{"id":3531,"date":"2011-05-03T08:32:16","date_gmt":"2011-05-03T15:32:16","guid":{"rendered":"https:\/\/www.namablog.org\/?p=3531"},"modified":"2011-05-03T10:08:54","modified_gmt":"2011-05-03T17:08:54","slug":"fascinate-how-to-persuade-and-influence","status":"publish","type":"post","link":"https:\/\/www.namablog.org\/?p=3531","title":{"rendered":"Fascinate: How to Persuade and Influence"},"content":{"rendered":"

\"\"<\/a>How the thing that makes you different will be the very thing you come to love.<\/strong><\/p>\n

Hogshead. With a last name like that, surely Sally Hogshead would have had a terrible time of it. Yet, she uses that distinction to be memorable. Maybe even to poke a little fun at herself.<\/p>\n

Sally\u00e2\u20ac\u2122s keynote address at the opening session of the NAMA Conference challenged us to stand out in a cluttered business environment \u00e2\u20ac\u201c to be memorable. How? \u00e2\u20ac\u0153By capturing and holding onto an ever-decreasing attention span,\u00e2\u20ac\u009d explains Sally.\u00c2\u00a0 \u00e2\u20ac\u0153Our biggest problem is that the average attention span used to be 20 minutes. Now, it\u00e2\u20ac\u2122s nine \u00e2\u20ac\u201c yes nine<\/em> \u00e2\u20ac\u201c seconds.<\/em>\u00e2\u20ac\u009d That\u00e2\u20ac\u2122s the same attention span of a goldfish.<\/p>\n

\"\"<\/a>Using examples from well-known products, advertisers, and even online dating, Hogshead illustrated how Marketing that Fascinates can bring meaning to a meaningless product. For example, \u00e2\u20ac\u02dcNose Worms\u00e2\u20ac\u2122 are simply gummy worms renamed and repackaged at a higher price. Jagermeister, though not especially tasty (in fact, hardly anyone likes the taste) continues an astounding sales growth. This is due to the emotional attachment, a badge of honor for drinking the stuff. And with online dating, it\u00e2\u20ac\u2122s simply not enough to grab attention with a simple \u00e2\u20ac\u02dcHi.\u00e2\u20ac\u2122<\/p>\n

Sally covered seven response triggers that fascinate and engage: 1) Power \u00e2\u20ac\u201c taking command; 2) Passion \u00e2\u20ac\u201c attract through emotion; 3) Mystique \u00e2\u20ac\u201c building curiosity; 4) Prestige \u00e2\u20ac\u201c increasing respect; 5) Alarm \u00e2\u20ac\u201c urgent need; 6) Rebellion \u00e2\u20ac\u201c change the game; 7) Trust \u00e2\u20ac\u201c loyalty to a cause, person.<\/p>\n

By using one or more of these fascination advantages, you can harness the first nine seconds of fleeting attention. Then, maybe hold it for a bit longer. Says Hogshead, \u00e2\u20ac\u0153Ninety-nine percent of what we are, is the same as everyone else. It\u00e2\u20ac\u2122s the one percent that\u00e2\u20ac\u2122s truly amazing and memorable.”<\/p>\n

Thanks to the American Business Media Agri-Council for sponsoring this very memorable keynote address.<\/p>\n","protected":false},"excerpt":{"rendered":"

How the thing that makes you different will be the very thing you come to love. Hogshead. With a last name like that, surely Sally Hogshead would have had a terrible time of it. Yet, she uses that distinction to be memorable. Maybe even to poke a little fun at herself. Sally\u00e2\u20ac\u2122s keynote address at […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[41,36],"tags":[],"class_list":["post-3531","post","type-post","status-publish","format-standard","hentry","category-agri-marketing-conf","category-general"],"_links":{"self":[{"href":"https:\/\/www.namablog.org\/index.php?rest_route=\/wp\/v2\/posts\/3531","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.namablog.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.namablog.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.namablog.org\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.namablog.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3531"}],"version-history":[{"count":6,"href":"https:\/\/www.namablog.org\/index.php?rest_route=\/wp\/v2\/posts\/3531\/revisions"}],"predecessor-version":[{"id":3629,"href":"https:\/\/www.namablog.org\/index.php?rest_route=\/wp\/v2\/posts\/3531\/revisions\/3629"}],"wp:attachment":[{"href":"https:\/\/www.namablog.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3531"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.namablog.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3531"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.namablog.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3531"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}