Thinking about reading Fascinate: How to Make Your Brand Impossible to Resist?

Want to know a bit more about the book before you read a copy for yourself?

Well, keep on reading as I’m going to let you know what you’ll find inside as well as sharing my thoughts on the book to help you decide whether you should read Fascinate for yourself.

 

This page includes affiliate links, which means that if you choose to make a purchase, I may earn a commission. This commission comes at no additional cost to you. Thank you to HayHouse UK who sent a gifted copy of the book to me.

CONTENTS

INTRODUCING THIS REVISED AND UPDATED EDITION
The Origin of Fascination Witchcraft

 

PART I: FASCINATE OR FAIL
The Science of Fascination
The Biology of Fascination
Fascinate the Goldfish
The Schoolmarm and the Sorcerer
A Million Years of Personal Branding
Your Brand’s Advantage

 

PART II: THE SEVEN FASCINATION ADVANTAGES
The System behind the Spellbinding
Innovation
Passion
Power
Prestige
Trust
Mystique
Alert

 

PART III: TACTICS
TurboBranding with Tactics
Next Up: Tactics
Innovation Brands
Passion Brands
Power Brands
Prestige Brands
Trust Brands
Mystique Brands
Alert Brands
Applying Multiple Tactics

 

PART IV: HOW TO GET STARTED TODAY

The Fascinate System for Brands

Author’s Note

Appendices

Glossary

Acknowledgements

Notes

Index 

 

ABOUT THE BOOK ’FASCINATE’

Fascinate was written Sally Hogshead. Paul is an award winning copywriter, Hall of Fame® Speaker and CEO of How to Fascinate.

 

Fascinate was originally published in 2010. For this review I read the revised version that was published in 2016.

 

INSIDE  ‘FASCINATE’

In the beginning Sally goes into detail about what it means to ‘fascinate’ and the origins of fascination. She also shares the seven languages of fascination that make up her system. They are Innovation, Passion, Power, Prestige, Trust, Mystique and Alert.

 

Part I of the book looks at the power of fascination. Sally gives plenty of examples to show exactly how businesses are able to entice people through the power of fascination. Fascination is something Sally has made up and so she talks about the biology of fascination and explores the science behind it. This part of the book also looks at the idea of different being better than better, which in many ways is Sally’s tagline.  You can see it on the top of her website  here.

 

It is clear she believes that brands need to focus on being different and by understanding your fascination advantage you can emphasise that and make your difference stronger.

 

In Part II the seven fascination advantages are explored one by one. For each advantage, you are given five adjectives and four pillars to help you understand how to use that advantage. You are also shown examples of how other brands exemplify that advantage.

 

Whilst every business should known and make the most of their primary fascination advantage in Part III of the book Sally explores how by combining with another advantage you can adjust your marketing to help achieve a specific outcome. Then the chapter goes through every single combination (all 49) so you can see how you can combine your primary fascination with one of the other six fascination advantages.

 

The final part of the book, Part IV, is relatively short but leads you through a five-step process to start applying what you’ve learnt in the book.

 

QUOTES FROM FASCINATE THAT I LOVED

“You can’t stand out if you’re trying to blend in”

 

“Different is better than better.”

 

“People want to be fascinated, and even more so, that they want to be fascinating”. 

 

“In a state of fascination, we don’t think or act quite logically”. 

 

“It’s tough to be better. But far easier to be different”. 

 

“Outthink instead of outspend”.

 

“Rather than pushing yourself on people, pull them towards you”

 

“Fascinating brands don’t try to speak to everyone”. 

 

“What makes you different becomes your advantage. Different is your superpower.”

 

“Fascination is not about changing who you are, but becoming more of who you are.”

 

“In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.”

 

 

FINAL THOUGHTS FROM CHARELLE

Fascinate by Sally Hogshead had been on my to-read list for years and I’m so glad I finally read it. Reading the book it reminded me of previous things I’d read on archetypes whether that be brand archetypes or Kendall Summerhawk’s Sacred Money Archetypes®. Sally gives lots of examples throughout the book so it was really easy for me to see how brands were exemplifying what she was teaching. And with the final chapter actually guiding you through a 5-step process to get going there really is no reason for this to be a book that gets read but not used.

 

 

WHO WOULD I RECOMMEND READS FASCINATE: HOW TON MAKE YOUR BRAND IMPOSSIBLE TO RESIST

 

This book is great for CEOs, founders and anyone who is responsible for marketing a business or brand. A strong brand is a foundation of a business, but it something that many skip. This book will help you to really think about what your brand’s advantage is and then give your ideas to start being able to use that in your marketing.

 

If you like the sound of you Fascinate by Sally Hogshead you can buy a copy for yourself by clicking here.

 

OTHER BOOKS YOU MAY BE INTERESTED IN READING

 

Superfans by Pat Flynn – Read my review

Oversubscribed by Daniel Priestley – Read my review

YOU CAN SEE ALL OF THE BUSINESS AND ENTREPRENEURSHIP I HAVE REVIEWED HERE