On one of my favorite Kitchen Table Talks episodes was the one they featured Sally Hogshead. I was impressed at the level of energy she was able to convey via my computer screen. I was so impressed decided to go ahead and buy her book Fascinate: Your 7 Triggers to Persuasion and Captivation (Amazon Affiliate Link). The book captivated me quickly since she added historical facts (I love history) and the etymology of the word Fascinate.
Overall I really enjoyed Fascinate, Sally was able to tie her key points to things I could relate to. From explaining how flowering plants where the first advertisers in the world and then creating a relation of the Amazon Jungle with Amazon.com I found it quickly to be a fun book for me to read. It is interesting how flowers must fascinate insects and books must fascinate readers. I have to say this book did its job and it fascinated me. The fact of how followers sometimes are fascinated by a message even when there is no real valuable argument is something that I knew happened but I was able to understand better after reading Fascinate.
Other great points where how we are constantly consuming messages without even being conscious about it. She also describes this to cause the Short Attention Span Theater one, which I participate in every day and does not help with all the interruptions.
How many places do we land on the Internet and bump into huge amounts of information, which we are not really interested in reading. Are these sites with lots of information influencing you? My guess is no, only content that fascinates you really influences you. Sally clearly states that information does not give power the ability to fascinate is the one that give you power, I completely agree.
Sally has really opened my eyes towards understanding a bit more how Fascination has more to do with what others say about your message and very little on the message you convey.
I also took the F-Score Brand personality test, which runs you through 28 questions to help you find the key to captivate an audience. I scored very low on Mystique, which is one of the 7 triggers. Most of you can clearly see why, since I always share my thoughts with family, friends, blog readers, and anyone who is willing to listen. I was recommended to add some mystique to balance out the 7 fascination triggers.
The book runs you through various exercises so you can use those 7 fascination triggers to your benefit. I recommend this book for anyone trying to get a project started or off the floor. It can help you understand very well why people are not engaging with your marketing messages and/or why they are not interested at all.
It really helps you to do a self-assessment of where you are and what you need to improve.
So if you are up to the challenge to Fascinate more people feel free to get a copy of this awesome book. I bought and I was fascinated by it. I guess now it is my job to put some of the great advice in practice.