Today's Book Brief: Fascinate by Sally Hogshead

  • Published on
    15-Jan-2017

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  • 60-SECOND BOOK BRIEFS

    FASCINATEBY SALLY HOGSHEAD

  • its no longer good enough to create a great product or service, you need to fascinate people beyond the realm of rationality.

  • 7 triggers of fascination

    HOW? With the

  • Trigger lust by injecting some feeling into your brand and by using as many senses as you can.

  • Trigger mystique by withholding information, building mythology and limiting access to your brand.

  • Trigger alarm by defining the consequences of not taking action (the more serious the better) and creating a deadline for action.

  • Trigger prestige developing emblems that display a degree of unattainability, set a new standard, and limit availability.

  • Trigger power by getting people to give up control of basic elements of a situation, so that they are much more likely to

    submit to significant change.

  • Trigger vice by convincing people to do things they know they shouldnt, but still just might do.

  • Trigger trust through familiarity, either through branding or associated yourself with another brand or experience.

  • workingIS IT

  • Fascinating messages provoke strong and immediate emotional reactions, create advocates, incite conversation, and force competitors to align around it.

  • congratulationsIf you have those things

    you have created a fascinating brand!

  • CREATE YOUR GREATEST WORK

    GET THE 12-MINUTE VERSION BY CREATING A FREE ACCOUNT ATWWW.READITFOR.ME

    http://www.readitfor.me

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