Fascinate: Your 7 Triggers to Persuasion and Captivation | 
| Author: Sally Hogshead
Publisher: HarperBusiness
Category: Book
List Price: $26.99
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Seller: BRILANTI BOOKS
Rating:  43 reviews
Sales Rank: 3893
Media: Hardcover
Pages: 288
Number Of Items: 1
Shipping Weight (lbs): 0.8
Dimensions (in): 8.3 x 5.6 x 1.2
ISBN: 0061714704
Dewey Decimal Number: 658.80019
EAN: 9780061714702
ASIN: 0061714704
Publication Date: February 1, 2010
Availability: Usually ships in 1-2 business days
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Product Description
What triggers fascination, and how do companies, people, and ideas put those triggers to use? Why are you captivated by some people but not by others? 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? 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. And by activating the right triggers, you can make anything become fascinating. To explore and explain fascination's irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated. Hogshead reveals 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. And why a billion-dollar "Just Say No" program actually increased 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.
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| Customer Reviews:
Showing reviews 1-5 of 43
 Turns Out It's Not A Popularity Contest. February 9, 2010
MARK DIMASSIMO (New York City)
59 out of 65 found this review helpful
It's a Fascination contest! And with this somewhat startling insight, a book is born. And it's a book that walks its talk. It is fascinating. It hits all the seven triggers of fascination, and it earns our attention through every fascinating page. But here's the really interesting thing - this book isn't fascinating just because it tries to be. True, the author is something of a virtuoso of fascinating, being one of the most awarded advertising copywriters ever, and well-known as one of the brightest and most successful charmers in any business. This is all good, but what's going on in this book is something more fascinating. Call it depth. It's a book that has done its homework. A book that is chock full of new stories, insights and intelligence for people whose lives and livelihoods depend on being a bit more fascinating. A book with ample handles for people who want to grab hold of the concepts and put them to work. I enjoyed finding out my F-score, for example, and learning my fascination strengths and weaknesses. At it's core, this book addresses a critically important issue. Since, in this world, the good and the right don't necessarily win, but the fascinating have an unfair advantage -- it's important for everyone who's trying to get anything good done to become more fascinating, to put these concepts and these tools to work.
A book called Fascinate fails if you aren't compelled to read it in one sitting February 26, 2010
Julia C. Perry (Nashville, TN United States)
31 out of 33 found this review helpful
Which is exactly what I did!
I don't know Sally and I purchased her book right here in Amazon on referral from some old colleagues. So this review is the real deal, folks.
FASCINATE is a compelling journey into method and madness of persuasion. The concept is that whether you are pitching a new client, inviting a friend to lunch, luring a cranky toddler to sleep, or marketing a product, you are using triggers to elicit a certain response. Sally has narrowed these down to 7 (power, trust, mystique, prestige, vice, alarm and lust) and the book demonstrates and explains how dialing these triggers up and down can help you more effectively influence your relationships.
The book is divided into three parts. The first part uses lots of dare I say it ... fascinating examples ... of how fascination factors into key world events and even human development. It's a page-turner. The second part of the book reads more like your typical marketing book and won't be all that revolutionary to seasoned advertisers. But it does frame up basic motivators in a memorable way. The key take away from this section is that we are part of a fascination economy where companies and individuals that are fascinating or can make someone else feel fascinating as a result of their relationship with them will win. That's a concise bit of advice that can serve marketers, sales people, and anyone trying to persuade very well.
The third part of the book is probably my favorite. My number one pet peeve about business books is that they always promise to tell you how to be more successful but they never actually give you a formula for doing it. Sally gives her readers a clear plan for becoming more fascinating. I've already cracked the book open once this week when a concept we were planning to pitch to a client was falling just a little bit flat. I have a feeling I'll be doing that again and again.
For more on my thoughts on FASCINATE in the context of digital marketing, click here: [...]
Julia Perry
VP, Business Development
Something Massive
Seven fascinate triggers that help marketers break through the clutter February 9, 2010
David M. Scott (Boston, MA)
32 out of 35 found this review helpful
I'm a marketer and I write marketing books, so I usually don't like to read titles in the genre, preferring things very different. However, I'm a sucker for anyone who has an interesting big-picture idea about how the world works. Better yet if the book is both applicable to marketers and in interesting read.
Sally Hogshead delivers with Fascinate, which reminds me of books like Seth Godin's Linchpin, the Heath brothers Made to Stick, and Malcolm Gladwell's books. She combines elements of psychology, sociology, neurology and illustrates with terrific stories.
Marketers like me know that there's a huge information glut today. As a marketer it is difficult to break through. But if we understand the seven fascinate triggers that Sally outlines in this book, we can create things that people will talk about and things that people will share with others. As a marketer, there is nothing better than when people share your ideas and tell your stories for you.
Fascination is as fascination does February 10, 2010
Nick Morgan (Boston, MA United States)
10 out of 10 found this review helpful
As someone from the Northeast, I was pleased to learn from Sally Hogshead's new book that I lead a more fascinating life than folks in the rest of the country. At least, that's what she says, and I trust her to be right, because she's clearly done her homework at the same time as she's created a new category of thinking for advertisers, branders, PR folks, marketers -- anyone in the business of getting attention for themselves, their companies, or their products. The book is an extraordinary collection of insights, fresh thinking, pearls of wisdom, and funny asides. Hogshead is a very witty writer, and she manages to keep her text fascinating even as she's writing about the subject with clarity and verve. This is a brilliant book. Everyone except a handful of people who are already as fascinating as they need to be should read this book: President Obama, Drew Brees, and the late Marilyn Monroe come to mind. No doubt you can think of others.
Biz book that reads like a book-book February 11, 2010
Luke Sullivan
13 out of 15 found this review helpful
Am really enjoying Hogshead's new book. Am always wary of biz books that come out and invent some fake list of must-do's.
But Sally makes her case well with good writing and wide research. Feels even a little Malcolm Gladwell-esque in a "Wow, I never thought of it that" way.
Showing reviews 1-5 of 43
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