Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?
And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.
The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.
This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.
This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.
Dive into the science of fascination and learn how to:
- Increase prices with ideas from poker to Play-Doh
- Build revenue by learning about the $14 million license plate
- Get better leads through hypnosis by Sigmund Freud and Steve Jobs
- Attract raving fans by following the cult of pistachio ice cream
Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here: Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities—including Twitter, IBM, Porsche, and New York University—use the Fascinate system to captivate their customers. Why? The answers are in this book.
|Publisher:||Blackstone Audio, Inc.|
|Product dimensions:||5.40(w) x 5.50(h) x 0.80(d)|
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