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Module 4 Using YoUr Fascination advantage to attract clients and cUstomers 1

module 4: using Your Fascination advantage to attract clients and customersspecial GKic edition

The FascinaTion MarkeTing sysTeM

SALLY HOGSHEAD

Module 4: usinG YourFascination advantaGe to attract

clients and custoMers

{FascinaTe}

© 2012-2013. Fascinate, inc. all rights reserved.


module 4: using Your Fascination advantage to attract clients and customers

Note: This manual is for your personal use only. You may not give away, share, or resell this manual in any way. Any unauthorized duplication or sharing of this work is illegal and violators will be prosecuted.

Copyright © 2013 How To Fascinate. All Rights Reserved.



contentsUsing Your Fascination Advantage To Attract More Clients And

Customers 5 The Need, Opportunity, Advantage Triangle Framework 7 Identifying A Person’s Primary Trigger 15 The Power Personality, Explained 16 A Client With The Power Trigger 17 The Prestige Personality, Explained 22 A Client With The Prestige Trigger 23 The Mystique Personality, Explained 28 A Client With The Mystique Trigger 29 The Alarm Personality, Explained 34 A Client With The Alarm Trigger 35 The Rebellion Personality, Explained 40 A Client With The Rebellion Trigger 41 The Trust Personality, Explained 46 A Client With The Trust Trigger 47 The Passion Personality, Explained 52 A Client With The Passion Trigger 53 Reaching The 7 Triggers In Our Marketing 59 The 7 Triggers & Communication 63 Eliminating One Of The Triggers From Your Business 67



contentsHow Personality Triggers Sell & Close 69 Closing The Sale With The 7 Triggers 70 Take Action And Attract The 7 Triggers Into Your Business 72



PassionA customer with a primary Passion trigger will be far more effectively sold in-person, with enthusiastic participation. Better yet, deliver your proposal over coffee or lunch, while you have time to share an experience together. He will unconsciously feed off of your confidence and enthusiasm for your product, so be sure that your body language and attitude project the result you want to achieve.•Unlike someone with a primary Mystique or Alarm trigger, he’s

not ruled by rational information.•He needs to “feel” in his gut that you are the right choice. •He’ll respond well to videos on your website, as well as color and

visuals in your marketing materials.

TRUsTWorking with a customer who relies on his primary Trust trigger will require you to reinforce long-term goals and plans. He’s not looking for short-term gratification, but rather, a reliable path to the future.•Establish a consistent marketing approach, and reinforce

those patterns over time (including logo, benefits and attitude).•Maintain a steady tone. Don’t overuse emphasis such as all caps,

colors or exclamation points.•Use familiar points of reference. For instance, incorporate well-known

songs, images and phrases, in order to make your message feel more comfortable and established.

•Avoid surprises. He won’t respond well (at all) to an unwelcome surprise in billing, service or other expectations, so be certain to maintain your own consistency.

•Do not focus on “new and improved,” but rather “same as always.”

The 7 TRiggeRs & CommUniCaTion



•Look to the past for reference points. Draw upon the history and heritage of your brand.

•Sincerity counts, so in addition to facts, express your authentic reasons for wanting to work together.

mysTiqUeA customer with a primary Mystique trigger will be uncomfortable with a direct, hard sell. Offer clear, rational proof, but then stand back. Present your marketing and materials in a format that he can review by himself and think through his decision. Don’t push too hard, or hound on the phone. Use a more indirect method.•At first, a Mystique client will research you rather than call you,

going to your website or using social media to learn about you.•Include a carefully-considered, logical argument within your pitch.•He’s unlikely to make snap judgments, and less likely to waver after he

makes a decision.

PResTigeA person with primary Prestige trigger will want to understand how your products will create a clear and tangible improvement. Outline specific ways in which your proposed product or service will result in specific success.•He will notice every detail about you and your marketing. Be ready to

withstand scrutiny. Carefully present yourself and your company in a manner that earns respect.

•Position yourself above your competitors. •Do not get caught up in directly competitive messages.•Do not compete on the basis of price, or parity benefits.•This customer is more likely to be up-sold on new products or

expanded services (unlike those with a primary Alarm or Trust trigger).



PoweRA customer with a primary Power trigger will respect you for bringing a strong point of view to the table. She will expect you to show her that she has the ability to control her own future by making wise choices.•Offer options, and let her decide for herself.•Speak confidently about the future in positive terms, with a

“bullish” mindset and shared vision.•Take care to not talk down to or patronize her or you’ll alienate her.

alaRmWhereas a hard sell won’t work with someone who has a primary Mystique trigger, it’s fair game when you’re working with someone with a primary Alarm trigger.•This customer is a “worrier” and highly driven to prevent

negative outcomes. •Isolate and define each of the potential negative consequences of

NOT working with you.•Provide solutions for how working with you will prevent negative

consequences. •Go into detail with your written materials. •Give statistics and evidence of your claims; they will not blindly trust

your message.•Show how your product will protect and guard them.



RebellionWhen working with a customer with a primary Rebellion trigger, you have permission to introduce less obvious or less traditional solutions. (In fact, you just may lose a deal if you don’t.) Are you new to the area, offering a new product, or entering a new niche? This customer will buy in far more quickly than someone ruled by the Trust or Alarm triggers.•She will readily accept new approaches, where someone ruled by Trust

may get lost if you veer “off the script.” •Allow her to choose from a range of potential options.•Don’t overstate the obvious. She wants to draw her own conclusions,

and will be unusually quick to understand the big picture. •Find ways to surprise and delight throughout your customer

experience. •Use humor and wit.•Highlight the ways in which your product is unlike the standard

choice. Show product differences and unique attributes.

» when yoU FasCinaTe someone, yoU aRe moRe highly ValUeD.

» when yoU UnDeRsTanD how someone FasCinaTes, yoU ValUe Them moRe highly.

» when yoU UnDeRsTanD how someone on yoUR Team FasCinaTes, yoU Can helP Them beCome moRe highly ValUeD.



Your personality is the greatest differentiator that you have. There is no way for you to add more value, than for you to become more of who you already are.

When you’re acting and communicating in alignment with your archetype, it feels effortless; it feels like you’re in the flow.

You hear all the time about an athlete being “in the zone.” This is when the athlete is in a state of peak performance. As entrepreneurs we can get into this state as well. When we can get “into the zone,” it feels very effortless for us, and allows us to really reach our potential, without spending more on marketing to attract new clients and customers.

yoUR FasCinaTion aDVanTage DesTRoys The CommoDiTizaTion yoU FaCe in yoUR maRkeT.

A lot of you are in markets where you’re competing with a lot of businesses that do the same thing that you do. And in this market you do not want to be seen as a commodity.

Competitors can see our websites, they can join your mailing lists, see our emails and direct mail. But the one thing they cannot steal, is us.

Our personality, our stories, our past and the way that we connect with our marketplace is our big differentiator that will allow us to succeed.

Using yoUR FasCinaTion aDVanTage To aTTRaCT moRe ClienTs anD CUsTomeRs

PASSION

TRUST

MYSTIQUE

PRESTIGE

POWER

ALARM

REBELLION



Not only is your personality the biggest differentiator, it’s also sustainable value. Investing in identifying and understanding your personality is an investment that you’re going to be able to monetize over the course of your entire career.

It’s going to add value to the people you work with, your clients and your customers, so you can rise above the fray. Never again will you have to be in that dogfight of trying to sell the same product at a lower price. Using your fascination advantage will allow you to get out of the price game and work on delivering value and aspiration.

Do noT ComPeTe on PRiCe. eVeR.

The best way to differentiate yourself is to ask yourself how you uniquely add value. What is the advantage that you have that informs not only your own interactions and personality, but how you can lead the company to differentiate itself from the competitors.

So, what is the way that you uniquely add value to your marketplace?

How are you leading your company to be different than your competition?



If you struggled to answer the questions on the previous page, don’t worry! In this section you will learn exactly how to answer those 2 questions and use your own fascination advantage to differentiate yourself from your competition.

We created the Need, Opportunity and Advantage Triangle in response to a problem we saw that entrepreneurs were having. They understood that they needed to stand out, they just didn’t know exactly how. These entrepreneurs wanted to create a first impression and to have a strong meeting and pitch, but they didn’t want to be contrived.

The neeD, oPPoRTUniTy, aDVanTage TRiangle FRamewoRk

FASCINATION HALO GROUP MODULE 2©Sally Hogshead 2012

{ }HOWTOFASCINATE.COM

1. NEED:The problem your client needs to solve

2. OPPORTUNITY:Your product or service that allows you to solve this need

3. ADVANTAGE:How you are most likely to add unique and distinct value



sTeP 1: UnDeRsTanD The neeDs ThaT yoUR PRosPeCT hasThe first step in this triangle is to fully understand the need that your prospect has.

What’s the problem that they’re trying to solve?

This can be a pain point or a part of their current experience that isn’t working for them.

Most prospects have already raised their hand and are coming to you directly with a need.

It’s your job to figure out •How to identify that need•How to understand the need as much as possible before actually talking

to them •How to ask them questions that lead you closer to their true needs •The background research on who they are before having the initial

conversation with them

When I’m planning to talk to somebody on the phone, I really want to understand their need before I ever start that discussion.

I start by going on to their company website and taking a quick look.

Are there stories that have been in the press recently about their company?

The real question that we are answering is, “how you can stand out, knowing that it feels authentic to you individually, as well as to your company and your product, which allows you to be heard and remembered.”



I also look at their social media profiles (Facebook, LinkedIn and Twitter).

Lots of times people will discuss the pain points of their life, their work or their company, product or team on these platforms.

The more that you can understand the need that somebody’s coming to you with, the better that you can do step 2 of this triangle, which we will cover next!

What is the biggest need your market currently has?

Let’s analyze one of your current prospects or leads:

What is their name?

What is their personal and/or company website?



What information do you know about them from their website?

What are their Twitter, Facebook and/or LinkedIn links?

Twitter:

Facebook:

LinkedIn:

What information did you learn about them from their updates on social media?

Do a quick Google search on them and their company. What stories or news did you discover about them?

How can you use this information to effectively understand their needs?



UnDeRsTanDing DaTa To UnDeRsTanD neeDsBefore I step into any new business situation, whether it’s on the phone or in person, I ask myself the following question,

What is it I want them to think or do that’s different than the way they currently do it?

There needs to be some type of a change that happens over the course of the call, otherwise the call is purposeless. We don’t have sales calls to perpetuate the status quo.

When you are in a sales situation, what do you want the other people to be thinking?

If you keep this one thing foremost in your mind, it allows you to make sure that you create a certain outcome.

Another thing to do is to have their photograph on the screen in front of you when you’re talking to them. When we visually look at somebody’s face, our brain connects with him or her in a way that we wouldn’t be able to do just by looking at text. When we look into somebody’s eyes or when we’re looking at their smile, we’re seeing their expression. Our voices change to become warmer and more human.

The more data points that you have about somebody’s life; about their work, their career, their profession, their family, their interests, the more you can fill in the gaps that are missing in a phone conversation.

Without realizing it, we pick up on all this and it feeds into our most primal understanding of whether we’re talking to a friend or foe. We can support our success by doing a little bit of homework ahead of time, by



just physically looking at somebody’s photograph when we’re talking to them.

sTeP 2: whaT is The oPPoRTUniTy ThaT yoU haVe To solVe ThaT neeD?

The more that you can solve that need through your products, services and personality, the better fit you’re going to be for this prospect. So the opportunity is the rational benefit that allows you to solve the need that your prospect has.

bUT, ToDay iT’s noT enoUgh To jUsT solVe PeoPle’s neeDs!

Your competitors can solve their needs.•Maybe they can solve the needs more inexpensively•They might be able to do it faster•They might even be able to do it with a better product or sales force

than you

What is the product or service that you offer which solves the needs of your prospect?

Do your competitors offer a similar service or solution? YES / NO

What do they do that is better or different than what you do or offer?



sTeP 3: yoUR FasCinaTion aDVanTageWhat is your unique competitive strength that you can leverage to win over your market?

This is especially important when we look in categories that can be quickly commoditized, such as financial services or insurance.

In these businesses you have what is perceived to be very similar products to your competitors.

sally Talks liFe insURanCeLet’s assume that a prospect needs some form of life insurance. They’re getting to a stage of their life where they want to make sure that their loved ones are being taken care of.

There are a lot of different life insurance providers they could work with. This is your competition, from the big financial companies down to the single brokers that offer these types of products.

The opportunity that you have is the products and services that you would be able to sell them, to solve their need. But everyone in your market has these and potentially even better products.

So we need to go to the third point in the equation, “what is your Fascination Advantage?”

If your Fascination Advantage is that you are The Maestro, you are going to be able to come in using Power + Prestige and you’re going to raise standards.

You are going to be competitive and focus in on what type of life insurance your prospect needs. You’re going to exceed their expectations.

The Maestro



On the other hand, if your archetype is that you’re The Authentic, your advantage is going to be very different than the one I just described.

You’re going to do it in a way that’s much more gentle, consistent, loyal and nurturing. You’re going to use your Trust + Passion triggers to make sure that their need is filled in a way that feels good for them.

In our business, when we need to introduce ourselves to clients and create this force of fascination, you need to remember that this is an intense emotional focus.

The best way we can do this is not just by looking at the transaction, but by looking at, “how do we add value in a way that’s different and better than other people could.”

Looking at your own Personality Archetype that you discovered when taking the Fascination Advantage test, how do you add value in a way that is unique and better than your competition?

The Authentic



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UnDeRsTanDing The TRiggeRs oF yoUR ClienTs

HOWTOFASCINATE.COM THE POWER PERSONALITY, EXPLAINED

THE POWER PERSONALITY, EXPLAINEDHOW TO UNDERSTAND (AND SELL TO) SOMEONE WITH A PRIMARY TRIGGER

PRIMARY TRIGGER + SECONDARY TRIGGER = ARCHETYPE

PRIMARY TRIGGER

{F}Confident

Goal-OrientedInfluential

OpinionatedDecisive

POWER

POWER PRESTIGE MYSTIQUE ALARM REBELLION TRUST PASSION

SECONDARY TRIGGER

ExpressiveIntuitive

ImpulisiveSocial

Transparent

StableDependable

FamiliarPredictableComforting

InnovativeIndependent

EntrepreneurialEdgy

Unpredictable

PerfectionistReliable

Routine-OrientedCarefulRational

UnderstatedComplexRationalReservedDeliberate

AmbitiousDetail-Oriented

AdmiredUncompromising

Focused

ConfidentGoal-Oriented

InfluentialOpinionated

Decisive

+ + + + + + +

THEAGGRESSOR

DominantForceful

Emphatic

THEMAESTRO

AmbitiousAdmired Focused

THEMASTERMIND

MethodicalIntense

Self-Reliant

THEWATCHDOG

ProactiveAlert

Cautionary

THECHANGE AGENT

InventiveVivid

Quick-Witted

THEGUARDIAN

EstablishedGenuine

Sure-Footed

THERINGLEADER

MotivatingVigorous

Compelling

ARCHETYPE= = = = = = =

How to sell to THE MAESTRO

How to sell to THE AGGRESSOR

How to sell to THE MASTERMIND

How to sell to THE CHANGE AGENT

How to sell to THE WATCHDOG

How to sell to THE GUARDIAN

How to sell to THE RINGLEADER• Be on-target

• Constantly improve results • Focus on their goal

• Present and then get out of the way• Be quick and decisive• Let their ambition drive the sale

• Observe their goals • Play a supporting role• Prove your worth

• Show your cutting-edge thinking• Never get complacent • Brainstorm with them

• Stay structured and follow the plan• Act fast• Address potential issues early

• Stay consistent in words and actions• Be authentic• Slow and steady wins the race

• Let them lead

• Be a part of their team

• Go big or go home



Power isn’t necessarily dictatorial. You can also use a business track record, proven sports skills, or superior knowledge to fascinate.

how To FasCinaTe yoUR aUDienCe wiTh PoweR

•Be knowledgeable; and share insights and ideas your customer may not have considered.

•Stay focused; avoid rambling on and wasting time; always keep the purpose of your meeting in mind.

•Be confident; have a firm handshake, make eye contact (of course), and have your game plan clearly defined.

how To ReCognize a PoweR CUsTomeR

A Power customer tends to lead the discussion with a clear focus on goals and outcomes. He’s influential and decisive, and appreciates those same qualities in the people with whom he does business.

examPles oF CommUniCaTing wiTh a PoweR CUsTomeR:

examPle 1: You’re a financial planner, speaking for the first time with a potential

The PoweR TRiggeR

SECONDARY TRIGGER

PR

IMA

RY

TR

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ER

PASSIONYou connect with

emotion

TRUSTYou build loyalty with

consistency

MYSTIQUEYou communicate with

substance

PRESTIGEYou earn respect with

higher standards

POWERYou lead

with command

ALARMYou prevent problems

with care

REBELLIONYou change the game

with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST

Theatrical • Emotive •Sensitive

Perceptive • Nuanced •Selective

Attentive • Dedicated• Detail-Oriented

Agreeable • Accessible • Dependable

Analytical • Discreet •Understated

Conscientious • Modest• Preventative

Profound • Discerning • Self-Suffi cient

Unemotional • Introverted• Concentrated

Precise • Sharp •Under the Radar

Astute • Discriminating• In-the-Know

Sterling • Skillful •Restrained

Driven • Disciplined •Standard Bearer

Motivating • Vigorous •Compelling

Methodical • Intense •Self-Reliant

Proactive • Alert •Cautionary

Organized • Practical •Protective

Private • Effi cient •Meticulous

Vigilant • Exacting •Prepared

Bold • Artistic •Unorthodox

Innovative • Witty •Unconventional

Thorough • Diligent• Imaginative

Nurturing • Loyal •Sincere

Dynamic • Inclusive •Engaging

Expressive • Stylish •Emotionally Intelligent

Outgoing • Experimental• Out-of-the-Box

Predictable • Safe •Unmovable

Dignifi ed • Stable •Hardworking

Impeccable • Subtle •Capable

Curious • Open-Minded• Developing Over Time

Observant • Assured •Unruffl ed

Rational • Intentional • Substantive

Elegant • Astute •Reserved

Clever • Unassuming •Independent

Classic • Timeless •Best-in-Class

Respected • Competitive• Results-Oriented

Deliberate • Crisp •Uncompromising

Original • Enterprising •Forward-Thinking

Established • Genuine• Sure Footed

Dominant • Forceful• Emphatic

Ambitious • Admired •Focused

Inventive • Vivid •Quick-Witted

Steadfast • Composed• By the Book

Tireless • Decisive •Goal-Oriented

Productive • Detailed •Skilled

Strategic • Fine-Tuned• Judicious

Measured • Thoughtful• Craftsman-Like

Pioneering • Irreverent• Entrepreneurial

Elite • Progressive• Advanced

Startling • Unpredictable• Intensely Creative


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity



Power client. Don’t spend too much time getting to know your customer and exchanging pleasantries. Instead, let your client talk about his financial goals; and then explain the pros and cons of various financial solutions in light of his objectives.

examPle 2: If you’re a dentist, avoid long waiting times for a Power customer. When you’re discussing a procedure, allow your client to ask you lots of questions. He expects clear answers from you and respects you for voicing a strong opinion, but he wants to make up his own mind whether to go ahead or not.

how To sell To a PoweR CUsTomeR

•Minimize chit-chat; be aware that your Power customer values his time.

•Get to know your customer’s personal and business goals, and show how you can help him reach those goals.

•Offer options and explain how each option will contribute to your client’s success.

•Present bullish forecasts; use numbers and comparisons where possible.

selling misTakes To aVoiD:

•Don’t push a Power customer into making a decision; limited time offers are less likely to be effective; he’ll make up his mind when the time is right.

•Don’t dominate the conversation; allow your customer time to ask questions and to voice his opinions.

•Don’t come across as uncertain; being wishy-washy can be perceived as incompetent.



•Don’t focus on building a personal relationship; instead focus on how you can contribute to your client’s success.

examPles oF selling To a PoweR CUsTomeR:

examPle 1: If you’re selling on the Internet, how can you make a Power customer buy? Create several versions of your product; clearly outline the differences, in a table if possible; and be sure to show your preferred option as the best value – maybe because it has lots more features for only slightly more money.

examPle 2: You’re selling IT consultancy services to a senior purchaser. Your customer may come across as a little aggressive. Don’t be intimidated. Prove how you can help him achieve his personal or business goals. For instance: How can his organization grow market share by hiring you as a consultant, versus your competition? Or how can you help him win a promotion by implementing your software at his organization?

Every client has certain ways that you already see them. You’re already doing this intuitively. When you meet somebody, you’re going to speak differently to somebody who has a primary Power trigger naturally than you would to somebody who has a primary Trust trigger.

Without even realizing that your brain is picking up on all these cues, a thousand different things are happening simultaneously. They have to do with everything from how they stand to the tone of their voice, the expression on their faces, the way that they dress, the impression that they create with every aspect of what they exude from their personal brand.

Your brain is already doing this for you. In some ways it’s common sense, but you’re now going to be applying a system to it.



The PoweR PeRsonaliTy

The Power personalities are going to come in and they want performance. They’ll have opinions and strengths.

As soon as you start talking to them, you know that they value their time tremendously because they move through their day in a way that has authority.

When you’re first talking to a customer who has a primary Power trigger, it’s important for you to be able to match their energy, because otherwise they’re not going to respect you. If you’re wishy-washy with several options, they’re going to feel as though you’re not matching their needs.

When you’re talking to a personality like this, it’s important to make sure that you allow them to share some control. One thing I find most effective is to ask questions in order to find out exactly what they want. This way, you’re steering your confidence level to match what they want.

You would not want to be aggressively proactive in this scenario, because you could end up veering off into an area that’s not in line with their goal. Because they’re so goal focused, make sure you’re checking in with them frequently about what kind of performance they want, what are they trying to achieve and how can you match them in helping them get there?



how To aTTRaCT The PoweR PeRsonaliTies To yoUR bUsiness

Power personalities are attracted to power. This is not true of every personality. Mystique personalities are not necessarily attracted to mystique. Prestige personalities can become too competitive with other Prestige personalities.

But Power personalities like to go back and forth. They tend to be very high energy and have a strong sense of vision. They collaborate very quickly with others who share this trait.

One of the best ways to attract them is to have opinions. These opinions of authority that we spoke about in Module 1 are very strong opinions around your company and yourself.

Before you go into a meeting, think to yourself about the things that you really believe this prospect should do, or that you believe they need to do in regards to your product.



HOWTOFASCINATE.COM THE PRESTIGE PERSONALITY, EXPLAINED

THE PRESTIGE PERSONALITY, EXPLAINEDHOW TO UNDERSTAND (AND SELL TO) SOMEONE WITH A PRIMARY TRIGGER


PRIMARY TRIGGER

{F}Ambitious

Detail-OrientedAdmired

UncompromisingFocused

PRESTIGE


SECONDARY TRIGGER

ExpressiveIntuitive

ImpulisiveSocial

Transparent

StableDependable



EntrepreneurialEdgy

Unpredictable






Focused



Decisive

+ + + + + + +

THEVICTOR

RespectedCompetitive

Results-Oriented

THELAST WORD

DeliberateCrisp

Uncompromising

THEARCHITECT

SterlingSkillful

Restrained

THEPERFECTIONIST

DrivenDisciplinedStandard-

Bearer

THEAVANT-GARDE

OriginalEnterprising

Forward-Thinking

THEBLUE CHIP

ClassicTimeless

“Best-in-Class”

THECONNOISSEUR

AstuteDiscriminatingIn-the-Know

ARCHETYPE

= = = = = = =

How to sell to THE LAST WORD

How to sell to THE VICTOR

How to sell to THE ARCHITECT

How to sell to THE AVANT-GARDE

How to sell to THE PERFECTIONIST

How to sell to THE BLUE CHIP

How to sell to THE CONNOISSEUR• Deliver the highest quality possible

• Pay attention to the smallest detail• Simply be the best

• Maintain impeccable standards • Execute at the next level • Prepare to push yourself

• Bring your ‘A’ Game• Think before speaking • Don’t be pushy

• Focus on what’s next• Consider trends• Show improvement for future

• Stay disciplined• Deliver quality or don’t deliver• Watch the Details

• Do it with dignity and taste• Think “Best-in-Class”• Don’t take unnecessary risks

• Be up-to-date

• Understand the goals

• Give options



SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

Prestige represents your achievements, and can increase your perceived value.

how To engage yoUR aUDienCe Using PResTige

•Develop top-notch marketing material, use expensive-looking paper, and pay attention to design details such as correct alignment of pictures and text.

•Ensure your writing is impeccable; never dash off a quick email because a spelling mistake will surely be noticed.

•Prominently display awards in your office; and show their badges on your marketing material.

•Ensure your product packaging is well-designed, highlights product features, and underlines the overall quality of your product.

how To ReCognize a PResTige CUsTomeR

A Prestige customer is likely to be ambitious. He has a keen eye for details and probably considers himself an expert at his job.

The PResTige TRiggeR



examPles oF CommUniCaTing wiTh a PResTige CUsTomeR:

examPle 1: You’re an interior designer meeting a new customer to discuss re-decorating their home. Discuss your credentials, the training programs you attended (if they’re well-known), and the awards you’ve received. Talk about the prestigious brands of paint, upholstery, and furniture you work with. Name-dropping is fine, too. Explain how your design will increase the perceived value of your client’s house.

examPle 2: If you’re a founder of a new start-up, you may not have many past achievements to show off. When presenting your company, position yourself above your competition; and ensure each detail of your presentation speaks of quality. Rehearse your presentation until it’s perfect, arrive on time and well-dressed, and present an expensive-looking hand-out.

how To sell To a PResTige CUsTomeR

•Present clear and tangible benefits of your product; and be knowledgeable about product details.

•Earn respect with your knowledge, expertise, and attention to detail. •Increase the perceived value of your product by associating it with

well-known brands, celebrity owners, prestigious awards, or stamps of approval of recognized institutes.

•Explain how working with you can help raise your customer’s profile.




•Don’t directly compare your product with the competition; instead focus on why your product is excellent and how your company is setting standards.

•Don’t compete on price; be careful with discounting because it may undermine your position as the best.

•Don’t treat all your customers the same; recognize and reward your top customers.

•Don’t undermine your company’s positioning with unprofessional social media profiles of employees. Each detail of your communication is important.

examPles oF selling To a PResTige CUsTomeR:

examPle 1: How can you persuade a Prestige customer to invest in your newly developed accounting software? Explain the tangible benefits of the new software and mention the recognition your customer will receive if he’s one of the first companies to successfully implement the new software. Clinch the deal by suggesting you’ll increase your customer’s standing in the industry by including his case study in a white paper.

examPle 2: You’re selling an online course and want to attract more Prestige customers. Create a new version of the course at a higher price. Justify the higher price with extra features such as individual coaching by phone or exclusive video course material. Explain how your new course can help your students reach their career objectives much sooner. Mention a vetting process that ensures only the most promising students join your new course.



The PResTige PeRsonaliTy

Prestige personalities want a specific improvement. They’re at level two and they want to go to level three.

The best way to do this is to show them tangibly how your product or service can improve their life. How is their relationship with you going to help them reach their goal?

The more that you can define where they are today, and where they’re going to be tomorrow, as a result of using your product, the better off you will be in working with them.

If you’re going into this type of discussion, the Prestige customer wants to see how they’ll be better off. What’s in it for them?

They look at that literally, so it’s important to emphasize the way that your product is better than your competition’s. You may have different features, better performance, greater service quality, higher scores, or maybe you won prestigious awards.

This type of client responds really well to service awards or industry exposure. They like to have badges that help them identify the way in which you’re better. This sways their decision-making process when they’re choosing whom they’re going to invest with or do business with.

selling To The PResTige PeRsonaliTy

Prestige personalities don’t want to talk about the transaction. They want to talk about the transformation.



One of the best ways to do this is to pick one specific way that you over deliver. Pick one symbol of your superiority to your competition.

Let’s say we have a set of gyms. We could find one example in a gym of a way to over deliver for our customers. This could be tiny. Maybe it’s the music that’s played, the machines themselves or possibly the types of towels in the bathroom.

If I was going to write a sales letter about why you should come to my gym franchise, I would spend a paragraph describing how we found the fluffiest, most absorbent towels, considering that after you work out your skin is more sensitive, and you’re overheated.

We want to make sure that not only are our towels absorbent, but they’re going to give you the best possible experience without using a lot of ecological resources to wash them.

If we spend a whole paragraph on that, we really romance that idea. One person reading it would have an elevated perception of the overall brand simply because I put that much time into the towels. They would think, “if they put that much time in towels, then the training, the equipment and everything else at the gym must be over the top with attention to details!”

The Prestige personality really responds to that kind of very tangible, over-delivery on expectations.

An important thing to know about this personality, however, is to never disappoint them, because if they’re disappointed once, they’re less likely to come back. They’re going to be disappointed in your brand.

This is different from a Passion or Rebellion personality, each of which tends to be much more forgiving by looking at the overall perception of things. The Prestige personality is really measuring.



HOWTOFASCINATE.COM THE MYSTIQUE PERSONALITY, EXPLAINED

THE MYSTIQUE PERSONALITY, EXPLAINEDHOW TO UNDERSTAND (AND SELL TO) SOMEONE WITH A PRIMARY TRIGGER


PRIMARY TRIGGER

{F}Understated

ComplexRationalReservedDeliberate

MYSTIQUE


SECONDARY TRIGGER

ExpressiveIntuitive

ImpulisiveSocial

Transparent

StableDependable



EntrepreneurialEdgy

Unpredictable






Focused



Decisive

+ + + + + + +

THEVEILED

STRENGTH

RationalIntentionalSubstantive

THEROYAL GUARD

ElegantAstute

Reserved

THESTOIC

UnemotionalIntroverted

Concentrated

THEBULLSEYE

PreciseSharp

Under-the-Radar

THESECRET

WEAPON

CleverUnassumingIndependent

THEWISE OWL

ObservantAssured

Unruffled

THESUBTLE TOUCH

ProfoundDiscerning

Self-Sufficient

ARCHETYPE

= = = = = = =

How to sell to THE ROYAL GUARD

How to sell to THE VEILED STRENGTH

How to sell to THE STOIC

How to sell to THE SECRET WEAPON

How to sell to THE BULLSEYE

How to sell to THE WISE OWL

How to sell to THE SUBTLE TOUCH• Don’t bother trying to read them

• Expect understatement• Don’t make a fuss

• Do your research. They will.• Offer substance. Be efficient.• Don’t try to push

• Keep it simple• Let the work speak for itself• Don’t expect feedback

• Stay out of of “the box” • Offer different options• Don’t be afraid to buck the system

• Use facts, not opinion• Lose the drama• Focus on solutions

• Don’t expect a lot of feedback • Show the pros and cons• Respect the process

• Draw them out

• Don’t smother

• Stay focused



SECONDARY TRIGGERP

RIM

AR

Y T

RIG

GE

R


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

Mystique flirts with us, provoking our imagination, hinting at possibilities, inviting us to move closer while eluding our grasp.

how To engage yoUR aUDienCe Using mysTiqUe

•Build up anticipation by hinting at what’s to come. •Allow myths to develop by keeping product ingredients secret.•Use cliffhangers in emails and presentations.•Let your audience discover information with product trials, games, or

scenario planning.

how To ReCognize a mysTiqUe CUsTomeR

A Mystique customer is likely to prefer doing his own research rather than rely on your advice. He is used to operating fairly independently, and probably won’t reveal much about himself.

examPles oF CommUniCaTing wiTh a mysTiqUe CUsTomeR:

examPle 1: You organize luxury bespoke holidays and you’re meeting a Mystique

The mysTiqUe TRiggeR



customer for the first time. Your customer has likely done more research than you’re used to, so be careful not to bore your customer with fairly standard information about your company and the destination. Find out what specific help your customer needs.

examPle 2: If you’re launching a new product, your Mystique customer is likely to enjoy being part of the development process, because he’ll gain a behind-the-scenes view of your development process. Invite him for a focus group or to review an early prototype. Your customer is likely to be quiet during group sessions, but you’ll benefit from his carefully-considered advice.

how To sell To a mysTiqUe CUsTomeR

•Invest time in developing a relationship; a Mystique customer usually doesn’t bond quickly.

•Keep your presentations short and provide hand-outs that allow your customer to discover further details himself.

•Ensure you have a comprehensive website, a good presence on social media, and positive reviews on third party websites to allow your customer to research your product.

•Be knowledgeable and don’t dumb down information. Your customer may know more than you think.


•Don’t hound your customer to make a decision; instead supply additional information on a regular basis to stay in touch.

•Don’t assume you know your customer; a Mystique customer can be unpredictable. Be prepared to face new objections relatively late during the buying process.



•Don’t make off-the-cuff remarks you can’t back up. You’re likely to lose credibility quickly.

examPles oF selling To a mysTiqUe CUsTomeR:

examPle 1: If you’re selling a house to a Mystique customer, expect pretty tough negotiations. Your customer is unlikely to show he’s in a hurry to get the deal done; and he’ll wait for you to lower the price when you get impatient. Remain calm and don’t rush the deal.

examPle 2: You’re discontinuing a component your Mystique customer has been using to manufacture washing machines. Your Mystique customer needs to switch supply to an alternative component which is either better specified or cheaper. Develop a comprehensive hand-out detailing the specifications of the alternative components. Don’t push your customer to make a decision. Instead, stay in touch by emailing additional information. An indirect approach works best.

The mysTiqUe PeRsonaliTy

The Mystique personality is the most complex of all them and as such, it is the most difficult to predict. Part of the definition of being mystical is that they don’t over share. They don’t give us a lot of information to go on. We can discern whether somebody is a Mystique personality by the fact



that they don’t give us a lot of cues.

When you get to know this personality you see that most of their ideas and their feedback is all under the surface. They’re seeking data from you, they’re not seeking emotions.

If you come bounding into the room like a puppy exclaiming “Hi, how are you? How was your weekend? I did background research on you and I saw you were just in Tuscaloosa….”

They don’t want to engage like that, they just want the information.

With Mystique personalities, it’s better to give them the facts, send information in advance, and be a little more understated in the way that you approach them.

If you come on too strong, it feels overly aggressive for them, like you’re coming into their space.

Using eDUCaTion-baseD maRkeTing To The mysTiqUe PeRsonaliTy

Using education-based marketing can be incredibly powerful for Mystique personalities as you’re building an argument that allows them to formulate their own decisions.

These are solo thinkers. They like to be able to formulate answers and opinions before they talk to somebody. They’re not going to sit and brainstorm with you in a meeting the way that a Passion or Rebellion personality might. For them, it’s a transactional exchange. It’s not taking place right in the middle of the table.



Physically you can tell because their cues tend to be more understated than a lot of the other triggers.

The Mystique personality is the most complex of all the personalities, so it can be the most difficult to predict. If you’re talking to somebody who’s not giving you a lot of information, his or her expression can be difficult to read. You can tell they’re thinking, but you’re not sure what they’re thinking. When this happens there’s a good chance you’re dealing with a Mystique personality.

Let your marketing do the selling to the Mystique personality. Don’t hard sell. Unlike an Alarm personality who responds very well to limited time offers or scarcity, the Mystique personality doesn’t like that; they feel pushed into a box and will not act.



HOWTOFASCINATE.COM THE ALARM PERSONALITY, EXPLAINED

THE ALARM PERSONALITY, EXPLAINEDHOW TO UNDERSTAND (AND SELL TO) SOMEONE WITH A PRIMARY TRIGGER


PRIMARY TRIGGER

{F}Perfectionist

ReliableRoutine-Oriented

CarefulRational

ALARM


SECONDARY TRIGGER

ExpressiveIntuitive

ImpulisiveSocial

Transparent

StableDependable



EntrepreneurialEdgy

Unpredictable






Focused



Decisive

+ + + + + + +

THESHERIFF

TirelessDecisive

Goal-Oriented

THEEDITOR-IN-CHIEF

ProductiveDetailedSkilled

THEINSPECTOR

PrivateEfficient

Meticulous

THEHIGH ALERT

VigilantExactingPrepared

THECRAFTSMAN

StrategicFine-TunedJudicious

THESUSTAINER

SteadfastComposed

By-the-Book

THECOORDINATOR

OrganizedPractical

Protective

ARCHETYPE

= = = = = = =

How to sell to THE EDITOR-IN-CHIEF

How to sell to THE SHERIFF

How to sell to THE INSPECTOR

How to sell to THE CRAFTSMAN

How to sell to THE HIGH ALERT

How to sell to THE SUSTAINER

How to sell to THE COORDINATOR• Deliver by the deadline

• Watch the road ahead• Don’t let them down

• Give them control • Prepare for every outcome • Don’t get overly-emotional

• Make it a win/win, or you will lose• Play a supporting role• Ignore your gut and mind the numbers

• Don’t miss the forest for the trees• Offer new ideas, then back them up• Think it through, but do it fast

• Focus on problems• No surprises• Stay rational in all communication

• Set up a structured plan• Stay true to the cause• Avoid chaos

• Allow them to show you the way

• Communication is key

• Stay on budget, on time



SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativityAlarm causes people to take action by threatening negative consequences.

how To engage yoUR aUDienCe Using alaRm

•Focus on the fears of your audience; and offer suggestions how to prevent their worst nightmares.

•Provide evidence of your claims and include statistics where possible. •Create a tag line that tells customers what they’ll miss, rather than what

they will win (e.g. Don’t miss out on special discounts instead of Get special discounts).

•Alternatively, focus your tag line on what your customers will avoid rather than what they’ll gain (e.g. Avoid getting a heart attack instead of Improve your health).

how To ReCognize an alaRm CUsTomeR

An Alarm customer is likely to be perfectionistic. He tends to be risk-averse; and he’ll try to avoid unwelcome surprises by meticulous planning.

The alaRm TRiggeR



examPles oF CommUniCaTing wiTh an alaRm CUsTomeR:

examPle 1: You’re a financial planner discussing retirement planning with a 35-year-old professional. He’s more likely to invest in his retirement if you make him aware of the risks he faces if he doesn’t start planning for his retirement soon. Don’t be afraid to sound alarmist. Your customer is more likely to react if you address his biggest fears like being penniless in old age.

examPle 2: When you’re discussing the upgrade of critical software with an Alarm customer, you may find he’s nervous about missing deadlines and exceeding budgeted costs. Be clear about the risks of not upgrading. Reassure your customer about deadlines by developing a detailed implementation plan. Don’t dwell on potential project pitfalls but make your customer aware that potential difficulties have been considered and can be coped with. Consider a fixed price project to take away budget concerns.

how To sell To an alaRm CUsTomeR

•Get your customers to take action by providing deadlines; warn for instance of imminent price increases.

•Show how your way of working will protect your customer from negative consequences such as exceeding budgets, upsetting colleagues, or missing deadlines.

•Re-assure your customer that choosing your service is the right thing to do; and that you’ll get the job done.




•Don’t focus on the benefits of your products; instead point out the problems it prevents or solves.

•Don’t try an indirect sales approach; a hard sell is likely to be more effective.

•Don’t gloss over details; increase your credibility by providing detailed evidence of your claims.

examPles oF selling To an alaRm CUsTomeR:

examPle 1: You’re selling online marketing courses. How can you get more Alarm customers to sign up? Rather than allow customers to sign up continuously, open up your course just once a quarter to avoid procrastination. In your sales copy stress the negative consequences of not staying up to date with developments in marketing – such as reduced earning potential, reduced career prospects, or even an increased risk of being made redundant.

examPle 2: If you’re running a Pilates studio, don’t focus your sales pitch to an Alarm customer on benefits like core strength and strong abs. Rather talk about how Pilates prevents back pain. Point out the low injury risk of Pilates compared to other activities. Sign up your customer with a discount that’s only valid for a limited time.



The alaRm PeRsonaliTy

Alarm personalities are not necessarily negative, but they do have a gift for having strong antenna for potential problems.

Alarm personalities keep us safe. A coworker with the Alarm trigger will make sure everything stays neutral, on track, focused and guided. This helps everybody relax and focus on the bigger goal.

This type of customer is different in their approach. They look to you to solve a specific problem. They usually have a clear idea of their problem and want to understand exactly how you can solve it for them.

When we go back to the triangle, with need and opportunity, it becomes really important in this scenario for you to know their need, or pain point. You must also understand how you solve that need in an emotional and rational way with your product.

The more you identify potential problems and how you can solve them, the more desirable you’ll be and the more you’ll add value.

Alarm personalities worry about things that could potentially happen.

When we understand what these potential problems are, we have a much greater chance of success dealing with these personalities.•If a prospect was going to worry, what are they worried about? •What are they investing emotional energy in?

We all need to focus on the negative sometimes in order to enjoy the positive. When you’re dealing with an Alarm personality, make sure you



over share information with exactly who, when, where and why it’s going to happen.

For this type of client, we’re going to give our best estimate on all the timing, but we’re also going to disclose any doubts we have so that there are no surprises.

We’re going to outline the best and worst-case scenarios. We make it very tangible and literal on the page. This is very comforting for the Alarm trigger.



HOWTOFASCINATE.COM THE REBELLION PERSONALITY, EXPLAINED

THE REBELLION PERSONALITY, EXPLAINEDHOW TO UNDERSTAND (AND SELL TO) SOMEONE WITH A PRIMARY TRIGGER


PRIMARY TRIGGER

{F}Innovative

IndependentEntrepreneurial

EdgyUnpredictable

REBELLION


SECONDARY TRIGGER

ExpressiveIntuitive

ImpulisiveSocial

Transparent

StableDependable



EntrepreneurialEdgy

Unpredictable






Focused



Decisive

+ + + + + + +

THEMAVERICK

LEADER

PioneeringIrreverent

Entrepreneurial

THETRENDSETTER

EliteProgressiveAdvanced

THEPROVOCATEUR

InnovativeWitty

Unconventional

THEQUICK-START

ThoroughDiligent

Imaginative

THEANARCHIST

StartlingUnpredictable

Intensely Creative

THEARTISAN

MeasuredThoughtful

Craftsman-Like

THEROCKSTAR

BoldArtistic

Unorthodox

ARCHETYPE

= = = = = = =

How to sell to THE TRENDSETTER

How to sell to THE MAVERICK LEADER

How to sell to THE PROVOCATEUR

How to sell to THE ANARCHIST

How to sell to THE QUICK-START

How to sell to THE ARTISAN

How to sell to THE ROCKSTAR• Show a variety of options

• Improve on the status quo• Stay ahead of the curve

• Be experimental• Prepare to be challenged• Encourage new ideas

• Expect the unexpected• Stay open-minded to revision• Ask smart questions

• Make it an adventure• Throw away the rules• Don’t lose control

• Stay on schedule• Use careful innovation• Don’t drag your feet

• Have a plan and make it unique• Expect valuable input• Explore new paths

• Be prepared to think BIG• Constantly re-invent • Present with confidence some risks



SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

Rebellion is about creativity and innovation. It’s taking a problem that everybody looks at in one way and interpreting it in another way.

how To engage yoUR aUDienCe Using Rebellion

•Highlight what’s new, innovative or revolutionary about your company or product.

•Use humor in your communication material. Show you’re good fun to deal with.

•Surprise your audience with unusual analogies, bizarre stories, or new perspectives on business.

•Create unusual marketing material. Stand out from the competition with cutting-edge design and noteworthy language.

how To ReCognize a Rebellion CUsTomeR

A Rebellion customer tends to appreciate innovative solutions. He is entrepreneurial and probably enjoys participating in new product trials.

The Rebellion TRiggeR



examPles oF CommUniCaTing wiTh a Rebellion CUsTomeR:

examPle 1: You’re a chiropractor treating a patient with back pain. A Rebellion patient is more likely to try a revolutionary new treatment than a Trust patient. Don’t present a standard sheet with exercises. Make it look different – use some color or attract attention with creative descriptions of the recommended exercises. Make the treatment almost sound like an adventure. Your customer will appreciate your creativity.

examPle 2: You’re a small online clothing retailer competing with the big brands. What should your online presence look like? Create an edgy web design but be careful that the ordering process remains straightforward. Develop a unique tone of voice that is instantly recognizable to your fans. Don’t email standard order confirmations; instead share a joke. Don’t worry about social media communication veering off script because that’s what your customer will appreciate.

how To sell To a Rebellion CUsTomeR

•Position your brand as a challenger; highlight what’s different than the established brands.

•Redefine how business is done in your industry; do the opposite of what everyone else is doing.

•Lure your customer from standard choices with unique product features; consider remarkable names for your features to underline your pioneering spirit.

•Get your customer to beta test new products by presenting the test as an adventure.




•Don’t present a new model as improved. Make clear your product is NEW. Stress everything that’s unique about it.

•Don’t overstate the obvious, because your customer quickly understands the big picture.

•Don’t highlight the longstanding history of your company; instead talk about how its founder started out by challenging established business practices.

•Don’t be overly corporate, because a Rebellion customer appreciates creativity and spontaneity. Consider poking fun at your company - for instance by publishing cartoons. Be irreverent.

examPles oF selling To a Rebellion CUsTomeR:

examPle 1: You’re a business coach supporting small businesses. Appeal to Rebellion business owners by breaking taboos – e.g. tell your customers working hard is bad for business. Consider using occasional bad language if it suits your image. Don’t use stock photography on your website. Close a deal by presenting testimonials from unusual businesses.

examPle 2: If your product is rather boring, how can you fascinate a Rebellion customer? Ensure you stand out from your competition. Do the opposite of how things are done. For instance: If your competitors have paper catalogues, go online only. Talk about stuff others don’t dare to, such as what your cost is or where you source your products. Win business by redefining the way business is done in your industry.



The Rebellion PeRsonaliTy

Rebellion personalities are attracted to innovation. They respond very well to options. They love the act of shopping, trying out different scenarios in their mind, and they’re quick.

With the Trust personality, you want to give them a solution, make them feel confident and don’t distract them with different options.

On the other hand, the Rebellion personality wants to play a role in the decision making process.

A few years ago I was in the Galapagos with my parents on a family vacation and on a tour we saw a group of seals playing. The tour guide told us, “Seals are the only animals in the Galapagos that have so much intellectual power, so much surplus intellect that they can play- they don’t have to focus on survival.”

That’s where play comes from. It comes from not focusing on the day to day and simply surviving, but focusing on being able to interact in unexpected ways, being witty and using humor.

This is why Rebellion personalities don’t focus on survival, they focus on ways to solve problems in untraditional ways. In doing so, they play just like the seals in the Galapagos.

When we think about how to interact with them, we don’t want to be flat-footed, we want to bring them some different options. We want their minds to be able to leap from option A to option B to option C. We want them to explore, going in and out and around, playing like the seals in how they’re going through their decision-making process.

Rebellion personalities ask questions. They like the back and forth of



conversations. They like learning what they don’t already know. Discovery is much more important than knowledge to Rebellion personalities.

If you have a new product or service, the Rebellion customer is going to be your biggest advocate, as the ones who will take the risk and try something new. They tend to be early adopters.

If you’re competing in a market that’s crowded and you have other bigger, more famous and established competitors, look for Rebellion personalities, because they’re the ones that’ll take that leap of faith.

The Rebellion personality likes to be able to see and experience what they don’t know. For them, there’s a big drive for curiosity and they want to be introduced to new things. They like getting first access and the ability to choose aspects of customization to their products or services.

You don’t want to give them an off the rack solution. You want it to be fresh and customized.



HOWTOFASCINATE.COM THE TRUST PERSONALITY, EXPLAINED

THE TRUST PERSONALITY, EXPLAINEDHOW TO UNDERSTAND (AND SELL TO) SOMEONE WITH A PRIMARY TRIGGER


PRIMARY TRIGGER

{F}Stable

DependableFamiliar

PredictableComforting

TRUST


SECONDARY TRIGGER

ExpressiveIntuitive

ImpulisiveSocial

Transparent

StableDependable



EntrepreneurialEdgy

Unpredictable






Focused



Decisive

+ + + + + + +

THEGRAVITAS

DignifiedStable

Hardworking

THEDIPLOMAT

ImpeccableSubtle

Capable

THEVAULT

AnalyticalDiscreet

Understated

THEGOOD CITIZEN

ConscientiousModest

Preventative

THEEVOLUTIONARY

CuriousOpen-MindedDeveloping Over Time

THEOLD GUARD

PredictableSafe

Unmovable

THEAUTHENTIC

AgreeableAccessible

Dependable

ARCHETYPE

= = = = = = =

How to sell to THE DIPLOMAT

How to sell to THE GRAVITAS

How to sell to THE VAULT

How to sell to THE EVOLUTIONARY

How to sell to THE GOOD CITIZEN

How to sell to THE OLD GUARD

How to sell to THE AUTHENTIC• Pay attention to every detail

• Focus on results• Set the bar higher than usual

• Take a no-nonsense approach• Be on time, always • Avoid hype

• Think before you speak• Start with a solid foundation• Don’t sell, explain

• Show your commitment• Offer multiple solutions • Stay open to improvement

• Have a solid plan in place• Show the details that lead to success• Include research and background

• Stay consistent in words and actions• Bring research to the table• Don’t push too hard

• Be warm

• Keep your word

• Be prepared to talk it though



SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

You can’t dabble in trust. To build trust you need to become familiar and prove that you’re reliable. Trust needs to be built consistently over time.

how To bUilD TRUsT wiTh yoUR aUDienCe

•Be consistent; use the same colors, fonts, and tone of voice across communication material.

•Use analogies, because they link something new to something your customer is already familiar with.

•Be authentic; insincerity can quickly destroy trust.•Avoid buzzwords; and remind your customer he can trust you.

how To ReCognize a TRUsT CUsTomeR

A Trust customer tends to resist changing to a new supplier. He is less likely to be excited by new opportunities than a Rebellion customer; and he may get irritated by surprises.

The TRUsT TRiggeR



examPles oF CommUniCaTing wiTh a TRUsT CUsTomeR:

examPle 1: You have to re-design your ecommerce website. Your Trust customer may be put off by the new design if you introduce it without informing him beforehand. Build familiarity with the new design by announcing it in a series of blog posts; explain why you’re making the changes; and build trust by emailing him about the new design.

examPle 2: You’re a personal trainer meeting a new customer for the first time. Ask your customer about his current exercise regime and don’t make too many changes at once. Introduce for instance just one new exercise each training session. And remember that your Trust customer is not likely to be impressed by your super-duper new gym equipment.

how To sell To a TRUsT CUsTomeR

•Become a trusted advisor; meet regularly or - if you’re selling online - use an autoresponder email series to build trust.

•Focus on the history of your company and your long-standing working relationship; if you’re a start-up, mention the combined experience of your management team, or your own career history.

•Explain your product is tried and tested; use case studies to underline the reliability of the product; and sell a new product as an improved version of an old model.

•Display seals of approval and testimonials of well-known organizations.



misTakes To aVoiD:

•Don’t surprise your customer; always warn him of upcoming changes. •Don’t be hyperactive; use a steady tone of voice. •Don’t overuse emphasis in written communication; avoid caps, bright

colors, and exclamation points.

examPles oF selling To a TRUsT CUsTomeR:

examPle 1: You’re selling a fantastic new upgrade of your payroll software. Don’t overstate the changes compared to the old version. Firstly, focus on what will remain the same. Secondly, explain the long-term benefits of the new version. Don’t sell the new software as all-new, but as an improved version of the old software.

examPle 2: You’re a realtor selling a luxurious condominium to a customer moving to Chicago. Don’t focus on the innovative features of the building. Instead talk about the similarities between his current home and the condo such as the same size kitchen, the same number of bedrooms, and the resemblance between the neighborhoods.

The TRUsT PeRsonaliTy

Trust personalities love stability and consistency. This not only drives their decision making for their own lives, but also their professional decision making.



You want to show them how long you’ve been in the market. You want to show how you’ve proven yourself over and over again and you’re going to be here for years to come.

You want to show them that the purchase they’re making is not just for today, it’s an investment to last long into the future. It’s going to give stability to their life because you’re going to fulfill over and over again.

When you are trying to appeal to a Trust personality you want to be consistent in your marketing. You should be using the same colors and logos, and use a consistent tone that will be familiar to them over time.

When the Trust customer looks at you, they want to feel like they can predict what you’re going to do next. You want to make sure you set up promises that you know that you can deliver on. You simply have to deliver consistently, over and over.

Manage those expectations to make sure you set yourself up to win with Trust personalities.

Let’s say you have an ecommerce website. On this site, you wouldn’t want a lot of bells and whistles to pop-up unexpectedly. Trust personalities tend to not be as comfortable with new technology because they’re not early adopters.

They want their experience to be one of comfort. They’re going to seek out the same experiences over and over again. Too much change too quickly will drive them to something else that’s more established.

They key advantage of having customers with the Trust trigger is they’re very loyal.

If they bought 100 bushels last year, they’ll probably buy about 100 bushels this year. When we think about the role that we can best play with this type of customer, we want to be trusted by them, so it’s very



important for us that we are not erratic.

A lot of times entrepreneurs can be so busy that it’s difficult for them to make a phone call exactly on time. It’s difficult for them to do the exact same thing every single time. However, it’s helpful to set up these kinds of expectations so that we can fulfill them with the trust customer.

One last note: the Trust trigger is very expensive to earn, because you have to be consistent. You can’t experiment easily. It really works well if you’re the biggest, or the most established, or you have the largest marketing budget. But if you’re an entrepreneurial start-up, it’s really hard to use the Trust trigger, since it doesn’t attract a lot of attention.

Be careful about positioning yourself as a Trust brand and going after those Trust customers unless you have the budget to pay for consistency over time.

When we look at Fortune 500 brands, they use consistency in their marketing and messaging. Being so big they can afford this and to rest on the laurels of their heritage of billions of dollars of advertising over the last decades. They can afford to have many interactions with you as a consumer.



HOWTOFASCINATE.COM THE PASSION PERSONALITY, EXPLAINED

THE PASSION PERSONALITY, EXPLAINEDHOW TO UNDERSTAND (AND SELL TO) SOMEONE WITH A PRIMARY TRIGGER


PRIMARY TRIGGER

{F}Expressive

IntuitiveImpulisive

SocialTransparent

PASSION


SECONDARY TRIGGER

ExpressiveIntuitive

ImpulisiveSocial

Transparent

StableDependable



EntrepreneurialEdgy

Unpredictable






Focused



Decisive

+ + + + + + +

THEADVOCATE

DynamicInclusiveEngaging

THETALENT

ExpressiveStylish

Visually-Oriented

THEINTRIGUE

SelectiveSubtle

Multi-Layered

THEORCHESTRATOR

AttentiveDedicated

Detail-Oriented

THECATALYST

DramaticExperimental

Out-of-the-Box

THEBELOVED

NurturingLoyal

Sincere

THEDRAMA

SensitiveEffusiveFanatical

ARCHETYPE

= = = = = = =

How to sell to THE TALENT

How to sell to THE ADVOCATE

How to sell to THE INTRIGUE

How to sell to THE CATALYST

How to sell to THE ORCHESTRATOR

How to sell to THE BELOVED

How to sell to THE DRAMA• Deliver the highest quality possible

• Notice the details of execution • Present yourself with style

• Create a strong emotional connection• Be supportive of ideas• Build conversation

• Don’t push or come on too strongly• Play a supporting role• Don’t dumb it down

• Show your cutting-edge thinking• Offer different options• Keep an open mind

• Don’t beat around the bush• Deliver quality or don’t deliver• Clear communication will be rewarded

• Stay consistent in words and actions• Don’t force your opinions • Put away the dog and pony show

• Be prepared to think BIG• Prepare for surprises • Use all 5 senses



SECONDARY TRIGGER

PR

IMA

RY

TR

IGG

ER


emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

THE DRAMA

THE SUBTLE TOUCH

THE COORDINATOR

THE AUTHENTIC

THE RINGLEADER

THE CONNOISSEUR

THE ROCKSTAR

THE BELOVED

THE WISE OWL

THE SUSTAINER

THE OLD GUARD

THE GUARDIAN

THE BLUE CHIP

THE ARTISAN

THE INTRIGUE

THE STOIC

THE INSPECTOR

THE VAULT

THE MASTERMIND

THE ARCHITECT

THE PROVOCATEUR

THE TALENT

THE ROYAL GUARD

THE EDITOR-IN-CHIEF

THE DIPLOMAT

THE MAESTRO

THE LAST WORD

THE TRENDSETTER

THE ADVOCATE

THE VEILEDSTRENGTH

THE SHERIFF

THE GRAVITAS

THEAGGRESSOR

THE VICTOR

THE MAVERICKLEADER

THE ORCHESTRATOR

THE BULLSEYE

THE HIGH ALERT

THE GOOD CITIZEN

THE WATCHDOG

THE PERFECTIONIST

THE QUICK-START

THE CATALYST

THE SECRET WEAPON

THECRAFTSMAN

THE EVOLUTIONARY

THE CHANGE AGENT

THE AVANT-GARDE

THE ANARCHIST



















































emotion


consistency


substance


higher standards

POWERYou lead

with command


with care


with creativity

Passion requires you to make an emotional connection with your audience.

how To engage yoUR aUDienCe Using Passion

•Be enthusiastic and adopt emotion-rich language. •Appeal to the senses with vivid words.•Tell stories, because stories connect and engage your audience.•Gesticulate; use strong body language to fascinate.

how To ReCognize a Passion CUsTomeR

Rational arguments are less likely to persuade a Passion customer. He tends to make decisions based on a gut-feeling.

examPles oF CommUniCaTing wiTh a Passion CUsTomeR:

examPle 1: Launching a new product? No matter how boring your product, a Passion customer gets excited by a launch event. He likes meeting other

The Passion TRiggeR



customers; and he loves the buzz of unveiling a new product. Make it an experience to remember with music, bold graphics, and delicious food.

examPle 2: If you’re an architect explaining your design for an energy-efficient office space, make your proposal as real as possible. Show a three-dimensional drawing in full color or prepare a small-scale model. Explain what it will be like to work in the office space you envision – describe how your conference room will make a management meeting more enjoyable; let your audience imagine working in the bright and fresh environment you designed.

how To sell To a Passion CUsTomeR

•Sell in-person as much as possible; if you sell online, imitate face-to-face selling with product videos, instructional webinars, or Q&A calls.

•Be personable; small talk over a cup of coffee cements your working relationship.

•Engage the senses; let your customer touch and feel your product if possible.

•Allow your customer to imagine what it’s like to use your product; for instance: a service call rate is less likely to convince a Passion customer than a case study or demonstration explaining your product quality.


•Don’t talk in generic terms; apply your sales talk to the customer’s situation.

•Don’t overwhelm with numbers, tables and text-based information; a Passion customer responds better to images and videos.



•Don’t be overly corporate; your customer appreciates spontaneity, and loves a hand-written thank-you note.

examPles oF selling To a Passion CUsTomeR:

examPle 1: You’re selling retirement saving plans. Ask your customer to envision what perfect retirement would look like for him. Don’t just talk about how much money he needs. Ask where he wants to live, what type of holidays he’d like to have, etc. And then discuss how your saving plans can help fulfill this vision.

examPle 2: How can you engage a Passion customer when selling online? You need to add personality. Include images of your customer service team, and share information about hobbies, beloved football teams, or the favorite food of employees. Use your blog to share behind-the-scenes stories and publish photographs of your offices or your latest business trip.

The Passion PeRsonaliTy

The Passion personality is all about connection. They can be sold very quickly and they make decisions intuitively.

When you’re trying to sell to this type of customer, you need to get them excited and demonstrate to them why they should be excited. Once you do this, they’ll jump right in with both feet.



Another advantage of Passion customers is they like to talk. They’re very social, so they’ll go out and spread the gospel. It’s a huge benefit to have these customers on your side because they become evangelists for your products and your services and they multiply your marketing dollars.

There can be specific ways to sell to this customer differently than you’d want to sell to the Trust customer. With a Passion prospect, it’s important for you to communicate as many cues as possible of human focus and interaction.•Don’t just have text on you site, have video. •Don’t do it over the phone, if you can do it in person.

If you can give them something to touch and feel, they’re more likely to buy.

Take the makeup brand Sephora, which we’ve all seen in malls. What Sephora did for the Passion customer is they allowed people to come in and touch and feel all of the different products.

Is there some way that you could allow people to touch and feel the product that you sell or to give them a more literal way of interacting with your sales people?

Human contact is really important for the Passion customer.

Passion people also tend to be non-linear in the way that they absorb information. They’re going to extrapolate very easily and fluidly, and this is part of their ability to brainstorm.

There’s a downside to this though. Passion personalities tend to go through ups and downs, making decisions on gut instinct. The new shiny object can lure them away.



They’re not the Trust customer who will buy 100 bushels a year. You have their sale, as long as you have their excitement and their emotion. However, it’s possible that they’re going to move on after that. You have to keep re-engaging them.

an examPle Passion PeRsonaliTy

Let’s say we’re talking about an architect, somebody who can come in and help you remodel your space. If an architect is selling to a primary Passion trigger, they should make it feel as much an experience as possible.

They wouldn’t just describe the color, they’d bring a palette of colors and a 3-dimensional model of what it should look like. They would give a feeling of what it will be like to step into that space, and maybe even recommend a certain scent or music for the space as well.

The five senses are key to the Passion personality. If we think about it through a lens of romance, we’d wonder what can be done to romance the Passion customer.

For them, it’s not just a literal utility of product. They want to feel something, to be inspired or motivated. If you can talk to them about the ways in which your product or service will not just fill their literal needs, but also give them a feeling of anthem, then you’re stepping up to the next level emotionally.

What’s the high road of your product?

This is what they have in common with the Prestige trigger.

Passion personalities are often aspirational. The difference between the Passion and the Prestige customer is the Prestige customer wants a



tangible result at the end of the day. The Passion personality wants to feel better in their life. The more you can connect with them emotionally, the more they will buy your products and spread the word about them to others.

aDDing Passion To yoUR bUsiness

Sometimes leaders can get so focused on making sure the product is delivered, and on the literal parts that we forget that sometimes the reasons people choose one company over another company are very abstract.

The Passion trigger allows us to attract those people and get them really connected with us and fired up, feeling like they want to be committed. When we do this, they will pay more money for products and services, and they will refer us.

This is where the Passion customer brings energy through the door so that we don’t have to put as much energy out the door.

They do a lot of commenting and crosslinking in social media. They connect with each other. When we can get them fired up, think of them like your own small army, a de-facto part of your marketing team. But first, you have to get them excited.



Different people are purchasing your product or service for different reasons. You don’t have to hit on every one of these triggers in every message or communication; the important thing is you want each of them to feel some immediate and strong emotional response when they come in contact with your company.

What you don’t want is for people to feel like you didn’t even show up on their radar. People really resent when you ask them for their attention and you don’t give them something in return.

This is why boring messages in the marketplace damage our companies. When people start to associate us with irrelevant messages, they have negative connotations of the value that we provide.

Every time you interact with your customers, no matter what trigger they are, think about the response you want to create within them. What do you want to elicit? What fear, hope or desire are you trying to capitalize on in that interaction?

Make sure that you do it to a degree that you really create some kind of a powerful response.

This is what fascination is really about. It’s about creating a strong and immediate, intense focus. This is why it’s more powerful than traditional marketing. That focus creates an interest that binds them to you.

I want you to think about and critique some of your marketing materials that you created in the past. Answer the questions below about 2 recent marketing campaigns you ran in your business:

ReaChing The 7 TRiggeRs in oUR maRkeTing



Marketing Campaign 1:

How did I get the attention of a Power personality?

How did I get the attention of a Prestige personality?

How did I get the attention of a Mystique personality?

How did I get the attention of a Rebellion personality?

How did I get the attention of a Passion personality?

How did I get the attention of a Trust personality?



How did I get the attention of a Alarm personality?

In what ways was your marketing campaign fascinating?

In what ways was your marketing campaign boring (be honest)?

Marketing Campaign 2:

How did I get the attention of a Power personality?

How did I get the attention of a Prestige personality?

How did I get the attention of a Mystique personality?



How did I get the attention of a Rebellion personality?

How did I get the attention of a Passion personality?

How did I get the attention of a Trust personality?

How did I get the attention of a Alarm personality?

In what ways was your marketing campaign fascinating?

In what ways was your marketing campaign boring (be honest)?



Sometimes we just need to get rid of the wrong clients! The key thing about understanding your Fascination Advantage is understanding who you’re not right for.

We’ve all had those so-called bad clients.

Sometimes they don’t pay their bills, but often they’re needy or they demand too much of the resources. They’re simply not a good fit for the way that we want to work.

The sooner we realize who these negative clients are, the more that we can create strategically polarizing messages that very clearly talk to the type of customer that we do want.

I’ll give you an example:One time I created an ad campaign for a steak restaurant named JD Hoyts in Minneapolis. They had to compete against Ruth’s Chris and Morton’s. They were getting slaughtered simply because they weren’t chains and not instantly recognized.

What they did have was huge steaks and if you really wanted a huge steak in a homey environment that catered to carnivores, then you should go to JD Hoyts, not Ruth’s Chris or Morton’s.

So one headline we did was, “Sorry no vegetables. We feed them all to the animals whose flesh you’ll be devouring.”

eliminaTing one oF The TRiggeRs FRom yoUR bUsiness



It’s one of those headlines that if you are vegetarian, you’re not going there. You would boycott that place, and I think some of them did.

But, if you really want that big steak and you’re not interested in vegetarian sensibilities, then you’ll be attracted to this type of headline. By taking a stance and being strategically polarizing, finding who we do and don’t talk to, they can take a tiny marketing budget and extend it to their advantage.

Which of the 7 Triggers could you potentially alienate from your marketing campaigns so you only reach the clients you want to do business with?

Brainstorm 4 different headlines that would polarize this group and get them uninterested in doing business with you, while at the same time attracting the group you do want to do business with.

When you talk really distinctly to a certain group, and make it clear to that group that you are not for the other guy, then the group you’re talking to will feel more loyal and excited, and feel more bonded to you.



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Take the page out of the main Triggers eBook that has “How Power Personalities Sell” and “How Power Personalities Close The Deal.”

A Power personality will come in with authority and be able to give an opinion, to close quickly- the quintessential closer and the expert, saying, “Here’s why you should close!”

They will have a lot of energy and focus in on getting the deal done.

The Prestige personality will explain why something is going to be improved by working with them.

They’ll close by clarifying the future benefit of working with them.

An Alarm personality would say, “If you don’t work with me, here’s what could happen that could be negative.”

A Trust personality will say, “You’ve always worked with me so let’s continue.”

Closing The sale wiTh The 7 TRiggeRs

The Connoisseur

The Sustainer

The Good Citizen

The Ringleader



The Passion personality will say, “I am emotionally very dedicated to this, you will have my personal involvement.”

They will also use body language to get the other person inspired.

The Rebellion personality will find a creative way of competing, by not giving a standard line, but instead imagining something new.

The Mystique personality will be more subtle. They won’t do the hard sell and they’re not going to push somebody into something they don’t want. They’ll earn that interest over time by delivering the information.

TheRe’s no one TRiggeR ThaT’s beTTeR Than anoTheR.

The question is, are we using the right trigger in the right way to get the desired result?

By looking at the result that we want to achieve, we can figure out the trigger that we should use in any specific scenario.

The Advocate

The Trendsetter

The Wise Owl



The best action step that you can take is to understand that your personality can grow your business. You can arrange your whole company around your core personality strengths. That starts with understanding who you are on the most unique level.•What do you do that’s different and better than everybody else? •How can you articulate that in all aspects of what you do?

How are you unique in each of the following situations:In creating connections:

When you meet new clients:

In your online marketing:

In your offline marketing:

The more that your company can be in alignment with who you are naturally and authentically, the more effective and effortless it’s going to feel for you.

Take aCTion anD aTTRaCT The 7 TRiggeRs inTo yoUR bUsiness

the fascina tion marketing s ystem · investment that you’re going to be able to monetize over...

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