- Audio Download
- Listening Length: 8 hours and 41 minutes
- Program Type: Audiobook
- Version: Unabridged
- Publisher: HarperAudio
- Audible.co.uk Release Date: 10 Aug. 2010
- Language: English
- ASIN: B003Z38XMQ
- Amazon Bestsellers Rank:
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Fascinate: Your 7 Triggers to Persuasion and Captivation Audiobook – Unabridged
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The author brings up psychological studies haphazardly and fails to get any points across in any sort of logical way. She never mentions the number of participants in the studies or any other quantitative detail.
She starts off by saying that she is in marketing. I'll tell you what. As someone reading this book for marketing insight...I want a full refund + money back for my time + I would pay not to read a book as bad as this ever again.
Even if the book isn't for marketers it fails just as badly. If the aim is to help people become aware of things that "fascinate us", it simply makes sense to give people "tools" to counter act the effects of fascination, but once again...none of that.
EG she talks about the state of "flow" or "being in the zone" as the state in which people are so involved in an activity that nothing else really seems to matter. This little talk then goes on to discussing obsession. This then goes onto a fascination "scale of intensity". After reading this discussion the question is...what's your point! Yes we know some people get fascinated with activities. Yes we know some people get obsessed with activities. What is your point? Unless it's that spelling out the obvious is boring and burdensome I think the author wasted a whole lot of pages.
If the author went into WHY people obsess, WHY people go into flow, or WHY people are fascinated that would be great. But she doesn't! If she went into HOW Apple fascinated people, HOW sports put people in the zone, or HOW the brain is put into 'fascination' mode that would be great. But she doesn't!
Also...almost every example seems to rotate around sex. No offence but what the heck? If I wanted so much sexual context I would have read 50 shades of grey.
...sex 873,000 times?
...fascination you can create because of your smell?
...birth control changing who you might be attracted to,
...she talks about flowers in the amazon being the first advertisers in the world and acting as marketing managers (honestly...wtf)then books competing on amazon.com - want to hear her expert advice - ...sorry she gives none, she just draws an analogy and then moves on.
In sum, if you are a business person, marketer, or anyone interested in anything with substance then stay away from reading this. If you are looking for insight to use in your own life or your own business then save your money unless you want a ROI of -1. There are at least a handful of other books that will give you the know how you need while being a great read.
The book itself is split into 3 parts, the first two of which are generalised theory of Sally's understanding of what fascination is as a concept, and her interpretation of its 7 facets. The final part is effectively an action plan for putting the theory into practice in your own life. I found it rather specific in this regard, and since I am not actively looking to promote a product or service, some of the exercises were a little academic. Others with a need to fascinate their wares might find it more useful. But for me, it was the first two parts which were the real gold dust.
Sally explores her 7 'triggers' for fascination with excellent examples which are meaningful, relevant, and get you thinking. Her writing style is a good demonstration of her own understanding of what she is talking about, as she effortlessly seems to manage a balance between detail and intrigue. Nothing is skimmed over, but nothing is laboured either, and the writing feels fresh and welcoming. "Fascinating", if you will. There is some overlap between some of her triggers, but that she acknowledges is often part of their strength. I also pondered half-way through whereabouts "humour" would fit in, as this seemed to be a subject that didn't easy slot into one of her trigger categories and wasn't covered much, yet can be a real crowd-puller in itself. Maybe it is a mix of all the triggers?
I would thoroughly recommend this book to anyone who has an interest in what makes people tick, especially what makes groups of people tick. Even without the application of the third part, just the initial two parts are more than merit enough to buy the book in its own right. It will be invaluable to anyone who has a product, service, idea or philosophy to sell to a target audience, and is struggling to add the "wow factor". But even for those like me who are just reading for pleasure, it's an excellent book.
"If you trigger lust you will draw others"
"Esperanto is one such idea. This 'universal second language' ... with all the makings of a huge trend a la Facebook" - she then continues so compare, without success or reason, Esperanto to this social website
If the writing style were more professional there is at least enough content to be interesting, if not useful in any way.
Compared to books like Made To Stick and Resonate this book is a rambling waste of time.
I didn't find it helpful for my field of work.
I found it repetitive and that it had too many historical references which seemed to be there to pad it out.
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