Fascination Trigger #7: Rebellion

This Wednesday I'm focusing on the last of the seven triggers that authors can capitalize on to fascinate readers. The idea for this series came from Sally Hogshead's book, Fascinate: Your 7 Triggers to Persuasion and Captivation. See the bottom of this post for links to the other 6 triggers.

People with Rebellion as their primary trigger are the people who follow the beat of their own drum. They are creative types, coming up with inventive, unconventional solutions to their problems.

Randy Ingermanson mentioned George Carlin as a great example of Rebellion. In 1972, he created a comedy routine around the "Seven Words You Can Never Say on Television." Brilliant, really, because he was instantly fascinating with his own version of the forbidden fruit.

Ingermanson also indicates Marilyn Monroe as being a Rebellion personality. When she sang "Happy Birthday" to John F. Kennedy in her breathy, sexy voice...this was definitely edgy and unpredictable (see below).

According to Hogshead, there are 5 defining personality characteristics of Rebellion folk:

1) Innovative - these folk can generate ideas like nobody's business. They don't necessarily plan and deliberate, but have sudden flashes of insight. Deadlines aren't really problematic for them.  

2) Independent - autonomy is preferred over group collaboration, though Rebellion people can definitely work with others. The preference is for their freedom to flex their creative muscles and make their own decisions.  

3) Entrepreneurial - trailblazing isn't unusual for Rebellion personalities. They can self-start, and rather enjoy not feeling hedged in. They might be more likely to start their own venture.  

4) Edgy - cleverness and ability to grasp alternativ eviewpoints and perspectives are strengths of Rebellion people. Most are quick-witted, ironic, or sarcastic.  

5) Unpredictable - ever unorthodox, they enjoy the surprise in others when they do something unexpected. Traditional ideas and actions aren't their strong suit. 

One author that came to mind as having many of these traits is Truman Capote. When he wrote In Cold Blood, he really deviated from the genre of true crime by making his book read like a fiction novel. Instead of a journalistic style, it was very narrative. Capote said that he created a new genre of the "nonfiction novel." Based completely in fact, he helped the reader get into the minds of the victims and the killers, and really feel empathy for their plight.

Then Capote ends his career with a dark, insider look into his own life, with thinly veiled portrayals of his acquaintances and the pathos he encountered in his own society. Talk about throwing a curve ball.

I hope you've enjoyed the series! For those interested, you can find the introduction here, the Power trigger here, the Passion trigger here, the Mystique trigger here, the Alarm trigger here, the Prestige trigger here, and the Trust trigger here.

Let's Analyze

Who else comes to mind as pushing the envelope literary-wise?

Fascination Trigger #6: Trust

This week, I'm covering the sixth fascination trigger as discovered by Sally Hogshead, the author of Fascinate: Your 7 Triggers to Persuasion and Captivation. In it, she talks about seven ways people can harness their natural personalities to be captivating to others. I've been going over these triggers on Wednesdays, with only two left. 

[If you missed the introduction to this series, click here. If you missed Power, the first trigger, click here. If you missed Passion, the second trigger, click here. If you missed Mystique, the third trigger, click here. Alarm, the fourth trigger, is found here. Prestige, the fifth trigger, is found here.]

People with the primary trigger of Trust are dependable and consistent even amidst a chaotic environment. They are like a stalwart bedrock.

Staying consistent over time is hard to do, and when it is pulled off correctly, people take notice. For example, Chick-Fil-A has almost a cult following due to it's high Trust factor. People understand and even applaud Chick-Fil-A's commitment to observing the Lord's day and remaining closed on Sunday. You know that if you walk into a Chick-Fil-A anywhere in the country, you're going to get the same high-quality service, offered with a friendly smile. 

The same can be said of Starbucks. A peppermint mocha in Florida tastes the exact same as a peppermint mocha in California...all the way across the country. Their product delivery is so constant and standardized that they made a name for themselves, gouging the American public for $4 cups of coffee!

According to Sally Hogshead, there are five defining characteristics of Trust personalities:

1) Stable - there is hardly any fluctuation in how a Trust person conducts themselves. The situation doesn't matter.

2) Dependable - they follow through on what they said they would do, delivering steady results, on time, and executed as planned. They are hard workers to make sure this happens.

3) Familiar - they are "known quantities" and are respected because of their behavior.

4) Predictable - a Trust individual develops patterns and routines they follow religiously. They believe that if it ain't broke, don't fix it. They will choose the reproducible proven method over a new innovative one any day of the week.

5) Comforting - there is something relieving about being around a Trust personality. Due to extreme reliability, they evoke a feeling of freedom and release from dwelling on the negative in others.

One author who came to mind with a high Trust factor is James Patterson. The man produces at least 2-3 books a month, although he is most well-known for his Alex Cross series. When someone picks up a James Patterson novel, he or she knows exactly what they are going to get, and it's delivered with pizazz and electricity, which is exactly what he or she is looking for. 

He's predictable with his production of great thrillers, he's definitely a known quantity, as you're more likely to pick up a book by him or Lee Child or John Grisham rather than an unknown. In fact, if you're a true fan, you've already pre-ordered the next book in the series. He's familiar, comforting (though not with his actual subject matter!), and dependable.

Let's Analyze

This one should be the easiest yet. Who else out there can offer up a name of an author you can absolutely hands-down trust to produce consistent results every time you spend your hard-earned money on their newest release?

Fascination Trigger #5: Prestige

It's good to be back on the blogosphere! I haven't ever taken a week off from blogging (to my albeit limited memory) and I enjoyed it so much. Definitely think there is something to this whole "unplugging" thing.

But on to our regularly scheduled program.

This week, I'm covering the fifth fascination trigger as discovered by Sally Hogshead, the author of Fascinate: Your 7 Triggers to Persuasion and Captivation. In it, she talks about seven ways people can harness their natural personalities to be captivating to others. I've been going over these triggers on Wednesdays.

[If you missed the introduction to this series, click here. If you missed Power, the first trigger, click here. If you missed Passion, the second trigger, click here. If you missed Mystique, the third trigger, click here. Alarm, the fourth trigger, is found here.]

People who have the primary trigger of Prestige have high goals and seek even higher goals. They always want to improve and have tangible evidence of their success. They crave respect, but want to earn it.

In layman's terms, this is the respect due to someone having rank. The President is instantly fascinating upon election (or re-election). We would rather hear speeches by someone of note than someone we've never heard of before. Apple products once again made Randy Ingermanson's description of this series in that whether you think it's true or not, much of the world believes that owning an iPhone gives one more prestige than owning a Blackberry or Android.

According to Sally Hogshead, there are 5 defining characteristics of Prestige personalities:

1. Ambitious - Prestige puts high goals out there for themselves, and they push themselves to reach the next level. A lot of energy goes to characteristic.

2. Detail-Oriented - These folk are most often perfectionist in how they present themselves and in the work they produce. They observe details better than most, and have an inner desire to fix even the slightest problem.

3. Admired - Most people perceive Prestige people as somewhat of an expert in their field, and definitely an achiever. They are often consultants and looked up to by others.

4. Uncompromising - "Good enough" is the kiss of death for Prestiges. They pursue improvement constantly, and making concessions and settling in less than the best is very uncomfortable for them.

5. Focused -Since Prestige people focus their attention and energy on "knowing more, doing more, having more, being more," they are well-suited to leadership in various forms.

I didn't have to think long to produce an author who meets these criteria. Martha Stewart has written dozens of bestselling books on a variety of subjects, and her name is synonymous with domestic goddess. She described herself to Oprah as a "maniacal perfectionist." (And come on...anyone who could cook and keep house like this woman must would have to be.) Even the stock trading scandal she was involved with was a result of her ambition and desire to avoid even the slightest problem.

But she made a comeback in 2005 and her company was profitable once again in 2006. Since then, her reputation has only gone up, a result of her drive and will. She's once again highly respected in her fields of expertise.

Let's Analyze

Any other Prestige authors you know? Someone who's a bit obsessive about editing, perhaps?
And just because I'm curious, who among you adhere to a regular "unplugging" from the internet, whether forced to (like what happened to me when we moved) or because you wanted to?

Fascination Trigger #4: Alarm

Sally Hogshead is the author of Fascinate: Your 7 Triggers to Persuasion and Captivation. In it, she talks about seven ways people can harness their natural personalities to be captivating to others. I've be going over these triggers on Wednesdays.

[If you missed the introduction to this series, click here. If you missed Power, the first trigger, click here. If you missed Passion, the second trigger, click here. If you missed Mystique, the third trigger, click here.]

With Halloween being today, I thought I'd go over Alarm, which is the fear that something really awful will happen. When the fear is bad enough, big enough, impending enough, it's truly fascinating to other people.

An example of how alarm can sell books would be the books on radical Jihad. Of course, these books soared after 9-11, as people were terrified of another attack or being caught unaware again. General alarm was like a siren call for books focused on Islam and the underlying tenants of their faith and connecting dots (whether real or not).

Individuals who have Alarm as their primary trigger are very detail-oriented, because in so doing, they can proactively identify and avoid problems. They have a lot in common with the Beaver personality, which you can find out more about here. I imagine LaHaye as meticulous in his research, making sure their depiction of the end times was as accurate as they could make it....even though know one knows for sure what will happen. 

According to Sally Hogshead, there are 5 defining characteristics of Alarm personalities:

1) Perfectionistic - Being flawless in their work and personal conduct is important to Alarms.

2) Reliable - Deadlines are no problem for Alarm personalities. They operate like clockwork.

3) Routine-Oriented - Having a predictable pattern is crucial for Alarms. If they have a well-oiled machine for their daily schedule, the likelihood of anything going wrong is greatly reduced.

4) Careful - Avoiding failure is the name of the game, and Alarm personalities will go to great lengths not to make mistakes, perceived or otherwise.

5) Rational - These folk tend to be very logical, and most of the times are unlikely to do or say anything others might perceive as controversial.

One author duo who has captured the use of Alarm in their writing is Tim LaHaye and Jerry B. Jenkins. Their Left Behind series focuses on events during the end times. Using the book of Revelation as a guide, as well as other prophetic scripture for research, LaHaya and Jenkins made a best-guess at how things will go down after the Rapture. No one knows for sure, but the fascination about the alarming end of the world is great.

Let's Analyze

Who else has used Alarm? What about international thriller authors? Presidential re-election concerns? Any takers?

Happy Halloween everyone!

Fascination Trigger #3: Mystique

Sally Hogshead is the author of Fascinate: Your 7 Triggers to Persuasion and Captivation. In it, she talks about seven ways people can harness their natural personalities to be captivating to others. Every Wednesday, I'll be going over one of these triggers.

[If you missed the introduction to this series, click here. If you missed Power, the first trigger, click here. If you missed Passion, the second trigger, click here.]

I like that Mystique comes after Passion, because the two are fairly opposite. Whereas Passion engages the audience, Mystique self-engages, editing their ideas and opinions so as to not over-communicate with others. Just by virtue of being less heard, their opinions are more influential.

Television series have this down pat. They throw enough out there to tease, but not enough to tell the story line. Even news anchors do this...setting up the audience to anticipate receiving the latest breaking news. Mystique is all about raising questions and then not answering them.

Was Lee Harvey Oswald part of a conspiracy theory? This debate still drives people insane. There are more questions than answers.

According to Sally Hogshead, there are 5 defining characteristics of Mystique personalities:

1) Understated - they often stay in the background, out of the limelight. They observe and plan before acting, an never without thoughtful deliberation.

2) Complex -  since the Mystique controls their expressions and emotions, they can be hard to figure out. You just don't "know where you stand" with a Mystique.

3) Rational - the decisions made are based on data and quantitative information, gathered and analyzed thoroughly.

4) Reserved - they are usually guarded, and they never want to reveal with they are truly upset or angry, because this would be admitting a vulnerability.

5) Deliberate - they do not act on impulse, but are usually a bit more self-conscious, and comb through their thoughts and actions so as to only share what it essential.

One author who has Mystique written all over him is Polish author Krystian Bala. He is a convicted murderer serving 25 years for planning and committing the murder of Dariusz Janiszewski in 2000. The police in his town were stumped as to whodunit, until clues were found in Bala's on novel Amok, written in 2003. Turns out, it was a fictional version of his real-life killing, complete with information on the killer could have known. WHAT THE HECK?? Why would he do this? Of course, sales skyrocketed as readers looked for other clues in the book. And yes, that's a picture of him behind bars. Not that many authors have that fresh, jailbird brand.

Let's Analyze

How can Passion learn from Mystique? Vice Versa? Do you know anyone who is a good mix? What other traits might a Mystique have that lends them that certain something we all wish we had? Know any other Mystiques?

Fascination Trigger #2: PASSION

Sally Hogshead wrote Fascinate: Your 7 Triggers to Persuasion and Captivation. In it, she talks about seven ways people can harness their natural personalities to be captivating to others. Every Wednesday, I'll be going over one of these triggers.

If you missed the introduction to this series, click here. If you missed Power, the first trigger, click here.

So....Passion. Don't think sex and romance, but do think emotional connection. Sally used to call this trigger Lust, and she changed it because Passion elicits more of the concept and is more broadly applicable. People with this gift can make very quick tie-ins with other people, and bring about an anticipation of their pleasure (whether naughty or nice).

One example of a company who utilizes Passion is Apple. Apple fans literally lust after the latest and greatest gadget. Each one is more beautiful and more functional (and more expensive) than the last. The Passion built up so much in people as they anticipated the iPhone 5 that cost doesn't matter. As Randy Ingermanson said, "Apple fans can't wait for the next cool thing that they never knew they needed."

According to Sally Hogshead, there are 5 defining characteristics of Passion personalities:

1) Expressive - no poker faces here! Facial expressions, body language, and vocal intonation communicate and add emphasis to a Passion's message. They engage others and keep their focus well.

2) Intuitive - Instinct plays a large role in how a Passion makes decisions. This is an emotional rather than rational approach, feeling rather than data. They can sense their audience's feelings and adjust their message to resonate accordingly.

3) Impulsive - as a result, Passion personalities react rather than respond to others and information. This can lead to backtracking later.

4) Social - this is your typical Otter/Sanguine-type personality trait. They have strong interpersonal skills and are very approachable. They build rapport like nobody's business.

5) Transparent - Masking emotions doesn't come easily for a Passion. If they have to "bluff" their way through a situation, that'll be difficult for them.

One author who exemplifies Passion is Sarah Palin. Every time she took the podium, she was engaging. Her smile, her wide eyes, her laugh....she had the audience eating out of her hand. I haven't read her book, Going Rogue: An American Life. I think we saw some impulsiveness in her campaign, and transparency. She related to mothers everywhere when she called herself a "mama grizzly," and she made these traits work for her so much, she hit the New York Times Bestseller list.

Let's Analyze

How might Passion play into author marketing? Since one-on-one connection is so important, likely the author would need to showcase their interpersonal skills by signings, speaking to book clubs, and conferences. What else?

Fascination Trigger #1: POWER

This week we look at the first identified trigger to fascinate, and ultimately persuade, people. People who identify with the Power trigger will find themselves closely identifying with the character traits of the Lion/Choleric personality.

A person who uses Power to persuade is a natural leader and harnesses an ability to control. There is a certain confidence about these people that garners respect, even when given begrudgingly.

For example, whatever your opinions are politically, no one can deny that the President of the United States has power. I mean, he's got the proverbial (real?) red telephone that can launch missiles with the press of one button.

Google is another example of a company who harnesses Power. If applications and codes don't work on the Google platform, they will fall flat on their face. Search engine optimization is a course in its own right now, largely due to Google.

According to Sally Hogshead, there are 5 defining characteristics of Power personalities:

1) Confidence - goals aren't something to be feared, rather, these people rise to the challenge and rarely doubt their ability to get things done. Deadlines aren't a problem.

2) Goal-Oriented - these people like to take on big projects (like a novel!), and they are very focused on achievements, likely keeping a daily word count goal.

3) Influential - input from these people guide what others say and do. If you find yourself having a lot to say about your cover design and edits, this might be you.

Michael Hyatt at ACFW 2012

4) Opinionated - this can actually be separate from #3, but rarely so. Your opinions are strong, and if Power is your main trigger, you are likely very candid with how you present your views to others. Blogging probably fits you to a T, and you might even wiggle your fingers with glee if a debate starts in your comment section.

5) Decisive - these people are gifted in sizing up a situation and choosing a course of action. You don't mince words, analyze data, or necessarily poll others.

One author whose main source of fascination is Power (at least, in my opinion) is Michael Hyatt. As the former Chairman and CEO of Thomas Nelson Publishers, he already had a commanding platform, made even more so when he branched out on the web. Who doesn't want to listen to what he has to say? He has 265,000+ subscribers for his blog, which is noted as one of the top blogs in the world on leadership. What Hyatt suggests, others take note of and try to mimic. Just wait to see what happens when he launches his GetNoticed! premium WordPress theme.

That's Power in a nutshell.

Let's Analyze

Who else might fall into the Power category? Don't limit yourself to authors, but what public figures, sports legends, and media moguls?

For a chance to win Julie Lessman's new release, A Love Surrendered, click here!

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!