Fascination can be the key to driving website traffic and increasing sales. Fascination is what Sally Hogshead, author of Fascinate calls an intense interest in someone or something. It is an unwavering attention to someone or something that wins over other distractions.
Fascination is driven by seven triggers. All of us naturally use two triggers that define our personality brand.
Can be defined as the ability to lead others. Political campaigns use power to demonstrate their candidate is a successful leader.
The ability to connect emotionally to others. Publix effectively uses passion in their holiday commercials that show family and gives a warm-hearted “aw how sweet” emotional response.
Is a trigger that can be used to create some mystery or wonder. Careful communication can give just enough to draw your audience in but not so much that they have no reason to continue their fascination. Candy with “mystery” flavors use mystique to draw in customers. Spaghetti Warehouse (a popular food chain) recently put mystique to use when they hired a “well-known” artist to sing their anniversary song. They have successfully created a lot of buzz in the guessing game.
Is setting a standard. Brand name products (like Gucci or Prada) tend to leverage their prestige to further their brand.
Close out sales tend to use alarm. “Sale ends today! Hurry in.” Alarm gives a feeling that you might miss out or in terms of the anti-smoking campaigns, alarm is used to instill enough fear of sickness to motivate the audience not to smoke.
Inspires creativity and innovation simply because those who are motivated by rebellion are not content with the status quo. Dyson is a great example of this. Dyson continually propels its brand through innovation that no other company has touched like “no loss in suction” vacuums.
Builds loyalty through consistency. Fast food chains like McDonalds capitalize not on great food, but on the idea that you know what you are getting no matter which store you go to. You can trust a BigMac will taste like any other BigMac you have had.
Understand what triggers will impact your audience and you are one step closer to becoming the most fascinating brand in your industry. Now that you know what it takes and that Fascination is the key, its time to increase traffic to your website and be fascinating.
For more on fascination, check out Sally Hogshead website. Please note, we are not an affiliate of her products, but we are avid readers of Fascinate.