Those of you who follow me on a regular basis may know that I've been reading a lot this year. I made it a goal to add more reading for sheer pleasure to my life, and since getting my Nook Color, I've been doing a pretty good job of it. Although I've downloaded a number of non-fiction books to enhance my personal development and to learn something new, I've truly tried to force myself to get lost in a good work of fiction at least once a week. Well, recently, I had the opportunity to check out a non-fiction book on marketing called Fascinate by Sally Hogshead, and I'm glad to say that I was so easily persuaded to delve back into my passion for learning.
What a, excuse the pun, fascinating book this is from the very beginning. Brand executive and marketing genius, Sally Hogshead, uses actual examples from ads and from life to demonstrate how using certain triggers can improve relationships. Better relationships equals more sales or more of whatever particular goal you desire. The concepts in the book can be parlayed into business or even into your personal life.
Your Fascination Score
In fact, before I go any further with the book review, I'd like to direct you to Sally's website to a personality test you can take in order to determine the fascination triggers that you use most frequently or could use more often. There are seven fascination triggers, or ways of reaching people to make yourself more fascinating. My primary trigger is Prestige, and my secondary is Passion. These are not surprising to me. I like to excel in what I do and look for unique opportunities in life and in my career. My dormant trigger is Trust. This was surprising to me. No one wants to be seen as untrustworthy. But this information, combined with what I learned in the book, has given me great insight into how I can use triggers in my business as a freelance writer and in my personal life. I highly recommend taking the test!
The Book
The book is based on the seven triggers and how to use them to persuade or fascinate others. We all use our natural strengths to be fascinating, according to Hogshead, and fascination can effect every part of our lives. Knowing which fascination triggers to use in your personal situation can lead to a great advantage in the market place and in helping you to reach your goals. Because we live in an ADD world of overwhelm and overload, it's important to be fascinating in order to be seen.
The 7 Fascination Triggers are:
- Lust
- Mystique
- Alarm
- Prestige
- Power
- Vice
- Trust
Each of these triggers sparks a different response in people. Depending on your desired outcome, you could use any of these triggers to help improve your message. The concept, to me, is actually quite brilliant. I've never taken a marketing course, but after seeing things in this perspective, I'm more inclined to immerse myself in more information on why people make the choices they do, as well as how to influence those choices.
Hogshead goes intro great detail to describe the "gold hallmarks" of each trigger and how to create "fascination badges" or potential areas for what you represent. While she admits that she didn't invent the triggers, I am extremely impressed with the examples she's found of how they are best being used. I also love that she encourages the reader to use the triggers in their own life. She devotes an entire section of the book to helping us find ways to incorporate the triggers into our own brand's message. Brilliant!
More Sally Hogshead
To get a better idea of Sally's personality and whether the book may be for you, take a look at this video. In it, she talks about how to fascinate and gives you an overview of the book's concepts.
Should you decide that you'd like to purchase the book, it's available at Amazon in print and for Kindle, as well as at Barnes & Noble in print and for the Nook. Let me know what you think of it. Also, what other marketing, business or social media books should I be reading? Thanks!
* This shop has been compensated as part of a social shopper insights study for Collective Bias. As always, all opinions are my own, regardless of compensation.
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