why is Jägermeister the most popular brand that nobody likes? Why do women spend more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1,000%?
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 for fascinating anyone.
The word “fascinate” comes from the Latin fascinare, meaning “to bewitch or hold captive so that 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 will 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 from 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, Trust, Mystique, and Alert. 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.
“This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” —Seth Godin, author of Linchpin
“Whenever your message hasn’t reached a customer, peer over at Sally Hogshead’s collection of stories and directives, replete with more illuminating, original, and doable ideas than you can handle in a lifetime. Okay, two lifetimes.” —Richard Laermer, author of Forecast 2011 and Full Frontal PR
“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachments—and this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner.” —Tom Peters, author of In Search of Excellence
“As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...” —Richard Pachter, Miami Herald
“This slight but practical work packs a big punch.” —Publishers Weekly
“Fascinate is a riveting journey through the forces of fascination—how it irresistibly shapes our ideas, opinions, and relationships—and how to wield it to your advantage.” —Alan Webber, author of Rules of Thumb