Summary of Sally Hogshead's Fascinate, Revised and Updated , livre ebook

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31 pages

English

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Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 The taste of Jägermeister is bitter and sweetly harsh, and yet it has grown exponentially. You did the shot because of the unpleasant taste, not in spite of it.
#2 The drink was commercially released in Germany in 1935, and it was marketed as an after-dinner digestif. But it soon became popular with college students, who spread the cult wildfire.
#3 The brand sold almost as much as Absolut, despite the taste putting hair on the tongue. The brand turned the taste into a rallying cry, elevating the product beyond rational benefits.
#4 When you buy a shot of Jäger, you’re not buying a drink. You’re buying an experience. By holding the shot glass, you’re announcing that you have officially turned up the volume on the evening ahead.

Sujets

Marketing stratégique

Marketing

Direct

Business

Economics

Marketing et communication

Informations

Publié par	Everest Media LLC
Date de parution	03 mai 2022
Nombre de lectures	0
EAN13	9781669399520
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,0150€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Insights on Sally Hogshead's Fascinate Revised and Updated
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3 Insights from Chapter 4
Insights from Chapter 1

#1

The taste of Jägermeister is bitter and sweetly harsh, and yet it has grown exponentially. You did the shot because of the unpleasant taste, not in spite of it.

#2

The drink was commercially released in Germany in 1935, and it was marketed as an after-dinner digestif. But it soon became popular with college students, who spread the cult wildfire.

#3

The brand sold almost as much as Absolut, despite the taste putting hair on the tongue. The brand turned the taste into a rallying cry, elevating the product beyond rational benefits.

#4

When you buy a shot of Jäger, you’re not buying a drink. You’re buying an experience. By holding the shot glass, you’re announcing that you have officially turned up the volume on the evening ahead.

#5

The Mission Space ride at the Epcot theme park in Orlando, Florida, is based on the conceit that the rider is training to be an astronaut, practicing to save planet Earth while hurling through the atmosphere inside a capsule.

#6

The difference between the orange-ticket ride and the green ride is intensity. The orange ride is fascinating, while the green is forgettable. The rides might appear to be the same, but small details turn an average process into an unforgettable one.

#7

You can turn your green-ticket experiences into orange tickets by focusing on just a few traits and making them spellbinding. People will wait in line for your services, post online about your products, and compete to show you off to their friends.

#8

Your customers want the orange ticket. They want to be engaged and fascinated. Different is better than better, and different is orange. You can leverage a distinct attitude, mind-set, and point of view by giving people the orange ticket.

#9

The principles of marketing apply to all products, and all companies. You'll see examples of how these principles are used in everyday life, from music to dust bunnies.

#10

When people buy your product, they are actually paying for an intangible benefit. It is far easier to be different than it is to be better. When buying Chanel sunglasses, women are paying for the logo.

#11

When you are fascinated by something, you are more likely to buy certain brands, remember certain speeches, or hire certain people. When you are fascinated by something, your brain bypasses the usual decision-making processes.

#12

The idea that symmetry equals beauty has been rattling around popular culture for a few years based on research from the evolutionary biologists Steven Gangestad and Randy Thornhill. Their study concluded that men with symmetrical elbow bones have more fun in the bedroom and are more attractive to women.

#13

The beauty bias still applies in the dark. Attractive people, a study found, literally smell different. Or more specifically, better. Even when everything is hidden from view, women will still choose symmetrical males.

#14

The birth control pill can reverse the attraction that you feel for someone. It can also affect how you communicate with that person. If your genes can be responsible for attraction, and the pill can reverse that attraction, what other fascinations are driving your behavior without your knowledge.

#15

Our fascination with something is based on our evolutionary instincts. It is the most basic form of attention, and it is still present today. It is perfectly suited for our cave-dwelling existence, but makes less sense today.

#16

We are constantly reading the facial cues of those around us, searching for signals: smiles, wide eyes, scowls, tears. By looking at just two eyes, a nose, and a smile, we can decipher and predict an extraordinary range of emotions, personality traits, and intentions.

#17

The brain has a region specifically for recognizing, interpreting, and responding to human faces: the fusiform face area. It drives the high-level visual processing needed to distinguish and interpret faces and expressions.

#18

Our smile is the most important facial cue we give off, and it is a sign of appeasement, deference, and submission. But it is also a sign of happiness, which makes no sense from an evolutionary perspective.

#19

The smile enigma was solved by anthropologist John J. Ohala, who found that we smile because of the way it sounds. We smile because it makes our voice sound more polite and friendly.

#20

When you can’t see someone, you rely on their aural cues to make a first impression. When you create a certain type of impression in your viewer or listener, you attract them to you and your message.

#21

The repetition method was very successful in advertising in the second half of the twentieth century, when there were only three television networks to compete for your attention.

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Summary of Sally Hogshead's Fascinate, Revised and Updated , livre ebook

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