“The power of fascination…strips away our usual rational barriers, exposing our minds, leaving us vulnerable to influence, naked to persuasion.” ~ Sally Hogshead, Author of Fascinate
You can make yourself do almost anything if you have to. But truly, you’ll fall back on the thing that’s the most natural to you. When it comes to marketing and communication, why not pay attention to your core abilities? Using what you already know can make it easier to fascinate your clients, sell your services and build a dedicated and focused team.
Sally Hogshead, author of Fascinate: Your 7 Triggers To Persuasion and Captivation, has a unique approach to understanding how we communicate. In fact, she believes that you have to be fascinating in order to be effective in today’s market. Hogshead believes that:
“Fascinating messages, like fascinating people, have the potential to consume us as almost nothing else can, sucking us into a vortex of intensity.”
It sounds ominous to some, but she barrels through a list of companies that do it everyday, sharing some of the findings from her fascination survey and then providing tips to help your rev up your own message. Depending on your personality and natural communication style, you can captivate attention in various ways.
Boring Communication Is A No-No
You have to engage. You have to earn the attention of your audience, team, clients, prospects, etc. To help you do this, she highlights seven different ways that you can draw people to you or your brand, including mystique, passion (lust) and alarm.
To make the most of your message, here are a few fascination inspired questions to consider:
- How does your marketing or management message earn attention?
- How does it draw your people in?
- What are the tools that you use when crafting your message?
- What techniques do you use to ignite your desired reactions?
You’re not talking to hear yourself speak. You want something specific to happen.
A Fascinating Message Draws Us In
It captivates us and earns our full attention. Although individuals respond differently to each of her seven triggers, when effectively applied, any one of them can “heighten our physical, emotional, and intellectual focus,” says Hogshead. That’s our goal — to gain the undivided focus of our core audience long enough for them to see, feel, understand and want what we have to offer.
Every message promotes a product that has to be sold. Even human resources (management has to sell the company standards to the team, so that they maintain them when dealing with customers).
The more fascinating the message the deeper it goes, the better it’s heard, the greater the impact.
Fascination Photo via Shutterstock