Over the weekend I listened to a few podcast; some funny, some news oriented and a few with business and marketing topics. Marketing is often misunderstood, or overlooked altogether, by many professional land surveyors, engineers and designers. So, when I find something to help you understand a subject, like marketing in this case, I’ll share that with you to help you improve your land surveying business.
In one podcast I listened to, the host interviewed Sally Hogshead, who is a speaker, author and brand innovation consultant. She has also been profiled by The New York Times, NBC, CBS and MSNBC. It was interesting and informative listening to her being interviewed in this podcast about her latest book entitled, Fascinate: Your 7 Triggers to Persuasion and Captivation(eCampus affiliate link). I obviously have not had a chance to get her book and read it yet, but I sure look forward to doing so.
From what she said, and in looking at her website, this book discusses why certain people are captivating, why we lean towards certain brands, and not others, and how to convince people to change their behaviors.
Quoting from her website:
“Fascination is the most powerful way to influence decision-making. It’s more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers of fascination: power, lust, mystique, alarm, prestige, vice, and trust.”
This new way of thinking about our hardwired human behaviors and applying our understanding of this phenomenon to branding and marketing, seems to make a lot of sense and is something you could use to better understand your (you and your company) marketing strategy.