9780062445605
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Fascinate, Revised and Updated audiobook

  • By: Sally Hogshead
  • Narrator: Sally Hogshead
  • Length: 7 hours 39 minutes
  • Publisher: HarperAudio
  • Publish date: April 26, 2016
  • Language: English
  • (161 ratings)
(161 ratings)
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Fascinate, Revised and Updated Audiobook Summary

Why is Jagermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?

And then there’s the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.

The word “fascinate” comes from the Latin word fascinare, meaning “to bewitch or hold captive so others are powerless to resist.” Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.

This extensively revised and updated edition includes Hogshead’s latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.

This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.

Dive into the science of fascination and learn how to:

  • Increase prices with ideas from poker to Play-Doh
  • Build revenue by learning about the $14 million license plate
  • Get better leads through hypnosis by Sigmund Freud and Steve Jobs
  • Attract raving fans by following the cult of pistachio ice cream

Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here: Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities–including Twitter, IBM, Porsche, and New York University–use the Fascinate system to captivate their customers. Why? The answers are in this book.

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Fascinate, Revised and Updated Audiobook Narrator

Sally Hogshead is the narrator of Fascinate, Revised and Updated audiobook that was written by Sally Hogshead

Sally Hogshead believes the greatest value you can add is to become more of yourself. Hogshead rose to the top of the advertising profession in her early twenties, writing ads that fascinated millions of consumers. Her internationally acclaimed book Fascinate: Your 7 Triggers to Persuasion and Captivation has been translated into over a dozen languages. The science of fascination is based on Hogshead's decade of research with 250,000 initial participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives. She frequently appears in national media, including NBC's Today show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence.

About the Author(s) of Fascinate, Revised and Updated

Sally Hogshead is the author of Fascinate, Revised and Updated

More From the Same

Fascinate, Revised and Updated Full Details

Narrator Sally Hogshead
Length 7 hours 39 minutes
Author Sally Hogshead
Publisher HarperAudio
Release date April 26, 2016
ISBN 9780062445605

Additional info

The publisher of the Fascinate, Revised and Updated is HarperAudio. The imprint is HarperAudio. It is supplied by HarperAudio. The ISBN-13 is 9780062445605.

Global Availability

This book is only available in the United States.

Goodreads Reviews

Peyton

December 19, 2020

Snapshot Review: Interesting and original. Scientific? No. Useful to an extent. Full Review: I like how Sally categorizes the 7 emotional triggers. The problem is, in the second edition of this book she changed them! I have both versions and she changes around Vice for Passion or something like that. She does this with another trigger too.This made me think: she's still experimenting or toying with this idea still. It's not mature yet if she has to change it around. The problem is, there's no consistency. To take it further, she say's the science is there but I think it's all anecdotal or a form of confirmation bias. I could be wrong and that's harsh to say without seeing the data, but I don't think her stumbling upon these 7 types is through rigorous science. I think they fit into what she wanted to be. We all do this sort of thing, but I wouldn't claim it as science. (Seeing the actual survey and data points would help.)I think few things actually make for great typologies. In her next book (You), she tries to finalize this idea with a complex personality typology. It would be more credible if she were a social scientist or behavioral psychologist, but she's not. She's in sales and marketing. Normally we shouldn't believe anything these people say. Should it be different in this case? That's up for you to decide.However, I applaud her effort. Though the science is lacking, I think she has a useful way to think about consumer behavior. This is a fuzzy industry so anyone can get away with making outrageous claims. But I think the most helpful concept is when she applies the 7 fascination triggers to a brand chemistry set. That is, how much of each trigger is in the DNA of the brand. It's actually a fun exercise. She should go further with this and show how when companies are off-brand with any campaign, it's probably because they deterred from the original chemistry composition. Now that makes total sense.This is a book I'd read if I wanted to get a few more ideas for branding and differentiation. But remember, despite the thousands of "tests" she did to come to her conclusion, a lot of it sounds like anecdotal work. She very well could have made a legit scientific study of it all, but it just wasn't written in a way that made it believable. I know she collected reams of data from surveys but we all know that ain’t scientific proof. That’s just data and maybe a pattern. I would love it if real science could back this because it’s such a good idea. But since marketing will always be in the realm of pseudoscience of pop psychology, maybe it was the best she could do. No fault there. In all, good branding ideas, but dodgy claims and evidence.

Nikolas

December 31, 2017

When we worked together, my brother often said, “You know me, I ride for the brand.” His comment, born from our love of the Western and the reality of our step-father’s livelihood is a strong reminder of what we mean when we talk about branding. In the days before ear tags, cattle had their flesh seared with the indelible mark of their owner’s identity. Our modern use of “brand” derives from the Middle English use of a torch. Burning wood heats iron and a branding-iron imprints identity. As Sally Hogshead so aptly demonstrates, we all carry a fire—corporately and individually—that is our brand. Her gift is a replicable method for identifying and leveraging one’s brand effectively and affordably.If the reader is familiar with any of the various personality type inventories such as Myers-Briggs, DISC, or OCEAN then the sense of this work will be even that much more apparent. Hogshead has identified seven archetypes of brand advantage and illustrates how and why they work to draw the public’s attention. She then moves into how these can be used in a combination of ways for tactical gains in changing circumstances without a loss of central value or identity. Reading this work fired my imagination, has reignited my personal author branding message, and has inspired deep conversations on marketing and branding in the company I work for. Whether we recognize it or not, most of us are involved in the business of marketing. Fascinate provides great tools to increase the impact and effectiveness of those efforts.

Moni

August 23, 2021

Obsessed with this book. I love reading in digital, Kindle, but this book is a guide I need to look at every day, ai need the hard copy, wow. It blower my mind, if only we all new our Fascination, I did made the test and the results were fascinating, now after reading the book, everything makes sense.

Brandon

May 28, 2016

Different approach to understanding your messageAs a small business owner, I am always looking for ways to get more clear on the message I communicate to the public. I found this book to be helpful in gaining additional clarity on my brand.What I liked:The book gave me a way to label and communicate our message in a way that is easy to remember and understanding understand.The information on the tactics is a great resource to support your main advantage.There is application work at the end of the book to put it all together.It was enjoyable to read.Dislikes:I thought there could've been a little more practical application work.The section on breaking down the 7 advantages was too much info that you can't do anything with in the moment unless you already know your advantage. I would skip this section and only use it as a resource as you build out your advantage.

NIZAR N NAKFOOR

May 03, 2019

Fascination Demystified.Sally Hogshead book “Fascinate” is the closest that anyone had reached so far towards making Fascination a science after a long history of it being perceived a kind of Mystery and at best an Art. I believe that for the foreseeable future, Fascination will remain an Art, but Sally Hogshead removed the mystery out of it and put it on a solid path of becoming a science.What fascinated me most about the book “Fascinate” is that despite it stating the obvious or the common sense, Sally did it in the most fascinating way. Marketing and Branding will never be the same after you read this book. So, read, get fascinated and fascinate… Nizar Nakfoor

Erin

August 05, 2017

Her theory is interesting. Well presented. Worthwhile to business, non-profits, etc but maybe not for the solo practitioner, especially at the beginning. However, knowing a little more about yourself is always valuable. Her categories are logical and meaningful and the research is designed to add value. She remains positive throughout and believes that everyone can bring value by focusing on what they do well and find assistance from those who are skilled in what the lack. More valuable for the HR representative than a solo author but it certainly made me think about focusing my ability to fascinate. Or rather use my sarcasm effectively.

Kacy

October 06, 2017

This book gives an interesting approach to marketing in a very well organized and thought provoking way. She focuses specifically on branding frameworks, and give examples of her theories to make them more understandable and practical. The book looks at 7 "advantages" your company may have, then explains how someone with advantage A could use techniques that you would normally see from someone with advantage B. "Fascinate" would be good for those who are fairly new to marketing or who need a little boost of creativity.Here is a link to a pdf summary of the book. https://goo.gl/XEuHgQ

Valeria

December 22, 2019

I am happy I gave the book a second chance. The first 2 times I sat to read it, it seemed that it took too long to open up.Now that I finished it, I rate it with 5 stars. It was entertaining, full of real brand examples and most fascinating.I have highlighted something almost on each page.If you look to define the message, look, presence, goals and vision of your brand, put your hands on this on.

Gabrielle

August 13, 2018

If you are looking for a book to read, remember a few details from and move on, this book is not it. If you are looking for a book to add to your collection and reference from when you are “in a slump” or just motivated to look for new ideas, this is the book for you. Buy it, keep it near your workspace, and reference it as needed. Personally, I have used this concept to develop some of my best ideas thus far.

Jillmarie

May 28, 2017

Great for Entrepreneurs and Small Business Owners Sally does a fantastic job at making marketing and branding, two essential functions for any business, accessible and doable for anyone. I recommend it for anyone who is trying to differentiate themselves and stand out from the crowd.

Amanda

October 09, 2022

Loved the first half, the science, concepts, stories and examples. The second half defines its mode, is more tactical, and goes through a ton of combinations which felt like more page space than necessary. Either way I’d recommend this book to any team member or client of mine. It’s right on and I really respect the author.

Alicia

September 04, 2018

Pretty dang good!Most marketing books make my eyes glaze over with sheer boredom.Not this book. It was to the point and FUN!I learned so much. I will be putting to use the lessons and techniques that were unveiled in this book.

John Ritchie

December 09, 2019

Interesting readInteresting read, many good anecdotes and frameworks. Would have liked book to provide more detail on scientific underpinnings of fascination archetypes. Not totally convinced they’re comprehensive or 100% accurate.

Suzanne

January 10, 2019

As someone who works in branding, this is a must-read. Sally is so insightful and fabulous and I love the work that she's done. I have used the fascinate model with clients when it comes to their unique value proposition or how people see them and how they can focus on those strengths.

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