The 7 Advantages of Fascination With Sally Hogshead

Episode Summary

In this Episode, you’ll hear from Genius Network Member Sally Hogshead about the 7 Advantages of Fascination, How to Charge Up To Four Times More for Selling the Same Thing, and much more.

Sally Hogshead is a multiple NY Times Best Selling author, professional speaker, chief executive officer of Fascinate, Inc and a former advertising executive that helps you understand how to stand out by understanding how the world sees you. Recorded Live From A Genius Network Meeting.

Here’s a glance at what you’ll learn from Sally in this episode:

  • How you can charge up to four times more for selling the same thing
  • How Strategic Polarization makes you more powerful
  • Why different is more effective than better
  • How to find the perfect words that create action in the consumer
  • What you can do better when you understand your distinct fascination advantages  
  • How to attract the right clients who are going to pay you more to do exactly what you love
  • How Sally generates $48 from a $2 business card
  • And more!

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Show Notes

  • Sell the exact same thing for 4x more using marketing
    • Gucci Sunglasses
    • “ It’s the thing about a brand that makes a brand or company different that makes people truly love them and be willing to pay more money for them.” (1:42)
  • Strategic polarization (3:43)
    • Sally’s tagline (3:32)
    • The importance of targeting the audience you do want. (04:00)
  • “In today’s marketplace, different is better than better. It’s not enough to be the best.” (4:10)
  • What is the Key quality of communication among top performers: Fascination
    • “Fascination is an intense focus.”(5:26)
    • Neurologically, similar to falling in love (6:00)
    • Challenge: Average attention span 9 seconds.(6:40)
    • “Attention span has become the most precious resource.”(06:55)
    • “When you fascinate somebody, you become most worthy of their attention.”(7:34)
  • Sally’s system shows you how the world see’s YOU. (08:00)
  • Find the perfect words to create action in the consumer. (09:52)
  • The key of creating a great brand: (10:15)
    • Step one: How is the brand different?
    • Step two: What does the brand do best.
  • “In Marketing, you can either have the biggest budget, or you can be the most fascinating.” (11:42)
  • “Every time you communicate you are either adding value or taking up space.” (12:11)
    • “The Key is to stand out or don’t bother.“ (12:24)
  • 7 Types of communication (and you naturally use two of these): (13:24)
    • Primary Advantage: Confidence, flow, persuasion
    • Secondary Advantage: Second highest (in the hierarchy of the fascination assessment)
    • Dormant advantage: exhausting, feels like quicksand
  • Problem:” Entrepreneurs tend to hire people like them…They’re replicating themselves instead of optimizing themselves.” (14:56)
    • “Hire the person whose primary advantage is your dormant advantage.”  (15:11)
  • Primary advantage + Secondary advantage = Archetype
  • “Your archetype is your fascination advantage: It’s the way in which your personality is most likely to create value for your clients, for your customers and for other people.”(18:01)
  • 42 different archetypes – each with different style of communication (18:31)
  • Data from Infusionsoft conference: (19:15)
    • What advantages are they using, which ones are they not using?
    • High performers have a specific benefit, speciality.  
    • “Clients don’t hire you because you are balanced. They hire you because you are extraordinary in some way.” (20:24)
  • Most Valuable You: will attract just the right clients who are going to pay you more to do exactly what you love. (20:40)
  • Least Valuable You: going through the motions, exhausting. (21:05)
  • “High performers add a distinct kind of value that nobody else is adding.”
  • High performing teams are composed of people adding a distinct kind of value without overlapping. (21:14)
  • Data from Genius Network (21:33)
    • Primary Advantage: Prestige
    • Secondary Advantage: Innovation
    • Genius Network is attracting a very specific type of person, a specific mindset.  (23:20)
    • Brand is so successful because it has a very clear positioning.
  • Begin thinking about your own network, who do you want to reach and what makes them want to listen to you. (27:00)
  • How Sally used this info in her speaking career by creating a fascinating experience. (27:04)
    • Didn’t change her speech (product)
    • Did change the packaging and the marketing
    • Changed the perceived value to fit each individual client.
  • Highlights of assessments for Joe Polish, Victoria Labalme, Lisa Sasevich, Dan Kennedy, Jeff Walker (35:45)
  • Sally’s business cards
  • The key is: “Don’t change who you are. Become more of who you are at your best. “(40:50)

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