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Fascinate: Your 7 Triggers to Persuasion and Captivation
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Fascinate: Your 7 Triggers to Persuasion and Captivation

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3.73 of 5 stars 3.73  ·  rating details  ·  1,238 ratings  ·  101 reviews
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
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ebook, 288 pages
Published February 9th 2010 by HarperCollins e-books (first published January 1st 2010)
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Zach Olsen
I read the first 100 pages and the last 50. The middle part that goes into depth about the 7 triggers was full of definitions, semantics and a lot of fluff so I didn't read it all. I think its worth thinking about how before you can ever make the sale you have to get someone interested enough to get them through the door. A better book on the same topic of how to do that is Purple Cow by Seth Godin which covers how to be fascinating by being remarkable. Much more concise and easier to take the i ...more
getAbstract
Cagey advice on captivating consumers

Becoming fascinating is the best way for your product to stand out from the crowd. You can create a brand identity so interesting and distinctive that consumers will be irresistibly attracted to it, as they are to Apple, Tiffany, Coca-Cola and Google. Brand consultant Sally Hogshead shines a marketing spotlight on the potential power of fascination, details its seven triggers and explains how to use them to increase your product’s attractiveness. A clear, str
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Fred Zimny
Sally Hogshead helps world-class businesses develop messages that influence and persuade consumers, patners and employees. As a world-renowed brand consultant and speaker she outlined her fascinating ideas for companies, professionals and persons in the book Fascinate.



One thing about the book is its fascinating subtitle –your seven triggers to persuasion and captivation. Which triggers for me the question will the author also be able to fascinate?

And be sure: she does!

The reason it worked for me
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Taka
Great premise, poor execution--

The seven triggers of fascination - lust, mystique, vice, alarm, power, prestige, trust - are easy to remember but are not really useful because they are blanket terms that encompass whole hosts of things that aren't commonly associated with those words per se.

The book is interesting, but unfortunately doesn't really deliver. The author likes to go on tangent examples and anecdotes that may be interesting to some, but essentially useless and distracting. She circu
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Nick
Sally Hogshead's book "Fascinate: Your 7 Triggers to Persuasion and Captivation" is a legendary adperson's take on how to get people interested in you, your products, or your services. She writes it in a witty, breezy way that keeps the insights coming and the plot moving. Highly enjoyable look at what has grabbed people through the ages.
David
The book is not an intellectual exploration, but a marketing workshop that is somewhat gimmicky. One of the problems is that for all the discussion about fascination, it doesn’t define in any depth what fascination really is. In her attempt to fascinate the reader, the author gets creative to the point of losing some credibility. For example, she says that symmetrical elbow bones improve a male’s sexual success, a somewhat factious claim. True, one researcher has found that symmetrical nonfacial ...more
Zana
Here's the thing: if your book is named Fascinate, it has to be, well, fascinating. And this frankly just wasn't. The research methodology was anecdotal and dodgy -- you can't get statistically significant results from such a small sample size, and the questionnaire that I took was inspecific and yielded bizarre results. And the unquestioning accolades of advertising as if it had never had ill effects in its entire history... well. I ask for a higher standard of intellectual rigor (read: ANY AT ...more
Sofia
I listened to the audiobook version (with Sally Hogshead herself reading), and it was solid -- although I have to admit that I'm probably biased considering I work in marketing. Sally does a good job reading her book and offers lots of tidbits, asides, and additional information. She clearly knows her stuff. Sometimes the idea of "fascination" is a bit too broad, but I really did enjoy taking the f-score test (primary trigger: alarm; secondary: trust; dormant trigger: mystique). Certainly I unde ...more
Adam Housley
This book came recommended in a blog or article I read, and I had high hopes for it as I transitioned into a new position at work that found me considering how best to develop our brand. A colleague and I had planned to work our way through the book a chapter or two at a time. After our first meeting in September, we agreed the book was overhyped. I finally finished it this week only to get it off my dresser and onto a new life at Half Price Books.
Kevin Eikenberry
We buy products because we are fascinated in some way. We enter professions, pick jobs and choose friends (and mates) because of fascination. We pick movies, television shows and books because of . . . fascination.

This book arrived in my mail courtesy of the author. When I met Sally more than a year ago she was working on this book. We talked about it. I was fascinated. When I picked up the book, I knew Sally hit a home run.

- See more at: http://blog.kevineikenberry.com/leade...
Peyton
I liked the concepts: 7 triggers to how we fascinate people in life and marketing. The data is great, 75,000 data points is a lot. However, you can see how Sally's evolve over time. She even changes some of the Trigger names to make them sound more positive (lust to passion; vice to rebellion). It's pretty cool how she's not a psychologist, but is essentially doing work in that field and finding a way to monetize on her research. I used her brand Chemistry Set experiment in my biz classes. Half ...more
Rebecca Waring-Crane
Vacillating between two and four stars as I worked through this title, my moment of clarity came with the last fifty pages or so: marketing and self-promotion still (despite reading heaps to the contrary) seems a bit, well, a bit manipulative and self-promoting. But as a recently-minted entrepreneur (not a hobbyist) this is EXACTLY what I need to do. Not the manipulate bit, but the "here's the cool work I do and i know you'll love it" bit.

Hogshead presents her marketing expertise and supporting
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Siri
Fantastic! Unlike Marcus Buckingham's book, Now Discover Your Strengths, Sally Hogshead's book Fascinate identifies not how you see yourself, but how others see you! Marcus' test took 30 minutes to complete...Sally's took 3 minutes. Her take on things is entirely new and fresh. The book is chock full of interesting-to-learn examples of each of the principles and she uses real life companies to illustrate her points. At this very moment in my life (helping a friend launch her online business, sup ...more
Payam
This book unnecessarily categorizes everything under "fascination". If you like something, "you are fascinated". If you love something, "you are fascinated". If you are focusing on something, "you are fascinated". If something is disgusting to you, "you are fascinated". As such, the word "fascination" becomes practically meaningless by the end of the book.

Overall, it is a decent book. Unfortunately, its 7 trigger categorization is not scientifically based on anything. She seems to have just crea
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Mary Louise
My friend Sally Hogshead has written a terrific book about the power of influence on, well, most things. In this increasingly transparent world, this book is a must-read for anyone wanting to take control of their career and influence the kind of people they'd love to do business with, or have buy their books, read their blog posts or whatever. Do you often wonder how others may (mis)perceive you? Your company's business style? Your blog personality? Your career strategy? Your book campaign? Thi ...more
Brian
I'm always interested in books that shed light on what makes people tick. Why we do what we do. The mystery of human motivation. In this book, the seven emotional triggers that motivate people to act are discussed. The triggers aren't the only thing, for their are other "marketing" insights as well. Take an online fascination test to determine how you score as a brand. My primary trigger is prestige, and my secondary is Vice. Which is to say, I'm an elitist rebellion type... if you say so, hehe. ...more
Phaedra
I would give this book a much higher rating if I wasn't so annoyed by the constant barrage of emails that follow completing the assessments.
Aja
Definitely worth reading especially if you ever feel perplexed by what makes us flock to one thing and flee from another. We humans are pretty funny creatures but we're fairly easy to read with the right tools.
Cyndie
May 17, 2014 Cyndie rated it 4 of 5 stars  ·  review of another edition
Recommended to Cyndie by: Audible
Shelves: audiobooks
Perhaps unsurprisingly, a *fascinating* book. Talks about the things that draw us in and completely enrapture our attention, especially when it is irrational that they do so. Definitely directed toward the business sector, but she does touch on the ways your own personal brand (yourself) can benefit from these fascination triggers too. Enjoyable, informative, and applicable.
Sarah
Meh. There's nothing solid in here. Interesting ideas but nothing substantiated or actionable. The narrative voice was interesting, but that's not enough for a book like this.
Ninakix
Sure, this was clearly one of those books written by an agency member in order to promote their work, and as such carries the traditional light reading and assertion that this is the end-all and be-all of marketing methods, but it's still pretty interesting. While much of the material towards the beginning was a bit obvious or expected, the different "triggers" covered were the most unique part of the book, and worth reading to just think about the different patterns that you could use to captur ...more
Gloria
I refuse to use the word "fascinating" in describing this book-- even though it would be totally appropriate.

I enjoyed the first half of the book the most. Understanding the psychology behind what triggers responses in us and how and why. (one can easily see how keen study of this can raise up some horrendous results ... think Hitler, etc.).
The second half (on how to effectively use the triggers to help sell whatever your business needs to sell) was less intriguing (mainly because I'm not in tha
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Kristen
This book was Fascinating. Ya Ya, very cliche comment, but it was. I have always been obsessed with being aware of how society, media, and people try to manipulate my primal instincts.
She never uses the word manipulate, but if you read this it is obvious to see that it is interchangeable with the word fascinate.
This is a wonderful book for anyone who loves introspection and understanding of the human race.
I took the f-score test and had everyone I know take it. It was surprisingly accurate.
My P
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Pamela Day
Interesting informative read. Recommended by Khosla. Was not as fascinated by the book as I wanted to be....
Ron Vitale
I saw Sally speak out at Social Media Marketing World in San Diego last month and purchased her book the day after her keynote talk. I thoroughly enjoyed her book. Is it hard science? No. I went into reading this book looking for some creative ways to spice up my interpersonal work relationships so that I could better understand my strengths (and weaknesses).

Fun to read and easy to zip through I was able to finish the book on a cross country flight headed back to the east coast after the confer
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Mkhoury
read this book because it was my book clubs choice for the month, but couldn't even bring myself to finish. I felt it was incredibly disorganized and that the facts were too soft for me to take it seriously. for example, she talks about how our mouths literally water when we are excited...this is just not true. a number of studies have been done on this. we only think they do because we become more aware.

aditionally, I could have done without her sarcasm and attitude. I can't remember the last t
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Jeshan Babooa
Solid advice to create compelling messages and products
Ronschae4
This is an amazing book. If you have responsibility for crafting a sales message, an ad campaign, or a brand presence, this is a must-read for you! I originally heard an executive audio summary of this book and then was so inspired by the clarity of the premise that I bought and read (and re-read) this book! It's one I go back to at least once a year if not more! Actually, every time I start to work on our Sales and Marketing Plan, I start by pulling this off the shelf and reading my highlights. ...more
Gigi
Fascinating, really!
Lisa Hall
This is a quick read covering what marketing looks at when motivating buyers or building a brand at a basic level. I read it because I'm rebuilding my website, by which I mean I'm paying someone to build my new website. What I got out of it was some insights into how I can make my stories stronger by focusing on some of these triggers for my characters motivations. It's an easy read, not full of business terms you have to look up to understand. I started it this morning and finished it in one da ...more
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