894 How to Fascinate

This is five minute Friday. Today's guest is none other than Sally Hogshead, who is a wonderful woman and an incredible human being. She Every time I get to connect with her or hear her speak, I always feel smarter from what I learned from her. But I also always feel just a deeper connection with humanity because of the way she shows up and her energy and her positivity. It's amazing how she does it all with her family, the kids, with the business. She's literally living superwoman. So for those that don't know who Sally is, she has worked in advertising for over 20 years and won hundreds of awards for creativity, copywriting and branding. Her internationally acclaimed book, seven Triggers to Persuasion and Captivation has been translated in over 12 languages. Her newest book, how the World Sees yous is already a New York Times bestseller. She's spoken at ted, she's a regular on the Today show and works with dozens of Fortune 500 companies.

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I learned from my decade as a copywriter working with brands like Nike and Target and Mini Cooper. I learned that a brand has a choice. Any brand, whether you're an individual, you're launching a product, or you have $100 million annual advertising budget, you have a choice. You can either have the biggest budget or you can be the most fascinating. So if you have a bigger budget than your competitors, which, let's be honest, most of us don't, if you have a bigger budget, then you don't have to be fascinating. You don't have to instantly engage with an emotional response because you can afford to simply put out advertising messages that bam, bam, bam, pound the message in. And this is what a lot of big corporations do. But if you don't have that huge advertising budget, then you need to be the most fascinating. When I, when I was really digging into my speaking career and trying to figure out a way to position myself so I could have ultra premium fees, I was only able to charge about $3,000 per keynote. And, and I, and so I took a step back and I did. I looked at myself almost like I was one of those brands that I used to do the copywriting. And I realized that there were four different types of speakers who were my biggest competition and that if I could out position them that I could be more successful. And those four types of speakers were this. Number one, they were more famous. Number two, they were more specialized. In other words, they had some kind of very, very specific research that would speak to a very, very specific type of audience. Number three, the speaker that was cheaper than me. And number four, the speaker who was kind of the pet, like the, the meeting planner's friend. So to review those again, the speaker who is more famous, more specialized, cheaper, or the pet, meaning they already had some kind of a personal in. And so I, so how do you beat them out? Yeah, how do you beat them out? I mean this is, all of us need to be asking ourselves the same question. So I found that, that if I could fascinate my prospects, meaning the decision maker in those first nine seconds that I had a huge competitive advantage. The average attention span today is only about nine seconds, which means if you can fascinate your prospect in those first nine seconds, you have a tremendous competitive advantage because they're going to focus on you. They're going to give you the gift of their full attention span for nine seconds and then they're going to go on to the next thing. So if you can find a way to launch a product in a way that stands out so in such a, such a captivating way that doesn't try to outdo your competition at what your competition is already doing well, and instead positions you as being completely unique in a crowded marketplace, then you have a far greater chance of being able to charge a premium price. And so within two years, my speaking fee went from $3,000 per keynote to $35,000 a keynote. I didn't really change the content and I wasn't, it wasn't like I had a makeover. It was still me and I was still speaking on the same topic. But because I was able to harness those first nine seconds, I created an instant emotional connection that allowed me to then fill up my speaking calendar in about two weeks.

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Gifts that will make them all cheer.

Do you mean they have all the brands I adore?

They have Nintendo, Nespresso, Apple and more.

What about so the who answered questions from friends till they were blue. Each one listened and shouted from Walmart. Who knew? Shop gifts from top brands for everyone on your list in the Walmart Apple.