I learned that human fascination is critical when it comes to sparking interests with clients, it is the factor that determines them making a decision to purchase your products.
Matthew cites in his article a study from the Author of the book "Fascinate: Your 7 Triggers to Persuasion and Captivation" which was written by Sally Hogshead a ex-advertising executive turned brand innovation consultant, This study was conducted on 1,059 Americans over the age of 18 which he cites;
“Without fascination,” Sally says, “we can't sell products, persuade shareholders to invest, teach students to read, or convince our own kids to stay off drugs.”
Some of the more interesting results are these:
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When asked how far they would go for a fascinating life, 60% of people said they’d be willing to bend their morals, standards, or loyalties.
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Only 9% of employees say their bosses are “extremely fascinating,” but 96% of parents say they’re fascinated by their own children.
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A fascinating brand can charge up to four times as much as an un-fascinating one.
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On average people will pay $288 per month to be the most fascinating person in the room. Five percent will pay more than $1000 per month. (Women will spend more to be fascinating than they spend on food. In fact, women will spend more to be fascinating than they spend on food and clothes combined.)
In Matthews article he identifies the 7 triggers of human fascination, I personally believe it was from the Author Sally Hogshead
What underlying psychological triggers our brains associate the emotion of fascination with are:
- Lust
- Mystique
- Alarm
- Prestige
- Power
- Vice
- Trust
A study conducted by scientists shows results that 97% of all the sales ever made were based solely on emotion, then they justify why they bought it later with logic.
So I think when it comes to designing a product it is very critically important it has the human emotion factor, what I see most business do is try to talk their customers buying into their products or services with logic!
If you are currently struggling with a product that has low sales, I suggest you find the human emotion factor in your product, for example lets say you are selling soap. Now lets say you have a great brand name that is easy to remember and a catchy phrase with it for example lets take
Gillette a company that produces shaving products for men, a advertisement states "Gillette the best a man can get" it has alliteration and rhyme.
Now lets say if I were to sell soap, mostly when soap comes to mind soap is boring, soap is just something to put in the bathroom. But the human emotion factor I think what Dove has done is very clever with one of their advertising campaigns.
"Dove's soap leaves the skin 99% moisturized compared to other brands that leave your skin feeling dry"
Instantly this triggers the fascination by giving this product the human emotion factor, clients will think especially women "He will feel amazed when he touches my skin and see's how moist and perfect it is" in other words being fascinating to others.
This is a driver that causes dove to be a more sought out brand than its competitors.
To wrap things up here, make sure you give your product some effort into considering the meaning of the message that will trigger your clients emotion to your products. If you learn how to master this correctly, you will begin to see results.
If you are interested in seeing more content from me please visit
http://www.squidoo.com/Al_Kreuz
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