today's book brief: fascinate by sally hogshead
TRANSCRIPT
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60-SECOND BOOK BRIEFS
FASCINATEBY SALLY HOGSHEAD
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it’s no longer good enough to create a great product or service, you need to fascinate people beyond the realm of rationality.
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7 triggers of fascination
HOW? With the
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Trigger lust by injecting some feeling into your brand and by using as many senses as you can.
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Trigger mystique by withholding information, building mythology and limiting access to your brand.
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Trigger alarm by defining the consequences of not taking action (the more serious the better) and creating a deadline for action.
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Trigger prestige developing emblems that display a degree of unattainability, set a new standard, and limit availability.
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Trigger power by getting people to give up control of basic elements of a situation, so that they are much more likely to
submit to significant change.
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Trigger vice by convincing people to do things they know they shouldn’t, but still just might do.
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Trigger trust through familiarity, either through branding or associated yourself with another brand or experience.
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workingIS IT
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Fascinating messages provoke strong and immediate emotional reactions, create advocates, incite conversation, and force competitors to align around it.
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congratulationsIf you have those things…
you have created a fascinating brand!
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