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OFFICIALCOMPANIONWORKBOOKTo the new and updated book Fascinateby SALLY HOGSHEAD
YOUR BRAND-HACKING WORKBOOKYou can make anything fascinating.You can make any brand or ideaimpossible to resist.Use this workbook, along with your copyof Fascinate, to make it happen.BECOME IMPOSSIBLE TO RESIST,IN UNDER ONE HOURWhat is fascination, exactly? It’s the brain’s most intense state ofintense focus.By combining science with creativity, I’ve developed the formulafor fascination. And now I’ll share it with you. This companionguide will give you a quick-start guide to part of the system.You’ve heard of “life hacks” and “growth hacks”? This book is abranding hack — giving you a blueprint to smarter ideas in ashorter timeframe.You’ll begin to see how that works by looking at your ownbusiness or products with the tools in this worksheet.To make your brand impossible to resist, go through the processinside of Fascinate.INTRODUCTIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead2
PREPARE TO FASCINATERemember: Fascination It’s the brain’s most intense state ofintense focus. The word is derived from fascinare, “to bewitch orhold captive so others are powerless to resist.”Fascination has origins as old as Mesopotamia and Greece. Theidea persisted through the Renaissance and into modern times.As recently as the 20th century, fascination was still associatedwith hypnosis, bewitching, or enchantment.There's still room to be fascinating in today's modern brandlandscape. You likely encounter examples of fascinating messagesin your daily routine.Try and recall some examples of fascinating brands or messages.These could be a photograph, a package, a video or ad, or even acatchy headline.None of these brands have supernatural powers, but they haveworked dilligently to refine their brand and deliver consistentmessages to support it.PREPARE TO FASCINATEOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead3
As you work to make your brand the most fascinating it can be,keep in mind these principles: People want to feel fascinated by a product or experience,and will often pay a premium for such an interaction. Thiscan be an opportunity for you! Your customers and clients want to feel more fascinatingto others, not just be fascinated by you. Look for instanceswhere you give others something unique or fascinatingthey can use.When brands (and people) fascinate others, they can create aninvoluntary response that sometimes feels like black magic.Shoppers will buy a product they weren't seeking, passers-by willstop and stare a person or object to the point of impoliteness,children will beg their parents for "one of those", witout evenunderstand what it is.Think of some examples of seemingly involuntary behaviors orpurchases you've seen (or have done yourself.) These could be in agiven format, like a supermarket, or just through your ownpoeple-watching experiences.Refer to these notes later, after you've mastered the SevenAdvantages of Fascination. You'll be able to view each idea orobservation through one of these seven approaches.PREPARE TO FASCINATEOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead4
THE SEVEN LANGUAGESOF FASCINATIONAll fascination can be broken down one of seven advantages.Each communicates with a unique language.INNOVATIONTHE SEVEN LANGUAGES OF FASCINATIONThe LANGUAGEof CREATIVITYPASSIONThe LANGUAGEof RELATIONSHIPPOWERThe LANGUAGEof CONFIDENCEPRESTIGEThe LANGUAGEof EXCELLENCETRUSTThe LANGUAGEof STABILITYMYSTIQUEThe LANGUAGEof LISTENINGALERTThe LANGUAGEof DETAILSOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead5
INNOVATIONInnovation is the most creative of all the seven Advantages.It imagines. It tweaks. It invents. It surprises. It introduces newoptions, new behaviors, and new ways of thinking.NotesTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead6
PASSIONPassion makes our hearts swell, our pulses race, and our emotionsrise. It excites and encourages. It cheerleads and plays. It inspiresand intoxicates. It flirts and coaxes.NotesTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead7
POWERPower takes the alpha stance. It strengthens, earns respect, motivates, and guides action. Used intelligently and selectively, Powerstrengthens your reputation as a leader and earns respect.NotesTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead8
PRESTIGEPrestige is the mark of excellence, in every form. Fancy logos anddesigner brands might come to mind, but that’s merely theobvious side of this respected Advantage.NotesTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead9
TRUSTTrust is the tea maker who has continued with the same logosince 1706. It’s the real estate agent who sends clients flowers fortheir birthdays.NotesTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead10
MYSTIQUEFascination is black magic, mesmerizing your audience, capturing its attention as through hypnosis. Mystique draws in youraudience, captivating their attention.NotesTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead11
ALERTAlert is clean and well lit. A surgeon’s checklist. Alert eliminatesmess. It organizes. It categorizes. It implements. Alert lives insidespreadsheets and annual reports.NotesTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead12
UNDERSTANDING THESEVEN ADVANTAGESAlways keep in mind your brand's Advantage, and the uniquetraits associate with it. When you communicte with yourAdvantage, you will always show your best self to the world.Your Brand’s AdvantageYour Brand isYour Communication nt creative solutionsthat tweak tradition.PASSIONExpressiveOptimisticSensoryApply optimism and energyto build come the Opinion tedUse admiration to raise thevalue of your brandTRUSTStableDependableFamilarRepeat andreinforce patternsMYSTIQUEObservantCalculatedPrivateKeep the focus on results,not drama. Carefully selectwhat you reveal.ALERTOrganizedDetailedPreciseKeep your team focused ondeadlines and structureChange The GameCreate ConnectionsCommand The EnvironmentEarn RespectBuild LoyaltyMake People Want to ListenWatch Over The DetailsTHE SEVEN LANGUAGES OF FASCINATIONOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead13
SEVEN TACTICS FORFASCINATING MESSAGESTactics allow you to customize your message, to more effectivelyaddress your customers' concerns and to build your brand reputation over time.If Your Tactic Is .Do This .And You Will .INNOVATIONChange The GameInvent solutions totweak traditionChange the gamePASSIONConnect with emotionBuild warmrelationshipsPOWERDefine your positionBe an authorityPRESTIGESet higher standardsEarn respectTRUSTNever waverBuild loyaltyMYSTIQUEReveal little informationGet people thinkingALERTFocus on the detailsPrompt fast actionCreate ConnectionsCommand The EnvironmentEarn RespectBuild LoyaltyMake People Want to ListenWatch Over The DetailsSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead14
WHEN TO USE TACTICSUse tactics in short-term opportunities, to provoke very specificactions, or to expand into new business areas, for example. Canyou think of a few events your brand has faced recently or will inthe future where tactics might be helpful? Jot down a few turningpoints or big moves to discuss later with your team.HOW TO USE TACTICSYour brand has an Advantage — one of the seven — but mayalso leverage the other six Advantages when the situation suits.Here's the formula:ADVANTAGE TACTIC YOUR SPECIFIC MESSAGEFollowing are references for using Tactics with your brand, basedon its Advantage.SEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead15
THE INNOVATION TACTICOVERVIEW OF THE INNOVATION TACTICQUICK TIPS FOR APPLYING INNOVATION AS A TACTIC Your brand’s message is becoming staleor irrelevant. Highlight what you’re doing that’s newand revolutionary. Competitors are bringing new productsto market faster than you. Use humor, even irreverence, in yourcommunication material. You need a new approach to solve aproblem. Surprise your audience with unusualanalogies, bizarre stories, or newperspectives on business. You need to evolve in a rapidly changingenvironment (such as emergingtechnology). Create unusual marketing material.Stand out from the competition withcutting-edge design and noteworthylanguage.THE PASSION TACTICOVERVIEW OF THE PASSION TACTICQUICK TIPS FOR APPLYING PASSION AS A TACTIC You want consumers to feel moreconnected to your brand. Be enthusiastic and adopt emotionrich language. You want employees to feel moreengaged with their jobs and witheach other. Appeal to the senses with vivid words. You want to deliver a more colorfulexperience. You’re feeling out of touch withcustomers.SEVEN TACTICS FOR FASCINATING MESSAGES Tell stories, because stories connectand engage with your audience. Use strong imagery to get to theheart and soul.Official Companion Workbook to the new and updated book Fascinate by Sally Hogshead16
THE POWER TACTICOVERVIEW OF THE POWER TACTICQUICK TIPS FOR APPLYING POWER AS A TACTIC Your customers believe (mistakenlyor not) that you are not a leader. Be knowledgeable; share insights andideas your customer may not haveconsidered. You want to take charge of a certainsituation. You want clients to pay closer attentionto your professional advice. Your customers don’t know what thecompany stands for. Stay focused; avoid rambling on andwasting time; always keep the purposeof your customer contact points in mind. Be confident; have a firm message,with a clearly defined game plan.THE PRESTIGE TACTICOVERVIEW OF THE PRESTIGE TACTICQUICK TIPS FOR APPLYING PRESTIGE AS A TACTIC You want to position yourself as beingabove competitors. Develop top-notch marketing material. You want to promote an upscale productor event. Your prices are dropping. A competitor is eclipsing you in a luxurymarket or competitive space.SEVEN TACTICS FOR FASCINATING MESSAGES Pinpoint ways in which you willimprove your customers’ outcome. Prominently display all awards, ratings,and other third-party recognition so thatthe brand is seen to the viewer as alreadyhighly regarded by others. Highlight superior product features.Official Companion Workbook to the new and updated book Fascinate by Sally Hogshead17
THE TRUST TACTICOVERVIEW OF THE TRUST TACTICQUICK TIPS FOR APPLYING TRUST AS A TACTIC Your customer is nervous about change,and seeks stability. Be consistent: use the same colors,fonts, and tone of voice acrosscommunication materials. You want to highlight your heritageand legacy. Compare your product to somethingyour customer is already familiar with. Avoid trendy buzzwords.THE MYSTIQUE TACTICOVERVIEW OF THE MYSTIQUE TACTICQUICK TIPS FOR APPLYING MYSTIQUE AS A TACTIC Your message needs to be carefully phrased. Distill all marketing messages down totheir essence. Competitors are trying to copy yourproprietary process (your “secret sauce”). Do not spell out every detail, in orderto keep your “secret sauce” a secret. Avoid oversharing and overexposure. Maintain an unemotional tone, evenin times of chaos or conflict.SEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead18
THE ALERT TACTICOVERVIEW OF THE ALERT TACTICQUICK TIPS FOR APPLYING ALERT AS A TACTIC You’re low on cash and need to driveimmediate revenue. Focus on the data. Your customers don’t understand howto use your products and servicesproperly (you need to find a way toget them to read the manual!). You need to slash unnecessary expenses. Customers don’t take action on“closing the deal.” Show consumers how you test and retestyour process. Give a step-by-step plan of how you’llfollow through on delivery. Offer in-depth details, and evenminutiae. Avoid using emotional language orimagery, and instead focus on the rational.NotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead19
HOW INNOVATION BRANDS CAN USE TACTICSNotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead20
HOW PASSION BRANDS CAN USE TACTICSNotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead21
HOW POWER BRANDS CAN USE TACTICSADVANTAGEPOWERTACTICTRUSTCreate messages that are:PROMINENT,GENUINE,SURE FOOTEDNotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead22
HOW PRESTIGE BRANDS CAN USE TACTICSNotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead23
HOW TRUST BRANDS CAN USE TACTICSNotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead24
HOW MYSTIQUE BRANDS CAN USE TACTICSNotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead25
HOW ALERT BRANDS CAN USE TACTICSNotesSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead26
THE BRAND TACTICS MATRIXADVANTAGE TACTIC YOUR ALERTSEVEN TACTICS FOR FASCINATING MESSAGESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead27
HOW TACTICS APPLY TOMARKETING PROBLEMSApply Tactics in the right situation can help solve your marketing problems. See if you can identify your brand's challenges,and use the appropriate Tactic.If Your Probkem Is .Apply This .First Action Step .You need to competeagainst bigger, established category leadersINNOVATIONPintpoint an establishednorm, then run in the otherdirectionEmployees or customersfeel only a lukewarm connection with youPASSIONCommunicate yourmessages with strongemotion and energyYou're not seen as a leaderor authorityPOWERTacticEstablish decisive opinionsand beliefs to become thevoice of authorityYou need to increase theperceived value of yourselfor your productsPRESTIGEOverdeliver in one areaClients and teams aren'tloyal to youTRUSTRepeat and reinforcepatterns, eliminate chaosand uncertaintyPeople aren't curious todiscover your ideas andinsightsMYSTIQUECarefully vet all communication, sharing only theminimum necessaryYour audience isn't takingfast or organized actionALERTFocus on negative consequences to accelerateurgency and drive actionSEVEN TACTICS FOR FASCINATING al Companion Workbook to the new and updated book Fascinate by Sally Hogshead28
THE FASCINATE SYSTEMFOR BRANDSIt's time to put all the pieces together. Take the informationyou've learned and put it to use. You'll have a fascinating brandin no time if you follow these simple steps:Step 1. Assemble Your TeamStep 2. Identify Your Brand's Fascination AdvantageStep 3. Build Your Brand AnthemStep 4. Apply Tactics to Strengthen Your AdvantageStep 5. Create a Culture of FascinationTHE FASCINATE SYSTEM FOR BRANDSOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead29
1. ASSEMBLE YOUR TEAMYour branding efforts will be greatly improved by teaming upwith others who share you goals. Here's how to assemble asuccessful team.o Look within your organization for agents of positive changeInclude people from marketing, but also from other public-facing roles such as sales, support, even receptionists or otheroperations roles.Think about a team that works well together, rather than whohas the best resume or awards.List a few possible teammatesSelect a team leaderTHE FASCINATE SYSTEM FOR BRANDSOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead30
2. I DENTIFY YOUR BRAND'SFASCINATION ADVANTAGEo Visit BrandFascination.com and complete the assessmentYour brand's AdvantageTHE FASCINATE SYSTEM FOR BRANDSOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead31
3. B UILD YOUR BRAND ANTHEMo Work with your team to craft a Brand AnthemList a few adjectives surrounding your brand. These should be examples of "what makes you different"Refer to the Brand Profile from Step 2. or from Appendix C. in the bookList possible items for "what you do best"Craft some potential anthems following the format:[What makes you different] [What you do best]THE FASCINATE SYSTEM FOR BRANDSOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead32
4. A PPLY TACTICS TO STRENGTHENYOUR ADVANTAGEo Use Tactics to build marketing messagesMarketing ChallengeTacticMessageMarketing ChallengeTacticMessageMarketing ChallengeTacticMessageTHE FASCINATE SYSTEM FOR BRANDSOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead33
5. C REATE A CULTURE OF FASCINATIONo Find opportunities to make your brand and workplace more fascinatingList some ideas of how to be more fascinating .Brand voice within documents(emails, proposals, etc.)Consistent communication on social mediaWebsite to reflect marketing messagesDesign of brand touchpointsCompany-wide culture and ritualsTHE FASCINATE SYSTEM FOR BRANDSOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead34
HOW CAN YOU MAKE YOUR BRAND MORE FASCINATING?Add some ideas or take notes here.NOTESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead35
HOW CAN YOU MAKE YOUR BRAND MORE FASCINATING?Add some ideas or take notes here.NOTESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead36
HOW CAN YOU MAKE YOUR BRAND MORE FASCINATING?Add some ideas or take notes here.NOTESOfficial Companion Workbook to the new and updated book Fascinate by Sally Hogshead37
ABOUT SALLYSally Hogshead skyrocketed to the top of the advertisingprofession by age 24, becoming the most award-winningadvertising copywriter in the U.S. Her campaigns forbrands such as MINI Cooper, Nike, Godiva and CocaCola have fascinated millions of consumers.One of the “Top 10 Brand Gurus in the World” in 2015,she went on to measure 700,000 consumers with thescience of fascination. Hogshead appears in media suchas the “TODAY” show and “LIVE with Kelly andMichael,” and has been featured as one of the top fivespeakers in the U.S. Hundreds of corporations and smallbusinesses use the Fascinate system, including Twitter,IBM and Porsche, as well as universities such as NYU.Her previous book, How the World Sees You, is a New YorkTimes and Wall Street Journal bestseller.HowToFascinate.com 2016 Fascinate, Inc.TwitterFacebookYouTubeLinkedIn
May 12, 2016 · PREPARE TO FASCINATE Official Companion Workbook to the new and updated book Fascinate by Sally Hogshead 3. As you work to make your brand the most fascinating it can be, keep in mind these principles: P
