Planner Reads

We continue with another business book summary in under 300 words by summing up FASCINATE: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead.

Sally injects lots of personality in her writing, which makes FASCINATE a fun read. She also injects lot of smart thinking about attributes brands must have to make emotional connections with customers.

For this short summary, we’re going with just the facts. Enjoy.

FASCINATE | summarized in less than 300 words

WHAT The challenge for brands is to fascinate (or fail). SO WHAT According to a study from Kelton Research, “… people want to be fascinated, and they want to be fascinating.” For marketers this means brands have the opportunity to “help consumers feel more fascinating in their own lives” and to create products/services that fascinate people. NOW WHAT The strongest brands ignite fascination for customers and from customers by triggering some or all of these seven powerful triggers: LUST … MYSTIQUE … ALARM … PRESTIGE … POWER … VICE … and, TRUST.

1 | LUST: a craving for pleasure. >> Think being the first in your social circles to own an iPad.

2 | MYSTIQUE: a sparking of curiosity. >> Think of the storied myth that ...