{"product_id":"fascinate-sally-hogshead-9780062206480","title":"Fascinate: How to Make Your Brand Impossible to Resist","description":"\u003cp\u003e\u003cstrong\u003eWhy is J germeister the most popular brand nobody likes? Why do \u003c\/strong\u003e\u003cstrong\u003ewomen pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003eAnd 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.\u003c\/p\u003e\u003cp\u003eThe word \"fascinate\" comes from the Latin word \u003cem\u003efascinare, \u003c\/em\u003e 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. \u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eThis new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.\u003c\/p\u003e\u003cp\u003eDive into the science of fascination and learn how to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eIncrease prices\u003c\/strong\u003e with ideas from poker to Play-Doh\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eBuild revenue\u003c\/strong\u003e by learning about the $14 million license plate\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eGet better leads\u003c\/strong\u003e through hypnosis by Sigmund Freud and Steve Jobs\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAttract raving fans\u003c\/strong\u003e by following the cult of pistachio ice cream\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eWhether 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Sally Hogshead\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0062206486\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780062206480\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Harper Business\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/26\/2016\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 352\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.00lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 6.20w x 1.10d","brand":"Sally Hogshead","offers":[{"title":"Hardcover","offer_id":44042671325439,"sku":"9780062206480","price":28.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_538cafaa-d41f-4912-97af-730aeaf4798b.jpg?v=1684962863","url":"https:\/\/www.whiterainbookhouse.com\/products\/fascinate-sally-hogshead-9780062206480","provider":"WR Book House","version":"1.0","type":"link"}