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Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist Hardcover – April 26, 2016

4.5 out of 5 stars 288 ratings

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  • Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist
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Editorial Reviews

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

“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

“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

“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

From the Back Cover

why is Jägermeister the most popular brand that nobody likes? Why do women spend more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1,000%?

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 for fascinating anyone.

The word “fascinate” comes from the Latin fascinare, meaning “to bewitch or hold captive so that 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 will 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 from 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, Trust, Mystique, and Alert. 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.

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Product details

  • Publisher ‏ : ‎ Harper Business; Revised, Updated ed. edition (April 26, 2016)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 352 pages
  • ISBN-10 ‏ : ‎ 0062206486
  • ISBN-13 ‏ : ‎ 978-0062206480
  • Item Weight ‏ : ‎ 1.1 pounds
  • Dimensions ‏ : ‎ 6 x 1.13 x 9 inches
  • Customer Reviews:
    4.5 out of 5 stars 288 ratings

About the author

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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

4.5 out of 5 stars
4.5 out of 5
288 global ratings

Top reviews from the United States

Reviewed in the United States 🇺🇸 on April 16, 2022
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Reviewed in the United States 🇺🇸 on June 22, 2016
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Reviewed in the United States 🇺🇸 on April 28, 2016
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5.0 out of 5 stars Focus on YOU and fascinate the world. This books is for you to OWN YOUR PERSONAL BRAND and be magnetic
By Pegine on April 28, 2016
Trying to read their minds? Let that go! Make it all about being your most authentic self so that you are magnetic and attract the kind of people, opportunities and support you deserve, want and can leverage. You don't have to read their minds. Let them 'feel your power and presence". Be magnetic. You are your own brand - whether you know it or not. Sally's book gives you the tools, clarity and positioning to OWN YOUR BRAND. To be able to communicate to others in such a way that you feel amazing about yourself and others feel amazing around you. You fascinate the world with your presence. Love Sally Hogshead and her wisdom and her passion for this topic. She makes it easy for you and me to be fascinating and on point. BUY THIS BOOK, read it, then read it again and apply it to your life. Focus on you and fascinate the world.
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Reviewed in the United States 🇺🇸 on March 10, 2018
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Top reviews from other countries

El Edwards
5.0 out of 5 stars If you'd love to dispel the myth that your branding can't be fast, good and cheap, this is the book for you!
Reviewed in the United Kingdom 🇬🇧 on April 26, 2016
8 people found this helpful
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SirDave
5.0 out of 5 stars Recommended.
Reviewed in the United Kingdom 🇬🇧 on August 30, 2016
4 people found this helpful
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Amazon Customer
5.0 out of 5 stars Love it! A MUST read
Reviewed in the United Kingdom 🇬🇧 on June 14, 2017
3 people found this helpful
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Flavio T.
3.0 out of 5 stars interesting but uncoherent
Reviewed in Italy 🇮🇹 on September 15, 2022
Kelly M
5.0 out of 5 stars Fabulous read for those interested in branding.
Reviewed in Canada 🇨🇦 on March 7, 2021