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Fascinate: Your 7 Triggers to Persuasion and Captivation Kindle Edition

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Length: 292 pages Word Wise: Enabled Enhanced Typesetting: Enabled

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Editorial Reviews

From Publishers Weekly

Brand executive Hogshead (Radical Careering) argues that exploiting certain "triggers" can boost relationships with customers, employees, and friends. Fascination is ultimately an instinctive drive that catalyzes countless behaviors, including purchasing decisions. Outlining seven triggers which "bring meaning to all types of otherwise meaningless scenarios," the author reveals how powerful brands like FedEx, Walt Disney World Theme Park and W Hotels combine such triggers as lust, power, mystique, and trust in different proportions to reel in consumers or reinforce messaging. Despite an uneven start, this slight but practical work packs a big punch.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.


“Whenever your message hasn’t reached a customer, peer over at Sally Hogshead’s collection of stories and directives, replete with more illuminating, original, and doable ideas than you can handle in a lifetime. Okay, two lifetimes.”

Product Details

  • File Size: 856 KB
  • Print Length: 292 pages
  • Publisher: HarperCollins e-books (January 21, 2010)
  • Publication Date: February 9, 2010
  • Sold by: HarperCollins Publishers
  • Language: English
  • ASIN: B0035D9UXC
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Enhanced Typesetting: Enabled
  • Amazon Best Sellers Rank: #92,972 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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More About the Author

Best-selling 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 20s, writing ads that fascinated millions of consumers. Over the course of her ad career, Sally won hundreds of awards for creativity, copywriting, and branding, and was one of the most awarded advertising copywriters right from start of career, including almost every major international advertising award.

She frequently appears in national media including NBC's Today Show and the New York Times. Hogshead is one of the youngest speakers ever inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence. Her advertising work hangs in the Smithsonian Museum of American History.

Her newest book, How the World Sees You, is a #2 New York Times Best Seller, #1 Wall Street Journal Best Seller as well as an Amazon Top Editor's pick.

Her internationally-acclaimed book, Fascinate: Your 7 Triggers to Persuasion and Captivation, has been translated into over 12 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.

Customer Reviews

Most Helpful Customer Reviews

106 of 117 people found the following review helpful By Julia C. Perry on February 26, 2010
Format: Hardcover Verified Purchase
Which is exactly what I did!

I don't know Sally and I purchased her book right here in Amazon on referral from some old colleagues. So this review is the real deal, folks.

FASCINATE is a compelling journey into method and madness of persuasion. The concept is that whether you are pitching a new client, inviting a friend to lunch, luring a cranky toddler to sleep, or marketing a product, you are using triggers to elicit a certain response. Sally has narrowed these down to 7 (power, trust, mystique, prestige, vice, alarm and lust) and the book demonstrates and explains how dialing these triggers up and down can help you more effectively influence your relationships.

The book is divided into three parts. The first part uses lots of dare I say it ... fascinating examples ... of how fascination factors into key world events and even human development. It's a page-turner. The second part of the book reads more like your typical marketing book and won't be all that revolutionary to seasoned advertisers. But it does frame up basic motivators in a memorable way. The key take away from this section is that we are part of a fascination economy where companies and individuals that are fascinating or can make someone else feel fascinating as a result of their relationship with them will win. That's a concise bit of advice that can serve marketers, sales people, and anyone trying to persuade very well.

The third part of the book is probably my favorite. My number one pet peeve about business books is that they always promise to tell you how to be more successful but they never actually give you a formula for doing it. Sally gives her readers a clear plan for becoming more fascinating.
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99 of 113 people found the following review helpful By MARK DIMASSIMO on February 9, 2010
Format: Hardcover
It's a Fascination contest! And with this somewhat startling insight, a book is born. And it's a book that walks its talk. It is fascinating. It hits all the seven triggers of fascination, and it earns our attention through every fascinating page. But here's the really interesting thing - this book isn't fascinating just because it tries to be. True, the author is something of a virtuoso of fascinating, being one of the most awarded advertising copywriters ever, and well-known as one of the brightest and most successful charmers in any business. This is all good, but what's going on in this book is something more fascinating. Call it depth. It's a book that has done its homework. A book that is chock full of new stories, insights and intelligence for people whose lives and livelihoods depend on being a bit more fascinating. A book with ample handles for people who want to grab hold of the concepts and put them to work. I enjoyed finding out my F-score, for example, and learning my fascination strengths and weaknesses. At it's core, this book addresses a critically important issue. Since, in this world, the good and the right don't necessarily win, but the fascinating have an unfair advantage -- it's important for everyone who's trying to get anything good done to become more fascinating, to put these concepts and these tools to work.
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65 of 77 people found the following review helpful By David M. Scott on February 9, 2010
Format: Hardcover
I'm a marketer and I write marketing books, so I usually don't like to read titles in the genre, preferring things very different. However, I'm a sucker for anyone who has an interesting big-picture idea about how the world works. Better yet if the book is both applicable to marketers and in interesting read.

Sally Hogshead delivers with Fascinate, which reminds me of books like Seth Godin's Linchpin, the Heath brothers Made to Stick, and Malcolm Gladwell's books. She combines elements of psychology, sociology, neurology and illustrates with terrific stories.

Marketers like me know that there's a huge information glut today. As a marketer it is difficult to break through. But if we understand the seven fascinate triggers that Sally outlines in this book, we can create things that people will talk about and things that people will share with others. As a marketer, there is nothing better than when people share your ideas and tell your stories for you.
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65 of 78 people found the following review helpful By John G. Jazwiec on August 9, 2010
Format: Kindle Edition Verified Purchase
Fascination's only surprise is it is not fascinating. The book is thin, not just in pages, but in saying anything new in marketing. Lust is just another word for sizzle. Mystique is just another word for teaser ads. Alarm is just another word for the power of being left out. Prestige is just another word for branding. Power is just another word for expertise. Vise is just another word for using the power of bathing suits selling Sports Illustrated. Trust is just another word for being reliable.

The author makes a valiant, but overly thin research of human behavior and anatomy to explain why these seven "fascinations" work in marketing.

But we all know they work. And we all know that some work better than others for selling different things. And while the author tries to tell us why they work, most of us have been taught they work by being consumers or taking a Marketing 101 book.
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34 of 41 people found the following review helpful By Nancy TOP 1000 REVIEWERVINE VOICE on September 10, 2010
Format: Hardcover
This book attempts to explain why we are fascinated by some people and some things, but not interested in other people and things. I was hoping to gain insight into what types of marketing works and what doesn't. What did I learn? Sex sells. This is not exactly breaking news.

Sally talks about 7 triggers for fascination:

They almost sound like the 7 deadly sins, don't they?

A chapter is devoted to each trigger and Sally gives examples of each trigger type. For example, mystique is represented by Coke's secret ingredient.

I didn't really see how these examples translated into practical advice. This was more of a pop psychology book attempting to explain human behavior, than a marketing book that would tell you how to harness this behavior to sell your product.

I suppose if you like pop psychology you might like this book.
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Topic From this Discussion
is this based on The 7 Triggers to Yes by Russell Granger?
No not at all. This book is more along the lines of Gladwell or Freakonomics. It explains why we do what we do and like what we like and distills it into discrete triggers to use for your personal brand. Much broader scale than the Granger book. [[ASIN:0061714704 Fascinate: Your 7 Triggers to... Read More
Feb 9, 2010 by Morrissey386 |  See all 2 posts
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