Shao-Jo Lin | Designer + Art Director

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Some thoughts on marketing and design

How to Fascinate Your Customers? Sally Hogshead @ TedTalk

In a world which is full of distractions, according to BBC's research, nowadays, people can only pay attention to one thing for 9 seconds, which means, you have only 9 seconds to make an introduction to your customers. Therefore, it is so crucial for your brand to make the customers fall in love with its idea instantly. Sally Hogshead, the expert of the art of fascinating, delivered a fabulous speech at TedTalk about how to fascinate.  

According to Sally's theory, everyone has a specific mechanism that allows him/her to fascinate the target in 9 seconds. These mechanism are called: 'fascination triggers,' and there are 7 of them. 

(chart source: Sally Hogshead - The 7 Advantages of Fascination, image linking to the official website)

(chart source: Sally Hogshead - The 7 Advantages of Fascination, image linking to the official website)

People have different fascination triggers, and so do brands. Johnson & Johnson, for instance, offers the same products every year, but you know they will always be there when you need them; that is the 'Trust' trigger. To leverage this advantage, Johnson & Johnson should align every message that they send to their consumers with their trustworthy brand image.   

In sum, based on Sally's theory of fascination triggers, brands should first recognize their dominate trigger; then try to apply this fascination trigger to catch consumers' attention. 

Sally offers different strategies for brands with different dominate advantages to fascinate their targets as well. If you are interested in taking the fascinate test or would like to learn more about this topic, you can go to Sally's website: http://www.howtofascinate.com. I am sure it would be helpful no matter you want to brand yourself or for professional use.