What is fascination, exactly?

Fascination is the single most powerful means of persuading and influencing behavior.

Under its spell, we do things we don’t understand, we believe messages we don’t agree with, and we buy things we don’t even want.

Webster’s Dictionary describes fascination as a form of witchcraft: “The act of bewitching, or enchanting; the exercise of a powerful or irresistible influence on the affections or passions; inexplicable influence.” But Webster’s is wrong. Fascination isn’t “witchcraft.” It’s an instrument.

Anything can become fascinating, anything at all, if it activates one of the seven triggers. Once you identify which triggers to activate, your ideas become more fascinating. So does your company’s brand, your conversations with your team, and your relationship with your spouse.

More importantly, YOU can become more fascinating, too.

No matter who you are, no matter what your personality, you’re already fascinating. Fascination comes from your own natural traits and abilities. You can become more fascinating, and in fact, if you’re interested in influencing anyone from your clients to your children, you must.

We all compete to be heard and remembered. Brands compete for loyalty. Employees compete for recognition. Parents compete against SpongeBob Squarepants for their child’s attention.

When you fascinate someone, they cease to think of anything else. You’ve connected with them in a profound and personal way.

Using fascination, you can persuade your customers, clients, employees, friends, kids, significant other, religious group, or political party.

In the war for attention, the most fascination option wins.