Fascinate

Your 7 Triggers to Persuasion and Captivation

By: Sally Hogshead

Narrated by: Sally Hogshead

Length: 8 hrs and 41 mins

Publisher's summary

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?

Answer: 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 tell you how.

Download the accompanying reference guide.

©2010 Sally Hogshead (P)2010 HarperCollins Publishers

Critic reviews

"[T]his slight but practical work packs a big punch." ( Publishers Weekly)

“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)

“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)

Hog your Head with Fascinate!

I purchased Sally's book after listening to an entertaining (and fascinating) interview conducted by Mitch Joel over at TwistImage, that featured the captivating Ms. Hogshead.

So far, I've listened to the complete audio-book twice, and the application section four times. And no, I'm not dense--this is simply great insight worth reviewing a few times.

Get this one point from the book: YOU ARE FASCINATING!

I cannot begin to describe the impact this work has had on my annual planning, future dreaming, and most importantly, the foundational certainty it provided to my personal brand. For quite some time, I have known that I had a couple of primary traits which symbiotically act as a singular catalyst when I 'get it right'. I've taken numerous personality tests that always seemed to fall short in their applicability.

It seems my Fascination triggers are: Prestige and Vice...isn't that great?! I know, you look at those two and go, "Wow, he must sell drugs in designer bags." or, "OMG, his hero must be Don Johnson!"

Do not be alarmed--read on. Now, I know why I enjoy setting new standards for competitors and gain a sense of awe when I witness an authentic brand, and why I just flat-out love to win (Prestige). The same holds true for my irreverent, but great sense of humor and timing, as well as an innate distrust of the 'way its always been done' (Vice), and why I am compelled to create a better way.

Buy this book before all the audio files have been downloaded!!! Take the F-Score test at Sally's website. Finally say hello to: what makes your soul sing; which facets of your personality are compelling; the authentic characteristics of your fascinating personal brand.

This book has even helped my marriage! My wife and I are polar opposites, and we know how to appreciate that now. Her triggers are Trust and Alarm. Buy the book and figure out what I mean.

$37.00 Extra Dollars to See How "Fascinating"

Would you recommend this book to a friend? Why or why not?

It's OK.

Would you be willing to try another book from Sally Hogshead? Why or why not?

No. Her gimmick to charge you almost double the cost of this book for an internet test that costs her nothing is disgraceful.

What can I say? It's Fascinating

I love this book & highly recommend the Audiobook because Sally does a tremendous job. Her enthusiasm for the topic is evident which makes this a fun listen. Also, I love how she sometimes deviated from the script to give more background and/or updates.

This book was truly, fascinating!

This audiobook has been the best I have listened to yet! I actually looked forward to my commute knowing I had this book to keep my attention. The author does an excellent job narrating, and the subject was interesting and immediately applicable for both its business and personal branding insight. I highly recommend it.

Why not the 5th star?

Good articulation of what the body knows at birth. Well written, well laid out. Nice balance of science and art (the application of science). Author does a beautiful job narrating -- can't imagine anyone else presenting as well. I will listen to this a couple more times, which is quite rare for me. Kiwis for EVERYone. But you said we could take "The F Test" free and when I followed instructions to it I was asked for $37. And the pdf that came with the audio indicated it was a 29-page attachment, but only 10 pages are available. So Sally, dear, how about reconciling the gaps? You don't have to give me anything extra -- I very much appreciate your work and the work you've put into your work. Thank you! But if you say you're going to do something .... (Is that mystique? One other suggestion -- the pdf with the audio lists the triggers with slight variation in names -- bet I'm not the first to say. Not a biggy, but hey, why not shut us up now? Mahalo nui loa, Passion and Vice

Little repetitive

Would you try another book from Sally Hogshead and/or Sally Hogshead?

Maybe

Has Fascinate turned you off from other books in this genre?

yes

What three words best describe Sally Hogshead’s voice?

Very undestandable, very very good

What did you take away from Fascinate that you can apply to your work?

Know myself better for what people arround me found fascinating.
In two words get consious

Any additional comments?

no

'FASCINATING" concept--great added values!

Really found this to be a thought-provoking book. I enjoyed listening to the author narrate and thought it added interest to the content. I don't know if this will continue indefinitely, however at the time I purchased I was able to access the Fascination Score test online for no additional cost because of the audio book purchase. It was worth the cost of the book to take the quick online test and see my personal "fascination" results. The website is a substantial added value--I'm very happy with the content, performance and overall value of this book.

very easy to listen to

Would you consider the audio edition of Fascinate to be better than the print version?

the narrator is awesome (who happens to be the author). Very real, up to date, and I learned lots.

What does Sally Hogshead bring to the story that you wouldn’t experience if you just read the book?

Great story telling

Torn

I love Sally Hodshead and the concept of fascination and the 7 triggers but the content of the book is too storybook for me. I would have preferred more of a story from her perspective. I think she has enough insight and knowledge not to need to rely so heavily on research and stories.

Very intresting feel like it was missing something

What made the experience of listening to Fascinate the most enjoyable?

The intrigue.

How would you have changed the story to make it more enjoyable?

Made the book match up with the online test.

Have you listened to any of Sally Hogshead’s other performances before? How does this one compare?

No

Did you have an extreme reaction to this book? Did it make you laugh or cry?

No

Any additional comments?

Always good to get a different insights.