{"product_id":"fascinate-how-to-make-your-brand-impossible-to-resist-9780062206480","title":"Fascinate: How to Make Your Brand Impossible to Resist","description":"\u003cp\u003e\u003cstrong\u003eWhy is J germeister the most popular brand nobody likes? Why do \u003c\/strong\u003e\u003cstrong\u003ewomen pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eAnd 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.\u003c\/p\u003e\u003cp\u003eThe word \"fascinate\" comes from the Latin word \u003cem\u003efascinare, \u003c\/em\u003e 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. \u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eThis new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.\u003c\/p\u003e\u003cp\u003eDive into the science of fascination and learn how to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eIncrease prices\u003c\/strong\u003e with ideas from poker to Play-Doh\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBuild revenue\u003c\/strong\u003e by learning about the $14 million license plate\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGet better leads\u003c\/strong\u003e through hypnosis by Sigmund Freud and Steve Jobs\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAttract raving fans\u003c\/strong\u003e by following the cult of pistachio ice cream\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eWhether 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003ci\u003eHogshead, Sally:\u003c\/i\u003e\u003c\/b\u003e - \u003cp\u003eSally Hogshead believes the greatest value you can add is to become more of yourself. Hogshead rose to the top of the advertising profession in her early twenties, writing ads that fascinated millions of consumers. Her internationally acclaimed book \u003cem\u003eFascinate: Your 7 Triggers to Persuasion and Captivation\u003c\/em\u003e has been translated into over a dozen languages. The science of fascination is based on Hogshead's decade of research with 250,000 initial participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives. She frequently appears in national media, including NBC's \u003cem\u003eToday\u003c\/em\u003e show and the \u003cem\u003eNew York Times\u003c\/em\u003e. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence.\u003c\/p\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":50317939966226,"sku":"9780062206480","price":23.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_505e20ab-9df2-427f-b4d9-e7da504fdd7a.jpg?v=1727543492","url":"https:\/\/surprise-castle.myshopify.com\/products\/fascinate-how-to-make-your-brand-impossible-to-resist-9780062206480","provider":"Surprise Castle","version":"1.0","type":"link"}