Good question, similar to "what's a great restaurant" or "what makes for a beautiful woman?" No one right answer and it depends on who the "consumer" is.
My recent post on books for intelligent content marketing shows my preference for psychology and how people think. Obviously, when it comes to writing on the Web for business purposes, you've got to consider the preferences of your readers/clients/prospective buyers.
I'm reading a book called Fascinate: Your 7 Triggers to Persuasion and Captivation, by Sally Hogshead. This is an unbelievably intelligent book that will fascinate your socks off and give you a barrel full of ideas for content marketing.
Fascinate explains the triggers behind viral marketing campaigns. I've never read anything quite like it before. Although many of the stories are familiar to me, Ms. Hogshead puts them into a marketing context.
Whether the book talks about fascinating personalities or products, it's enlightening and useful from a marketing viewpoint.
Here are the 7 triggers that cause us to be fascinated by people and stuff:
- Lust
- Mystique
- Prestige
- Alarm
- Power
- Vice
- Trust
Which ones do you use in your content, on your website and blog? Which are you using well? Which ones could you be tapping into?
Even more important, which of these powerfully persuasive triggers could you be using but aren't? Hopefully, you aren't using Mystique and hiding facts about your products and services. About the only thing I've read where that works is for Jaegermeister.
Here's what a book reviewer on Amazon said: "Since, in this world, the good and the right don't necessarily win, but the fascinating have an unfair advantage — it's important for everyone who's trying to get anything good done to become more fascinating, to put these concepts and these tools to work." (Mark Dimassimo)
I also agree with David Meerman Scott's assessment of this book: "Sally Hogshead delivers with Fascinate, which reminds me of books like Seth Godin's Linchpin, the Heath brothers Made to Stick, and Malcolm Gladwell's books. She combines elements of psychology, sociology, neurology and illustrates with terrific stories."
I for one don't tap into the "Power" trigger enough. In other words, I could be marketing myself more based on my accomplishments and success. What holds me back is my preference to go after Trust triggers. That, and being fed up with those online people who brag too much about how rich and successful they've become.
That works, of course, but it stinks of hype and ego. I guess like Goldilocks, it has to be done just right. Power and trust triggers have to be balanced, authentic and sincere.
What do you think about these triggers? Which ones are you neglecting?
Recent Comments