Fascinate, The Book
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.
With her internationally acclaimed book, FASCINATE: Your 7 Triggers to Persuasion and Captivation, Sally Hogshead explores and explains the irresistible influence of fascination.
Beyond marketing, Sally delves into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of 1,059 consumers, to emerge with deeply rooted patterns for why, and how we become captivated.
It all starts with seven universal triggers: passion, mystique, alarm, prestige, power, rebellion, and trust. By activating the right triggers, you can make anything become fascinating.
- Why the Salem witch trials began with the same fixations as those in Sex and the City
- How Olympic athletes are subject to obsessions similar to those of fetishists
- How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real estate bubble
- Why a billion-dollar “Just Say No” program actually increases drug use among teens, by activating the same “forbidden fruit” syndrome as a Victoria’s Secret catalog
Whether you realize it or not, you’re already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result? This book will show you.