Book Review of “Fascinate” by Sally Hogshead

July 22nd, 2011 by under Diane's Book Reviews. 526 Comments.

Sally Hogshead’s “Fascinate” is a book about persuasion and the triggers that affect how you market and persuade your clients and prospects to buy from you and also that determine whether they keep coming back to buy more from you or not.

I have read a lot of marketing, business and persuasion books in the past 20 years, but never one that was more practical and usable than this one.  I have more than a dozen sticky notes in pages for future reference and probably 3 times that many pages dog-eared to refer back to. (I have a whole system when I read…yellow highlighter, red pen, small sticky notes, circles, starts, arrows, and more…it makes sense to me).

This is a book that you can take the concepts and principles and use in not only your marketing and business strategy, but in your copywriting and pretty much every other aspect of the success of your business – both short term and long term.

In “Fascinate,” Sally Hogshead identifies what triggers fascination, and then goes on to explain, and show, how companies, and people in general, put those triggers to use.

There are 7 triggers Sally Hogshead discusses as critical to your business. She goes so far as to say that you either fascinate your clients and prospects or you fail.  I’ve said it many times before, if you don’t have a “secret sauce,” you don’t stand out from the crowd and there is no reason for people to do business with you over anybody else in your area.

Here are the 7 Triggers:

1 – Lust

2 – Mystique

3 – Alarm

4 – Prestige

5 – Power

6 – Vice

7 – Trust

In the book, Sally Hogshead goes into great detail about each and every one of these triggers and it’s fascinating (pardon the pun) when you sit back and look at the examples and then take a minute to apply them to your business.

I especially liked the fact that Sally Hogshead took a historical look at marketing and advertising and acknowledged the changes in those areas today from where it was years ago.  In some ways, we have a more difficult time today as marketers simply because things change so quickly – faster now than ever before in our history.

People are simply more distracted now than they ever have been before, making it more difficult for you to get them to focus on your message. And, think about the internet and its effect on our level of distraction. We click on and off at things at record speeds and we still see 5,000 marketing messages each and every day (more than our grandparents saw in their entire lifetimes).

As a marketer, here is my key take-away from the book…”it’s not about marketing a message – it’s about getting the market to create messages about you.” Wow! That’s powerful!

It’s interesting too that one of my coaches talked about this quote earlier this year and it was also in “Fascinate.” It’s from one of my favorites, Maya Angelou:

“I’ve learned that people will forget what you said, people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

There’s a huge marketing lesson just in that quote!

I got so much from this book it’s amazing.  I got strategies I can and will use in my copywriting, in my platform presentations, in my everyday communications, and in my everyday relationship to make all of them better.

I would go into a lot more detail here and tell you what all of the triggers refer to and how to use them, but that’s why the book is available to you. I would just recommend you go pick up a copy and put this book on the very top of the pile of your to be read list. Read it and apply what you learn and your life and business will change – and my guess is that it will change dramatically.

As you read, I would encourage you to pay special attention to the suggestions on how to use the triggers and more importantly how they work together – you will benefit a lot.

I’ll leave you with this one last thought from “Fascinate” – “Marketing isn’t necessarily propaganda. All propaganda, however, is marketing.”

I could go on and on and make this the longest book review ever, but I won’t…just go get the book, read it and let me know what you think!

To purchase this book click here: Fascinate: Your 7 Triggers to Persuasion and Captivation

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