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Why are you captivated by some people, but not others? How do certain leaders convince you to change your opinion, yet others go ignored? In a competitive environment, why do we decide to buy certain brands, or believe certain messages? Advertising icon Sally Hogshead has the answers.

In her new book, Fascinate: Your 7 Triggers to Persuasion and Captivation, Hogshead brings a strategic marketing approach to the art of influence. Often compared to writings by Malcolm Gladwell and Seth Godin, Hogshead’s storytelling weaves together unique insights from disciplines ranging from history, to biology, to cultural anthropology.

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FASCINATE: How to Persuade and Influence

In this remarkable presentation, Sally Hogshead will reveal why fascination is your new weapon in the battle for your customers’ attention. Sally leads you on a riveting journey through the decision-making process, drawing upon three years of research and an in-depth study of 1,000 Americans. Combined with an original marketing study of 1,059 Americans, she reveals how your group can tap into the brain’s hardwired “triggers” to influence opinions and behavior.

What happens when a leader or organization effectively activates the right trigger? Client loyalty increases, profitability improves, and the most talented employees never want to leave.

How to Create Fascinating Social Media Messages

We’ve all heard about the value of social media by now, but what’s the real secret to making a message that spreads?

Using original content and proprietary research, Sally leads audiences on a fast and furious journey through business, behavior, culture, and trends, showing how to create irresistibly effective social media messages. From universal rules of social stardom, to the unique attributes of tools like Facebook, Twitter, Foursquare and even dating sites, Sally explains how we can all better use these tools to our advantage in our business and personal lives.

Building Loyalty in a World With a Nine Second Attention Span

Thanks to nonstop messages and distractions (hello, email!), our attention spans have shrunken to just nine seconds. Our new marketing world is faster than FedEx, bigger than Disney World, more unpredictable than Lady Gaga. If you’re interested in persuading anyone from employees to consumers, you need a new way to create and communicate your ideas. In a topic that’s uniquely of-the-moment. Sally teaches your group how to create persuasive messages that break through all the distractions, and incite immediate action.

TRUST + LUST: Attracting New Customers (and Keeping Them!)

The most valuable tool in closing a sale? Trust. (No contest.) But trust doesn’t come cheap. Even with years of dedicated consistency, trust is tough to earn, and easy to lose. What’s a faster way to attract customers? Meet lust: an instant form of marketing attraction. Once you successfully add lust to your brand, you turn ordinary customer into “lustomers.” These devoted consumers will pay a higher price point, they’re more willing to go out of their way to obtain your product, more enthusiastic in talking with colleagues about it, and best of all, more likely to reject your competitors.

Trust retains customer relationships over the long-term. Lust, on the other hand, helps you captivate them in the first place. In this keynote, Sally reveals how to add this zing of attraction to turn “sorta-kinda-maybe” into “absolutely-positively-yes.”