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Fascinate, Revised and Updated

How to Make Your Brand Impossible to Resist

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Fascinate, Revised and Updated

Yazan: Sally Hogshead
Seslendiren: Sally Hogshead
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Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?

And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.

The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.

This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.

This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.

Dive into the science of fascination and learn how to:

  • Increase prices with ideas from poker to Play-Doh
  • Build revenue by learning about the $14 million license plate
  • Get better leads through hypnosis by Sigmund Freud and Steve Jobs
  • Attract raving fans by following the cult of pistachio ice cream
Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here: Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities—including Twitter, IBM, Porsche, and New York University—use the Fascinate system to captivate their customers. Why? The answers are in this book. Advertising Career Success Economics Marketing Marketing & Sales Motivation & Self-Improvement Workplace & Organisational Behavior Workplace Culture İş
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it took a while to get through but I loved it, I can't wait to Implement into my own business!

so eye opening thank you so much!

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There are some interesting insights here, but there is too much cod psychology (where the author cherrypicks a few studies and applies it to other scenarios) - presumably to enhance the credibility of the author.

For someone with a degree in psychology, a lot of it came across as made up or tenuous.

I would much rather the author shared insights from their own decades of experience, but perhaps this appeal to authority is part of their sales shtick.

Reasonable insights but

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Excellent content. It opens your mind, makes you think about your brand and how you are selling it through the markets. It made merevise past errors and gave me a better understanding about why some brands captivate us.
The pdf material is very important but don't read till you understand correctly how to use it.
It has helped me a lot on the first listening but As I kept on going deeper into the book I decided to buy the book so I could revise some specific parts.
Great book whatever your profession is, you can use it for your brand, your personal brand or even for sales presentations in order to have a better result.

A listening easy to transform into action

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came to this book after I heard the author on a well known podcast and was intrigued by her message and approach to the subject of what fascinates -- the book did not disappoint - there is so much useful material in both the book and the accompanying PDFs.

fascinating listen

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Sometimes a book is useful because it provides new knowledge.
Sometimes it is useful because it challenges your world view.
Sometimes it is useful simply because it asks the right questions.

This book is firmly in the third category.
If you are looking for a quick 'cheat sheet' on how to use branding in your business, this will force you to ask the right questions and that's half the battle.

A spotlight from the strange world of branding

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