I’m currently reading Sally Hogsheads book Fascinate. It is an amazing insight on why certain ad campaigns do not work and why others do. Her website that just recently launched allows you to find your own personal fascination triggers.
For example Ms. Hogshead discusses why teen drunk driving ad campaigns based on the fear of losing their life, generally don’t work. Most teens are still at an age where they feel invincible. The fear of death at their young age is not nearly as effective as the fear of public embarrassment for teens.Ms Hogshead suggests that a campaign based on the fear of losing their license and being driven to the prom by their mother is far more effective. Studies have proven she is right.
Her website and book walk you through both how to be more fascinating and how to use the most effective fascination triggers for your target audience. The power of persuasion maybe easier than you think.