Fascinate, Revised and Updated

How to Make Your Brand Impossible to Resist

By: Sally Hogshead

Narrated by: Sally Hogshead

Length: 7 hrs and 39 mins

Publisher's Summary

Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1,000 percent? 

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 listeners with a framework to fascinating anyone. 

The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so 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 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 by 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, mystique, alert, or trust. 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. 

PLEASE NOTE: When you purchase this title, the accompanying reference material will be available in your Library section along with the audio.

©2016 Sally Hogshead (P)2016 HarperCollins Publishers

Motivational, but lacks substance!

I'm very disappointed. I kept waiting and waiting to learn something as I listened to this book. At times, I was like, "Finally, she's going to get to the good stuff now." But, every time I was let down. I even purchased her upgraded profile for $28, and that just repeated everything in the book. I'm sad.

Awful narration

The narration style is annoying, not authentic. In trying to sound casual, the forced laughs and intonation was distracting and irritating.

I rarely give a book 5-stars!!

This book helped me understand branding for my small business so much more and in a different way than I've ever heard it approached! The best part of the book I thought was the second half when she gave practical ways to use you "brand advantage". You MUST take the branding test (for free) online, it's so worth it!! Thanks Sally :)

Sally is a master!

She makes branding so personally relevant and sexy, whether you are a brand or a person. It is known that systems scale success... and that is what this book is about, identifying systems specific to you or your brand and putting them to work! Fascinate will be a constant part of my reading/ learning list that I will continually tap on for my and my projects' transformations. And if you want to further dive deep, Sally and her team are at the other side.

Pretty good and useful

The book could be shorter, straight to the point could be better but still awesome.

Great ideas to apply to branding - skip part one

Would you recommend this audiobook to a friend? If so, why?

Yes, but I would say to go direct to part 2 (chapter 10 on). In part 2 it introduces the 7 brand advantages in detail. Each and every brand has one of this seven advantages, knowing which one will help you fascinate with your brand and your message. In part 3 explains the 7 tactics associated to the 7 brand advantages, combining both of them will help you boost your message and get the most out of your marketing efforts.

What was your reaction to the ending? (No spoilers please!)

There's a pdf attached to the audiobook which is just GREAT. It works with part 2 and 3 from the audiobook (from chapter 10 on) and brings very useful visuals.

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

First time I listen to her. She giggles quite a lot, but it's entertaining and easy to listen.

If you were to make a film of this book, what would the tag line be?

Go direct to chapter 10 :-)

indispensable resource

If you want to learn about marketing, this is where you should START. Author gives great side-stories as a bonus

Good book

the book was very good. did a very good job on explaining how to create a really good brand. I would recommend this book to friends...

Loved it!

This book is so good, I'm buying the print version, too. Great job. Fun ride.

The Most Insanely Irritating Audiobook Ever!

I tried to tough it out but I had to shut it off with the constant reference to black magic and other non-relevant occult references. The worst part is that I'm 3 days out of my book exchange period. Seriously, there has to be fake reviews on this book flat out. There's no way in reality that an intellectual would rate this 5 stars. If I could print out an audiobook and burn it, I would.

A spotlight from the strange world of branding

Sometimes a book is useful because it provides new knowledge.
Sometimes it is useful because it challenges your world view.
Sometimes it is useful simply because it asks the right questions.

This book is firmly in the third category.
If you are looking for a quick 'cheat sheet' on how to use branding in your business, this will force you to ask the right questions and that's half the battle.

Can't hear her laughing about her own jokes...

No doubt an interesting and important text. But can't stand her chuckling about her own (not always intelligent) jokes. There is sth for professional actors reading texts...

fascinating listen

came to this book after I heard the author on a well known podcast and was intrigued by her message and approach to the subject of what fascinates -- the book did not disappoint - there is so much useful material in both the book and the accompanying PDFs.

A listening easy to transform into action

Excellent content. It opens your mind, makes you think about your brand and how you are selling it through the markets. It made merevise past errors and gave me a better understanding about why some brands captivate us.
The pdf material is very important but don't read till you understand correctly how to use it.
It has helped me a lot on the first listening but As I kept on going deeper into the book I decided to buy the book so I could revise some specific parts.
Great book whatever your profession is, you can use it for your brand, your personal brand or even for sales presentations in order to have a better result.