How to Use Social Media to Make Your Brand Fascinating

Different is Better Than Better

Capturing the attention of your audience in a crowded social marketplace can seem impossible. The sheer volume of noise out there is enough to drown out the largest marketing budget and leave your campaign high and dry. So how does one find success under such daunting circumstances?
According to Sally, you don’t need a blockbuster budget or army of specialists to break through the noise… it’s all about mastering the art of fascination and shifting the focus away from trying to one-up the competition.
After all, being better is expensive. But being different is cheaper and far more interesting. It’s better than better. By capturing attention through fascination, you can stand out from the crowd, save your marketing budget, and create a lasting impression on your audience.
Sally’s success with fascinating people can be found in her own work. Having achieved early success at age 24 as the number one most award-winning copywriter, she went on to have her work hung in the Smithsonian Museum of American History. It’s safe to say that Sally has an approach to marketing that has transformed brands from forgettable to memorable.

In This Episode

• How one adjective and one noun leads to a solid and successful brand anthem
• Why avoiding inner-brand conflict and paralysis means having an objective conversation about dissonance
• Why being better than better means being different
• How fascinating your audience leads to success with a smaller budget
• Why a strategy means looking beyond the media channel

Quotes From This Episode

“There are three or four principles that every great branding platform has in common.” —@SallyHogshead
“You have to have the starting point for that conversation and it has to be objective.” —@SallyHogshead

“We are perceived at our best and we have the highest likelihood of captivating our customers when we surprise them, when we’re visionary, when we don’t repeat the same thing over and over again, when we’re entrepreneurial and probably a little irreverent.” —@SallyHogshead

“In order for you to compete in a crowded, competitive, distracted market, if you don’t have the biggest budget, you have to be the most fascinating.” —@SallyHogshead
“It’s the ultimate competitive advantage to captivate your audience.” —@SallyHogshead
“The more that you can create content that gives people a provocative insight or that adds value to their daily life, the more fascinating your content is.” —@SallyHogshead
“Every time you post on social media you’re either adding value or you’re taking up space.” —@SallyHogshead
“There’s too much focus on the form of media and not enough focus on the message.” —@SallyHogshead
“If you try to be perfect for everyone, you will end up being perfect for no one.” —@SallyHogshead

Resources

• Sally Hogshead on Twitter: @SallyHogshead
• BrandFascination.com
• Fascinate: How to Make Your Brand Impossible to Resist
• Project Fascination
• How the World Sees You