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fascination

Do You Fascinate?

Marketing podcast with Sally Hogshead

Sally HogsheadWhy 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 the 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.

7 Why How the World Sees You Matters

Marketing Podcast with Sally Hogshead

Have you ever taken one of those personality tests? – Tests with names like DISC, Kolbe Index and Myers-Briggs. While interesting, the focus of the results is ultimately based on determining “how you see the world.”

How the World Sees YouMy friend Sally Hogshead has spent the last few years inventing a test that flips this notion around to help participants learn instead “how the world sees you.”

You can dive deeply into this idea in her latest book How the World Sees You – Discover Your Highest Value Through the Science of Fascination.

The building blocks of Hogshead’s approach are what she calls archetypes. These 49 elements make up your core “advantages” and give you insight into the best way for you to operate in the most authentic way.

How The World Sees You also introduces the concept of a personal anthem based on your personality advantage. This 2 or 3 word tagline can become your filter for how you make decisions that are right for you.

Listen to the interview linked above and hear Sally break down my personality type and anthem.

I believe this type of assessment and introspection is invaluable for business owners or anyone that interacts with other human beings. (How’s that for a broad statement!)

I also believe that this is an idea that could prove valuable to bring to your clients. Helping them understand their unique value could prove to be one of the best gifts you can give them.

 

 

4 How to Find Your Personal Value Proposition

Marketing podcast with Sally Hogshead

Value propositions are a sales and marketing staple. It’s very difficult to get a purchasing conversation started unless the potential buyer understands some way in which a product or service they are considering adds value in a way that is somewhat unique from other offering.

Lacking a strong value proposition lands one in the commodity pile.

FascinateWhat about people though? Can a salesperson have a value proposition or unique ability to add value? I think they most certainly can and one of the keys to standing out in a competitive sales landscape is to discover, communicate and amplify your greatest strength as your individual value proposition.

Every organization must provide value through its offerings first and foremost but as a buyer considers options the value proposition, reputation, process and brand of the individual sales guide can play a role in the final buying decision and certainly plays a huge role in customer loyalty in the long run.

How you sell is just as important as what you sell and who you are dictates your best way to teach, advise and sell.

The fist step to using this notion is to gain a better understanding of your personality strengths and how you impact those with which you interact – your value proposition. Simply considering this notion will make you a better salesperson no matter the circumstance.

To take this step I suggest a couple of bodies of research. The first is the work of my friend Sally Hogshead who’s best selling book Fascinate must be on your reading list.

Sally is this week’s guest on the Duct Tape Marketing Podcast and famously shows people how to fascinate using their own unique “archetype” in eight seconds or less!

The second is the work and insight of something called the Kolbe Index.

Both Kolbe and Hogshead focus on helping people discover their unique ability with an eye on using that in a way that benefits all around you rather than trying to shore up weaknesses or be more of something you’re not.

Perhaps you’ve taken personality tests in the past or been told you have a certain makeup that’s perfect for sales, but I contend, and both of the above resources support this, that there is no right or wrong personality for sales. Sure, if you’re job calls for you go out and cold call all day, you might want to have a certain Teflonlike makeup, but if you understand that your job is to educate and bring insight in order to create a better sales process than your competitors, than understanding your core strength and figuring how to use that to add value is the most important way to differentiate in a meaningful manner.

I suggest every business owner, entrepreneur and salesperson take both the Kolbe Index and the Fascination Advantage Test or better yet take this idea to your sales and marketing departments and have the entire team assess their personal brand strengths.

Hogshead graciously gave me twenty-five free access passes to take her Fascination Advantage Test to share with my readers. If you’re reading this and it sounds like an awesome idea (and you’re one of the first 25 to read this – go to HowToFascinate.com/VIP and use the access code:DUCTTAPE)

One of the first things that many people who take this step commonly experience is that it’s very empowering. In some cases simply knowing what to lead with clears up a great deal of confusion about the way you should work to be most effective.

Many personality tests measure how you see the world, but these two also work on helping you understand how the world sees you.

The Fascination Advantage is a science-based personal brand assessment, incorporating results of 125,000 participants. The test was created by Sally Hogshead, and developed by the team at Fascinate, Inc., this test will reveal how your personality adds distinct value.

The Kolbe A Index measures a person’s instinctive method of operation (MO), and identifies the ways he or she will be most productive

11

Do You Fascinate?

Marketing podcast with Sally Hogshead (Click to play or right click and “Save As” to download – Subscribe now via iTunes

Sally HogsheadWhy 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!