{"id":238,"date":"2010-07-13T00:00:00","date_gmt":"2010-07-12T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/fascinate-speed-summary-your-7-triggers-to-persuasion-captivation\/"},"modified":"2019-11-19T16:32:46","modified_gmt":"2019-11-19T16:32:46","slug":"fascinate-speed-summary-your-7-triggers-to-persuasion-captivation","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/fascinate-speed-summary-your-7-triggers-to-persuasion-captivation\/","title":{"rendered":"Fascinate Speed Summary: Your Seven Triggers to Persuasion &#038; Captivation"},"content":{"rendered":"<ul>\n<li><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-820\" title=\"fascinate-cover\" src=\"\/wp-content\/uploads\/2019\/11\/fascinate-cover.jpg\" alt=\"\" width=\"264\" height=\"400\" \/>Fascinate: Your 7 Triggers to Persuasion &amp; Captivation<\/li>\n<li>Author: Sally Hogshead<\/li>\n<li>Publisher: HarperCollins<\/li>\n<li>Publication date: Jan 15, 2010<\/li>\n<\/ul>\n<h3>Fascinate or Fail: Elk Blood, Opium and Aphrodisiacs<\/h3>\n<p>Some brands are fascinating, they bewitch their users\u00a0to cut through product and advertising clutter\u00a0with magnetic appeal (the word fascinate is derived from Latin <em>fascinare<\/em>, meaning \u201cto bewitch.\u201d).<\/p>\n<p>Take J\u00e4germeister, the hit herb-based digestif with a taste that \u201cnobody likes\u201d, but that is rumoured to contain elk blood and be \u201cjacked up with opium, Quaaludes and aphrodisiacs\u201d. J\u00e4germeister is\u00a0ultimate party brand, prompting people to dance \u201cnaked on the bar\u201d, as it\u00a0fascinates with mystique, power and undertones of vice.<\/p>\n<p>But what makes some brands fascinating and others not? \u00a0Why are we fascinated by brands such as Apple, Tiffany\u2019s and Google? \u00a0In the business bestseller &#8216;<a href=\"http:\/\/www.amazon.co.uk\/Fascinate-Your-Triggers-Persuasion-Captivation\/dp\/0061714704\" target=\"_blank\" rel=\"noopener noreferrer\">Fascinate: Your Seven Triggers to Persuasion and Captivation<\/a>&#8216;, brand consultant Sally Hogshead uses empirical research into the psychology of fascination &#8211; from sex fetishes to strip clubs and the laws of attraction &#8211; to show that there&#8217;s nothing supernatural about being fascinating &#8211; it\u2019s all to do with 7 mental triggers that bypass rational processing and evaluation to powerfully influence our primitive limbic brains.<\/p>\n<p style=\"padding-left: 30px;\">1. LUST: Sparks a craving for sensory pleasure or experience. Stops people thinking and start feeling, makes the ordinary emotional, uses all five senses, teases, flirts.<\/p>\n<p style=\"padding-left: 30px;\">2. MYSTIQUE: Provokes curiosity with unanswered questions, builds mythology, and limits access.<\/p>\n<p style=\"padding-left: 30px;\">3. ALARM: Creates urgency with a threat of negative consequences, deadlines, and distress &#8211; focuses not on the crisis most likely, but the crisis most feared.<\/p>\n<p style=\"padding-left: 30px;\">4. PRESTIGE: Increases respect within a group, with emblems, standards, scarcity, \u00a0and action.<\/p>\n<p style=\"padding-left: 30px;\">5. POWER: Uses authority to command and control, dominate, reward and punish.<\/p>\n<p style=\"padding-left: 30px;\">6. VICE: Encourages a creative approach or rebellion against rules by creating taboos, leading astray, and defying absolutes.<\/p>\n<p style=\"padding-left: 30px;\">7. TRUST: Builds loyalty with stability and predictability, by becoming familiar, authenticity, repetition.<\/p>\n<h3>A Brand Covenant with Satan<\/h3>\n<p>As creative stimulus for brand planning, Fascinate argues that embedding these 7 triggers in a brand&#8217;s DNA, you&#8217;ll be able to persuade, captivate and fascinate users &#8211; rendering your wares irresistible. In so doing your task as a brand manager is transformed &#8211; you are now a brand alchemist &#8211; mixing a unique potion to transform your brand into a \u201cfascination.\u201d<\/p>\n<p>And people want to be fascinated; a national research initiative, The Kelton Fascination Study, found that the need to be fascinated is only trumped by our need for relationships and trust. \u00a0Moreover, in fascinating people with brands, you\u2019ll be helping people feel fascinating themselves &#8211; raising their own Fascination Quotient through a halo effect; the Kelton Study found that people are prepared to pay a whole month\u2019s salary to be seen as more fascinating &#8211; surely some of that money should be going to your brand?<\/p>\n<p>But beware, the fascination alchemist practices a dark art &#8211; the bewitching appeal of fascination was considered in history to be a crime punishable by death: In the Salem witch trials of the Seventeenth Century, perpetrators of the crime of \u201cfascination\u201d were crushed to death under stones; the Romans feared Fascinus, the deity of fascination, and as late as the early 20th century Sigmund Freud compared the power of fascination to that of hypnosis. Wield your new-found powers of fascination wisely.<\/p>\n<h3>Crafting Fascinating Ads<\/h3>\n<p>Marketers can transform brands into fascinations with the help of fascinating ads &#8211; that sell more, to more people, more often and for more. Ads that fascinate, captivate attention and create attachment, display six golden hallmarks:<\/p>\n<p style=\"padding-left: 30px;\">&#8211; Provoke strong and immediate emotional reactions; the response is visceral, not rational.<\/p>\n<p style=\"padding-left: 30px;\">&#8211; Create advocates; a select group of followers becomes passionately dedicated.<\/p>\n<p style=\"padding-left: 30px;\">&#8211; Become a \u2018cultural shorthand\u2019; people begin to use the brand to express their identity and manage their image.<\/p>\n<p style=\"padding-left: 30px;\">&#8211; Incite conversation; ads that sparks spirited discussion and debate.<\/p>\n<p style=\"padding-left: 30px;\">&#8211; Forces competitors to realign around it; the ad represents a paradigm shift in the marketplace.<\/p>\n<p style=\"padding-left: 30px;\">&#8211; Triggers social revolutions; ads that disrupt the status quo and public perception.<\/p>\n<h3>From Brand to Fascination: Your Plan of Attack<\/h3>\n<p>Fascinate recommends a three stage plan for transforming your brand into a fascination.<\/p>\n<p style=\"padding-left: 30px;\">1. First, evaluate consumers\u2019 current degree of fascination with your brand. \u00a0Do this by finding out what consumers currently say about your brand, and how they react to your ads &#8211; viscerally, rationally or not at all? \u00a0Measure your brand\u2019s current use of the seven\u00a0fascination\u00a0ingredients &#8211; do you use Vice, Lust, Mystique, Alarm, Prestige, Power, and Trust?<\/p>\n<p style=\"padding-left: 30px;\">2. Second, develop new messages to attract consumers using the seven ingredients of fascination to differentiate yourself from your competitive set: Coke uses mystique with its secret recipe (\u2018Merchandise 7X\u2019), so if you\u2019re Pepsi, use one of more of the other six triggers to fascinate your users.<\/p>\n<p style=\"padding-left: 30px;\">3. Third, execute a marketing program designed explicitly to build fascination, and bring it to life. \u00a0Build fascination from the inside out &#8211; beginning with colleagues and management. \u00a0Show how the power of fascination has worked for other brands, and help management sell up the Fascination strategy with proof points, measures, and vision. \u00a0Don\u2019t just track the message you create &#8211; but the messages that it inspires others to create about you, and the actions it inspires people to take.<\/p>\n<p>And once you\u2019re on the road to transforming your brand into a fascination, take a look in the mirror &#8211; how can you use the science of fascination to become more fascinating yourself? \u00a0Check the simple 4 question self-evaluation survey below in the appendix &#8211; to find out if you too need the elixir of fascination&#8230;<\/p>\n<h3>Appendix: The Seven Ingredients of Fascination<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-838\" title=\"fascinate2\" src=\"\/wp-content\/uploads\/2019\/11\/fascinate2.jpg\" alt=\"\" width=\"608\" height=\"720\" \/><\/p>\n<h3>Appendix &#8211; How Fascinating Are YOU?<\/h3>\n<h3 style=\"padding-left: 30px;\"><span style=\"font-weight: normal; font-size: 13px;\">1. \u201cHow much do people naturally talk about you or gravitate to you?\u201d \u2013 If no one wants to connect with you, you probably aren\u2019t all that fascinating.<\/span><\/h3>\n<h3 style=\"padding-left: 30px;\"><span style=\"font-weight: normal; font-size: 13px;\">2. \u201cHow much appetite is there for your ideas and opinions?\u201d \u2013 Would an author write a book about your life?<\/span><\/h3>\n<h3 style=\"padding-left: 30px;\"><span style=\"font-weight: normal; font-size: 13px;\">3. \u201cDo you prompt others to think in new ways?\u201d \u2013 Fascinating people change the terms of reference people use to conceptualize issues.<\/span><\/h3>\n<h3 style=\"padding-left: 30px;\"><span style=\"font-weight: normal; font-size: 13px;\">4. \u201cHow often do others imitate you in their behavior, ideas or techniques?\u201d \u2013 Fascinating people always have followers.<\/span><\/h3>","protected":false},"excerpt":{"rendered":"<p>Fascinate: Your 7 Triggers to Persuasion &amp; Captivation Author: Sally Hogshead Publisher: HarperCollins Publication date: Jan 15, 2010 Fascinate or Fail: Elk Blood, Opium and Aphrodisiacs Some brands are fascinating, they bewitch their users\u00a0to cut through product and advertising clutter\u00a0with magnetic appeal (the word fascinate is derived from Latin fascinare, meaning \u201cto bewitch.\u201d). Take J\u00e4germeister, [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":241,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fascinate Speed Summary: Your Seven Triggers to Persuasion &amp; Captivation - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/fascinate-speed-summary-your-7-triggers-to-persuasion-captivation\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fascinate Speed Summary: Your Seven Triggers to Persuasion &amp; Captivation - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Fascinate: Your 7 Triggers to Persuasion &amp; Captivation Author: Sally Hogshead Publisher: HarperCollins Publication date: Jan 15, 2010 Fascinate or Fail: Elk Blood, Opium and Aphrodisiacs Some brands are fascinating, they bewitch their users\u00a0to cut through product and advertising clutter\u00a0with magnetic appeal (the word fascinate is derived from Latin fascinare, meaning \u201cto bewitch.\u201d). 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