Editor’s Note: SEJ is a press partner of Authority Rainmaker 2015, and received press passes in exchange for event coverage.
Day one of the Copyblogger was fantastic, and I was really looking forward to the speaker line up for day two. (If you missed it, you can read my recap of day one here.) I have to say, second day speakers did not disappoint. Here is a recap of all the speakers.
Sally Hogshead: How to Perform Witchcraft: The Art and Science of Fascination in Your Marketing
Sally is a branding expert, professional speaker, and the CEO of Fascinate, Inc. Before the conference began, I took her “How to Fascinate” assessment, which asks a series of questions about your personality tell you which characteristics make you most engaging to others.
The assessment gives you two advantages, which come together to create a personality Archtype. Mine was “The Trendsetter”, with primary advantage innovation, secondary advantage prestige. Sally stresses this assessment is not how you see the world, but how the world sees you.
She starts with an example about Jager, everyone’s least favorite shot. Most of the people in the crowd had tried Jager, but almost everyone admitted to not really liking the taste. Yet, the company has grown its sales nearly 40% year after year. How is it that a company who everyone loves to hate continues to grow?
The answer is fascination.
Sally says people are actually buying the toxic experience. We’re buying that “Oh god, can you believe we just did that?” experience. Which, from a branding perspective, is completely counter intuitive. According to Sally, our personalities have qualities like Jager, which set us apart.
“Different is better than better. It is not enough to be the best if no one cares.”
Brands can either have the biggest marketing budget, or they can be the most fascinating. Sally goes on to give an example of starting her first marketing firm in Venice Beach, California, which was not such a nice area.
Having your office in a bad neighborhood couldn’t possibly be a selling point, right? In fact, they used it to set themselves apart, by passing out parking tags that said “Please don’t slash my tires, I’m visiting Robaire and Hogshead” and Christmas cards featuring picture with their gang member neighbors.
According to Sally, you have nine seconds of interaction in order to fascinate a person. She suggests being completely authentic and focus on being yourself, which makes it is easier to get hired and create the life you want. Instead of trying to outdo someone else, be different.
Customize your message to the people you most want to work with and don’t worry about the rest (those who don’t want what you sell).
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