Let me tell you a secret.

It’s just for you.


I think you’re really going to like it.

This idea.


Innovation in marketing practice.

In fact, better yet, read on. Read this. Buy it .


Did you see what I did there?

Sally Hogshead, author of Fascinate, describes seven triggers that we can (and should) tap into to help us tell stories and engage our audiences. They allow us to go beyond the simple concept of “personal branding” – to a deeper, more authentic place.

The seven triggers can be woven into our stories and drive a response from our audiences.

  1. Power – Take command
  2. Passion – Attract with emotion
  3. Mystique – arouse curiosity
  4. Prestige – increase respect
  5. Alarm – create urgency
  6. Rebellion – change the game
  7. Trust – Build loyalty

Sally is presenting at the Content Marketing World conference, and thanks to Nate Riggs, we can see and hear a little of what she has to say. But don’t just watch this – think about what you can do today to impact your work. How can you put the power of storytelling to work? Which triggers can and will you use (and why).

I like this better than my own P-L-A-Y framework – or perhaps, in practice, I can see ways of extending that framework in new ways. I’ll let you know what I find out after a few experiments. But in the meantime, let me know how this works for you. Does it fascinate you and your team? What about your clients or customers? For it seems that telling the story of telling the story is, itself, one of the many ways to fascinate. Get to it!

Sally Hogshead Live at Content Marketing World from Nate Riggs on Vimeo.