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Fascinate: Your 7 Triggers to Persuasion and Captivation Hardcover – February 9, 2010
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachmentsand 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 fascinationhow it irresistibly shapes our ideas, opinions, and relationshipsand 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)
- Publisher : HarperBusiness (February 9, 2010)
- Language : English
- Hardcover : 288 pages
- ISBN-10 : 0061714704
- ISBN-13 : 978-0061714702
- Item Weight : 13.2 ounces
- Dimensions : 5.5 x 0.97 x 8.25 inches
- Best Sellers Rank: #1,021,259 in Books (See Top 100 in Books)
- Customer Reviews:
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Sally Hogshead’s Fascinate answers these questions by introducing the reader to the seven triggers of fascination. How do prominent brands use one of more of these triggers to engage their consumers and market their products? How can each of us use these same triggers to stand out from the competition, spark conversations and create advocates?
The trigger names, themselves, are fascinating: lust, mystique, alarm, prestige, power, vice, trust. (Admit it, your mental images brought a smile to your face as you read this list.)
Parts I and II of the book are foundational, speaking to the need to “Fascinate” and the significance and intricacies of each trigger. (Note: Foundational does not mean boring. Sally has included interesting asides throughout the book – some insider knowledge, some provocative insights, and some “just for fun” facts.)
Part III is where the magic begins. This is the work section where the reader gets to step into the discovery zone by applying these Fascination concepts to his/her own brand, product, or service.
Sally describes a three stage “Fascination Plan of Attack” prompting the reader to look within for the unique, the compelling, and … yes … the strange and enticing. What trigger will prompt your customer to act? How does applying your primary trigger or a combination of two triggers position your brand to turn heads, provoke discussions, and motivate buyers?
The risk of being fascinating (which may be completely counter to all of your previous marketing/branding practices) may be overwhelming. But Sally shows us the reward that “fascination” works.
Take a read of this book, swallow, and then apply the concepts to your own messages and brand. It’s about the way you inspire others to act. It’s about living in the “Fascination Economy”.
Unless you are dead from the neck up, many times your eyebrows will go up in surprise, you will grin so wide your face hurts, you will even throw back your head and laugh! Your brain will be on fire with ideas that are relevant to your business. You will better understand how we allow ourselves to be mesmerized by people and products that we just know aren't good for us. And you will better understand how even you (and I) have the capacity to fascinate others in our own ways.
Use a highlighter - make notes as you read. And not to worry, in the best tradition of people that give you the most value from a book there is a step by step method in the end to look at your business and see how you can fascinate others.
I am re-writing my entire website based on what I have learned here.
Blue Collar University - A Different Kind of Toolbox for a Different Kind of Manager
In all honesty, when the chapter on lust went into stripclub studies I was not impressed. I assumed that it would be a facinating book. It wasn't. I did not come away saying, "Wow! I have some great tools for help my sales idea/product ..." This is the first business book that I threw away the week I purchased it.
My second reading was just as enjoyable as the first, but this time I was in learning mode, really studying the examples and explanations she offers. While I understood the basic psychology of the majority of her triggers; I didn't fully understand, or sometimes even recognize, their origin. Or their primacy.
Lust. Mystique. Alarm. Prestige. Power. Vice. Trust. The seven things that trigger humans to act or react. They are being used to fascinate you all day every day.
But more important is how are you using them to fascinate others with your brand? Read the book! Do the exercises at the end relative to yourself or your brand. You'll be amazed at the power contained in these 250 pages.
Top reviews from other countries
I didn't find it helpful for my field of work.
I found it repetitive and that it had too many historical references which seemed to be there to pad it out.
I was expecting a completely different book. I thought it would be more on the personal fascination and not so much related to business. As I started reading, I soon discovered I had been misguided, but i did NOT for one second regret getting the book. It is very smartly written, it is based on rather interesting examples and it is very easy to extrapolate the message to any other realm of one's life (it needs't be read only business-wise)
I was quite satisfied when I finish the book and I have been practicing some of the techniques I read in it.
I was quite sad, though, that in the book the author talks about some fascination test which can be taken online. I got quite excited about it, but when I went to the website I discovered it was not free; it was actually quite expensive :(
Well, to conclude with I just would like to emphasise that it is a great book, it did FASCINATE me even though I bought it for all the wrong reasons and I strongly recommend it even as a self-descovery journey.