Front Cover of Fascinate by Sally Hogshead
In a recent blog entry, I promised to write about a “fascinating” new book I’m in the process of reading entitled, Fascinate by Sally Hogshead. Sally’s book makes a strong case that there are 7 Fascination Triggers used in all marketing. Each person and brand has a unique combination that best suits them. We all have a dominant trigger that we naturally employ when we are marketing our products, services, and selves.
Using some of the terms and language I’ve picked up from Ms. Hogshead’s book and some other sources, here is a quick explanation of the 7 Fascination Triggers. Please take a few minutes to click on each link to view a video straight from Sally’s website which will better explain each Trigger.
Once you are done, I would recommend you take her F Score Personality Test to determine what your natural Trigger(s) are and what it all means to you. It may not be the one you expect!
Please feel free to post your results as a response to this blog. I’d love to see how my loyal readers fare. Just an FYI, my dominant trigger is Prestige.
In future posts I will share some examples of each Trigger and provide a link to a commercial or ad that does an excellent job of using each specific Trigger. For now, enjoy these short video explanations!
Why we crave the experience of pleasure. Lust = passion of 5 senses. The anticipation of pleasure, which we crave.
Why we are loyal to predictable, reliable options. Certainty and reliability, to which we give our loyalty.
Why we are tempted by “Forbidden Fruit” Vice = irreverence. Rebellion against rules, which tempts us toward “forbidden fruit”.
Why we focus on the people and things that control us. Command over people and things, which draws our focus
Why we fixate on symbols of rank and respect. Symbols of rank and respect, which earn us status and admiration
Why we take action at the threat of negative consequences. The threat of negative consequences, which demands immediate response.
Why we’re intrigued by unanswered questions — Unanswered questions, which intrigues us and makes us want to solve the puzzle.
Tags: advertising, book, F Score Personality Test, Fascinate, marketing, Sales, Sally HogsheadCategories: Business.
