I remember coming across this very old marketing technique called “fascinations”. Let me tell you about why I think it’s a great concept to internalise, even in modern marketing. And why it’s so aptly named.
Doing something that’s changing the world and would you like to have a chat with me about it? Click here and fill out the form!
Don’t like videos? Here’s the text version:
When you write anything for your marketing, write to fascinate.
In this video we’re going to be talking about this old concept of fascinations.
If you haven’t subscribed to my YouTube channel already please do it’ll help me loads and you’ll be notified when I release new videos if you click the little bell.
The Original Marketing Concept of Fascinations
Today I want to talk about this concept of fascinations. It’s a really old marketing concept, I can’t remember where I was reading about it but basically, it was back when they used to send direct mail in your mailbox – where they used to send catalogs and envelopes and stuff into your mail – and the idea was to put something on the front of the envelope that would encourage people to open it and read the marketing that was inside.
So, an example might be that on the front of the envelope it might be like, “On page 10 is the number one reason why carpets are making your children sick.” So, you can see how that would be really encouraging for a parent to open and then read about why carpets might be making their children sick.
Fascinations Continue in the Digital Age of Marketing
And this concept is something that has continued into the digital age. It’s obvious when you really think about it – your email subject lines are going to do the exact same thing that fascinations would have done on the front of an envelope.
Now, why I want to talk about this is because I love the word fascinations for this. I think it’s a really interesting linguistic thing more than anything or semantic thing more than anything.
In that, I think the term ‘fascinations’ kind of implies a sense of wonder, a sense of magic, a sense of wondrous interest. It’s not just sparking this capitalist, “What do I get from this business.”
Write to Fascinate, Not for Gains
You’re not writing on the front of the envelope what the customer gets from the business. Instead what you’re trying to write on the front of the envelope is what is going to interest this person.
What is going to make them excited?
What is going to make them wondrous?
What’s going to make them want to read more?
What is it that they’re gonna be fascinated by?
What’s the lamp that they’re gonna want to rub?
This is a Core Marketing Concept
The only reason I’m recording this video is not because this concept is new, not because this concept is original, but because this concept is foundational.
This is a core marketing concept that’s going to continue no matter how marketing changes. When you write, write to fascinate. Write to make people super interested in what you’re doing.
But Don’t Get Click Baity!
The only caveat to this is the horrible thing that’s happened with digital marketing (and I’m sure this happened with direct marketing as well) is clickbait.
Let’s not go down the road of creating fascinations just to fascinate. You want to make sure that there’s payoff. That when they become fascinated by your fascination they then go in, and all is revealed. They see that that next level of thing.
And hopefully they get fascinated further, but don’t create a fascination when they go in it’s like “Oh, that wasn’t that interesting.” That anti-climax is going to make your customers hate you.
And they’re not going to hate you in this conscious way either it’s going to become like this subconscious thing of like, “Oh every time I read something from them I’m not really going to trust that what they’re saying is real.” So, write to fascinate but make sure you give the payoff.
I hope that helps if you want to discuss this further or you need some help creating fascinations for your business please feel free to message me I’m happy to have a chat with you without payment if your business is trying to be as ethical as possible.