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

by Sally Hogshead (Author)

170 customer reviews

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There is a newer edition of this item:

Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist
$8.49
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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.

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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.

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)

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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: 170 customer reviews
Amazon Best Sellers Rank: #472,851 in Books (See Top 100 in Books)
- #380 in Books > Business & Money > Marketing & Sales > Marketing > Direct
- #538 in Books > Business & Money > Skills > Running Meetings & Presentations
- #571 in Books > Business & Money > Marketing & Sales > Consumer Behavior

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T. T.

A few interesting tidbits of info in a heavily padded, shameless self-promotional piece. I wish I had my 14 bucks back.

April 19, 2015

Format: HardcoverVerified Purchase

Starts out with a bang, but then quickly becomes repetitive. It is painfully obvious that her marketing ideas, while somewhat interesting, were thickly padded to make a sellable product for the general public. It didn't work. If it were drastically edited, this work would have made a spectacular article in another publication, but there is not enough meat here for a whole (smallish) book. She repeatedly tries to pass off "celebrity" quotes as facts in support of her ideas, but the incessant name-dropping becomes sickening. When she started quoting her (highly complimentary) reviewers as "authorities" in the text, I tossed it. It's just a big circle-jerk.

6 people found this helpful7 people found this helpful

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sexy dancer

Nothing new.

December 7, 2016

Format: HardcoverVerified Purchase

The book is a hodgepodge of research on consumer behavior which you can find in common books on market research. She just coined a new buzzword "fascinate" to make the book look "something new". It's somewhat a copycat of an original book "Hidden Persuaders" by Vance Packard.

3 people found this helpful4 people found this helpful

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Susan

Want to thrive in the "Fascination Economy"?

July 16, 2015

Format: HardcoverVerified Purchase

Each of us is fascinated by some one, some thing, or some place. We know this. But - why? What does this person/thing/place do to tap into our psyche?

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”.

One person found this helpful2 people found this helpful

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StopTheInsanity

The book itself is Fascinating - are you?

June 10, 2011

Format: HardcoverVerified Purchase

I will say this - I would read this book again for the entertainment value alone. The author, Sally Hogshead, does a great job of weaving entertaining stories into this book. The stories themselves work in the finest tradition of teaching and passing on history, as most of us learn best that way. Written by another author this could have been just another paperweight.

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.

Bart Gragg
Blue Collar University - A Different Kind of Toolbox for a Different Kind of Manager

2 people found this helpful3 people found this helpful

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traceface

Fascinated by Fascinate

July 17, 2011

Format: HardcoverVerified Purchase

I've read Sally Hogshead's FASCINATE twice in the last 12 hours. The first time through it was for the joy of it. Sally Hogshead is a bright, witty woman who delivers with a personal style that I find very appealing. I did read with a highlighter in my hand, which is my habit when I'm reading books that concern my craft. And 7 triggers that persuade and captivate are certainly seven things I'm `fascinated' about.

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.

2 people found this helpful3 people found this helpful

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Glenn Hunter

Eager To Be Fascinated Again!

January 23, 2016

Format: Kindle EditionVerified Purchase

Enjoyed Fascinate almost as much as Sally's presentations. Her presentation was absolutely amazing when I saw her!!! I shall return to my highlights often while planning to engage my audience more aggressively. My company has a niche-driven strategy & her insight will help tremendously. I will recommend this book to my business colleagues who need to understand better their audience and market.

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