Key Messages
Unlock Your Company’s Fascination Potential With The Seven Triggers Of Influence
Are you looking for ways to make yourself or your company more fascinating? Then don’t miss out on Fascinate by Sally Hogshead!
In this book, you’ll learn about the seven “triggers” of fascination – Lust, Mystique, Alarm, Prestige, Power, Vice and Trust – and will gain insights on how to use these triggers to maximize your own or your company’s potential.
Believe it or not, these triggers are something we all have an innate ability in using; the challenge is knowing how to leverage them effectively.
In just eleven well-thought out sections, you’ll discover how popular companies like Coca-Cola have used fascination triggers throughout their history.
You’ll also get a three-step guide tailored to help you apply these seven triggers to meet your company’s goals.
Don’t miss out on this chance to discover how to become more fascinating in no time!
The Seven Triggers Of Fascination: How To Reach Your Full Potential For Captivating Others
Each one of us possesses the innate ability to fascinate and be fascinated.
Take, for example, the peacock – Its colorful fan is noticed and judged by the peahen and she will be most impressed with the one that captures her attention the most.
Humans do this too, but on a more subtle level.
In a study conducted with babies, researchers showed them pictures of human faces and concluded that they stared at those images longer than any other images presented.
This demonstrates how interaction between people can help us form social bonds from an early age.
It’s this same desire to attract others with fascination which drives our flirting techniques and behaviors; no matter our culture or language everyone instinctively knows what to do when trying to be fascinating.
While we each have this natural instinct, it is essential that we work on honing these skills so as to reach our full potential when trying to captivate another person through fascination.
This is where understanding the 7 triggers of fascination come in – once you have an understanding of these triggers you are sure to successfully fascinate others!
The Power Of Lust: How Anticipation Of Pleasure Leads Us To Make Irrational Decisions
We want what we don’t have, and that feeling of wanting is called lust.
It’s an anticipation of pleasure – the thought of something, like a piece of chocolate, can be far more tantalizing than consuming it.
In fact, a study was done with monkeys offered just one grape; their brains showed increased stimulation when they spotted the grape and even more so when they held it than when they actually consumed it.
We’re no different – this feeling of anticipation encourages us to act impulsively for immediate satisfaction.
Companies take advantage of this by investing products with promise of pleasure – think soft materials in clothes stores, for example.
The lure to touch them and experience pleasure prior to purchasing may be enough to drive shoppers over the edge and shell out money for items that could otherwise have been similarly acquired from elsewhere at a cheaper price.
To sum up, lust is driven by anticipation rather than consumption – and it can lead people to make irrational decisions beyond what rational sense should dictate otherwise.
The Mystery Of Mystique: How To Use It To Capture People’s Imagination And Entice Them To Your Product Or Service
Mystique has a powerful effect on us as humans: it captures our imagination and draws us in, piquing our desire to figure out the unsolved mystery.
It’s this same mystique that companies such as Coca-Cola leverage in their marketing strategies, refusing to reveal the secret formula behind their flagship product and driving demand from curious customers who can’t help but speculate about what might be in the famous drink.
This kind of strategy is also used by restaurants like Crustacean in Los Angeles, which have built up a reputation for its garlic crab dish due to its mystique – the dish is prepared in an off-limits kitchen reserved for only a few chefs, making it alluring for people who yearn to try it out themselves.
So, generally speaking, part of what makes something attractive and fascinating is the fact that there are questions left unanswered – when we lack facts around a case or product, we instantly become engaged and unable to resist trying our best to solve the puzzle.
Mystique entices us with its unresolved mysteries!
How Companies Use Imminent Threats To Make Us Fascinated And Increase Sales
We have an innate response to things that threaten or alarm us: fascination.
Whether it be a looming deadline for filing taxes, or the possibility of getting injured if you drive drunk, our brains are hardwired to focus more intently on anything that could potentially cause harm.
Take for example the advertising campaign aimed at teenage drivers regarding drinking and driving.
Though it focused on showing images of gruesome car accidents, it wasn’t as effective in deterring teenage drivers from drinking and driving as expected.
That’s because teens weren’t threatened by the possibility of death – it was too far detached from their reality.
However, when a different campaign was launched which seemed far less dangerous but still threatened them – losing their license if they drove while intoxicated – this was much more effective in influencing their decision-making.
Prestige: The Power Behind Companies’ Strategies To Attract And Retain Loyal Customers And Employees
Prestige is a trigger that enables companies to tap into our innate fascination with the idea of being “better” or higher-ranking than others in society.
It’s a promise of increased rank, respect, and admiration which makes products desirable, even when they come with a hefty price tag.
One method some brands employ to captivate customers with this trigger is to limit product availability – scarcity creates desirability, so if a product is only obtainable by few people, it gives customers the feeling of exclusivity.
The designer handbag Michael Kors is an example; most people aren’t able to purchase such bags because their price range is too high.
Thus those who do get to buy one will have the feeling of having higher status than the majority who don’t own one.
Another way for companies to foster prestige amongst customers and employees alike is by using recognizable symbols or brand emblems on products.
This allows consumers to publicly demonstrate their affiliation with a certain brand – for instance if your clothes have visibly branded tags like Only & Sons .
A company may also apply this tactic internally as well – cosmetics manufacturer Mary Kay let top performing workers drive pink Cadillacs, thus rewarding them not only economically but also symbolically since driving such cars signifies prosperity and achievement in most cultures.
Ranks ambitions employees see this power symbol and become fascinated in achieving such high status for themselves.
The Power Of Fascination: How Companies And Individuals Can Use The Power Trigger To Influence
People are fascinated by power, no matter how it is used.
Whether it’s used to dominate or merely persuade others, the power trigger can be irresistible.
Take a restaurant in Los Angeles for example.
Here, staff will sometimes yell at customers for making the wrong order, or even kick them out of the restaurant.
While it might seem counter-intuitive, this tactic actually works: people keep coming back because they’re fascinated by the unconventional use of power.
On the other hand, demonstrating power doesn’t always mean dominating others – it can also include more subtle ways of control that have an equal effect on fascinating potential customers.
CEOs who want to gain attention from their employees could thus start with adjusting certain aspects of their environment so that focus is directed solely towards them during meetings – such as providing comfortable chairs and getting rid of any external noise that could disrupt proceedings..
The point stands – people are drawn to use of power and its effects on captivating those around them, whether directly or indirectly.
Using The Vice Trigger To Promote Fascination And Stimulate Interest
It’s human nature for us to crave what is forbidden or frowned upon — and the key trigger that brings out this desire is vice.
Prohibition in the 1920s provides one great example of how people don’t necessarily lose their fascination with something just because it’s made illegal.
In fact, during Prohibition, consumption of alcohol actually increased!
This “vice trigger” principle can be applied in so many ways to make people want something.
Imagine you’re in a room with someone else and there’s a plain black box.
As they leave the room, they tell you not to open the box – but that temptation is tough to ignore because we are fascinated by doing something we shouldn’t be doing.
Companies can also use our desires against us – if a headphone set has a “secret” volume control that would damage your hearing if cranked up too loud, you’d probably still find yourself yearning for it despite knowing the risks.
Sometimes, being counter-intuitive can spark even more fascination – recall how a young student won the 1982 US design contest for war memorials by going against all expectations and choosing a huge black memorial instead of simply sticking with white like everyone else.
At the end of day, vice remains one of the oldest tricks in marketing, as tapping into our curiosity about what have been made forbidden is an effective way to stimulate people’s interest and fascination person or company.
The Secret To Global Popularity For Companies Like Mcdonald’S And Starbucks Is Trust And Familiarity
Trust is essential to build a strong relationship between customers and companies, which is why it’s so important for businesses to ensure that they maintain it.
We appreciate brands and companies that are reliable and consistent because it gives us a sense of security – we know what to expect from them, and this makes us trust them more.
For example, take McDonald’s, Burger King, Starbucks or any other chain restaurant/cafe.
People around the world trust them because they know what to expect from their food no matter where they go.
This also explains why people often reach for familiar fast food options when they find themselves in unfamiliar places, like being on the road late at night.
A study conducted by researchers observed kids eating chicken nuggets; one set of nuggets was plain while another was wrapped in McDonald’s branded packaging – even though the two sets were identical, the kids rated the ones with McDonald’s packaging more highly because they trusted McDonald’s food.
On the other hand, some companies have lost customers’ trust due to various reasons and this can be difficult to win back again – especially quickly.
Take Odwalla Juice Company as an example; their juices were made from natural ingredients without added preservatives but one batch of juice ended up being contaminated and it cost someone their life.
It wasn’t easy for them regain people’s trust after such a catastrophic event but ultimately, Odwalla found a way by inventing a special method of pasteurization that kept the flavor intact but made sure that it was safe to drink.
Having A Clear Picture Of Your Company Is Important For Making It More Fascinating
If you are looking to make your company more fascinating, then you should start by evaluating its current level of fascination.
This is a crucial step as it will help you in understanding what distinguishes your company from others and how customers can connect with your brand.
Evaluating yourself or your company to discover its fascination potential is the first and foremost thing to do.
You can do so by surveying the strategies used by successful companies and figuring out which ones could work for yours.
Moreover, identify the number one trigger that your company activates.
For example, Disney World Theme Parks trigger trust, giving people a familiar feeling as they know exactly what to expect from their upcoming experience.
By discovering and utilizing these triggers effectively, you increase customer’s engagement with your brand and build a lasting relationship of trust between them and your company.
The Key To Fascination Is Finding The Perfect Combination Of Triggers
If you want to create the most fascinating outcome and make your company or product stand out, then creating combinations of triggers is key.
You’ll want to find the perfect combination of triggers that will increase your level of fascination.
When brainstorming ideas, consider all seven triggers: trust, mystique, urgency, advocacy, practicality, power and story.
Even if a certain trigger might not seem applicable to your company at first glance, further evaluation could potentially uncover new opportunities.
For example, Disney World leaned on the main trigger of trust but also brilliantly doubled-down with the additional mystique trigger through story.
People are always curious about an interesting tale and so when you can inject mystique into your pitch it can help bring people’s attention more fully onto your idea.
Bringing Ideas To Life: How To Convince Others And Measure Success With Specific Goals
If you want to put your fascinating ideas into action, then the first step is to get others on board.
You’ll need to persuade your team, boss, or clients that your idea is worth investing in and that it will fulfill their common goal.
Be as concrete as possible so they totally understand what you mean and why it’s worth investing in.
This means discussing the project timeline or costs of implementation.
You could also use successful examples from other companies, research studies, or even specific goals which have already been achieved by someone else.
Once you have people convinced of your idea, then comes the execution part!
To ensure that your concept succeeds, set yourself (and others) specific objectives rather than general ones.
These can be used to measure progress and achievements over time.
For instance, instead of looking for general awareness, look into the specifics – how many tweets are expressly mentioning your company? It’s all about having a set plan with measurable goals and regularly checking in on whether these have been met or not.
Wrap Up
The bottom line is that Fascinate is a powerful book, full of practical advice and actionable tips on how to use the seven triggers of fascination to capture an audience’s attention and inspire them to act.
One key takeaway from the book is the power of the vice trigger: if you want to persuade someone to do something for you, don’t ask directly but instead make it off-limits or off-bounds at first until they start longing for it.
In conclusion, by understanding the concepts in this book and using the tips within, you can become a master at captivating and inspiring your audience – whatever industry you’re in.
