fascinate your 7 triggers to persuasion and captivation pdf

Fascinate your 7 triggers to persuasion and captivation pdf

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Published: 14.04.2021

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Fascinate: Your 7 Triggers to Persuasion and Captivation

Audible Premium Plus. Cancel anytime. In How the World Sees You , author and personal branding expert Sally Hogshead applies the principles of fascination triggers to understanding "personality brands" - how individuals use different triggers to influence, persuade, and captivate others. You already know how you see yourself and the world.

Publisher's Summary

Start growing! Boost your life and career with the best book summaries. Historically speaking, in the past people saw fascination as a curse and danger, which compelled people to think and act irrationally. Even Freud has written about fascination, comparing it to hypnosis. Branding is important. Creating a distinctive reputation for your products may be the thing you need to stand out from the crowd. Marketing and branding professionals will find this book fascinating and inspiring.

After reading it, they will surely want to reexamine the products they work on and assess the situation they are in. But the real work comes only after reading these pages. These steps are nothing until someone puts them to practice on concrete companies and products. Sally Hogshead is an award-winning writer and a brand expert.

The New York Times, the Today show and various other media have interviewed her on several occasions. Starting off as an advertising writer, she ended up being a brand consultant for world-class companies. All things in this world can become fascinating: people, places, things.

Why is this important? Because knowing this can help you build the brand that will fascinate and hook people. The fascination-based one. It is no longer critical, or even possible, to be different. It is no longer important to just offer products of high quality and value. More important than that is to add fascination to the equation.

You have to find a way to make your ordinary products seem unique. You have to captivate buyers and stand out from the crowd. How do you do that? By creating fascinating ads that provoke emotion and bond you with customers. Seven triggers can create fascination when customers are concerned. They are:. Using these triggers can help companies influence the behaviors of customers and create the feeling of need and fascination. Customers cannot control it, so it affects their decision making, and it limits their freedom of choice.

Making your brand valuable and prestigious can push people to buy. On top of all of that, promising dependability and establishing trust with can also affect clients. To do that, you should be not only authentic but also predictable in what you communicate. You should promise stability. All that, along with the fascination effect, can bring you more customers than you ever dreamed of. Develop new messages to attract consumers 3.

Execute a marketing program to build fascination. Ask yourself: what do consumers think of your company? Do your ads provoke reactions? You should find the balance between being bold and being bland. Boldness can indeed offend some market segments, but dull ads never kindle any emotions.

Think about the seven touchstones and evaluate them accordingly. Strengthen the ones that are weak and focus more on the criteria that work for you. Try to differentiate. Try to pack what you offer in a way that no one has before.

Once you evaluate where you stand on the fascination scale, reposition yourself higher. Each company is in possession of seven fascination badges that you can work with to create more significant fascination and become more appealing.

These badges include products, benefits, culture, heritage, core beliefs, purpose, and actions. After assessing the current fascination status and the ways you can go about increasing it, it is time to create and implement your plan. There is not a universal approach, but there are a few universal principles. To start with you should build internal support. Changes have to start from the inside. So, before being ready to fascinate customers, you have to ensure that there is a culture of fascination among the employees.

Next, pen down all the marketing actions you plan to take. Be concrete. Outline using dates, figures, costs, etc. Writing down your marketing plan will get rid of all abstractions and will help you visualize where you want to be. By doing so, the steps in this plan will become goals and not just mere wishes. And lastly, before taking any action, do your research.

Evaluate every step that you came up with. Compare it with data you gather about the customers you target and similar marketing moves that some companies may have taken in the past. Listen to what the market says.

Like this summary? Learn more and more, in the speed that the world demands. Start learning at the speed of today's world. Website language:. Learn with our well-curated library!

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Cancel anytime. Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Answer: fascination, the most powerful way to influence decision-making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust. Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire.

But what makes some brands fascinating and others not? LUST: Sparks a craving for sensory pleasure or experience. Stops people thinking and start feeling, makes the ordinary emotional, uses all five senses, teases, flirts. ALARM: Creates urgency with a threat of negative consequences, deadlines, and distress — focuses not on the crisis most likely, but the crisis most feared. VICE: Encourages a creative approach or rebellion against rules by creating taboos, leading astray, and defying absolutes. TRUST: Builds loyalty with stability and predictability, by becoming familiar, authenticity, repetition. And people want to be fascinated; a national research initiative, The Kelton Fascination Study, found that the need to be fascinated is only trumped by our need for relationships and trust.

Fascinate: Your 7 Triggers to Persuasion and Captivation

Why are some brands and people more captivating and memorable than others? In a distracted, overcrowded world, how do some leaders break through the noise to influence behavior, beliefs, and buying decisions? More persuasive than marketing, advertising, or any other form of communication, Fascination is the most powerful way to influence decision making. You already know how you see the world.

Fascinate How to Make Your Brand Impossible to Resist

Has fascinate by sally hogshead been sitting on your reading list? You might routinely buy your favorite brand of toothpaste, not thinking much about the purchase engage in routine response behavior , but not be willing to switch to another brand either. And then there's the most important question of all: how can your brand become impossible to resist?

2 comments

  • Claude N. 20.04.2021 at 15:51

    Start growing!

    Reply
  • Eric L. 23.04.2021 at 15:38

    Goodreads helps you keep track of books you want to read.

    Reply

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