Make Your Brand Unforgettable, Sally Hogshead’s Seven Triggers of Fascination
You’ve heard the cliché: “You need to be different to stand out in business.” But Sally Hogshead’s acclaimed book, Fascinate, takes this idea to the next level by exploring the science of fascination and showing you how to make it your brand’s secret weapon. From the opening pages—where she references everything from Salem to Hitler, and even pistachio ice cream—it’s clear that Hogshead knows how to grab your attention. The best part? She teaches business owners and advertising copywriters how to do the same.
In a world of shrinking attention spans, the ability to fascinate is one of the most valuable qualities a brand can possess. Hogshead argues that if you can captivate people through specific triggers of fascination, you’ll win in even the most competitive markets. In this post, we’ll dive into the seven key triggers, or as Hogshead calls them, languages of fascination, and how you can use them to elevate your corporate branding or personal branding.
The Golden Hallmarks of Fascination
Before we delve into the seven fascination triggers, let’s determine if you’re already fascinating. According to Sally Hogshead, truly fascinating brands share these hallmark traits:
Strong emotional reactions – Think of brands or people you either love or hate. Donald Trump, for example, elicits strong responses—no one is indifferent.
Creating advocates – Loyal followers define your success. Brands like Harley-Davidson and Warren Buffett have advocates who embody their values.
Cultural shorthand – Fascinating brands transcend their products. Apple, for example, represents simplicity and beauty.
Inciting conversation – They naturally generate buzz and discussion without even trying.
Forcing competitors to realign – Zappos revolutionized online retail with its customer-first approach.
Triggering social revolutions – John Lennon’s influence shows the power of sparking cultural movements.
If your brand doesn’t yet tick these boxes, don’t worry—Hogshead offers an assessment tool to help you identify your unique triggers and stand out.
The Seven Fascination Triggers
Hogshead identifies seven primary fascination triggers. Here’s how to master them:
Trigger #1: Lust – Create Craving
Lust is more than attraction—it’s about creating irresistible desire. Successful brands captivate by appealing to the senses and emotions, as logic alone doesn’t drive decision-making.
Infuse emotion into your branding.
Use sensory details to evoke deeper connections.
Tease rather than fulfill, keeping people intrigued.
If you can make your product as irresistible as pistachio ice cream, you’re already on the path to fascination.
Trigger #2: Mystique – Build Intrigue
People love unanswered questions. Mystique uses curiosity to keep audiences coming back.
Withhold information strategically—like cliffhangers on a TV show.
Create mythology around your brand. Think Colonel Sanders and his secret recipe.
Limit access. For example, secret kitchens like Crustacean’s make dining an exclusive experience.
Mystique ensures your audience will always want more.
Trigger #3: Alarm – Create Urgency
Alarm triggers action through urgency and fear of missing out.
Clearly define the consequences of inaction.
Set deadlines to spark immediate responses.
Focus on the crisis most feared rather than the most likely.
By leveraging alarm, your brand can become top of mind for your audience.
Trigger #4: Prestige – Create Status
Prestige is all about exclusivity and aspiration.
Develop recognizable emblems, like logos or symbols, that signal exclusivity.
Set new industry standards to elevate your brand’s status.
Limit availability to increase desirability.
Prestige transforms your brand into a symbol of success.
Trigger #5: Power – Command Attention
Power isn’t intimidation—it’s influence. It’s about being so effective that you can’t be ignored.
Control the little details, as they often have the biggest impact.
Make people feel uniquely valued, like Bill Clinton’s ability to focus intently on whoever he’s speaking with.
Power allows you to build authority and lasting trust with your audience.
Trigger #6: Vice – Embrace the Forbidden
Vice is the allure of rebellion and indulgence. It appeals to our love of the taboo.
Play with forbidden ideas while staying true to your values.
Use provocative messaging to grab attention.
Take inspiration from Madonna, whose bold moves made her unforgettable.
Vice adds boldness to your branding.
Trigger #7: Trust – Build Confidence
Trust, unlike other triggers, takes time to establish. But once built, it creates unwavering loyalty.
Consistency in messaging and action fosters reliability.
Use the exposure effect—people trust what they encounter frequently.
Align with nostalgic or authentic values to strengthen your position.
Trust is the bedrock of all successful relationships—personal or professional.
Make Your Brand Fascinating
Fascination isn’t just a nice-to-have—it’s the edge every brand needs. By understanding the advantages Hogshead identifies and applying the seven triggers of fascination, you can captivate your audience, inspire loyalty, and dominate your market.
At HivePowered.Ai, we’re experts in helping businesses unlock these principles. From refining your communication style to scaling your marketing, we ensure you stand out in the advertising profession and beyond. Ready to make your brand unforgettable?
Join The Swarm with the Limitless Leaders Club or hire a Marketing Sidekick today!
