New Release Books 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.

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.

Do you have a career worth loving? Do you want to become the most powerful, valuable, fulfilled version of yourself? If so, you're a careerist. Advertising and entrepreneurial rockstar Sally Hogshead reveals 100 Radical Truths for closing the gap between your current reality and your utmost potential, including: # 15: Aspire to be the dumbest person in the room # 31: You can be comfortable, or outstanding, but not both # 67: Mistakes are tuition # 96: Expressing your truest self is the ultimate competitive advantage # 100: Make your memoirs worth reading With groundbreaking research and startling new ideas for success, Radical Careering will become the indispensable owner’s manual to your future. Get ready to turbocharge your career with smarter goals, higher market value, and killer results. "Radical Careering is a jolt to the old way of thinking about careers; a handbook of new thinking that will help you survive, strive and thrive in the radically new world of work." --Jeff Taylor, founder and Chief Monster, Monster.com “An innovative how-to-manual for anyone wanting to be more successful and satisfied in their career.” --Andy Spade, CEO and co-founder, Kate Spade “Take inventory of your strengths, identify your passions, then do everything in your power to carve your career toward them. Only then will you, and everyone else, see the best of you. Want to know how? Read this book.” -- Marcus Buckingham, author of The One Thing You Need to Know, and Now, Discover Your Strengths “Hogshead’s powerful strategies will teach you how to drive your own success, by having the fearlessness, daily courage, and curiosity to jump in the deep end and swim with real purpose.” --Lee Ann Daly, Executive VP of Marketing, ESPN “This book is so genius. It’s amazing to read on the page what I’ve always believed to be true. The ideas in this book will save your ass again and again. Drive is a radical careerist’s best friend.” --Liz Phair