True to its title, the book can truly be fascinating 😉 Thought the book is written by a marketer and the audience that can benefit from the book the most are marketers, the book is just a lot of fun! Business examples are particularly interesting – different ways how brands use specific fascination triggers is very insightful.
The book even has a test for the readers to discover how fascinating we are 🙂
- Lust (anticipation of pleasure). A picture of chocolate can also belong to this category.
- Mystique (unanswered questions).
- Alarm (threat to immediate consequences).
- Prestige (symbol of rank and respect).
- Power (command of others).
- Vice (Rebellion against rules).
- Trust (certainty and reliability). A product that is reliably tastes the same in different location is part of the category.
Different brands appeal to specific triggers to fascinate their customers. It is generally desirable that a brand would concentrate on certain triggers rather than be all for everybody (as with any marketing strategy).
A great example of different triggers applied to ta specific product is hypothetical diapers example:
- Prestige: diapers with a specific high end “brand”
- Trust: diapers that are sourced from earth-friendly materials and fully flash-able
- Mystique: diapers that display a story/image interesting for parents only after the child wet the product
The book also has a test readers can take to check their fascination score. Surprisingly, my strong “trigger” of fascination is power, with the second strong – trust. My underutilized trigger is mystique. Ha! I so much wanted to blend in as an immigrant that it might be even working 😉