What makes something or someone fascinating? 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. It turns out my primary triggers are vice and lust, in that ordersomething that should surprise no one who knows mebut not for the reasons they or you might think. The devil sitting on your shoulder whispering in your ear? Tempted to push a boundary or deviate from the norm?
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But what makes some brands fascinating and others not? LUST: Sparks a craving for sensory pleasure or experience. Stops people thinking and start feeling, makes the ordinary emotional, uses all five senses, teases, flirts.
ALARM: Creates urgency with a threat of negative consequences, deadlines, and distress — focuses not on the crisis most likely, but the crisis most feared. VICE: Encourages a creative approach or rebellion against rules by creating taboos, leading astray, and defying absolutes. TRUST: Builds loyalty with stability and predictability, by becoming familiar, authenticity, repetition. Wield your new-found powers of fascination wisely. Crafting Fascinating Ads Marketers can transform brands into fascinations with the help of fascinating ads — that sell more, to more people, more often and for more.
Ads that fascinate, captivate attention and create attachment, display six golden hallmarks: — Provoke strong and immediate emotional reactions; the response is visceral, not rational. From Brand to Fascination: Your Plan of Attack Fascinate recommends a three stage plan for transforming your brand into a fascination. Do this by finding out what consumers currently say about your brand, and how they react to your ads — viscerally, rationally or not at all?
Third, execute a marketing program designed explicitly to build fascination, and bring it to life. Build fascination from the inside out — beginning with colleagues and management. Show how the power of fascination has worked for other brands, and help management sell up the Fascination strategy with proof points, measures, and vision. Subscribe to get the latest human-first thinking To hear more about what we are up to and the work we are doing, why not join our mailing list?
Fascinate Speed Summary: Your Seven Triggers to Persuasion & Captivation
Fascinate: 7 Triggers to Persuasion and Captivation