Fascination plays a role in every type of decision-making, such as the brands you choose, the songs you remember, the person you marry, and the employees you hire. What makes something (or someone) fascinating? According to Sally Hogshead, author of “Fascinate: Your 7 Triggers to Persuasion and Captivation,” fascination starts with seven universal triggers—lust, mystique, alarm, prestige, power, vice, and trust. Sally says whether you realize it, you’re already using them … and so are leaders, friends and family members looking to convince you to change your behavior.
The first step toward gaining control over the triggers is to become aware of how you are using them. Everyone has two primary and one dormant trigger. To assist us in identifying our “F” factor, Sally developed a short survey, which I, of course, took immediately. It turns out my primary triggers are vice and lust, in that order—something that should surprise no one who knows me—but not for the reasons they (or you) might think.
The devil sitting on your shoulder whispering in your ear? Vice. Fascinated with something, after having been told you can’t have it? Tempted to push a boundary or deviate from the norm? Vice. It’s everything you want to do and know you shouldn’t do (but still might do, anyway). Admittedly, this could easily describe most of my early college career. But as a PR professional, my ability to trigger vice is what allows me to convince my clients to take risks in the way they communicate about themselves, in exchange for a significant uptick in ability to fascinate and influence their audiences
As for lust, it fascinates through our experience—our appetites and passions of sight, sound, taste, touch and scent. The lust trigger is particularly hard to ignore because it does not stem from wise and responsible decision-making. Lust is triggered by feelings, not the intellect. One of the most effective uses I’ve found for the lust trigger is in closing new business. If I make it to that final meeting, I know the client has done his or her homework and already thinks I’m the right person for the engagement. So rather than resell the client on things we’ve already discussed, I use that time to reassure them, answering every little question until I can tell they also feel they made the right decision.
A trigger that didn’t come up as major for me, but that I will consciously invoke here, is mystique. To find out more about the five remaining triggers, get the book. That said, don’t expect a super structured business book full of sub heads and bullet points. Sally practices what she preaches. The book, by design, masterfully invokes all the triggers, both alone and in combination. Relax and allow yourself to be made curious—and fascinated. You’ll be glad you did.
Tags: Advertising, brands, captivation, Customer Behavior, Fascinate, Marketing, Marketing Tools, Persuasion, Sally Hogshead, triggers
Hello Helena. Interesting.
I’d like to “argue” that these are not THE triggers. They are the means to the ends. The ends being motivation. Specifically (in the context of this site’s mission), what motivates someone to buy a product/service? With motivation in mind these tactics can be used to pull that trigger.
I could be that my definition of fascination is not the same as Hogshead, but I don’t believe that fascination is enough. For example (and taken to an extreme), one can fascinate a child fairly easily. But doing so is not synonymous with motivating the child to behave.
Maybe it’s just me?
[...] 7 Triggers to Persuasion & Captivation” by Helena Bouchez on Marketing Profs.http://www.mpdailyfix.com/fascinate-7-triggers-to-persuasion-captivation/Left a comment…Hello Helena. Interesting.I’d like to “argue” that these are [...]
Hi Helena,
Everyone has one or more buttons that are more effective than others; it’s a matter of fishing until the salesperson figures out what they are.
It’s interesting the author used the word, “fascination,” which itself is a fascinating word. That gets our attention and then reels us in to a study of what appears to be a standard fare.
I agree with Mark that this is actually all about Motivation. Capturing the Imagination is not the same as Motivating into Action, although the two do work together.
A fascination, captivating, interesting… person is easier to follow, to be sure. But we can only be fascinating to the extent that our target is predisposed to the hooks we use to be fascinating.
Interesting idea. I must work on that
Rick
Hi Mark,
I know what you’re saying. I don’t know that I perceive the triggers themselves to necessarily be the direct motivation, either. (Thought sometimes….) Rather, the awareness of these seven different aspects gives allows me to better understand my audience and what will best resonate with them — so I can create a message that WILL motivate them to action! Cheers. HB
Hi Rick and Mark,
Thanks for you comments, and sharing your feedback on the concept of fascination.
You’re both right that fascination must translate into motivation– or more specifically, action. After all, if marketing doesn’t influence behavior, it’s pointless.
Yet, fascination is all about influence. Webster’s Dictionary defines fascination as, “bewitching, or enchanting… the exercise of a powerful or irresistible influence on the affections or passions; unseen, inexplicable influence.” It’s this irresistible influence that shapes our behavior. In a distracted and overwhelmed world, everything-including you, your communication, and your relationships-fights tooth and nail to get noticed. Without fascination we can’t sell products off shelves, persuade shareholders to invest, or teach students to read.
Is that motivation? Absolutely, yes. We become motivated once we’re fascinated.
Again, Rick and Mark, great to get your thoughts. And Helena, thank you again for sharing your own perspective on the concept.
Sally