Move over motivating, appealing, and inspiring. The new word in marketing is fascinating.
As a self-professed marketing nerd, I try to keep an eye out for the latest books and resources to stay sharp. Since I enjoyed Hogshead’s Radical Careering several years ago, pre-ordering my copy of Fascinate was a no brainer.
Living up to its title, Fascinate is smart, funny and conversational – like Sally has sent you a personal note about “the coolest research” she just discovered. And reminiscent of a Jen Lancaster memoir, she injects even more of her personality with amusing footnotes throughout. I laughed out loud three times in the first 50 pages (take THAT Malcom Gladwell!)
The content, however, isn’t lightweight. Fascinate provides a fresh look at what makes brands (and people) captivating. It’s evident Sally and her team have been researching and studying these concepts for a long time, but she makes them easy to understand with her illustrative storytelling. I read several of the stories twice, making myself chuckle when thinking, “fascinating!” I scribbled pages of notes – new, creative ideas for clients and ways of making them more fascinating.
Want to know which triggers you’re using to fascinate? Visit http://www.sallyhogshead.com/fscore and find out!
