Marketing podcast with Sally Hogshead (Click to play or right click and “Save As” to download – Subscribe now via iTunes
Why are you captivated by some people, but not others? Why do you recall some brands, yet forget the rest? In a distracted and overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? The answer, according to brand innovation consultant Sally Hogshead, fascination.
Hogshead is the author Fascinate: Your 7 Triggers of Persuasion and Captivation. The book represents three years of research, and explores the 7 universal triggers of fascination: power, lust, mystique, prestige, alarm, vice, and trust.
The primary idea behind Fascinate is that we all have some amount of thee seven potential fascination triggers. Each trigger leads to a different style of communication, and a different type of relationship. The more accurately you identify your personality triggers, and the more intelligently you hone them, the more influential your message becomes.
This notion certainly applies to individuals, but it also applies to how fascinating your company or brand is as well. It’s not enough to simply know the triggers, you’ve got to find ways to communicate and use them as well. Take the F Score personality test to find out which triggers you’re using to persuade!