{"product_id":"fascinate-revised-and-updated-how-to-make-your-brand-impossible-to-resist-isbn-9780062206480","title":"Fascinate, Revised and Updated: How to Make Your Brand Impossible to Resist","description":"\u003cp\u003e\u003cstrong\u003eWhy is Jägermeister 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 | \u003cp\u003ewhy is Jägermeister the most popular brand that nobody likes? Why do women spend more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1,000%?\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 for fascinating anyone.\u003c\/p\u003e\u003cp\u003eThe word “fascinate” comes from the Latin \u003cem\u003efascinare\u003c\/em\u003e, meaning “to bewitch or hold captive so that 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 will 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\u003ethrough hypnosis from Sigmund Freud and Steve Jobs,\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAttract raving fans \u003c\/strong\u003eby 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, Trust, Mystique, and Alert. 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 | \u003cp\u003e“This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” - \u003cb\u003e\u003ci\u003eSeth Godin, author of Linchpin\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e“Can you dissect ‘fascination’? Sally Hogshead says, ‘Yes.’ Fascination is arguably the most powerful of product attachments—and this pioneering book helps us approach the word and the concept in a thoughtful and also practical manner.” - \u003cb\u003e\u003ci\u003eTom Peters, author of In Search of Excellence\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e“Whenever your message hasn’t reached a customer, peer over at Sally Hogshead’s collection of stories and directives, replete with more illuminating, original, and doable ideas than you can handle in a lifetime. Okay, two lifetimes.” - \u003cb\u003e\u003ci\u003eRichard Laermer, author of Forecast 2011 and Full Frontal PR\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e“Fascinate is a riveting journey through the forces of fascination—how it irresistibly shapes our ideas, opinions, and relationships—and how to wield it to your advantage.” - \u003cb\u003e\u003ci\u003eAlan Webber, author of Rules of Thumb\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e“This slight but practical work packs a big punch.” - \u003cb\u003e\u003ci\u003ePublishers Weekly\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e“As Hogshead wends her way around the world of fascination, her citations are funny and apt, even educational... Fascinate is a fascinating book...” - \u003cb\u003e\u003ci\u003eRichard Pachter, Miami Herald\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003ePraise for the original edition of \u003ci\u003eFascination\u003c\/i\u003e:\u003c\/b\u003e “This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” - \u003cb\u003e\u003ci\u003eSeth Godin, author of Linchpin\u003c\/i\u003e\u003c\/b\u003e\u003c\/p\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":44888128028901,"sku":"NP9780062206480","price":32.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780062206480.jpg?v=1730228211","url":"https:\/\/k12savings.com\/products\/fascinate-revised-and-updated-how-to-make-your-brand-impossible-to-resist-isbn-9780062206480","provider":"K12savings","version":"1.0","type":"link"}