Fascinate, Revised and Updated

1. Fascination is a powerful tool for capturing attention in a distracted world

"To become more successful, you don't have to change who you are. You have to become more of who you are."

Attention is scarce. In today's world of information overload and shrinking attention spans, capturing and holding people's attention is more challenging than ever. The average attention span has decreased to about 9 seconds - roughly that of a goldfish. To stand out, brands must fascinate their audience.

Fascination is key. Fascination is a state of intense focus, where people become completely engrossed and not easily distracted. When fascinated, people are more likely to listen, remember, and take action. This makes fascination a powerful tool for marketers, leaders, and anyone trying to communicate effectively.

Leverage your strengths. Rather than trying to change who you are, the key to success is amplifying your natural strengths and unique qualities. By identifying and leveraging what makes you or your brand fascinating, you can more effectively capture attention and influence others.

2. The seven Advantages: Innovation, Passion, Power, Prestige, Trust, Mystique, and Alert

"The most fascinating option wins."

Seven ways to fascinate. Hogshead identifies seven distinct Advantages that can be used to fascinate others: Innovation, Passion, Power, Prestige, Trust, Mystique, and Alert. These Advantages represent different modes of communication and ways of captivating attention.

Identify your primary Advantage. Every person and brand has a natural primary Advantage - the way they most effectively communicate and fascinate others. By understanding your primary Advantage, you can focus on leveraging your strengths rather than trying to be all things to all people.

Combine Advantages strategically. While everyone has a primary Advantage, the most effective communicators can strategically use multiple Advantages. By understanding all seven Advantages, you can adapt your communication style to different situations and audiences for maximum impact.

3. Innovation: Speak the language of creativity to stand out

"If it ain't broke . . . break it."

Defy expectations. Innovation is about changing the game with creativity and new approaches. Brands that use Innovation challenge assumptions and push people to think in new ways, breaking away from the status quo.

Key traits of Innovation:

• Forward-thinking
• Entrepreneurial
• Bold
• Surprising
• Visionary

Strategies for using Innovation:

• Invent surprising solutions
• Turn something old into something new
• Do the opposite of what's expected
• Infuse a dose of "vice" or edginess

Innovation is particularly effective for small businesses, entrepreneurs, and commoditized categories looking to differentiate themselves. By speaking the language of creativity, brands can capture attention and stand out in crowded markets.

4. Passion: Build emotional connections through sensory experiences

"People will forget what you said, people will forget what you did, but people will never forget how you made them feel."

Evoke emotions. Passion focuses on building emotional connections and experiences. It's about creating strong, immediate emotional responses that draw people in and make them feel more deeply connected to your brand or message.

Key traits of Passion:

• Expressive
• Warm
• Optimistic
• Sensory
• Social

Strategies for using Passion:

• Woo with wow-factor experiences
• Use vivid language appealing to the five senses
• Put lust before logic, focusing on desires over rational benefits
• Tell engaging stories that connect emotionally

Passion is particularly effective for products or services that aren't purely rational purchases. By creating captivating experiences and emotional connections, brands can build stronger, more loyal relationships with their customers.

5. Power: Lead with confidence and authority

"Don't just get attention—drive behavior."

Command respect. Power is about leading with authority and confidence. Brands that use Power set the tone for their industry, guiding action and opinion with a strong, self-assured voice.

Key traits of Power:

• Assertive
• Goal-oriented
• Decisive
• Purposeful
• Opinionated

Strategies for using Power:

• Lead the way with clear direction
• Take control of situations
• Pursue and communicate specific goals
• Voice strong "Opinions of Authority"

Power is particularly effective for established industry leaders or brands looking to position themselves as authorities in their field. By speaking with confidence and providing clear direction, Power brands can inspire trust and motivate action.

6. Prestige: Elevate your brand through excellence and exclusivity

"Different is better than better."

Earn admiration. Prestige is about setting higher standards and earning respect through excellence. Brands that use Prestige focus on quality, achievement, and exclusivity to elevate their perceived value.

Key traits of Prestige:

• Ambitious
• Results-oriented
• Respected
• Elite
• Aspirational

Strategies for using Prestige:

• Increase perceived value through quality and craftsmanship
• Set new standards in your industry
• Develop emblems or symbols of achievement
• Limit availability to create exclusivity

Prestige is particularly effective for luxury brands or those looking to position themselves as premium options in their category. By consistently delivering excellence and cultivating an air of exclusivity, Prestige brands can command higher prices and loyal followings.

7. Trust: Establish stability and consistency in your messaging

"Trust delivers consistently, reliably, exactly the same way, over and over, in the safety of the tried and true."

Build reliability. Trust is about creating a sense of stability and dependability. Brands that use Trust focus on consistency and familiarity, becoming a reassuring presence for their customers.

Key traits of Trust:

• Stable
• Dependable
• Familiar
• Comforting
• Predictable

Strategies for using Trust:

• Repeat and retell your core message consistently
• Be authentic and true to your brand's heritage
• Accelerate trust by linking to familiar concepts
• Use familiar cues and imagery

Trust is particularly effective for established brands or those in industries where reliability is crucial (e.g., financial services, healthcare). By consistently delivering on promises and maintaining a stable presence, Trust brands can build long-lasting relationships with customers.

8. Mystique: Create intrigue by revealing information selectively

"If it ain't broke . . . break it."

Provoke curiosity. Mystique is about creating intrigue by selectively revealing information. Brands that use Mystique captivate attention by maintaining an air of mystery and encouraging people to seek out more information.

Key traits of Mystique:

• Curiosity-provoking
• Calculated
• Observant
• Substantive
• Private

Strategies for using Mystique:

• Protect information, revealing it strategically
• Spark curiosity by leaving questions unanswered
• Ask questions before giving answers
• Build mythology around your brand or product

Mystique is particularly effective for brands looking to create buzz or maintain a competitive edge through proprietary information. By carefully controlling the flow of information, Mystique brands can keep people engaged and talking about their products or services.

9. Alert: Use urgency and details to drive action

"There is a limited quantity (scarcity). Unless you act now (urgency), you'll lose your opportunity (consequence)."

Prompt immediate action. Alert is about creating a sense of urgency and providing detailed information to drive immediate action. Brands that use Alert focus on consequences, deadlines, and specific details to motivate their audience.

Key traits of Alert:

• Methodical
• Organized
• Detailed
• Precise
• Efficient

Strategies for using Alert:

• Sweat the small stuff, focusing on details
• Create urgency through limited-time offers or scarcity
• Define clear consequences for inaction
• Use rational facts and data to support your message

Alert is particularly effective for time-sensitive offers or when trying to motivate immediate action. By clearly communicating deadlines, consequences, and detailed information, Alert brands can overcome procrastination and drive sales or engagement.

10. Combine Advantages with tactics for targeted messaging

"A tactic is an Advantage applied in a tactical way to achieve a specific outcome, reach a targeted audience, or solve a particular problem."

Customize your approach. While every brand has a primary Advantage, the most effective communicators can adapt their messaging by combining Advantages with specific tactics. This allows for more targeted and effective communication in different situations.

Steps for applying tactics:

1. Identify your brand's primary Advantage
2. Determine the specific goal or audience for your message
3. Choose a complementary tactic from the other Advantages
4. Craft your message using elements of both your primary Advantage and the chosen tactic

Examples of tactical combinations:

• Innovation + Trust: Introduce new ideas while maintaining consistency
• Passion + Alert: Create emotional urgency around a limited-time offer
• Power + Mystique: Lead with authority while maintaining an air of intrigue

By strategically combining Advantages and tactics, brands can create more nuanced and effective messaging for different situations and audiences.

11. Build a fascinating brand culture to engage employees and customers

"Fascinating brands are born out of fascinating people."

Live your brand. Creating a fascinating brand isn't just about external messaging - it's about building a culture that embodies your brand's Advantage and values. This internal focus helps ensure consistency and authenticity in all your communications.

Steps to create a fascinating brand culture:

1. Assemble a "Fascinate Team" representing different departments
2. Identify your brand's Advantage and develop a Brand Anthem
3. Apply your Advantage consistently across all internal and external communications
4. Encourage employees to embody the brand's Advantage in their work and interactions
5. Regularly evaluate and refine your approach to keep your brand fascinating

Benefits of a fascinating brand culture:

• Increased employee engagement and loyalty
• More consistent and authentic customer experiences
• Stronger brand differentiation in the marketplace
• Improved ability to attract top talent

By fostering a culture of fascination within your organization, you can create a more powerful and authentic brand presence that resonates with both employees and customers.

Last updated: October 15, 2024