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?

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!