Brands, Fascination, Marketing, Charisma,
Power
Summary
What makes a person charismatic? Is it natural
presence? Is it learned? Is it different for different people? What
does “charismatic” even mean? We’ll discuss that in our Thought of
the Day. Later in our interview segment, we’ll visit with Sally
Hogshead, one of the most “fascinatingly” charismatic people I know
… not to mention, a woman who can teach us how to be the same. That
and more on today’s show.
Bob's Thought of the Day
- We’ve all experienced being in the
presence of a charismatic person. When he or she walks into a room,
all eyes seem to turn on them because they radiate an energy that
attracts everyone toward them. It has nothing to do with wealth,
appearance, or fame; rather, there’s just “something” about
them. - One way to define “charisma” is
this: “a spiritual power or personal quality that gives an
individual influence or authority over large numbers of people.”
Some examples of this type of person include Dr. Martin Luther
King, Jr., John F. Kennedy, and Jacqueline Kennedy. - Why are some seemingly ordinary
people so charismatic? The reason is that they have very powerfully
tapped into a core part of their being in such a way that is almost
broadcasts to the world that they’re on a mission you want to know
about. They are a force of nature. - These people bring to the table an
energy that comes from their soul, their heart, what they’ve done,
what they are now doing, and what they’re willing to do. In other
words, they are in complete alignment with who they really
are. - Charisma is closely aligned with
your authentic nature. So how do you tap into that? Authentic isn’t
something you need to become … it’s already at your core. You
simply have to embrace what’s already there. It might even mean
chipping away at your outer layers, just as Michelangelo chipped
away everything in the big block of marble that “wasn’t
David.” - What are your strengths, and how
can you leverage and lead with them to become more influential,
charismatic … and fascinating?
Interview with Sally Hogshead
- The word “fascinate” comes from the
Latin fascinare
"c1">, which meant “to bewitch or hold captive so the listener is
powerless to resist.” The concept of fascination appears in the
history of many ancient cultures. - Sally identifies seven languages of
fascination, and she addresses several of these in the interview.
(You can take any message from an advertisement to a political
speech and put them in one of the seven categories.) She mentions a
few of the categories: innovation (showing a new way of thinking),
trust (this is used by financial institutions), and power (used by
companies such as Google). - When someone is fascinated, as far
as it appears to someone looking at brain activity, it looks the
same as when you’re falling in love. - You don’t necessarily need an
advertising agency. The most important thing to know about your
brand is what makes it different. - The resources section contains a
link to the brand fascination assessment, which will give you the
marketing strategy that an ad agency would normally give. This is
the process used by an ad agency, but distilled down to an
hour. - You must have certain qualities
within your personality and business brand that make people
remember you and talk about you. Sally gives the example of a
unique business card she uses that costs $2. - The winners are the ones who have
the most memorable message, not necessarily the biggest budget. You
need to find a few details that allow you to stand out, be heard,
and be remembered. You have to overdeliver in one specific way so
people can use it as a way to remember and describe
you.
Resources
"c1">HowToFascinate.com
"http://www.amazon.com/Fascinate-Revised-Updated-Impossible-Resist/dp/0062206486?tag=thegogiver-20">
Fascinate: How to Make Your Brand Impossible
to Resist by Sally
Hogshead
"c1">BrandFascination.com/Book
"c1">BrandFascination.com (Brand
Fascination Profile)
"http://www.amazon.com/Go-Giver-Leader-Little-Matters-Business/dp/039956294X/?tag=thegogiver-20">
The Go-Giver Leader
"c1">TheGoGiver.com
"c1">GoGiverSpeaker.com
"c1">Burg.com
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