New Year. New You. Be Fascinating!
2010 is about to come to an end, and itâ€™s a good time to take a moment to examine oneself and to set goals for the new year ahead. With that in mind, letâ€™s talk about Sally Hogsheadâ€™s latest book Fascinate: Your 7 Triggers to Persuasion and Captivation.
This book has been out for a few months now, and if you havenâ€™t picked it up. Do so now. This book is about Sallyâ€™s research into the seven triggers that have fascinated us. As marketers, we have taken full advantage of these triggers. For example, we all know sex sells. Well, lust is one of the seven triggers. The others are power, trust, mystique, vice, and alarm. I think as we think through the seven triggers, we can immediately concur up different brand messages. Volvo uses trust. Godiva uses lust. Fedex uses alarm. Apple Computers uses several triggers, most notably prestige and power. Triggers help companies sell products off shelves, persuade shareholders to invest, and convince key employees to stay.
Of course, brand messages donâ€™t just apply to goods or companies. Brand messages apply to people as well. Every day, intentionally or not, youâ€™re using fascination triggers to persuade people at work and home. Whether youâ€™re pitching a new client, or inviting a friend to lunch, or lulling a cranky toddler to sleep, youâ€™re using triggers to elicit a certain response. Sally has designed an online test to help you find out your own fascinate triggers! So, check out her website and find out your own brand personality. Use this information to design the new you in 2011!
Sneak Peak: From the aggregate test results, the most commonly employed trigger is Lust. Apparently, many do buy into the sex sells message. But Lust isnâ€™t just about sex, and there are many far more subtle ways to leverage lust into your brand message positively. Here is Sallyâ€™s video with more about Lust:
Happy New Year!