As a brand, Sally Hogshead says that people are looking to you for two things, to be fascinating, and to fascinate them. Luckily, Hogshead has seven triggers to help you meet those two requirements.
The Golden Hallmarks
How do you know if you’re fascinating? Fascinating messages provoke strong and immediate emotional reactions. Fascinating messages create advocates. Fascinating messages become “cultural shorthand” for a specific set of actions or values. Some brands have a point of view so strong that they become part of a person’s identity. With this in mind, it’s easy to see which brands are fascinating. Ones like Harley Davidson and Apple immediately come to mind. Now onto the seven triggers of fascination.
Lust is about drawing others closer and keeping them wanting more. Lust isn’t just about physical attraction, it’s about anything that you crave. How do you utilize lust? Implement some emotion into your brand and infuse it with the senses—touch, taste, sound, sight and scent.
Mystique is about being fascinated by the questions we really don’t know the answers to. And Hogshead says that for as long as we don’t have the answers, we’ll continue to be fascinated. Some great ways to do this are withholding information and building a mythology around your brand
Using Alarm, we compel others to do something urgently. When we do that, they take action in order to avoid consequences. Sometimes people will seek out alarm, for example when someone wants to feel the rush of adrenaline while skydiving. To create alarm you need to do two things, define the consequences and create a deadline.
Prestige is all about the “idea” of something. Prestige can be created through exclusivity. If not everyone can have it, it gains prestige. However, The important thing to remember when you’re limiting availability is to make sure people actually want it. If they don’t want the thing you’re selling, there’s no prestige to be gained to begin with.
Power is used to control situations. It is used for good when it is used to motivate others to do their best. It may seem silly to try and control the “little things” in your environment. However, psychologists suggest that when people give up control of basic elements of a situation, they are much more likely to submit to significant change. Therefore you should consider every aspect of how the audience experiences your presentation, ensure there's no distractions, and you’ll ensure they are ready to listen to your message.
Vice includes everything we want to do, know we shouldn’t do, but still just might do anyway. When we get vice working for us, we get people deviating from their regular actions. You can use vice in small or big ways, whatever get people curious about deviating from their usual mode of conduct can qualify.
Trust may be the most important of the triggers. Trust is how we comfort others, get them to relax, and build stronger relationships with people. Remember that trust must be built over time, and can be destroyed in a second. To build trust you have to become familiar. When we are more exposed to something, we are more likely to trust it. And then, over time, as you become more and more familiar, you start building trust.