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Fascinate, Revised and Updated : How to Make Your Brand Impossible to Resist - Sally Hogshead

Fascinate, Revised and Updated

How to Make Your Brand Impossible to Resist

Hardcover Published: 21st March 2016
ISBN: 9780062206480
Number Of Pages: 352

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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.

About the Author

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.

Industry Reviews

"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

The Origin of Fascination Witchcraft

PART I: FASCINATE OR FAIL
The Science of Fascination
The Biology of Fascination
Fascinate the Goldfish
The Schoolmarm and the Sorcerer
A Million Years of Personal Branding
Your Brand's Advantage

PART II: THE SEVEN FASCINATION ADVANTAGES
How to Make Your Brand Impossible to Resist
The System behind the Spellbinding
Innovation
Passion
Prestige
Trust
Mystique
Alert

PART III: TACTICS
A Practical System to Customize Your Message
TurboBranding with Tactics
Next Up: Tactics
Innovation Brands
Passion Brands
Power Brands
Prestige Brands
Trust Brands
Mystique Brands
Alert Brands
Applying Multiple Tactics

PART IV: HOW TO GET STARTED TODAY
Your 5-Step Action Plan
The Fascinate System fro Brands

Author's Note
Appendix A: The Kelton Study of Fascination
Appendix B: Fast Facts about the Advantages
Appendix C: Adjectives
Appendix D: Nouns
Glossary
Acknowledgements
Notes
Index
The Brand Fascination System

ISBN: 9780062206480
ISBN-10: 0062206486
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 352
Published: 21st March 2016
Publisher: HarperCollins Publishers Inc
Country of Publication: US
Dimensions (cm): 23.7 x 16.2  x 2.8
Weight (kg): 0.52

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