This book was Fascinating!!! I have to read it again! I have to work a few of the triggers into my world!
I never really want to be like anyone else. There is no question that when I walk into a room, sit at a lunch, call a client, or even do stand up comedy, that I am just being the best “Natalie” I can be. I try to be fascinating.. to stay away from boring and mundane. I have a rather unique business in the world of real estate education. I never really thought about the 7 triggers that Sally Hogshead illustrates in her book, “Fascinate.”
I learned that I need to work on “mystique.” When the news channel says, “Something in your kitchen may be killing you… News at 11pm!” … They create some mystique to get us to watch….(they actually do it too much) So I need to think about how I can use that trigger to get you to read my website, blogs, and YouTube channel.
Real estate agents come to me on a regular basis because of “deadline.” It seems that about 80% of the real estate agents in Washington State don’t have their required 30 clockhours of continuing ed within a month of their birthday/renewal date! I am known for “specializing in desperation” for those agents hitting a deadline. What if I asked on my website or flyers something about… “Are you almost ready to light the candles on the birthday cake? Do you have your clockhours?”
I know that real estate agents “trust” me because I will do all I can to help them meet the deadline for their license renewal.
It’s so interesting now to look at brands and advertising that surrounds me and see how they are using certain triggers. These triggers affect my decision making.
If you buy this book, you will learn how you will learn to create more attraction. (lust)
Have you ever wondered why you stayed up late to watch the news only to find out the promo was just a teaser? (mystique)
You MUST order this book immediately before the publisher runs out of copies! (alarm)
If you buy this book you will join the most educated and respected leaders in the country.. (prestige)
Can this book teach you how to persuade others to obey you? (power)
Could this book encourage you to step outside your comfort zone and be a little bad? (vice)
The author because of her research can convince you to believe that she knows her stuff! (trust)
Seriously, go buy this book and look at the triggers you use and those you have overlooked. This is not the world where success come to those who look and act like everyone else. Today, it is important to set yourself apart from the crowd and be conscious of the message that you are putting out to your prospects and how you can use triggers to build your business.
Here is a pdf of Sally Hogshead “Hogisms.” It’s really interesting… You need to click on it right away! (not really!)
Hi Natalie,
This is a great website and I am enjoying reading your book reviews. I know I will come back and read some of the other sections too…
my comment on this discussion of the book is that … I am known as a “great” producer in my office, and I know that many of these triggers come naturally to me from my background in early sales and promotion (drama productions as a child, 8 years old raising money for UNICEF, etc. etc. etc. etc.) and yet…when I consider trying to share these with new agents in my office to “up” their salesmanship, it all comes down to thinking out of the other person’s head (the other person being the client), so in that way being one step ahead. (Not in an exploitative way, just the opposite, but to be responsive and hyper sensitive.)
I have stopped having that anxious feeling with my clients that I used to have, maybe they will go away, I used to feel, or get upset with me. At this point I feel confident in the relationship and comfortable leading. I generally have the feeling I’m leading them. If I want to end the showings for the day, for example, because I need to pick up my son, I can ask them a question which will lead them to decide we need to stop for the day, without ever mentioning I need to stop to go pick up my son. It’s their idea to stop, they feel they are in the driver’s seat, yet I am leading.
When I have a new agent going out with me, I sometimes wonder WHAT they are thinking, at some of the things that come out of their mouth. They input negativity into the situation with complaints about how someone is driving, or take over the conversation to brag about what they did in college or how well their kid does something. They do not wait to see if the client picks up the conversational gambit before they go on to spend 15 minutes on a subject that might bore the client.
This might not even sound like a logical statement, but I believe if you “meditate” on it or consider it deeply it may make a lot of sense and definitely has power… you need to be listening even while speaking. What is the effect of what you are saying on the client? How do they respond? Don’t blast out your message, put out a teaser and see how it’s taken up. Respond with enthusiasm to their enthusiasms and read from them what would be welcome. It’s a date, be a good flirt and yes, mistique and responsiveness is key.
By: Edy Kizaki on December 5, 2010
at 9:04 am