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What triggers fascination, and how do companies, people, and ideas put those triggers to use?
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 increased 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.
著者について
Sally Hogshead helps world-class businesses develop messages that influence and persuade consumers, partners, and employees. Starting out as one of the most award-winning advertising writers in the country, she is today a world-renowned brand consultant and speaker, leading keynotes for companies such as Starbucks and Microsoft as well as innovation workshops. As a creative director, she develops fascinating ideas for both Fortune 500 companies and start-ups. Hogshead and her work have been featured in the New York Times and on the Today show, CBS, ABC, and MSNBC.
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カスタマーレビュー
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形式:ハードカバー
人を魅了することについて書かれている一冊。
この本が提唱するのはすでにあなたが持っている魅力を最大限に活かすこと。
著者のサリーホグスヘッドは人や会社が持っている魅力を７つに分けて説明しています。
７つのトリガーとは１．権力、２．名声、３．神秘、４．情熱、５．アラーム、６．反抗、７．信用。
この７つのタイプに対してあてはまるタイプを2つ組み合わせて独自の魅了ポイントを探していきます。
あなたはどのタイプを持っているでしょうか？ぜひ、本書を片手に考えてみてはいかがでしょう。
この本が提唱するのはすでにあなたが持っている魅力を最大限に活かすこと。
著者のサリーホグスヘッドは人や会社が持っている魅力を７つに分けて説明しています。
７つのトリガーとは１．権力、２．名声、３．神秘、４．情熱、５．アラーム、６．反抗、７．信用。
この７つのタイプに対してあてはまるタイプを2つ組み合わせて独自の魅了ポイントを探していきます。
あなたはどのタイプを持っているでしょうか？ぜひ、本書を片手に考えてみてはいかがでしょう。
Amazon.com で最も参考になったカスタマーレビュー (beta)
Amazon.com:
80件のカスタマーレビュー
63 人中、58人の方が、｢このレビューが参考になった｣と投票しています。
A book called Fascinate fails if you aren't compelled to read it in one sitting
2010/2/27
形式:ハードカバー|Amazonが確認した購入
Which is exactly what I did!
I don't know Sally and I purchased her book right here in Amazon on referral from some old colleagues. So this review is the real deal, folks.
FASCINATE is a compelling journey into method and madness of persuasion. The concept is that whether you are pitching a new client, inviting a friend to lunch, luring a cranky toddler to sleep, or marketing a product, you are using triggers to elicit a certain response. Sally has narrowed these down to 7 (power, trust, mystique, prestige, vice, alarm and lust) and the book demonstrates and explains how dialing these triggers up and down can help you more effectively influence your relationships.
The book is divided into three parts. The first part uses lots of dare I say it ... fascinating examples ... of how fascination factors into key world events and even human development. It's a page-turner. The second part of the book reads more like your typical marketing book and won't be all that revolutionary to seasoned advertisers. But it does frame up basic motivators in a memorable way. The key take away from this section is that we are part of a fascination economy where companies and individuals that are fascinating or can make someone else feel fascinating as a result of their relationship with them will win. That's a concise bit of advice that can serve marketers, sales people, and anyone trying to persuade very well.
The third part of the book is probably my favorite. My number one pet peeve about business books is that they always promise to tell you how to be more successful but they never actually give you a formula for doing it. Sally gives her readers a clear plan for becoming more fascinating. I've already cracked the book open once this week when a concept we were planning to pitch to a client was falling just a little bit flat. I have a feeling I'll be doing that again and again.
For more on my thoughts on FASCINATE in the context of digital marketing, click here: [...]
Julia Perry
VP, Business Development
Something Massive
I don't know Sally and I purchased her book right here in Amazon on referral from some old colleagues. So this review is the real deal, folks.
FASCINATE is a compelling journey into method and madness of persuasion. The concept is that whether you are pitching a new client, inviting a friend to lunch, luring a cranky toddler to sleep, or marketing a product, you are using triggers to elicit a certain response. Sally has narrowed these down to 7 (power, trust, mystique, prestige, vice, alarm and lust) and the book demonstrates and explains how dialing these triggers up and down can help you more effectively influence your relationships.
The book is divided into three parts. The first part uses lots of dare I say it ... fascinating examples ... of how fascination factors into key world events and even human development. It's a page-turner. The second part of the book reads more like your typical marketing book and won't be all that revolutionary to seasoned advertisers. But it does frame up basic motivators in a memorable way. The key take away from this section is that we are part of a fascination economy where companies and individuals that are fascinating or can make someone else feel fascinating as a result of their relationship with them will win. That's a concise bit of advice that can serve marketers, sales people, and anyone trying to persuade very well.
The third part of the book is probably my favorite. My number one pet peeve about business books is that they always promise to tell you how to be more successful but they never actually give you a formula for doing it. Sally gives her readers a clear plan for becoming more fascinating. I've already cracked the book open once this week when a concept we were planning to pitch to a client was falling just a little bit flat. I have a feeling I'll be doing that again and again.
For more on my thoughts on FASCINATE in the context of digital marketing, click here: [...]
Julia Perry
VP, Business Development
Something Massive
94 人中、84人の方が、｢このレビューが参考になった｣と投票しています。
Turns Out It's Not A Popularity Contest.
2010/2/9
形式:ハードカバー
It's a Fascination contest! And with this somewhat startling insight, a book is born. And it's a book that walks its talk. It is fascinating. It hits all the seven triggers of fascination, and it earns our attention through every fascinating page. But here's the really interesting thing - this book isn't fascinating just because it tries to be. True, the author is something of a virtuoso of fascinating, being one of the most awarded advertising copywriters ever, and well-known as one of the brightest and most successful charmers in any business. This is all good, but what's going on in this book is something more fascinating. Call it depth. It's a book that has done its homework. A book that is chock full of new stories, insights and intelligence for people whose lives and livelihoods depend on being a bit more fascinating. A book with ample handles for people who want to grab hold of the concepts and put them to work. I enjoyed finding out my F-score, for example, and learning my fascination strengths and weaknesses. At it's core, this book addresses a critically important issue. Since, in this world, the good and the right don't necessarily win, but the fascinating have an unfair advantage -- it's important for everyone who's trying to get anything good done to become more fascinating, to put these concepts and these tools to work.
52 人中、45人の方が、｢このレビューが参考になった｣と投票しています。
Seven fascinate triggers that help marketers break through the clutter
2010/2/9
形式:ハードカバー
I'm a marketer and I write marketing books, so I usually don't like to read titles in the genre, preferring things very different. However, I'm a sucker for anyone who has an interesting big-picture idea about how the world works. Better yet if the book is both applicable to marketers and in interesting read.
Sally Hogshead delivers with Fascinate, which reminds me of books like Seth Godin's Linchpin, the Heath brothers Made to Stick, and Malcolm Gladwell's books. She combines elements of psychology, sociology, neurology and illustrates with terrific stories.
Marketers like me know that there's a huge information glut today. As a marketer it is difficult to break through. But if we understand the seven fascinate triggers that Sally outlines in this book, we can create things that people will talk about and things that people will share with others. As a marketer, there is nothing better than when people share your ideas and tell your stories for you.
Sally Hogshead delivers with Fascinate, which reminds me of books like Seth Godin's Linchpin, the Heath brothers Made to Stick, and Malcolm Gladwell's books. She combines elements of psychology, sociology, neurology and illustrates with terrific stories.
Marketers like me know that there's a huge information glut today. As a marketer it is difficult to break through. But if we understand the seven fascinate triggers that Sally outlines in this book, we can create things that people will talk about and things that people will share with others. As a marketer, there is nothing better than when people share your ideas and tell your stories for you.
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