In Fascinate, world-renowned brand consultant Sally Hogshead introduces readers to the seven universal fascination triggers: lust, mystique, alarm, prestige, power, vice, and trust. Exploring research from behavioral and social studies, historical precedents, neurobiology, evolutionary anthropology, and feedback from thousands of consumers, Hogshead explains what fascinates people and why and shows marketers how to apply this valuable knowledge to their own brand campaigns. By knowing how to use the right fascination triggers in the right ways, companies can more effectively achieve their desired results.
Marketing professionals can use the seven universal fascination triggers to more effectively influence consumer decision making. As they put the triggers to use, however, they must consider several concepts:
- There are several factors to consider when determining how fascinating a message already is. Marketers must think about how much consumers gravitate toward their messages, how much interest they generate, what kind of response they elicit, and how they prompt people to think.
- The lust trigger uses the anticipation of pleasure to seduce a consumer. Marketers can use lust to create an experiential attachment by getting consumers to stop thinking and start feeling, making the ordinary more emotional, using all five senses, and teasing and flirting.
- The mystique trigger intrigues consumers with unanswered questions. Marketers can use mystique by sparking curiosity, withholding information, building mythology, and limiting access.
- The alarm trigger causes consumers to take action under the threat of negative consequences. Marketers can trigger alarm by defining consequences, creating deadlines, increasing perceived danger, focusing on the most feared crises, and using distress to steer positive action.
- The prestige trigger causes consumers to focus on symbols of rank and respect. Marketers can enhance prestige by developing emblems, setting new standards, limiting availability, and making consumers earn it.
- The power trigger forces consumers to focus on the people and things that control them. Marketers can use the power trigger to dominate, control the environment, and reward and punish.
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