue Collar University - A Different Kind of Toolbox for a Different Kind of Manager
Brakora
I've read Sally Hogshead's FASCINATE twice in the last 12 hours. The first time through it was for the joy of it. Sally Hogshead is a bright, witty woman who delivers with a personal style that I find very appealing. I did read with a highlighter in my hand, which is my habit when I'm reading books that concern my craft. And 7 triggers that persuade and captivate are certainly seven things I'm `fascinated' about.

My second reading was just as enjoyable as the first, but this time I was in learning mode, really studying the examples and explanations she offers. While I understood the basic psychology of the majority of her triggers; I didn't fully understand, or sometimes even recognize, their origin. Or their primacy.
Lust. Mystique. Alarm. Prestige. Power. Vice. Trust. The seven things that trigger humans to act or react. They are being used to fascinate you all day every day.

But more important is how are you using them to fascinate others with your brand? Read the book! Do the exercises at the end relative to yourself or your brand. You'll be amazed at the power contained in these 250 pages.
Rainpick
Enjoyed Fascinate almost as much as Sally's presentations. Her presentation was absolutely amazing when I saw her!!! I shall return to my highlights often while planning to engage my audience more aggressively. My company has a niche-driven strategy & her insight will help tremendously. I will recommend this book to my business colleagues who need to understand better their audience and market.