Ok, there isn’t a rush. My primary TRIGGER is Alarm. The truth is my personality test reveals I better not stay up late and watch T.V., or I risk buying a vacuum, workout equipment, skin care products, and every other “must have” item that has a special price if you call now. Advertising with a deadline or sense of urgency gives me the push to respond. So, I thought I would test this approach in my creative copy.

You’re here, but I only have  9 seconds to captivate you.  Yes, your attention span (oh..um..if you’re average, which couldn’t be you) is the same as a goldfish!  I’m not kidding–9 seconds–that is the reality and challenge of marketing.  How do you captivate an audience in 9 seconds or less is this A.D.D. world filled with message overload?

You must fascinate or become obsolete, according to Sally Hogshead.

I participated in a LinkedOC event, and Sally Hogshead fascinated me with her keynote.  It really got me thinking about what make me respond to advertising. Then I started thinking about how differently each of my friends would respond to the same type of advertisement.  And, the simple fact is that we all respond to advertising differently.  Why?

Sally Hogshead, author of Fascinate: Your 7 Triggers to Persuasion and Captivation, shared some entertaining and extremely valuable research with the group.  If you don’t mind sharing,  tell me how you would answer these questions?

1. Are you a better driver than the average driver?
2. Are you better looking than the average man/woman?
3. Are you more fascinating than others?

According to Sally’s research, respondents believe  they look much better than average, and are far better drivers.   If I remember correctly, I think the better driver stat was well over 80% of the participants.  However, only 39% believe they are more fascinating.  So, we look great, drive very well, but we are BORING!

She at least gave us reassurance that we were fascinating when we were born, and we can be again.  Sally applies the same course of action to brands and individuals, and she challenges both to “unlearn how to be boring.” How?  Start by identifying and learning how to create content to ignite these triggers.

Your 7 Triggers to Persuasion and Captivation*:

• Lust If you trigger lust, you will draw others closer. They will crave your message, wanting more and more until satiated.
• Mystique Trigger mystique, and you’ll encourage others to learn more about your message. They’ll be intrigued, and seek information.
• Alarm With alarm, you compel others to behave more urgently. They’ll take action in order to avoid negative consequences.
• Prestige A message with prestige will elevate you above others, inspiring covetousness or envy.
• Power If you effectively trigger power, you will control others. They will defer to you and your message.
• Vice By triggering vice, your message will tempt others to deviate from their usual code of conduct. They’ll act outside of standard habits or norms.
• Trust With trust, your message will comfort others, relax them, and bind them more closely to you.

I took the fascination score to determine my own triggers, and the entire foundation just makes sense.  If you could take a marketing message/products/services and appeal to the triggers that fascinate your prospects and customers, why wouldn’t you?  Do you agree with Sally Hogshead that fascination is the shortcut to persuasion?  Take a look at how you respond to ads.  Notice the creative design elements and messaging.

I look forward to hearing what ads and brands fascinated you!

Take your fascination score (F-score) to learn your primary and secondary triggers.  Report back and let us know what you learned.

My primary is Alarm, and my secondary is prestige.  My dormant trigger is Mystique.  Shoot!  I did it again…gave away too much information here!

Watch for upcoming articles on each trigger, and how you can appeal to them with your brand.

-Kim

*Source: Hogshead, Sally (2010-01-21). Fascinate: Your 7 Triggers to Persuasion and Captivation (pp. 247-248). Harper Collins, Inc.. Kindle Edition.

Tags: 7 Triggers, Ad, Creative, Fascinate, Sally Hogshead