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Fascinate: Your 7 Triggers to Persuasion and Captivation Hardcover – February 9, 2010


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Fascinate: Your 7 Triggers to Persuasion and Captivation + How the World Sees You: Discover Your Highest Value Through the Science of Fascination + Workbook for: Sally Hogshead's How the World Sees You (Unofficial)
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Product Details

  • Hardcover: 288 pages
  • Publisher: HarperBusiness (February 9, 2010)
  • Language: English
  • ISBN-10: 0061714704
  • ISBN-13: 978-0061714702
  • Product Dimensions: 5.5 x 1 x 8.2 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (134 customer reviews)
  • Amazon Best Sellers Rank: #36,349 in Books (See Top 100 in Books)

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.

Review

“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)

“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)

“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.” (Richard Laermer, author of Forecast 2011 and Full Frontal PR)

“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 slight but practical work packs a big punch.” (Publishers Weekly)

“As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...” (Richard Pachter, Miami Herald)

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

The author, Sally Hogshead, does a great job of weaving entertaining stories into this book.
StopTheInsanity
I highly recommend this book for everyone and it is a must read for anyone in marketing and advertising.
G. Bell
At the end of the book, she takes examples of how businesses can utilize each of the 7 Triggers.
Laura Freed

Most Helpful Customer Reviews

93 of 103 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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97 of 110 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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62 of 71 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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62 of 74 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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19 of 21 people found the following review helpful By Felipe Korzenny on September 28, 2011
Format: Hardcover Verified Purchase
This is an interesting book but in my opinion it is highly repetitive of what many other business books address. Also, it uses social science ideas that have been around and used frequently to illustrate points. In my opinion it promises more than it delivers. Still, I am sure that for some people it is very informative.
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