the fascina tion marketing s ystem€¦ · the fascination advantage test identifies the...

Module 2 Your Fascination advantage 1

module 2: Your Fascination advantage special GKic edition

The FascinaTion MarkeTing sysTeM

PASSION

TRUST

MYSTIQUE

PRESTIGE

POWER

ALARM

REBELLION

fasci

natio

n

SALLY HOGSHEADModule 2: Your fascination advantaGe

{FascinaTe}

© 2012-2013. fascinate, inc. all rights reserved.


module 2: Your Fascination advantage

Note: This manual is for your personal use only. You may not give away, share, or resell this it in any way. Any unauthorized duplication or sharing of this work is illegal and violators will be prosecuted.

Copyright © 2013 How To Fascinate. All Rights Reserved.



contentsUnderstanding Your Fascination Advantage . . . . . . . . . . . 4Your Personality Archetype . . . . . . . . . . . . . . . . . .7Self Assessment: How You Add Value At Work . . . . . . . . . . 9Watch Sally Deconstruct Leaders . . . . . . . . . . . . . . . 14Using Your Archetype To Become A Better Leader . . . . . . . . 17Using Your Archetype To Create A Unique Market Position . . . . 19How Sally Can Dazzle A Goldfish In 9 Seconds . . . . . . . . . 23Creating Your 9 Second Fascination Statement . . . . . . . . . 26Sally Shares How To Use These 9 Seconds In Your World . . . . . 34Sally In Your Business . . . . . . . . . . . . . . . . . . . . 41Using Your Personality Archetype To Sell Or Persuade . . . . . .44Fascinate To Sell . . . . . . . . . . . . . . . . . . . . . . 478 Insider Strategies For A Tough Sell (Or A Tough Crowd) . . . .48How To Sell An Innovative (Or Risky) Proposal . . . . . . . . . 51Do You Struggle To See What’s So “Fascinating” About Your Personality? . 54Not So Fascinating Yet? Don’t Panic, You’re On The Right Road . . 57The Last Word On Using Your Personality Archetype . . . . . . 59We Connect When We Listen . . . . . . . . . . . . . . . . .60So How Can You Start Conversations? . . . . . . . . . . . . . 62



The Fascination Advantage™ identifies the way in which you’re most likely to add unique value.

This is critical for us to understand, but especially for a leader or an entrepreneur. We have to understand the way in which we immediately deliver value to the people in our lives, to our prospects, to our employees, to our managers.

We have to understand what we can offer that other people cannot, and how we can leverage that to be more competitive in the environment.

The Fascination Advantage Test identifies the personality advantages that you have, and what other people don’t have. When you take those traits and lean into them, use them, and apply them in all the areas of your personal brand and in your communication, you’re going to be more successful than your competitors.

Example Of Your Fascination Advantage Report

Understanding YoUr Fascination advantage



The test identifies three different areas for you:

1. Your primary trigger2. Your secondary trigger3. Your dormant trigger

Let’s take a look at the primary and the secondary.

I want you to imagine a time when you led a meeting. You stood in the front of the room, and there were people listening to you. You might have even felt a little bit nervous. But as you spoke, you could feel your communication having a powerful effect on the people who were listening to you.

They were captivated by you.

They weren’t looking at their cell phone. They were really thinking about your message.

Your words were really affecting them. You were getting them tothink differently.

It’s in these moments that we’re using our Fascination Advantage.

When you think about those highlights, those moments in your career when you’ve been able to have this kind of effect, these are the times when you’re using your primary trigger.

in Fact, theY maY have even been lost in that moment where theY were completelY immersed in what YoU were saYing.



Your primary trigger is the natural hard-wired trigger that you use when you’re most persuasive and most influential. For some people that may be the Power trigger.

The people with the primary Power trigger are going to be their most influential when they have opinions, have strength and authority, and when they use their expertise with a real position of power.

On the other hand, somebody with a primary Trust trigger will communicate very differently. Their primary Trust trigger personality will manifest and they’ll create a sense of comfort, stability and consistency.

So when we understand our primary trigger, and the combination of how that combines with our secondary trigger, then we’ll begin to see the way in which we’re naturally hard wired to stand out in any kind of competitive environment.



Your personality archetype is the way in which you’re most likely to stand out with your competitors. It’s almost like a natural superpower.

I want you to think about the way in which your personality is going to be most likely to influence other people, to earn their attention, to earn their respect, to earn their loyalty.

iF YoU Understand the waY that YoU natUrallY and aUthenticallY do this withoUt even trYing, YoU’ll be sUccessFUl inFlUencing others.

If not, then this is something that you have to learn like a new skill.

You can start by simply identifying the piece within the puzzle of who you are. (the test gave you this answer).

When you lead with that advantage, you’ll most likely to win.

This is the best and highest use of your personality. Your personality archetype is a very concise description of how you should communicate yourself and share your ideas.

Your archetype describes a road map for exactly who you need to be in that situation in order to be most effective.

You’ll see a list of the 49 different personality archetypes on the following page.

YoUr personalitY archetYpe



SE

CO

ND

AR

Y T

RIG

GE

R

PRIMARY TRIGGER

PA

SS

ION

You

conn

ect w

ith

emot

ion

TR

US

TYo

u bu

ild lo

yalty

with

co

nsis

tenc

y

MY

ST

IQU

EYo

u co

mm

unic

ate

with

su

bsta

nce

PR

ES

TIG

EYo

u ea

rn re

spec

t with

hi

gher

sta

ndar

ds

PO

WE

RYo

u le

ad

with

com

man

d

AL

AR

MYo

u pr

even

t pro

blem

s w

ith c

are

RE

BE

LL

ION

You

chan

ge th

e ga

me

with

cre

ativ

ity

TH

E

DR

AM

A

TH

E

SU

BT

LE

TO

UC

H

TH

E

CO

OR

DIN

AT

OR

TH

E

AU

TH

EN

TIC

TH

E

RIN

GL

EA

DE

R

TH

E

CO

NN

OIS

SE

UR

TH

E

RO

CK

STA

R

TH

E

BE

LO

VE

D

TH

E

WIS

E O

WL

TH

E

SU

STA

INE

R

TH

E

OL

D G

UA

RD

TH

E

GU

AR

DIA

N

TH

E

BL

UE

CH

IP

TH

E

AR

TIS

AN

TH

E

INT

RIG

UE

TH

E

ST

OIC

TH

E

INS

PE

CT

OR

TH

E

VA

ULT

TH

E

MA

ST

ER

MIN

D

TH

E

AR

CH

ITE

CT

TH

E

PR

OV

OC

AT

EU

R

TH

E

TA

LE

NT

TH

E

RO

YA

L G

UA

RD

TH

E

ED

ITO

R-IN

-CH

IEF

TH

E

DIP

LO

MA

T

TH

E

MA

ES

TR

O

TH

E

LA

ST

WO

RD

TH

E

TR

EN

DS

ET

TE

R

TH

E

AD

VO

CA

TE

TH

E V

EIL

ED

ST

RE

NG

TH

TH

E

SH

ER

IFF

TH

E

GR

AV

ITA

S

TH

EA

GG

RE

SS

OR

TH

E

VIC

TO

R

TH

E M

AV

ER

ICK

LE

AD

ER

TH

E

OR

CH

ES

TR

AT

OR

TH

E

BU

LL

SE

YE

TH

E

HIG

H A

LE

RT

TH

E

GO

OD

CIT

IZE

N

TH

E

WA

TC

HD

OG

TH

E

PE

RF

EC

TIO

NIS

T

TH

E

QU

ICK

-STA

RT

TH

E

CA

TA

LYS

T

TH

E S

EC

RE

T

WE

AP

ON

TH

EC

RA

FT

SM

AN

TH

E

EV

OLU

TIO

NA

RY

TH

E

CH

AN

GE

AG

EN

T

TH

E

AV

AN

T-G

AR

DE

TH

E

AN

AR

CH

IST

Thea

trica

l • E

mot

ive

•Se

nsiti

vePe

rcep

tive

• Nua

nced

•Se

lect

ive

Atte

ntiv

e • D

edic

ated

• Det

ail-O

rient

ed

Agre

eabl

e • A

cces

sibl

e • D

epen

dabl

eAn

alyt

ical

• D

iscr

eet •

Und

erst

ated

Con

scie

ntio

us •

Mod

est

• Pre

vent

ativ

e

Prof

ound

• D

isce

rnin

g •

Self-

Suffi

cien

tUn

emot

iona

l • In

trove

rted

• Con

cent

rate

dPr

ecis

e • S

harp

•U

nder

the

Rad

ar

Astu

te •

Dis

crim

inat

ing

• In-

the-

Know

Ster

ling

• Ski

llful

•R

estra

ined

Driv

en •

Dis

cipl

ined

•St

anda

rd B

eare

r

Mot

ivat

ing

• Vig

orou

s •

Com

pellin

gM

etho

dica

l • In

tens

e •

Self-

Rel

iant

Proa

ctiv

e • A

lert

•C

autio

nary

Org

aniz

ed •

Prac

tical

•Pr

otec

tive

Priv

ate

• Effi

cien

t •M

etic

ulou

sVi

gila

nt •

Exac

ting

•Pr

epar

ed

Bold

• Ar

tistic

•U

north

odox

Inno

vativ

e • W

itty

•U

ncon

vent

iona

lTh

orou

gh •

Dilig

ent

• Im

agin

ativ

e

Nur

turin

g • L

oyal

•Si

ncer

eD

ynam

ic •

Incl

usiv

e •

Enga

ging

Expr

essi

ve •

Styl

ish

•Em

otio

nally

Inte

lligen

tO

utgo

ing

• Exp

erim

enta

l• O

ut-o

f-the

-Box

Pred

icta

ble

• Saf

e •

Unm

ovab

leD

igni

fi ed

• Sta

ble

•H

ardw

orki

ngIm

pecc

able

• Su

btle

•C

apab

leC

urio

us •

Ope

n-M

inde

d• D

evel

opin

g O

ver T

ime

Obs

erva

nt •

Assu

red

•U

nruf

fl ed

Rat

iona

l • In

tent

iona

l • S

ubst

antiv

eEl

egan

t • A

stut

e •

Res

erve

dC

leve

r • U

nass

umin

g •

Inde

pend

ent

Cla

ssic

• Ti

mel

ess

•Be

st-in

-Cla

ssR

espe

cted

• C

ompe

titiv

e• R

esul

ts-O

rient

edD

elib

erat

e • C

risp

•U

ncom

prom

isin

gO

rigin

al •

Ente

rpris

ing

•Fo

rwar

d-Th

inki

ng

Esta

blis

hed

• Gen

uine

• Sur

e Fo

oted

Dom

inan

t • F

orce

ful

• Em

phat

icAm

bitio

us •

Adm

ired

•Fo

cuse

dIn

vent

ive

• Viv

id •

Qui

ck-W

itted

Stea

dfas

t • C

ompo

sed

• By

the

Book

Tire

less

• D

ecis

ive

•G

oal-O

rient

edPr

oduc

tive

• Det

aile

d •

Skille

dSt

rate

gic

• Fin

e-Tu

ned

• Jud

icio

us

Mea

sure

d • T

houg

htfu

l• C

rafts

man

-Lik

ePi

onee

ring

• Irre

vere

nt• E

ntre

pren

euria

lEl

ite •

Prog

ress

ive

• Adv

ance

dSt

artli

ng •

Unp

redi

ctab

le• I

nten

sely

Cre

ativ

e

PA

SS

ION

You

conn

ect w

ith

emot

ion

TR

US

TYo

u bu

ild lo

yalty

with

co

nsis

tenc

y

MY

ST

IQU

EYo

u co

mm

unic

ate

with

su

bsta

nce

PR

ES

TIG

EYo

u ea

rn re

spec

t with

hi

gher

sta

ndar

ds

PO

WE

RYo

u le

ad

with

com

man

d

AL

AR

MYo

u pr

even

t pro

blem

s w

ith c

are

RE

BE

LL

ION

You

chan

ge th

e ga

me

with

cre

ativ

ity



the more that YoU can Understand and identiFY YoUr own one-oF-a-kind approach, the more YoU can replicateYoUr sUccesses.

The goal here is to make your success an intentional and controllable act, rather than a series of lucky (random) breaks.

This all starts with understanding how your personality addsdistinct value.

here’s what it means to “add valUe:”You’re admired for your noteworthy ability to contribute. For instance, if you own a car dealership, adding value doesn’t just mean slashing prices it means that you deliver extra service, special knowledge or anexisting relationship.

You stand out by adding a benefit, such as a specialized knowledge or unusual skill set.

By “adding value,” you’re worth more than you’re being paid. You provide beyond what you cost. Note: The more you’re paid, the more difficult it becomes to add value. In other words, the bar is lower for an entry-level assistant than for a chief information officer.

You deliver above and beyond, offering more than what would normally be expected. For instance, as a dentist, your fillings are longer lasting (or less painful).

selF assessment: how YoU add valUe at work



When you add value, you don’t have to compete on the basis or price or utility. If you sell medical supplies, you don’t have to try to win in a crowded market by selling the cheapest supplies.

How can you tell if you’re adding value?

Your co-workers value your input and participation.

People want to work with you — in fact, they’d rather work with you than with other options that might be more convenient or less expensive. For instance, your clients will drive across town to work with you rather than the other guys.

People seek your opinion.

In a meeting, you can add value when you give a remarkable insight from your professional experience, something that others couldn’t offer.

Your partners consider your relationship to be healthy and thriving. When you add value, people prize your input, and invest energy into working with you.

now, let’s take a minUte to consider how YoU add valUeat work.

When you took The Fascination Advantage assessment, you learned your “archetype.” Your archetype has three top personality attributes. (You can find these in your report, and also on the matrix of personality archetypes: HowToFascinate.com/matrix.)

Find these three attributes on the matrix. This is how your personal brand is most likely to succeed. Think about each of these attributes and how they affect your success.

http://www.HowToFascinate.com/matrix



For instance, if your archetype is The Change Agent, your three attributes are inventive, vivid and quick-witted.

These adjectives describe the ways in which your personality is most likely to add distinct value.

eXercise 1how YoUr personalitY adds valUe

Go through each of the three adjectives.

Attribute #1 Identify one way in which this describes how you add value at work:





When you look back upon your career successes, and see these successes not as isolated incidences but as markers pointing to your greatest overall personality strengths, you can begin to find patterns in how you add value.

eXercise 2YoUr stYle oF sUcceess

First, look back on your career high points the occasions when youhad a major breakthrough or even simply surprised others byexceeding expectations.

List three different occasions in which you proactively created a successful outcome:

1.

2.

3.

Now, we’re going to look at the common thread among your successes by linking them to your top three attributes that you listed above.

eXercise 3connecting YoUr personalitY to YoUr sUccess

In what way did your personality attributes affect these three occasions have in common you approached the situation? In other words, what did you deliver in these?



Find the connections among your successes.

List three different occasions in which you proactively created asuccessful outcome:

Attribute #1 In what way did this attribute influence the outcome of all threesituations above?



When you look back upon a series of achievements, you can find indicators of the way you add value.

Remember your goal: Make your success an intentional and controllable act, rather than a series of lucky (random) breaks.



Successful leaders and people that we associate with also have specific personality traits. What they’ve been able to do so well is to be able to build their business around their core personality strengths.

They have specific and identifiable ways that they’ve taken these natural strengths and were able to leverage them in building their brand and in building their profits, all while building precise awareness of themselves.

Steve Jobs’ archetype is The Change Agent. The Change Agent uses primary Power, secondary Rebellion.

This describes the way in which he’s vivid, entrepreneurial and quick-witted. He has the strength of the Power trigger, but he also has the creativity and innovation of the rebellion trigger.

When we look at a personality like George Lucas, creator of “Star Wars”, he’s The Intrigue. He uses primary Passion and secondary Mystique.

The Passion is being able to bring people in, grabbing them immediately with a visual idea. On the other hand, the Mystique personality brings out

watch sallY deconstrUct leaders that share YoUr archetYpes

deconstrUcting steve Jobs

deconstrUcting george lUcas



the storytelling that he uses so well. He doesn’t give everything away which applied to being more of an understated personality.

We’ve mapped out these 49 different personalities and some of the influencers in our world that share these archetypes on the next page for you. There are two examples per archetype.

One way to use this information is to look and see if there are other people on your team that you can begin to identify with that share one of the personalities of those on the chart.

Then look at what type of personality you would want to hire or bring in or partner with, in order for you to have a more effective partnership.



SE

CO

ND

AR

Y T

RIG

GE

R

PRIMARY TRIGGER

PA

SS

ION

You

conn

ect w

ith

emot

ion

TR

US

TYo

u bu

ild lo

yalty

with

co

nsis

tenc

y

MY

ST

IQU

EYo

u co

mm

unic

ate

with

su

bsta

nce

PR

ES

TIG

EYo

u ea

rn re

spec

t with

hi

gher

sta

ndar

ds

PO

WE

RYo

u le

ad

with

com

man

d

AL

AR

MYo

u pr

even

t pro

blem

s w

ith c

are

RE

BE

LL

ION

Yo

u ch

ange

the

gam

e w

ith c

reat

ivity

TH

E

DR

AM

A

TH

E

SU

BT

LE

TO

UC

H

TH

E

CO

OR

DIN

AT

OR

TH

E

AU

TH

EN

TIC

TH

E

RIN

GL

EA

DE

R

TH

E

CO

NN

OIS

SE

UR

TH

E

RO

CK

STA

R

TH

E

BE

LO

VE

D

TH

E

WIS

E O

WL

TH

E

SU

STA

INE

R

TH

E

OL

D G

UA

RD

TH

E

GU

AR

DIA

N

TH

E

BL

UE

CH

IP

TH

E

AR

TIS

AN

TH

E

INT

RIG

UE

TH

E

ST

OIC

TH

E

INS

PE

CT

OR

TH

E

VA

ULT

TH

E

MA

ST

ER

MIN

D

TH

E

AR

CH

ITE

CT

TH

E

PR

OV

OC

AT

EU

R

TH

E

TA

LE

NT

TH

E

RO

YA

L G

UA

RD

TH

E

ED

ITO

R-IN

-CH

IEF

TH

E

DIP

LO

MA

T

TH

E

MA

ES

TR

O

TH

E

LA

ST

WO

RD

TH

E

TR

EN

DS

ET

TE

R

TH

E

AD

VO

CA

TE

TH

E V

EIL

ED

ST

RE

NG

TH

TH

E

SH

ER

IFF

TH

E

GR

AV

ITA

S

TH

EA

GG

RE

SS

OR

TH

E

VIC

TO

R

TH

E M

AV

ER

ICK

LE

AD

ER

TH

E

OR

CH

ES

TR

AT

OR

TH

E

BU

LL

SE

YE

TH

E

HIG

H A

LE

RT

TH

E

GO

OD

CIT

IZE

N

TH

E

WA

TC

HD

OG

TH

E

PE

RF

EC

TIO

NIS

T

TH

E

QU

ICK

-STA

RT

TH

E

CA

TA

LYS

T

TH

E S

EC

RE

T

WE

AP

ON

TH

EC

RA

FT

SM

AN

TH

E

EV

OLU

TIO

NA

RY

TH

E

CH

AN

GE

AG

EN

T

TH

E

AV

AN

T-G

AR

DE

TH

E

AN

AR

CH

IST

Jim

Car

rey

Libe

race

Geo

rge

Luca

sDe

nzel

Was

hing

ton

Stev

en C

ovey

Mar

tha

Stew

art

Mot

her T

here

saW

alt D

isne

yDa

li La

ma

Clin

t Eas

twoo

dW

alte

r Cro

nkite

Alan

Gre

ensp

an

Harr

y Po

tter

John

ny D

epp

How

ard

Hugh

esJ.

D. S

alin

ger

Mic

hael

Cric

hton

Seal

Tea

m 6

Seth

God

inJo

hn F

. Ken

nedy

Jam

es B

ond

Anse

l Ada

ms

Gor

don

Ram

say

Anna

Win

tour

Rich

ard

Bran

son

Tim

Teb

owM

ark

Zuck

erbe

rgPr

ince

Cha

rles

Al G

ore

Suze

Orm

an

Davi

d Al

len

Mar

y Po

ppin

sUp

ton

Sinc

lair

Oliv

er N

orth

Felix

Ung

erLa

rry

Davi

d

Salv

ador

Dal

iM

adon

naLa

dy G

aga

Davi

d Le

tterm

anDe

epak

Cho

pra

Susa

n B.

Ant

hony

Opr

ah W

infr

eyTo

m H

anks

U2’s

Bon

oW

ill S

mith

Wol

fgan

g Pu

ckAu

drey

Hep

burn

Leon

ardo

da

Vinc

iJK

Row

ling

Bob

New

hart

Geo

rge

Was

hing

ton

Sam

Wal

ton

Rona

ld R

eaga

nDr

. Oz

Norm

an R

ockw

ell

Mah

atm

a G

andh

iBe

tty W

hite

Step

hen

Haw

king

Conf

uciu

sSe

rgy

Brin

Judy

Den

sch

Mal

colm

Gla

dwel

lAb

raha

m L

inco

lnTi

na F

eyO

liver

Sto

ne

Ralp

h La

uren

Lady

Dia

naEn

zo F

erra

rIM

icha

el B

loom

berg

Coco

Cha

nel

Ande

rson

Coo

per

Pabl

o Pi

cass

oSt

eve

Wyn

n

War

ren

Buffe

tSu

perm

anDa

rth

Vade

rRu

pert

Mur

doch

Gio

rgio

Arm

ani

Tony

Rob

bins

Stev

e Jo

bsAr

iann

a Hu

ffing

ton

Dr. P

hil

Cond

olee

zza

Rice

Gle

nn B

eck

Jim

Cra

mer

Dan

Rath

erJa

mes

Cam

eron

Ralp

h Na

der

Paul

Rev

ere

John

ny C

arso

nFr

ank

Lloy

d W

right

Jeff

Bezo

sAl

bert

Ein

stei

nAm

elia

Ear

hart

Don

Drap

erDe

nnis

Rod

man

Will

y W

onka

PA

SS

ION

You

conn

ect w

ith

emot

ion

TR

US

TYo

u bu

ild lo

yalty

with

co

nsis

tenc

y

MY

ST

IQU

EYo

u co

mm

unic

ate

with

su

bsta

nce

PR

ES

TIG

EYo

u ea

rn re

spec

t with

hi

gher

sta

ndar

ds

PO

WE

RYo

u le

ad

with

com

man

d

AL

AR

MYo

u pr

even

t pro

blem

s w

ith c

are

RE

BE

LL

ION

Yo

u ch

ange

the

gam

e w

ith c

reat

ivity

mat

riX

oF l

eade

rs



There’s never been a time in which it’s been more important for a leader to understand their distinct strengths: the way that they lead differently than other people.

When a leader stands out, they can actually start to do something different and better than everybody else in their market.

when we begin to look at the waY in which we bUild relationships in oUr bUsiness and attract prospects, we have to have a signatUre.

Your archetype describes very clearly the way that other people are most likely to perceive you, which is the beginning of your signature.

You can use this signature specialty in all of the things that you do. It’s almost like having an unfair advantage, because if you already understand how the person on the other side of the table is going to perceive you, then you can use that and begin to shape certain situations.

You can shape situations such as the way in which you:

•Put proposals together. •Craft emails. •Self-correct if the meeting isn’t going well. •Change directions in a sales presentation.

This is because you have a piece of knowledge that other people normally wouldn’t have.

Using YoUr archetYpe to become a better leader



In what way do you uniquely lead in your business?

What is your signature way of creating great, long-lasting relationships?

What is your signature way of closing business that is unique to you?



Until recently, you had 10 to 20 minutes to make a pitch, persuade somebody and close a deal.

As the BBC reports, the average attention span may only be 9 seconds as we discussed in Module 1. If this is the case, how are you going to add value immediately in order for you to close?

what is a minUte oF YoUr time worthto YoU?

what is a minUte oF YoUr prospect’s time worth to them?

People have become expert gatekeepers of their attention. Their attention span is so precious to them. Attention is a nonrenewable resource.

If you go into a meeting and ask a prospect for their time, they’ll want you to start showing them why they attended the meeting in the first place.

Why are you going to be different and better than everyone else?

You’ve got to deliver that immediately.

Your archetype shows you how you front load all your conversations and interactions with value at the very front.

You no longer have to kill time until you start to demonstrate who you are, why they should do business with you and why you matter.

Using YoUr archetYpe to create a UniqUe market position



One of the most important things we need to remember when we go into an interaction is:

“What’s their problem, for Which you are the solution?”

In other words, what’s that pain point that your prospect is facing that you can uniquely solve?

Your archetype helps direct you in answering this key question, because the way in which you provide a solution is going to be different from your competitor, even if you’re selling the exact same product.

So if you’re a salesperson, and if your archetype isThe Catalyst, your strength is going to be able to create a profusion of solutions.

You’re going to use your Passion trigger and your Rebellion trigger, delivering in all kinds of ways. You can potentially help them overcome whatever marketing problems they have.

If your archetype is The Bullseye, your personality’s going to be very precise, very under-the-radar and sharp. You’re going to use your Alarm trigger and your Mystique trigger in a way to cut through, bring detail and bring clarity immediately.

It’s a totally different way of communicating than The Catalyst, but equally effective in different scenarios.

All the archetypes have this ability to create differentiation and a unique way that you can solve a problem that no one else in your industry can.

You must use your test results to help you find this key differentiator. Later in this program I’ll be sharing the Need, Offer, Advantage Triangle with you will help you to use these concepts with your own Fascination Advantage.

The Catalyst

The Bullseye



imagine walking into a meeting with a potential partner…•What’s the need that this potential joint venture partner has? •What’s the need that they have for which I am the solution? •In what ways can I solve their problems?

step 1: FigUre oUt their needsWhat needs do your current prospects and customers have?

step 2: how can i solve the problem or needs oFmY market?What is the opportunity that I have – either through my product, my network, my reputation, or my skillset that will allow me to solve their problem?

It’s not just about solutions. In the above joint venture scenario, the two guys coming in after me also have solutions.

The way that I’m going to deliver a maximum value is to understand the way in which my archetype is most likely to be able to make my solution go the distance and close the deal.

Let’s say that at the meeting, I tell the potential partner that I can deliver an audience of 100,000 active engaged users on my list. Well that’s good, but that’s not enough.

Let’s take it a step further and say that I’m going to be able to create content that’s going to keep people deeply engaged. This content is going



to get this audience incredibly motivated and excited, because I’m a Catalyst and my unique ability is to be able to create ideas that aren’t only creative, but they get people to want to socialize and participate.

Well then that starts to be a little bit more interesting, because I’ve infused my Fascination Advantage into the solution that I can provide to answer their need.

step 3: Use YoUr Fascination advantageAnytime you’re going into a competitive situation with a prospect or someone else that you want to have instant influence over, think through these two steps outlined here.

1. What’s the need of your market?2. What’s your opportunity to solve that need?3. How does your Fascination Advantage direct the way in which you can

provide that solution?

What solutions do I provide that solve the needs of my market?

How can I utilize my Fascination Advantage to create a unique position for my products or services?

we connect when we listen



In Module 1 we talked about the importance of making a connection in the first 9-Seconds. We compared these 9-Seconds to the attention span of a goldfish. Over the next few pages we’re going to help you create your own 9-Second Fascination Statement using your Fascination Advantage and Personality Archetype.

The way to think about your 9-Second Fascination Statement is like an anthem for you and your personal brand. You can also liken it to a mission statement for your personal brand.

What people find when they create their 9-Second Fascination Statement is that they end up with a description of who they are that can actually become something that they can use in their day-to-day life.

You use it on Twitter, on your LinkedIn bio, your resume, even on your business card. Sometimes people put it outside their office on a plaque.

I don’t want you to feel like this is something to carve into marble, because that can be intimidating.

•When you’re really kicking butt in your career •When you’re overdelivering•When people are wowed by your performance

how sallY can dazzle a goldFish in 9-seconds

instead, think aboUt this like a 9-second description oF YoUr personal brand. this is YoU at YoUr best.



•When it feels as though you’re in that effortless stride •When you are in the zone, at the top of your game and playing in a

way that doesn’t take a lot of concentration because it feels like it’s happening naturally

This is what we’re trying to describe with the 9-Second Fascination Statement. We’ve tested tens of thousands of people using this statement all over the world and it works.

Before we show you how to create your own 9-Second Fascination Statement, let’s go over some examples so you can see how it works.

The Guardian uses Power plus Trust. This is a very strong, grounded figure like Warren Buffett. The three adjectives from the Archetype Chart for this archetype are established, sure-footed and genuine.

Taking those three adjectives defines the way in which The Guardian is most likely to add value.

An example of a Guardian’s fascination statement might be,

“no matter what, i can be coUnted on For mY established repUtation, sUre-Footed inFlUence and genUine relationships.”

You can see how they wove the adjectives from the chart together with the assets that they’d chosen from the list of nouns describing the peak value of their career.

The Guardian



The Perfectionist uses Prestige plus Alarm. They’re great at coming into difficult or chaotic situations and they can figure out exactly what needs to be changed in order to raise the standard.

An example of something that a Perfectionist might write is:

“i ensUre the smallest details will work toward sUccess bY analYzing progress andeXceeding standards.”

The Perfectionist is actually really different than The Guardian.The Guardian was all about maintaining the status quo. The Perfectionist, using Prestige and Alarm, is all about making sure that thingsget perfected.

Let’s look at The Rockstar, which combines Rebellion and Passion. An example and The RockStar’s 9-Second Fascination Statement might be:

“i bring the WOW.”

Now that’s exactly what a rock star would do!

This person was creative. They didn’t use the adjectives from the chart. They didn’t even use the format we’d given them!

They took this exercise and reinterpreted it to create something that was spectacularly unique, which is exactly what’s true to their archetype.

The Perfectionist

The Rockstar



Every time you introduce yourself, you have roughly 9 seconds to engage your listener. This is your golden window of opportunity. If you fail to fascinate in this golden window, your listener will lose interest — and you’ll lose the opportunity.

Introductions have a 90 percent failure rate. Will you fail? Or, will you win the moment?

You’re about to begin the “Win the Moment” exercise. This is a step-by-step method to give you exactly the right words to describe yourself: Why someone should work with you, hire you, and buy from you.

Even if you’re not a “creative” type, you can quickly create introductions that immediately communicate your highest value.

By the end of this exercise, you’ll know how to build a stronger first impression based on your authentic personality.

creating YoUr 9-second Fascination statement

go to dvd #3 now



MY assets:

1.

2.

3.

MY approacHes:

1.

2.

3.

4.

5.

i aM tHe .

i deliver:

1.

2.

3.

sTeP Three sTeP FoUr

WorKsHeet tHis is Your WorKsHeet for tHe eXercise startinG at 14:09 on dvd #3.

create Your 9-second fascinations stateMentCONTINUE YOUR WORK ON PAGE 8.

sTeP siX

FROM PAGE 30 FROM PAGE 31

CONTINUE ON PAGE 33

sTeP FiVe

MerGe tHe WordsMIX AND MATCH THE WORDS ABOVE TO FORM THREE COMBINATIONS THAT FEEL RIGHT FOR YOU.



“Why shoUld i Work WiTh yoU?”

Every time you communicate, or introduce yourself to a client or begin a presentation or write an email to a prospective customer, you must either explicitly or implicitly answer this question. In every conversation, meeting and email, you must immediately communicate why you deservetheir attention.

How can you communicate your value in 9 seconds or less? This workbook will show you how. Sally Hogshead will teach you, step-by-step, how to articulate your value in 9 seconds. The 9-Second Fascination Statement™ will help you immediately communicate your highest value, based on our proprietary, scientifically-grounded process.

It’s based on the Fascination Advantage system by Sally Hogshead — the first system to measure a personal brand, and then teach you how to succinctly and accurately describe exactly why others should work with them.

Before You continue, MaKe sure You’ve taKen tHe fascination advantaGe assessMent

TAKE A FEW MINUTES TO LEARN YOUR RESULTS AT HOWTOFASCINATE.COM

In just 28 questions, you’ll discover how the world sees you. You’ll also learn your primary and secondary triggers, which will allow you to create your 9-Second Fascination Statement here in this workbook.

THIS EXERCISE WILL TAKE ROUGHLY 10 – 15 MINUTES.

Here’s HoW it WorKs:

step 1 (PAGE 29): Circle your archetype (BasedonyourFascinationAdvantageAssessment)

step 2 (PAGE 29): Circle your alternate

step 3 (PAGE 30): Choose your approach

step 4 (PAGE 31): Choose your assets

step 5 (PAGE 33): Merge the words

step 6 (PAGE 33): Create your 9-Second Fascination Statement



sTeP one FIND AND CIRCLE YOUR archeTyPe ON THE MATRIX

THEN FIND AND CIRCLE YOUR alTernaTe archeTyPe

SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER

PASSIONYou connect with

emotion

TRUSTYou build loyalty with

consistency

MYSTIQUEYou communicate with

substance

PRESTIGEYou earn respect with

higher standards

POWERYou lead

with command

ALARMYou prevent problems

with care

REBELLIONYou change the game

with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST

Theatrical • Emotive •Sensitive

Perceptive • Nuanced •Selective

Attentive • Dedicated• Detail-Oriented

Agreeable • Accessible • Dependable

Analytical • Discreet •Understated

Conscientious • Modest• Preventative

Profound • Discerning • Self-Suffi cient

Unemotional • Introverted• Concentrated

Precise • Sharp •Under the Radar

Astute • Discriminating• In-the-Know

Sterling • Skillful •Restrained

Driven • Disciplined •Standard Bearer

Motivating • Vigorous •Compelling

Methodical • Intense •Self-Reliant

Proactive • Alert •Cautionary

Organized • Practical •Protective

Private • Effi cient •Meticulous

Vigilant • Exacting •Prepared

Bold • Artistic •Unorthodox

Innovative • Witty •Unconventional

Thorough • Diligent• Imaginative

Nurturing • Loyal •Sincere

Dynamic • Inclusive •Engaging

Expressive • Stylish •Emotionally Intelligent

Outgoing • Experimental• Out-of-the-Box

Predictable • Safe •Unmovable

Dignifi ed • Stable •Hardworking

Impeccable • Subtle •Capable

Curious • Open-Minded• Developing Over Time

Observant • Assured •Unruffl ed

Rational • Intentional • Substantive

Elegant • Astute •Reserved

Clever • Unassuming •Independent

Classic • Timeless •Best-in-Class

Respected • Competitive• Results-Oriented

Deliberate • Crisp •Uncompromising

Original • Enterprising •Forward-Thinking

Established • Genuine• Sure Footed

Dominant • Forceful• Emphatic

Ambitious • Admired •Focused

Inventive • Vivid •Quick-Witted

Steadfast • Composed• By the Book

Tireless • Decisive •Goal-Oriented

Productive • Detailed •Skilled

Strategic • Fine-Tuned• Judicious

Measured • Thoughtful• Craftsman-Like

Pioneering • Irreverent• Entrepreneurial

Elite • Progressive• Advanced

Startling • Unpredictable• Intensely Creative


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

If your primary trigger is POWER and your secondary trigger is PRESTIGE, your Personality Brand is THE MAESTRO

Your alternate would be the opposite of your primary. So, in this example, POWER/PRESTIGE becomes PRESTIGE/POWER or THE VICTOR.

Forexample:

sTeP TWo



SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE MAESTRO1. Ambitious2. Admired3. Focused

THE VICTOR4. Results-Oriented

5. Respected6. Competitive

Results-OrientedRespectedCompetitive

AmbitiousAdmiredFocused

sTeP ThreeCHOOSE YOUR aPProach BY FINDING THE THREE ADJECTIVES

LISTED BELOW YOUR ARCHETYPE AND ALTERNATE ARCHETYPE.

WRITE YOUR RESULTS ON YOUR WORK SHEET.

Forexample:

Your approacH



insighTsMindseT aWards innoVaTioneXPerTise sTandards resUlTsaTTiTUdeThoUghT leadershiPProBleM solVingFaMilyorganiZaTioncaUTionBeaUTyMoMenTUMTenaciTyaccUracycharacTersinceriTyMoralsFleXiBiliTy

ideasskill seTeXPeriencecoMMUnicaTionrePUTaTionsolUTionsneTWorkinFlUencecredenTials BrainsTorMingsTaMina PrecisioneMoTionsenergyrigoracTionForeThoUghTManageMenTeThicsProFessionalisMresPecT

sTeP FoUr FROM THE LIST BELOW, CIRCLE THREE WORDS THAT BEST DESCRIBE THOSE asseTs THAT YOU ACTUALLY CAN DELIVER.

WRITE YOUR RESULTS ON YOUR WORK SHEET.

Your assets



I AM THE MAESTRO. “I AM KNOWN FOR MY RESPECTED RESULTS, MY ENTREPRENEURIAL IDEAS AND MY FOCUSED INSIGHTS.”

“I help clients create amazing things with my pioneering mind-set, irreverent brainstorming and an entrepreneurial network.”

“No matter what, I can be counted on for my established reputation, sure-footed influence and genuine relationships.”

“With clients, co-workers and friends, I always deliver astute insight based on my in-the-know expertise.”

here are soMe oTher eXaMPles:

SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

“Stylish is my standard. For me, every solution must be intensely expressive and visually oriented.”

“Clients say my stamina is intense. I call it methodical. But when you’re a network of one, the details are everything.”

Now take your results and craft your own 9-Second Fascination Statement. Here’s an example based on our previous examples for THE MAESTRO:

eXaMples



Okay, time to get a little creative, and make this 9-Second Fascination Statement authentically yours. Look at your APPROACH and your ASSETS. Play with them until you have a statement that accurately represents who you are, what you do and how you fascinate.

sTeP FiVeMerGe tHe WordsON YOUR WORK SHEET, MIX AND MATCH YOUR ASSETS AND APPROACHES TO FORM THREE COMBINATIONS THAT FEEL RIGHT FOR YOU.

sTeP siXcreate Your 9-second fascination stateMentUSE THE SPACE BELOW TO GET CREATIVE.



Let’s talk about a networking event. We’ve all been in those situations where we want to be able to introduce ourselves to a key prospect.

When we make those first few seconds of contact, we have a very limited window of opportunity to communicate why that person should talk to us.

in oUr research we FoUnd that Up to 90 percent oF introdUctions Fail.

They fail because they don’t lead to any kind of real conversation or real relationship.

how can YoU be in the 10 percent?

How can you have a communication that actually leads to a productive business relationship?

The most important thing that you can do is to immediately add value.

When you introduce yourself, start listening right away for the cues that person is giving you about what their needs are. In an ideal world, you would even have the opportunity to do a little bit of research aheadof time.

sallY shares how to Use these 9 seconds in YoUr world



iF YoU know YoU’re going into a meeting, making a critical sales call or sending oUt an email, YoU need to know the needs oF the other person:•Is something going on in their company? •Is something going on in their own career or in their personal life? •How can your archetype help provide a solution for those needs?

How can you instantly add value in the following situations using your Fascination Advantage?

When sending an email to a prospect?

When sending an email to a current client or customer?

When sending an email to an employee or team member?

When you meet a potential partner at a networking event?



When you cold call a prospect for the first time?

On a follow-up call with a potential client?

When introducing a colleague to someone they wish to meet?

On a webinar or teleseminar?

When leading your daily or weekly team meeting?

You never want to be awkward when you first meet somebody. It’s better to avoid introducing yourself to somebody altogether if you don’t know what you’re going to say to them.

it’s better to avoid introdUcing YoUrselF than to have it be awkward, to FUmble or to stUmble throUgh it.



When you take somebody’s time, they want something in return.

If there’s a moment of awkwardness, then we’ve actually subtracted value.

That creates a disincentive for somebody to want to communicate with us. Boring is the kiss of death.

So how can you avoid boring people?

The best way to avoid boring people in a business context is to figure out what your personality can do:

•How can you help the other person? •How can you support them? •What are your opinions that you can offer? •What are the ways in which you can help them do business better? •How can you be worth more than you’re getting paid or worth than

more than they expect?



In the spaces below, write down 10 ways in which you can start a conversation that avoids being boring. Think about stories, experiences, opinions, benefits and ways that you can fascinate others.

1.

2.

3.

4.

5.



6.

7.

8.

9.

10.

create some kind oF an emotional or intellectUal response to all oF the 10 introdUction points above.



The best ways to do this is for you to ask questions. This allows you to understand the ways in which your personality can intersect with theirs.

As you introduce yourself to someone, don’t go through the usual weather routine.

“Wow, it’s really hot out today, isn’t it?”

Small talk is fine unless you have a limited amount of time. When time is pressing you need to get into their need quickly!

Talk to them about what’s going on in their business right then. Ask them a meaningful, intelligent question about something real, something based on information you should already have about them.

For someone to know that you’re not there to just kill time and fill space with fluff, they need to know that you’re actually going to help them in some way. And they need to know it immediately!

Don’t let your conversation become a commodity!

You don’t want your business card to be just one of a thousand that this very important person pulls out of their pocket at the end of the night.

They’ll never remember you!

You want to have a discussion that in some way changes the way they think. A discussion that provokes or inspires them and challengestheir knowledge.

It’s important for us to take our conversations and accelerate them very quickly to the meat.



Let’s take a look at being in a meeting. We’ve all had that situation when we’re in a meeting with co-workers, your Board of Directors or your prospects and it’s your turn to speak.

When you speak, people are going to perceive your personality in a certain way instantly.

If you understand the way in which they perceive your personality, you’re going to be able to communicate your message in a way that feels fluid. This is because it’s perfectly in line with how others are seeing you.

If your personality is driven by Prestige, then the way that you should communicate your message in that meeting has to do with elevating standards. People are naturally going to have respect for you.

Your communication should be in line with your archetype by making sure that you in some way are raising expectations, talking about improvement and delivering and overdelivering.

Whereas, if your primary trigger is Alarm, then you stay on track, focusing on deliverables, time lines and expectations, and keeping all the details tied up.

When we don’t know what to say, it can feel awkward for us and for the other person.

When we have a clear idea, what we say becomes much easier for us and it makes us much more likely to connect and bond with the other person in the conversation.

sallY in YoUr bUsiness:

Ambitious Discerning

Goal-Oriented

PresTige

Productive Reliable Careful

alarM



iF YoU don’t know eXactlY how to commUnicate when it’s YoUr tUrn to speak, JUst simplY go back to YoUr archetYpe and think oF how YoUr archetYpe adds valUe.

So, if your archetype is the Authentic (Trust + Passion), you’ll add value by being agreeable, accessible and dependable.

Make sure that you create communication that’s agreeable, accessible and dependable. If you’re the Authentic, you’re going to be very uncomfortable being in positions of being a Watchdog.

The Watchdog (Power + Alarm), is proactive, alert and cautionary. The WatchDog is great at coming in and saying, “We need to make sure that we watch out for this, keep focused on that, stay on track.”

They’re very comfortable in difficult situations because they have a lot of drive and focus in the way in which they communicate.

If you’re the Gravitas (Trust + Power), you’re dignified, stable and hardworking.

If you’re the Mastermind (Power + Mystique), you’re methodical, intense and self-reliant.

This is how people see these archetypes.

When you are writing an email to a prospect, of if you’re making a cold call, simply go back to your archetype and create messages that fit with how that archetype is already naturally communicating.



Write down your Personality Archetype below:

What are the three adjectives that describe your Personality Archetype?

How do you want people to see you when you communicate with them?

In the space below, brainstorm an ideal situation where you have complete control of the room, using your Fascination Advantage.



When selling or persuading others, look for “golden windows.”

During these golden windows, when you can have maximum influence with somebody, it’s really important that you prepare for them.

You need to strategize how you’re going to shape those 9 seconds.

What do you the want the person you’re communicating with to think or feel in these 9 seconds?

Thinking about that question allows you to successfully prepare for your own golden windows.

On the next page I want you to think about some common golden window situations as they play a role in your business.

Using YoUr personalitY archetYpe to sell or persUade

a GolDen WinDoW is the First Few minUtes oF an interaction when YoU can have maXimUm persUasion, can bUild a perception From the other person, are coming in Fresh to a meeting, JUst stepping Up to a podiUm, or JUst beginning a phone call. it’s those first 9 seconDs of any interaction When you really control the staGe.



Spend a few minutes thinking about each situation and how you wantthe audience or person listening to you to think and feel after the first9 seconds.

At your weekly staff meeting, how do you want your employees to feel during the first 9 seconds of that meeting?

During a cold sales call, how do you want your prospect to feel 9 seconds after answering the phone?

During a stage presentation, how do you want the attendees to feel 9 seconds after you begin your presentation?

In an email to a current client who has had a bad interaction with your business, how do you want them to feel 9 seconds after opening the email?



In your newsletter, how do you want the reader to feel 9 seconds after they begin reading?

In a special report, what do you want the reader to think 9 seconds after they download and begin reading your report?

In your book, how do you want the reader to feel 9 seconds after they turn the first page?

After a customer purchases your product or service, how do you want them to feel 9 seconds after the transaction takes place?

When a customer or prospect visits your website for the first time, what do you want them to feel or think about?



When preparing for a presentation, people often spend a great deal of time on the material in the presentation, and very little time on the presentation itself. Yet thoughtlessly dumping your ideas into PowerPoint slides is akin to serving fine cuisine on flimsy paper plates.

Just as we need to think through our material, we must think through how this message will be heard, remembered and acted upon.

having a great prodUct or a great idea means nothing iF YoU can’t sell it.

As a speaker, I have to immediately connect with an audience and earn their trust. With some industries or corporations, that can be hard. But you have hard presentations too: the cynical executive, the skittish customer, the naysaying employee.

We sell in presentations whether they take place in a boardroom or a co-worker’s cubicle which means that presentations form the very building blocks of our careers.

Fascinate to sell

You could have the world’s greatest product and still fail. Why? Because if you don’t succeed in fascinating your customer, your product will fail. And if that happens on some level, you fail too.



In today’s marketing environment of chaos and insecurity, you have to fortify your presentation to face the most hairy decision-making moments. Below, your guide to turning a great hypothetical pitch into a great sold product.

1. think oF YoUr cUstomers concerns beFore theY do.Here’s how:

• Think through every possible concern, objection or obstacle to selling that idea.

• Decide your point of view (collectively with your team, if applicable) so that you can have the most constructive possible discussion.

• Spend up to ten times more time thinking through how you’ll present your proposal than you’ll spend in the meeting itself.

• Talk through how to frame up the rationale in a way that addresses the customer’s main concerns.

2. criticize YoUr own proposal (beFore YoUr cUstomer does).

Ahead of the meeting, be brutally honest with yourself and your team in pinpointing the weak spots in your proposal.

Consider all aspects of your customer’s needs, concerns, insecurities, politics, and biases that you’ll have to overcome in order to earn their genuine consideration.

Know in advance how you’ll address those if the client brings them up. The point isn’t to defensively fight for your work, but rather to avoid being caught flatfooted by a tough question.

8 insider strategies For a toUgh sell (or a toUgh crowd)

A “tough sell” is any presenta-tion in which the success or failure will depend on your ability to make a presentation that persuades your audience.

pROpOSaL



3. consider starting the meeting bY immediatelY addressing YoUr cUstomer’s concerns.•My speaking coach, the venerable Nick Morgan, taught me a trick that

has served me well in all kinds of presentation scenarios.• First, frame up “the problem” that the audience faces (e.g., slashed

budgets, layoffs, etc.). • Then, ask how this affects their success (e.g., increased anxiety,

paralysis, stalled revenue). The process of brainstorming the effects of their “problems” is extremely productive for your audience, because often people don’t look at the bigger picture.

• Help them understand the “cause and effect” nature of the problem. Spell out how the problem is caused, how it makes them feel, and how it can be resolved with your solutions.

• Address the issues one-by-one in the idea or message you present.

4. Use storYtelling.Stories are incredibly effective. Here’s a different way to use them.I use storytelling to describe what the creative process was like to humanize and bring the client inside the journey. For example:

“When we first began this process, we looked at ideas in the area of X and Y, but soon realized that wouldn’t be smart for reasons A and B. Then we hit upon this idea and everyone was inspired by it.”

5. be able to articUlate everY element oF YoUr recommendations.Don’t send your ideas out alone and defenseless into a meeting. Be able to clearly explain every element of your work, why you did things the way you did and the reasoning for it. Odds are that you didn’t develop your

A “tough sell” is any presentation in which the success or failure will depend on your ability to make a presentation that persuades your audience.



recommendations by randomly shooting darts at a spreadsheet. Make sure the client knows that too.

6. have “plan b” readY iF YoUr original plan isn’t approved.

Decide in advance what elements of the work you can compromise, and what you can’t so you can adjust your focus.

7. remember that no presentation is more important than the relationship.When you’re passionate about what you’re working on, your PASSION can be a fantastic selling tool because it shows you believe in the work. However, there’s no single idea that’s good enough to trash the overall relationship over. The reality is that there are more good ideas than there are good customers. Your job is to prove why your idea is the best.

8. iF the presentation starts sUcking wind, don’t wait to Find oUt what’s going wrong.Instead of nervously trying to just make it out of the meeting alive take a breath, stop and address the issue. Acknowledge the situation with a little diplomatic honesty: “I could be wrong, but by those veins throbbing in your temples, I’m sensing that this isn’t working for you.” Only when they express their concerns can you redirect attention to solving them.



If you want your company to have passionately devoted customers, partners and employees, then you need to inspire strong emotions. Once you inspire strong emotions, you can convince people to love your brand. But that involves risk, because inspiring strong emotions in people can just as easily cause them to hate your brand as it can inspire them tolove it.

In a stagnant or competitive environment, innovative ideas are the best path to growth. When the usual sales channels are clogged, you must create a new one. Yet because these new paths are unfamiliar and untraditional, they can be perceived as being too “risky.”

This perceived risk is a good thing. Embrace those who love your brand. Accept that there will be those who hate it too. But never let people gather in the middle of the road because those people don’t care either way, and that’s where things can go beyond risky to dangerous.

how can YoU overcome this perceived risk?

Many of us are afraid of risk. On the surface, fear of risk makes sense. American Heritage Dictionary defines risk as “The possibility of suffering harm or loss, danger.” And when you describe it like that, it makes perfect sense to be risk-adverse.

The problem is that in business, risk doesn’t work like that.

bUsiness isn’t a coin with risk on one side and secUritY on the other, it’s a two-headed coin with risk on both sides.

how to sell an innovative (or riskY) proposal

The more competitive your environment, the greater the need to embrace innovative paths to success.



Not taking a risk is risky. And if you take a risk, well, that’s risky too. (Toto, we’re not in Kansas anymore.)

The landscape is changing so quickly that we must literally invent as we go. There are no off-the-rack solutions anymore. Today, the opposite of risk isn’t security.

the opposite oF risk is getting rUn over bY a big trUck Filled with a shipment oF statUs qUo while YoU dawdle in the middle oF the road.

Below, a few strategies to help your biggest, baddest ideas succeed.

1. paint a verY clear pictUre in YoUr aUdience’s mind.If your goal is to land a major account with a long-term relationship, how can you help everyone else visualize that specific goal? For instance, instead of promising an improvement in growth or profits, can you spell it out more explicitly? Can you create a clear image of what the future could look like a year from now? What does the company look like? What does the staffing and customer list look like? How about showing what your sales figures might look like in the year 2020?

2. bUild the most rational possible argUment.The biggest mistake I see is selling an untraditional idea with intangible evidence and ephemeral claims. Abstractions like “word-of-mouth” aren’t enough by themselves. By removing as many variables as possible, and eliminating unknowns, you demonstrate control. Surround your idea with as much information as possible, including timelines, anticipated costs, potential partners. Hypothetical is okay at this stage, but be as specific as possible. “But look how cool it is” isn’t a strategy.

The more clearly your audience can visualize their success through you and your product, the more likely they’ll want to purchase from you. This will increase your chances of success during your presentation.



3. show how YoU’ve sUcceeded in a parallel sitUation.

Substantiate your ideas with case studies. Build evidence and create parallels. Ideally this validation will come from your own experience or your business.

4. pinpoint risks that parallel YoUr cUstomer’s behavior.

Demonstrate how bigger trends (such as the aging of the population, or the rise of tech expenses, or increased risk in urban areas) substantiate your point. Then, demonstrate how your proposal tracks alongside these bigger trends.

5. help YoUr aUdience “sell Up.”Often, the person you’re presenting to will have to get buy-in from someone else in the decision-making process. Help them do this by giving them the tools to sell it in. When assembling a presentation, make sure that it can stand on its own without you, so that the person you’re selling to has the tools to defend it to other decision makers.

bottom line: the higher the risk, the more evidence YoU’ll need to sell it, and the greater the paYoFF mUst be to JUstiFY it.

By demonstrating how you’ve succeeded in similar situations, you can lower the perceived risk of others working with you. In doing so, you’re increasing the use of familiarity and stability — the TRUST trigger.

Identify every single way that you can control the success or failure of your presentation. Plan ahead so you can be in control of these points. Then help your client or customer use these same points when “selling up” in her own organization.



Even if you avoid the limelight or work hard to NOT attract attention to yourself, you’ll have the ability to FASCINATE.

Avoiding emotional extremes, as well as positions of power, won’t make you less fascinating. Your stability and consistency makes up for that and creates fascination in others. People are comfortable around you because of your uncompromising integrity. For everyone who stands at the podium in the spotlight, there are many more in supporting roles and those roles are critical to the success of organizations, friendships and relationships. So what’s wrong with having an “unfascinating” personality necessarily? Where’s the liability? Not everyone wants to be the center of attention, right?

An unfascinating personality isn’t a problem unless you want to:

Shape decisions

Attract clients

Win an argument

Convince your boss

Inspire employees

Convert people to your viewpoint

Connect as closely as possible with friends

Recruit people to join your cause

Shape your childrens’ beliefs

Control the course of your own career

do YoU strUggle to see what’s so “Fascinating” aboUt YoUr personalitY?



In these cases, you’re relying not just on rational evidence to make your proof, but also your skills of persuasion. And unless you’re in a completely uncompetitive environment, you cannot effectively compete without persuasion and influence.

For anYone with a prodUct to sell and a message to commUnicate or a relationship to enrich, standing oUtis keY.

While a person can connect without using your Fascination Advantage, you can’t do it to your fullest potential. A timid personality will easily get lost in the crowd.

The timid rarely command a great deal of influence.

The timid typically shy away from the Power, Alarm and Rebellion triggers, feeling less comfortable with control or controversy.

A common objection: “I don’t need to be fascinating.”I hear this frequently: “I don’t need to be fascinating. I’m great at my job.”

There are other variations, too:

“I don’t need to be fascinating, because I’ve got a great product to sell.” “I don’t need to be fascinating, because I work for a great company.”

It’s good and important to believe in yourself, and your product and company. BUT that’s not enough.

Here’s why:

We like to think that goodness triumphs for its own virtue, that we’ll be recognized for our achievements, that our best efforts will be fairly rewarded.



We grew up being told, “Build a better mousetrap, and the world will beat a path to your door.” In reality, things can be a bit different.

it’s not enoUgh to have a better prodUct, or better perFormance iF nobodY notices or cares.

Before you can close any type of sale, you must first get through the door. In today’s environment, it takes a distinctive personality to open that door. Once you’re inside, then your product can do the talking.

Beyond sales, this is true for any situation in which you’re competing with other conflicting messages.

tear this oUt and pUt it somewhere YoU’ll see it allthe time:

Today, clients, bosses, employees and kids are distracted. You’re competing for attention as surely as your product(s) compete for a slice of attention.

the more competitive YoUr environment, the more essential it is For YoU to be able to persUade and captivate the people aroUnd YoU.



diFFerent people embodY diFFerent tYpes oF Fascination.

That’s a good thing. There’s no one “right” way to fascinate. And personalities that might seem closed off at work often blossom in other contexts or pursuits.

Over the long run, shy or low-key personalities can be as fascinating as the most charismatic ones, especially if they trigger Trust. Trust is the most powerful trigger in relationships, and often that’s because people with a primary Trust Trigger are not distracting others with their own agenda.

The point is never for one personality type to magically transform into another, but rather to maximize your existing strengths, and remove barriers to achieving your communication.

let’s saY YoU have trUst or mYstiqUe as a primarY trigger. Even if you’re a gentle or introverted type, you can still use your Primary Trigger to learn how to articulate your ideas more expressively in meetings, or initiate conversations more frequently with friends, thereby increasing your Power trigger.

let’s saY YoU have a strong Use oF the power trigger.This works well in certain situations that require a firm hand. However, in other situations, such as day-to-day interaction and more nuanced conversations, you’ll want to decelerate your Power trigger. Instead, dial up your use of the Trust trigger, creating a more consistent style of interaction.

not Fascinating Yet? don’t panic, YoU’re on the right road



Even for the most intense personalities, the goal should never be to be fascinating simply for the sake of being fascinating.

“anY eFFort that has selF-gloriFication as its Final endpoint is boUnd to end in disaster.” ~ Zen and the Art of Motorcycle Maintenance

In his bestseller Good to Great, Jim Collins points out that inflated self-importance can interfere with the success of your product or organization.

Personalities that are both strong and effective have an advantage — but they must still focus on making their teams more fascinating.



When you build a clear personality brand, own your niche andpeople know who you are, you don’t have to keep pitching, tryingand reinventing.

YoU don’t have to wonder who YoU shoUld be when YoU go into a sitUation.

There’s so much relief in that.

You don’t have to think about how you dress, talk, act, use your beliefs, work your system, control your company or anything else you do.

The more that you can surround yourself 360 degrees with all of these different pieces that all tie back to your archetype, the more that you can attract the kind of clients that are going to bring you profit fulfillment.

You’re now going to grow your business around your core strength, instead of growing your business around youself constantly having to puteffort into it.

the last word on Using YoUr personalitY archetYpe



Say you’re at a dinner party. You’re seated next to some guy you haven’t met. By way of introducing himself, he opens his mouth and begins to obnoxiously shout, “University of Florida, class of ’91! MBA from Vanderbilt! Corner office with company car by age 34!”

Would you want to talk to this guy? Ah, hmm, probably not so much.

Yet this is generally how most presentations, advertisements and job interviews go. Somebody tries to sell their message by shouting their selling points.

No longer can we sell anything new products, new services, or even ourselves by merely trying to sell to people. It’s not enough to merely get noticed. Instead, we have to go further, engaging people to connectwith us.

YoUr initial goal can’t be to sell. rather, YoUr goal mUst be to connect.

Today, life is one big dinner party. Your success depends on your ability to become a brilliant conversationalist, and master the art of learning about others. We all must change the way we interact with the people we want to influence.

don’t introdUce YoUrselF bY telling.Instead, introduce yourself by asking.

It’s not enough to merely get noticed. Instead, we have to go further, engaging people to connect with us.



That’s the key to selling … connecting.

Befriending

Teaching

Persuading

Leading

Inspiring

The most popular brands — just like the most fascinating celebrities, restaurants, works of art, pieces of architecture, hotels, fashion trends and bloggers understand that first and foremost, their role is to connect. And that in order to do so, they must attract and engage people into a conversation.

The reality is that in today’s overstimulated and highly competitive environment in which everything competes for mental space, we often interact without face-to-face contact, without time to speak in full sentences. Conversations don’t come easy. Yet great conversationalists never fail to earn our attention.

People now resent being told what to buy, read and think which is why old-school media are so rapidly losing currency. Newspapers, encyclopedias, network TV stations, politicians, and Fortune 500 companies are slowly coming to terms with the unpleasant reality that they must stop asking, “What do we want to say?” but rather, “What do our customers want to hear?”

The smartest people (and companies) don’t just talk to us.

They inspire, advocate, challenge and move us. They get under our skin and into our conversations. They’re unafraid to ask questions, and along the way, change the way we think. They earn our business, as well as our trust and our referrals.

If social media has taught us anything, it’s that two-way conversations work to engage and boisterous monologues are quickly ignored.



This shift from selling to connecting is emerging as an Achilles heel for many in traditional sales roles, because a conversation is shared power. Monologues don’t work.

Said another way: Goodbye selling. Hello connecting!

here are Five keY points:

1. ask the right qUestions.Seems obvious, but alas, listening is all too rare. Job applicants, for instance, almost always spend more time thinking through their talking points rather than asking smart questions. Yet it’s the questions that impress an interviewer more than a recitation of your resume.

2. Understand YoUr cUstomer’s trUe motivations.Decide ahead of time what you want to communicate, so that you can artfully steer the discussion to their true concerns and aspirations. For instance, if you’re a brand manager, you need to intimately understand what keeps your consumers awake at night in order to show how your product fits into their lives.

3. smile.Make it as easy as possible for others to talk to you! With a friendly approach, you can overcome self-consciousness or indifference. Whether your smile is literal or metaphoric, it’ll make people want to interact with you.

so how can YoU start conversations, whether YoU’re a person or a brand?

It’s most important to listen to your customer first so you can then craft exactly what it is about you that they may find interesting and useful.



4. let go oF (some) control.Sometimes, the hardest part of engaging in a conversation is letting down your guard, asking questions, sharing about yourself. Be prepared to reveal parts of yourself.

5. google the crap oUt oF anYone YoU need to connect with.Chemistry comes from finding personal points of connection, and the more points you know about someone, the more likely you’ll be able to connect. I’m not suggesting you get all creepy surveillance, but rather, you find out where someone went to school, what their interests are, and how they convey themselves online can take you far.

Not all conversations happen in person.

Remember, almost everything you just read about being an irresistible conversationalist holds true for your social media interactions.

For example, just as you would shy away from someone at a cocktail party who only wants you to know about him rather than taking the time to ask about you, you’re likely to do the same thing online by ignoring those who only talk about themselves.

So don’t be that person online. Instead focus on communicating your personality not your personal brand.

You are always presenting. Whether it’s to a single co-worker, a boardroom full of executives or a ballroom full of eager conference goers, you’re attempting to communicate your ideas to other people and inspire them to take action. An understanding of the seven personality triggers and how you can use them to Fascinate others is a must if you want to sell those ideas.

Every conversation requires a unique approach. An understanding of how to use the 7 triggers of fascination in different circumstances is key.



Well, well, look at you. You’re already finished with Module 2. Now it’s time to find out how to apply this to others in your company, in order to build more more effective and profitable teams.

--> Make your team more profitable now. Head on to Module 3!

the fascina tion marketing s ystem€¦ · the fascination advantage test identifies the...

Documents