Fascinate: Your 7 Triggers to Persuasion and Captivation: Unlocking the Secret Triggers of Influence, Persuasion, and Captivation - Hardcover

Hogshead, Sally

Hardcover

ISBN 10: 0061714704 ISBN 13: 9780061714702

Publisher: HarperBusiness, 2010

Synopsis

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 behaviour? 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 behavioural 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 catalogue. Whether you realise 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.

About this title

Review:

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. --Tom Peters, author of In Search of Excellence

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. --Alan Webber, author of Rules of Thumb

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 --Seth Godin, author of Linchpin

From the Back Cover:

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.

About this edition

• Publisher: HarperBusiness
• Publication date: 2010
• ISBN 10: 0061714704
• ISBN 13: 9780061714702
• Binding: Hardcover
• Number of pages: 288