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Wednesday, October 3, 2012

How to Fascinate Others...and Why Authors Should Take Note

I've been reading through the book Fascinate, by Sally Hogshead. If you haven't heard of it, you should pick it up, as I've found it, well, fascinating.

Hogshead is a brand consultant and speaker. Her book has been endorsed by Seth Godin and Tom Peters. It's not small potatoes! She based her book on her studies of the psychology, neurology, economics, and history of fascination...and this rings my bell. :)

In today's fast-paced world, you need something to make you stand out. People only have NINE SECOND attention spans. You need something that makes you different and fascinating to others. Why are people going to talk about you? What do you have to bring to the table that's not already there in abundance? 

According to Hogshead (a last name which, before you giggle at it, Sally has totally embraced with a passion--check her website to see what I'm talking about), there are seven ways to "trigger" fascination:
These seven triggers are hardwired into the brain, and Sally says if you can trigger the part of the brain that makes a potential customer wonder if he or she should buy something, then you can shortcut to them actually buying something.

"Fascination is the shortcut to persuasion," Sally says. And persuading readers to buy your first book or subsequent books is exactly what authors need to be thinking about.

You don't learn how to be fascinating, you learn how to not be boring. This is good news for all of us! As I try to think about marketing my own business, I've found this to be encouraging and invaluable. As a result, I'm hoping to share what I'm learning with you all. So every Wednesday for the next seven weeks, I'm going to breakdown the 7 triggers.

If you're chomping at the bits and don't want to wait for my weekly breakdown of the 7 triggers, you can take Sally's trademarked personalty test, The Fascination Advantage ($37), to find out your primary and secondary triggers. From this information, you will be well on your way to determining your personality brand and the strengths that you bring to your own marketing.

It's a competitive environment, and the most fascinating option will always win, according to Sally. She says to "Stand out, or don't bother."

So join me on Wednesdays to see how you can stand out.

Let's Analyze

Have you ever heard of the book Fascinate? What's your best guess of your primary trigger?

If you haven't read my therapeutic review of Krista Phillip's Sandwich, With a Side of Romance, click here for a chance to win your own copy!