The Sophisticated Marketer’s Podcast: The Science of Fascination with Sally Hogshead

May 31, 2016

The Sophisticated Marketer’s Podcast: The Science of Fascination with Sally Hogshead

Fascinate (v): To attract and hold attentively by a unique power, personal charm, unusual nature, or some other special quality.

Marketers often aim to capture attention, or foster engagement. Those are both worthwhile, but often poorly defined goals. My guest this week urges us to aim higher. Don’t just capture attention, she says. Command it. Be irresistible. Be hypnotic. In short, fascinate.

I’m privileged to have bestselling author and truly fascinating human being Sally Hogshead on the show. She comes to the podcast fresh from the amazing success of her newly-revamped Fascinate: How to Make Your Brand Impossible to Resist. Sally’s fascination doctrine is changing the way marketers think about personality and influence.

Sally is generous with her insights on the show, and we had a blast recording it. Listen now to learn the difference between what people buy and what they pay for, how to create a brand anthem, and what the heck, “Wet Mouth Syndrome” is.

Listen NowListen in on the Conversation as Sally and I Discuss:

Jagermeister and the Power of Polarization: Sally says if you’re accepting all comers, you might as well be doing paid media. Find out how turning away the wrong audience helps you fascinate.

The ROI of Fascination: Brands who fascinate can charge more for the same product. How much more? You won’t believe what Sally found in her social experiments.

What’s Better than “Better”? How do you follow a titan like Seth Godin at an event? Sally figured out how to make a splash by being “different,” not “better.”

Emotion? In MY B2B? According to Sally, getting an edge in B2B isn’t all about rational benefits. To avoid becoming a commodity, you have to engage people’s emotions.

Why You Don’t “Do” Social Media: Some marketers think of social media as a chore, something we have to do. But really, social media is part of our brand. To your audience, Sally says, you are your social media presence.

Sally is a one-of-a-kind, brilliant marketing mind, as well as one of the nicest people you’d ever want to meet. Don’t count on multitasking as you listen to this one—you’re bound to end up just as fascinated as I was.

You can find Sally at Howtofascinate.com, and follow her @SallyHogshead on Twitter. Thanks for tuning in, and thanks to Sally for joining me!

If you’re just discovering us, you can catch up on all the previous episodes here.

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