Impossible to Resist: Outshine the Competition, Attract Raving Fans and Earn Attention in a Distracted World

Shelley Yates, Communications Senior Advisor
December 12, 2018

Sally Hogshead, New York Times bestselling author, researcher and creator of The Fascination Advantage®, recently spoke at the 1st Global National Conference about the correlation between differentiation and success.

“Fascination is your brain’s most intense state of focus,” she explained. “Fascination leads to confidence. Confidence leads to performance, and performance leads to results.”

However, while most people are generally confident – even overconfident – about their driving ability, intelligence or their appearance, they are less than confident on whether they are fascinating. Hogshead says this stems from the fact that things like driving ability can be measured, but historically, there hasn’t been a way to quantify how you attract and retain your clients and prospects. She explained this drove her to create her Fascination Advantage® tool, which shows you how your clients see you – what attracts them to you, what makes you successful in your approach with them, what makes them refer others to you and more. Whether it’s your attention to detail or your ability to create an emotional connection, it’s important to embrace what differentiates you and what makes you add value to your clients.

She explained, “Stop trying to compete with everybody else in your services. You don’t have to change who you are. You have to become more of who you are. It’s not enough to be the best if no one notices or cares…It’s good to be better, but it’s better to be different.”

Hogshead then explored how the most successful advisors add value: turning a specific benefit they add into a specialty. For example, a creative advisor may add more value by explaining regulatory changes and investment climate to their clients versus delving into the nitty-gritty details of investment performance, whereas a detail-oriented advisor may do the opposite.

She identified seven key areas of benefit or specialty, which she calls communication Advantages: Innovation, Passion, Power, Prestige, Trust, Mystique and Alert. 1st Global advisors completed her assessment in advance of the conference, and she provided live results based on those in attendance. They were 137 percent more likely to have Trust as an Advantage than the average person. By combining an individual’s top two Advantages, she identifies what she calls Archetypes, or the way you communicate that adds the most value to the most people. The number one Archetype for those in attendance was “The Good Citizen,” one who builds loyalty with consistency (Trust) and prevents problems with care (Alert).

What that means is they were more likely to fascinate when they provide stability and comfort to their clients and less likely to fascinate when having to communicate change or to innovate. They are more likely to be successful in their approach when they lead with tangible items and facts about what has been proven to work and less likely to focus on intangibles like passion or emotion. They value consistency and detail-orientation, and their best clients are those who value the same things and need the advantages they provide.

Hogshead also provided two key pieces of advice for all archetypes:

  • Surround yourself with people who communicate differently. They may provide strengths in areas you are weakest and vice versa, making the entire team stronger.
  • Create your Anthem, which is who you are at your best delivering your value. She explained that there should be two words in your Anthem. The first is an adjective that explains how your brand is different, inspired by your Archetype. The second is a noun that explains what your brand does best. For those in attendance, “trusted advisor” has perhaps never been a more fitting and clearly defined Anthem to rally behind.

Want to learn how you fascinate? Go to howtofascinate.com take the assessment or to hear more from Sally Hogshead.

Stay tuned to 1stGlobal.com/blog as we share more exclusive insights like this from our National Conference 2018 speakers in the coming weeks.

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