CU Mag: How can fascination work for a business?
Hogshead: We all know about great brands. We know that Apple uses the rebellion trigger because it’s innovative. We know that Starbucks uses the passion trigger because it focuses on the sensory aspect of the environment.
But let me talk about a different brand—Jägermeister liqueur.
Nobody likes the drink, but people love the brand because it is polarizing. It creates an experience.
When people go out, they want to order Jägermeister when they’re ready to dial up an experience. The lesson a financial institution can learn from Jägermeister is this: It’s not just about being the best.
It’s about giving something to your customers that is inimitable; something they can hold onto and share with other people—just like the guy who raises his hand at 2 a.m. and says, “Let’s do a round of Jägermeister.”
In the same way, a financial institution can create strong and immediate emotional reactions by standing out, by taking a stand, and by carving out a different space. By doing that you don’t have to spend as much time on marketing because you’re distinct and you stand for a set of values.
CU Mag: What do you hope people will take away from your presentation?
Hogshead: That if you don't learn how to be fascinating, you unlearn how to be boring.
Every person who’ll be in the audience at this event, and every person on the planet, was born with certain hardwired strengths in their personality. I call this the fascination advantage.
When you understand how you’re naturally fascinating to other people, you don’t have to artificially bolt it on. It’s not about personal branding. It’s about taking who you already are and applying that in your work, in your meetings with your coworkers, your boss, and your customers.
You can use it when you write an email to try to persuade somebody to come to a meeting, when you’re trying to get people involved in a cause, or when you want to get your kids’ attention over the television and Nintendo.
We all have a fascination advantage, but if we don't identify it we can’t use it. So I will be sharing with people what their fascination advantage means, and they will have the opportunity to take a test before they come to presentation that will help them do that.
“Fascinate: Your 7 Triggers to Persuasion and Captivation,” has been praised by thought leaders such as Seth Godin and Tom Peters. Hogshead will address the America's Credit Union Conference in June.