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Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist Audiobook
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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 1000%?
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 readers 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.
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“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, New York Times bestselling author
Quotes
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“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, author of In Search of Excellence -
“Fascinate is a riveting journey through the forces of fascination—how it irresistibly shapes our ideas, opinions, and relationships—and how to wield it to your advantage.”
— Alan Webber, author of Rules of Thumb -
“Packs a big punch.”
— Publishers Weekly
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About Sally Hogshead
Sally Hogshead helps world-class businesses develop messages that influence and persuade consumers, partners, and employees. Clients past and present include Nike, MINI Cooper, Aflac, Cole Haan, Target, Coca-Cola, and Godiva. Starting out as one of the most award-winning advertising writers in the country, she opened her own ad agency by twenty-seven and is today a world-renowned brand consultant and speaker, leading keynotes for such companies as Starbucks and Microsoft. As a creative director, she develops fascinating ideas for both Fortune 500 companies and startups. Hogshead and her work have been featured in the New York Times and on the Today show, CBS, ABC, and MSNBC. The press has described her as “intrepid” and an “advertising mastermind,” while the reality television show Making It Big named her Advertising’s Icon.