Fascinate
Unlocking the Secret Triggers of Influence, Persuasion, and Captivation
Published on 1. February 2010
Book
Hardback
288 pages
978-0-06-171470-2 (ISBN)
Description
Thanks to the Internet and nonstop media, the human attention span has been reduced to a matter of seconds. So how, in an oversaturated, hyper-competitive marketplace, can we get our messages, our ideas, and our products noticed? Going beyond marketing, Sally Hogshead looked for answers in a range of disciplines, from neurobiology and psychology to evolutionary anthropology and history. She found specific and interesting patterns: Ancient Romans shared the same fixations as Carrie Bradshaw in "Sex and the City". Amazon.com and creatures in the Amazon jungle use identical methods to allure customers and prey. Analysing a wide range of examples, Hogshead discovered they all shared a commonality: fascination. Delivered in a pithy, intelligent, moxie-fueled style, and backed by in-depth research, Hogshead's creative, idea-filled book examines the principles behind fascination and explores how they can be used to influence a wide range of decisions, from which brand of frozen peas to buy and which company to join to which book to read and where to vacation.
Structured around seven triggers that Hogshead identifies, this invaluable guide explores how anyone can use them to make products, messages, and services more fascinating - and more successful.
Structured around seven triggers that Hogshead identifies, this invaluable guide explores how anyone can use them to make products, messages, and services more fascinating - and more successful.
Reviews / Votes
"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, author of Linchpin "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 "Whenever your message hasn't reached a customer, peer over at Sally Hogshead's collection of stories and directives, replete with more illuminating, original, and doable ideas than you can handle in a lifetime. Okay, two lifetimes." -- Richard Laermer, author of Forecast 2011 and Full Frontal PR "This slight but practical work packs a big punch." -- Publishers Weekly "As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book..." -- Richard Pachter, Miami HeraldMore details
Language
English
Place of publication
New York
United States
Publishing group
HarperCollins Publishers Inc
Target group
Professional and scholarly
Dimensions
Height: 215 mm
Width: 157 mm
Thickness: 29 mm
Weight
374 gr
ISBN-13
978-0-06-171470-2 (9780061714702)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
02/2010
1st Edition
HarperCollins
€13.99
Available for download
Person
Sally Hogshead believes the greatest value you can add is to become more of yourself. Hogshead rose to the top of the advertising profession in her early twenties, writing ads that fascinated millions of consumers. Her internationally acclaimed book Fascinate: Your 7 Triggers to Persuasion and Captivation has been translated into over a dozen languages. The science of fascination is based on Hogshead's decade of research with 250,000 initial participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives. She frequently appears in national media, including NBC's Today show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence.