Why is Jägermeister 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:
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.
| ISBN: | 9780062206480 |
| Publication date: | 2nd June 2016 |
| Author: | Sally Hogshead |
| Publisher: | Harper Business an imprint of HarperCollins |
| Format: | Hardback |
| Pagination: | 352 pages |
| Genres: |
Social work Advertising Direct marketing / telemarketing Assertiveness, motivation, self-esteem and positive mental attitude Advice on careers and achieving success Development economics and emerging economies Consultancy Business communication and presentation Economics Self Help and Personal Development |
Why is Jägermeister 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:
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.
Fascinate features in the following genres: Social work, Advertising, Direct marketing / telemarketing, Assertiveness, motivation, self-esteem and positive mental attitude, Advice on careers and achieving success, Development economics and emerging economies, Consultancy, Business communication and presentation, Economics, Self Help and Personal Development
Fascinate is available in Hardback
Fascinate was written by Sally Hogshead and published by Harper Business an imprint of HarperCollins
Fascinate has 352 pages
£18.00