Fascinate

<p><strong>Why is Jägermeister the most popular brand nobody likes? Why do </strong><strong>women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?</strong></p><p>And 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.</p><p>The word fascinate comes from the Latin word <em>fascinare </em> 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. </p><p>This 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.</p><p>This new edition includes a free assessment tool called the Brand Fascination Profile which will help you earn attention in any environment.</p><p>Dive into the science of fascination and learn how to: </p><ul><li><strong>Increase prices</strong> with ideas from poker to Play-Doh</li><li><strong>Build revenue</strong> by learning about the $14 million license plate</li><li><strong>Get better leads</strong> through hypnosis by Sigmund Freud and Steve Jobs</li><li><strong>Attract raving fans</strong> by following the cult of pistachio ice cream</li></ul><p>Whether 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.</p>