ABOUT THE BOOK
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 decision making. It’s more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.Fascination plays a role in every type of decision making, from the brands you choose to the songs you remember, from the person you marry to the employees you hire. And by activating the right triggers, you can make anything become fascinating.
To explore and explain fascination’s irresistible influence, Sally Hogshead looks beyond marketing, delving into behavioral and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews and a national study of a thousand consumers, to emerge with deeply rooted patterns for why, and how, we become captivated.
Hogshead reveals why the Salem witch trials began with the same fixations as those in Sex and the City. How Olympic athletes are subject to obsessions similar to those of fetishists. How a 1636 frenzy over Dutch tulip bulbs perfectly mirrors the 2006 real estate bubble. And why a billion-dollar “Just Say No” program actually increases drug use among teens, by activating the same “forbidden fruit” syndrome as a Victoria’s Secret catalog.
Whether you realize it or not, you’re already using the seven triggers. The question is, are you using the right triggers, in the right way, to get your desired result? This book will show you!
My Opinion
This book was very eye-opening for me and it all made so much sense to me about why certain things in life are so appealing and fascinating!I could definitely work on being more fascinating both on my blog and as a person so I found this book to be very useful!
The book was divided into three parts. In Part I, Sally (the author) gives a little background on Fascination. One thing that I found really interesting in this section of the book was how she talked about how we are all born with the internal knowledge and instinct of how to persuade. Also, she talks about why humans smile and why it is so appealing to other humans (it changes the way our voices sound and is instinctively perceived as less dominant!)
In Part II, we are introduced to the seven fascination triggers: Lust, Mystique, Alarm, Prestige, Power, Vice, and Trust. The trigger that intrigues me the most is the Prestige trigger. It has always amazed me how just because something is prestigious or popular, it becomes so fascinating and "wanted". Think about things like Pink Cadillacs, designer labels, blue bake off ribbons,etc. - things that most people (maybe in other countries) wouldn't think are that special, but they have become prestigious because the company have developed their symbols to be respected!
In Part III, Sally helps you develop your own Fascination Plan of Attack and make your own messages more fascinating! There are three stages: 1) Evaluation where you analyze how fascinating your company and message currently are 2) Development - where you create your own development plan and create and heighten your fascination 3) Execution where you actually bring your fascination plan to life
Overall, I think this book was really intriguing and really made me think about life and what draws people to certain objects, people, and companies! Fascination really does affect EVERY part of our lives! My favorite line pretty much sums it up: "You don't control fascination. Fascination controls you!"
I recommend Fascinate: Your 7 Triggers to Persuasion and Captivation for all people trying to influence and fascinate people either in your personal life or with your business! This book will really help you evaluate and develop your company's mission and market your company so that others will be FASCINATED with you!
Buy It: You can purchase Fascinate: Your 7 Triggers to Persuasion and Captivation for $17.81 on Amazon.com
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* This shop has been compensated as part of a social shopper insights study for Collective Bias. All opinions are 100% mine!*
3 comments:
Hello, visiting from the Alexa Hop. Following you via Google Reader. Have a great weekend!
Ordered mine and can't wait to read it (should have just downloaded it to my e-reader). Thanks. Did you find it helped with "fascinating" online? Hoping that I can take some and use it for blogging.
Good review and looks fascinating book for review.
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