{"id":823,"date":"2011-07-22T11:15:36","date_gmt":"2011-07-22T15:15:36","guid":{"rendered":"http:\/\/www.completemarketingsystems.com\/cms\/?p=823"},"modified":"2011-07-22T11:35:44","modified_gmt":"2011-07-22T15:35:44","slug":"book-review-of-fascinate-by-sally-hogshead","status":"publish","type":"post","link":"https:\/\/www.completemarketingsystems.com\/cms\/book-review-of-fascinate-by-sally-hogshead","title":{"rendered":"Book Review of “Fascinate” by Sally Hogshead"},"content":{"rendered":"

Sally Hogshead\u2019s \u201cFascinate\u201d <\/em> 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.<\/p>\n

\"\" <\/a> \"\" 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.\u00a0 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\u2026yellow highlighter, red pen, small sticky notes, circles, starts, arrows, and more\u2026it makes sense to me).<\/p>\n

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 \u2013 both short term and long term.<\/p>\n

In \u201cFascinate,\u201d <\/em> 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.<\/p>\n

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.\u00a0 I\u2019ve said it many times before, if you don\u2019t have a \u201csecret sauce,\u201d you don\u2019t stand out from the crowd and there is no reason for people to do business with you over anybody else in your area.<\/p>\n

Here are the 7 Triggers:<\/p>\n

1 \u2013 Lust<\/p>\n

2 \u2013 Mystique<\/p>\n

3 \u2013 Alarm<\/p>\n

4 \u2013 Prestige<\/p>\n

5 \u2013 Power<\/p>\n

6 \u2013 Vice<\/p>\n

7 \u2013 Trust<\/p>\n

In the book, Sally Hogshead goes into great detail about each and every one of these triggers and it\u2019s fascinating (pardon the pun) when you sit back and look at the examples and then take a minute to apply them to your business.<\/p>\n

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.\u00a0 In some ways, we have a more difficult time today as marketers simply because things change so quickly \u2013 faster now than ever before in our history.<\/p>\n

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).<\/p>\n

As a marketer, here is my key take-away from the book\u2026\u201dit\u2019s not about marketing a message \u2013 it\u2019s about getting the market to create messages about you.\u201d Wow! That\u2019s powerful!<\/p>\n

It\u2019s interesting too that one of my coaches talked about this quote earlier this year and it was also in \u201cFascinate.\u201d <\/em> It\u2019s from one of my favorites, Maya Angelou:<\/p>\n

\u201cI\u2019ve 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.\u201d <\/em><\/p>\n

There’s a huge marketing lesson just in that quote!<\/p>\n

I got so much from this book it\u2019s amazing.\u00a0 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.<\/p>\n

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\u2019s 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 \u2013 and my guess is that it will change dramatically.<\/p>\n

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 \u2013 you will benefit a lot.<\/p>\n

I\u2019ll leave you with this one last thought from \u201cFascinate\u201d <\/em> \u2013 \u201cMarketing isn\u2019t necessarily propaganda. All propaganda, however, is marketing.\u201d<\/p>\n

I could go on and on and make this the longest book review ever, but I won\u2019t\u2026just go get the book, read it and let me know what you think!<\/p>\n

To purchase this book click here: Fascinate: Your 7 Triggers to Persuasion and Captivation <\/a> <\/strong> <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Sally Hogshead\u2019s \u201cFascinate\u201d 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…<\/p>\n

Read More<\/a><\/p>\n","protected":false},"author":89,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[26],"tags":[181,29,13,10,30,173,12,177,708,178,174,175,180,179,172,44,45,176,183,182],"class_list":["post-823","post","type-post","status-publish","format-standard","hentry","category-articles-book-reviews","tag-alarm","tag-business","tag-complete-marketing-systems","tag-diane-conklin","tag-entrepreneur","tag-fascinate","tag-gail-saseen","tag-lust","tag-articles-marketing","tag-mystique","tag-persuasion","tag-persuasion-and-captivation","tag-power","tag-prestige","tag-sally-hogshead","tag-small-business","tag-strategy","tag-triggers","tag-trust","tag-vice"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/posts\/823","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/users\/89"}],"replies":[{"embeddable":true,"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/comments?post=823"}],"version-history":[{"count":5,"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/posts\/823\/revisions"}],"predecessor-version":[{"id":825,"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/posts\/823\/revisions\/825"}],"wp:attachment":[{"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/media?parent=823"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/categories?post=823"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.completemarketingsystems.com\/cms\/wp-json\/wp\/v2\/tags?post=823"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}