Sally Hogshead | Fascination Expert! Author "How The World Sees You"

Sally Hogshead

Fascination Expert! Author "How The World Sees You"

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Sally Hogshead

Sally Hogshead is the creator of the Fascination Advantage , the first personality
assessment that measures how others perceive you. After researching over one million
people, her algorithm can pinpoint your most valuable differentiating traits. Unlike other
tests, like Myers-Briggs or StrengthsFinder, this test doesn't measure how you see the
world-but how the world sees you.
Her recent book, FASCINATE: How to Make Your Brand Impossible to Resist was a
New York Times bestseller. Her previous book, HOW THE WORLD SEES YOU, was a
#1 Wall Street Journal and New York Times bestseller. She writes a regular column on
personal and corporate branding for
The Fascination Advantage is based on Sally's decade of research with dozens of
Fortune 500 teams, hundreds of small businesses, and over a thousand C-level
executives. More than one million individuals worldwide have taken the Fascination
Advantage Assessment. The system has been implemented by organizations such as
IBM, Twitter, and the YMCA, among others.
At the start of her career, Sally skyrocketed to the top of the advertising elite, writing
commercials that fascinated millions of consumers for brands like MINI Cooper, Nike,
Godiva and Coca-Cola. At the age of 24, she was the most award-winning copywriter in
the U.S., and opened her first ad agency at age 27. Her work still hangs in the
Smithsonian Museum of American History.
Sally frequently appears in national media, including NBC's TODAY and the New York
Times. She has repeatedly been named a Global Brand Guru and is one of only 200
professional speakers since 1977 to be inducted into CPAE Speaker Hall of Fame , the
industry's highest award for professional excellence.

Sally Hogshead
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Sally Hogshead
Featured Keynote Programs

What High Performers Do Differently
How to Fascinate from First Impressions to Lasting Value

What separates certain professionals from the rest of the pack? Is it skill or knowledge? Expertise or seniority? Or is it simply charisma? Turns out, it’s none of the above. In her decade of research inside hundreds of companies, Sally Hogshead discovered a new trend. High-performers communicate differently and the most valued professionals consciously decide to over-deliver in select ways. As a result, they become difficult to replace, because they emphasize their natural traits. They earn advocates in the workplace and customer base, and become irreplaceable. In the case of entrepreneurs, they remain in demand even after raising fees and prices. Just as the most successful brands differentiate themselves, so do the most successful people. According to the Carnegie Institute of Technology, 85% of financial success is due to your personality, ability to communicate, negotiate, and lead. Shockingly, only 15% is due to technical knowledge. Increased competition and decreased attention spans make it harder than ever to stand out and win. It’s not enough to be the best, if nobody knows you’re there. But when you apply your most authentic and naturally fascinating traits, the world sees you at your best and you're recognized for your accomplishments.


• Discover the top four traits of high-performing personal brands and pitfalls to avoid • Recognize the signs you are (or are not) perceived as a high performer
• Identify your top two unique personality advantages
• Describe, measure, and improve how you add value
• Understand the situations in which you're most likely to over-deliver and outperform (and the areas in which you will not)
• Discover the words you need to authentically describe yourself in introductions, meetings, and other high-stakes situations
• Surround yourself with team members who boost your own performance


Sales, Entrepreneurs, Financial Services, Customer Service, Direct Sales

Impossible to Resist
Outshine the Competition, Attract Raving Fans & Earn Attention in a Distracted World

Fascination is the single most powerful means of persuading and influencing behavior. You can make any brand or message impossible to resist...once you unlock the formula. Sally’s extensive market research reveals just how much fascination drives emotions and behavior. For example, when fascinated by a product, 80% of consumers experience a faster heart rate and other physical responses; 46% talk about it to others; and more than 1/3 do in-depth research on the product. Once you fascinate customers, they’ll become intensely focused on you ⎯ your products, your services, and your marketing. They’re more likely to believe, care about, and retell your message – as well as buy your products. Today, it’s not enough to just interest customers. You need to fascinate them, so that they’re intensely focused on your message.

Case Study:
When the MINI Cooper first launched in the United States, the poor car seemed doomed. It was ridiculously tiny, with bulging headlights and squat little body. It had very low awareness, outside of a few cult films from the UK. Yet this tiny unknown car from the UK would have to battle head-to-head against the re-launch of the VW Beetle, one of the most famous and beloved cars of all time. It didn’t help that VW had a seemingly infinite advertising budget behind its well-established brand, while MINI only had a few million to launch a virtually unknown product halfway around the globe.

How could MINI fascinate, and win, with a marketing budget as tiny as the car itself? The answer lies in the science of fascination. We need to understand why people become fascinated by certain brands but not others. Women will buy products targeted to men. However, men are unlikely to buy products targeted to women. As part of the MINI launch team, Sally helped turn this little insight into a big win. VW made a critical error in positioning the Beetle. By trying to sell to both men and women, the brand unintentionally became the car for middle-aged women (an unpromising demographic in the automotive category). MINI, on the other hand, only targeted men. As a result, both men and women identified with it. Today the MINI Cooper launch is cited as one of the most successful launches in marketing history.

We don’t always understand the choices we make -- from the cars we drive, to the people we hire. Yet in fact, there’s a science behind it. Once you understand the deeply-rooted forces that drive your customer’s decision-making process, you can out-think the competition and stand out in a crowded commoditized market.


* Identify your brand’s number one advantage
* Capture immediate attention and attract raving fans
* Stand out in a crowded competitive market in less time and under budget
* Understand your customers’ 7 triggers to perceived value to stop competing on price


Marketers, Brand Managers, Agencies, Customer Experience Teams, Multi-Level Marketing Organizations

Your Fascinating Culture
Building Engaged Teams that Outperform

What if you had a tangible way to show every single member of your team how they can perform at a higher level? It comes down to helping your employees tap into their natural communication style. According to the Massachusetts Institute of Technology, “50% of the difference between low-performing and high-performing teams is the quality of communication.” In Sally’s decade of research, she found the best way to build a culture of involved and energized employees is to help them understand how they are seen at their best. Think of your team members. What is each person’s most valuable quality? How could they communicate most effectively? How can you and your co-workers bring out the best of everyone’s natural abilities?

The research shows engaged employees:
- Deliver a better customer experience
- Generate profits for the organization
- Have higher morale and are more motivated
- Are more loyal and committed to their company - Have less conflicts with co-workers

Each of us already has built-in differentiators. They don’t have to be brash and flamboyant. In fact, subtle personalities can often have the most distinguishing features. No matter what your natural approach, you must learn how it’s being perceived by others. Great teams are built on differences, rather than similarities. Differences create diversity and make a company stronger as a whole. Diversity strengthens a team and makes it more multifaceted, as long as each person understands and develops his or her communication style. In her decade of research, Sally found that the best way to build a culture of involved and energized employees is to inspire them with a vibrant culture of optimism. Measure what people are already doing right, and they’ll do more of it. Sally measures communication advantages within teams to uncover gems of potential. When team members are fascinated by their work-- in other words, when they are deeply engaged with their work, they feel differently and perform differently. They literally earn more, for themselves and their company.


* Identify the top two unique personality advantages and archetype for all team members * Measure the communication advantages within teams to raise performance
* Build a team of differences that make the company stronger as a whole
* Amplify what your team is already doing right and capitalize on your natural strengths
* Correctly identify the right person or team for important projects


Executive Leadership, VPs, Managers, Business Owners, Human Resources

Different is Better than Better
Captivate Your Customer to Win in a Crowded Market

You have a choice: either have the biggest budget, or be the most fascinating. If you have a bigger budget than any of your competitors, must be nice...but few of us do. What if you’re a small business with a frugal budget or competing in an intensely crowded space? Then you must fascinate. Until now, branding required years of study or a team of experts, but in her decade of working inside world renowned brands, Sally Hogshead discovered the algorithm behind it all. By combining science with branding principles, she unlocked the formula for fascination and, once you can identify the patterns, you can make any message more memorable. In this keynote, based on her 2016 New York Times bestseller Fascinate: How to Make Your Brand Impossible to Resist, Sally reveals the formula for fascinating anyone.

Learning Objectives:

* Understand why others perceive you and your brand a certain way
* Develop a clear understanding of why people want to work with you
* Identify the perfect words to introduce and promote yourself authentically
* Cultivate confidence in your natural competitive advantages
* Increase your value to a prospect by communicating your greatest professional assets
* Prove how you are different than others competing for the job

Best Audiences:

Entrepreneurs, Business Owners, Franchisees, Multi-Level Marketing Organizations, Advertising, Marketing, Branding Professionals

Sally Hogshead
Featured Books

Fascinateby Sally Hogshead


by Sally Hogshead

Why is Jägermeister the most popular brand nobody likes? Why do women pay more to be fascinating than they spend on food and clothes? What raises the price of gummy worms by 1000%?

And then there's the most important question of all: How can your brand become impossible to resist? Master marketer Sally Hogshead reveals the surprising answers, providing readers with a framework to fascinating anyone.

The word "fascinate" comes from the Latin word fascinare, meaning "to bewitch or hold captive so others are powerless to resist." Fascination is the most powerful force of attraction, drawing customers into a state of intense focus.

This extensively revised and updated edition includes Hogshead's latest research on the science of fascination. Combining original case studies with award-winning copywriting experience, she gives you the exact words you need to capture the attention of a distracted world.

This new edition includes a free assessment tool called the Brand Fascination Profile, which will help you earn attention in any environment.

Dive into the science of fascination and learn how to:

  • Increase prices with ideas from poker to Play-Doh
  • Build revenue by learning about the $14 million license plate
  • Get better leads through hypnosis by Sigmund Freud and Steve Jobs
  • Attract raving fans by following the cult of pistachio ice cream

Whether you realize it or not, your brand is already applying one of the seven Advantages Hogshead describes here: Innovation, Passion, Power, Prestige, Mystique, Alert, or Trust. The question is, how can you apply these core Advantages to stand out in a crowded and distracted world? Hundreds of large corporations, small businesses, and universities--including Twitter, IBM, Porsche, and New York University--use the Fascinate system to captivate their customers. Why? The answers are in this book.

How the World Sees You: Discover Your Highest Value Through the Science of Fascinationby Sally Hogshead

How the World Sees You: Discover Your Highest Value Through the Science of Fascination

by Sally Hogshead

Sally Hogshead believes the greatest value you can add is to become more of yourself.

Hogshead rose to the top of the advertising profession in her early 20s, writing ads that fascinated millions of consumers. Over the course of her ad career, Sally won hundreds of awards for creativity, copywriting, and branding, and was one of the most awarded advertising copywriters right from start of career, including almost every major international advertising award.

She frequently appears in national media including NBC's Today Show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence. Her advertising work hangs in the Smithsonian Museum of American History.

The science of fascination is based on Hogshead's decade of research with 250,000 participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives.

Sally Hogshead
Featured Reviews

Sally Hogshead
Featured Articles & Resources

How The World Sees You Debuts #2 on The New York Times Best-Sellers

If you haven’t purchased your copy of How The World Sees You – by Sally Hogshead yet, here’s why you need to: You already have certain naturally fascinating qualities. Sally...
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Topics:   Author Motivational

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