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Make Your Brand Impossible to Resist with Fascination

Are you captivating your audience with your marketing?

The art of fascination will draw in your prospects and customers and get them intensely focused on you. But how do you fascinate your audience? You use one of these seven languages of fascination.


1. Innovation

Innovation is the language of creativity.

When you create something new, you challenge assumptions and help people think in new ways. Think outside the box and be bold!

2. Relationship

Relationship marketing draws us in, helping us become emotionally connected to the brand and to something bigger than ourselves.

Think “expressive, optimistic, sensory, warm, and social” in your marketing.

3. Power

Market with authority and confidence.

When your brand uses the Power language, it is “assertive, goal-oriented, decisive, purposeful and opinionated.” Think competitively and have strong beliefs that tote your product above the others.

4. Prestige

Prestige is the language of excellence, exclusivity, achievement, and value.


Prestige is when your brand communicates being “better” rather than just good. People want to wear your logo on their shirts or purses. They want others to see their car, shirt, device, etc., and think highly of them because of it.

5. Trust

Trust touts stability and is about building a strong business name everyone recognizes.

Trust is the store that you know you can trust to match prices or let you return something without a headache. Think “stable, dependable, familiar, comforting, and predictable.”

6. Mystique

Mystique is the language of listening.

This brand knows “when to talk and when to be quiet.” It provokes questions and is somewhat mysterious. Companies reveal information a little at a time rather than all at once.

Mystique brands are “observant, calculated, private, curiosity provoking, and substantive.” You only hear from these brands in a calculated way to spark interest.

7. Alert

Alert is the language of details.

These brands create a sense of urgency, forcing consumers
to act. If you use the Alert language, you don’t just use details, “you revel in them.” Typically, this type of advertising uses the “unless you act now...” method. It prompts action because people are afraid to wait.

No matter what language your company uses, these different languages of fascination will help your company expand how you reach your customers. How do you want to be perceived? Once you know that, you can choose which language style to use.

Fascinate: How to Make Your Brand Impossible to Resist

by Sally Hogshead

How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.

The word “fascinate” comes from the Latin word fascinare, 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.

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.

Dive into the science of fascination and learn how to:

  • Increase prices with ideas from poker to Play-Doh
  • Build revenue by learning about the $14 million license plate
  • Get better leads through hypnosis by Sigmund Freud and Steve Jobs
  • Attract raving fans by following the cult of pistachio ice cream

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.