Fascinate by Sally HogsheadIn her book, Fascinate, Sally Hogshead says:

“Celebrities successfully capitalize on their high F Score, exaggerating one or more of their triggers.

Would Angelina Jolie be as sexy with a tamer use of the lust trigger, or as intriguing without mystique? Probably not. (And let’s not forget her bad-girl side, the one that wore a vial of ex-husband Billy Bob Thornton’s blood around her neck. Yep, that’s vice for you.)

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Shock jock Howard Stern wouldn’t be as shocking without his use of the alarm trigger, knocking listeners off-kilter and causing that “did he seriously just say that?” reaction. Then there’s Rush Limbaugh, about whom the New York Times wrote, ‘The fact that he purposefully antagonizes people is part of the draw.” Finally consider Dr. Laura Schlessinger, the conservative commentator, who attracts millions of viewers as well as truckloads of hate mail. And with fame comes not only hate mail but also tabloid covers. Think of Kim Kardashian, Kathy Griffin, Hugh Hefner.

Commentators, journalists, and talk show hosts have to be fascinating, or they won’t have an audience: Arianna Huffington, Bill O’Reilly, Glenn Beck, Sean Hannity. No one tunes in for tame opinions.

Politicians can earn tremendous support from one group, and denunciation from others: Sarah Palin, Rudy Giuliani. Ann Coulter. Reverend Al Sharpton. Al Franken.

In fashion, think of larger-than-life personalities such as Isaac Mizrahi, Betsey Johnson, or Tom Ford. Business leaders such as Richard Branson and Warren Buffett. Musicians such as Madonna, Eminem, Kurt Cobain, Keith Richards, and Sean Combs. The sports world brings us Dennis Rodman, Kobe Bryant, John McEnroe, Barry Bonds, and Andre Agassi.”

Which triggers are YOU using to persuade and captivate? Find out at sallyhogshead.com/fscore

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