5-Mar-10 9:00 AM CST

The Most Powerful Way to Influence Decision Making is Explained in a Fascinating Interview with Author Sally Hogshead

Co-hosts Brad Forsythe and Ray Schilens interview Sally Hogshead, creative director and author of FASCINATE: Your 7 Triggers of Persuasion and Captivation. Growing up with the last name Hogshead would give anyone an unconventional point of view. Today Sally is a creative director and author, developing ideas that help world-class brands to persuade and influence. She’s been interviewed by the “Today Show” three times in the past year, and appeared last week on CBS “Early Show.” Reality TV show “Making It Big” featured Sally as “advertising’s icon” who has “changed the face of North American advertising.”

In her second year of advertising, Sally won more awards than any other copywriter in the U.S., and was called “the most successful junior copywriter of all time.” After working at Wieden + Kennedy, The Martin Agency, and Fallon McElligott, by age 27 she’d opened her first ad agency. Three years later, opened the West Coast office of Crispin Porter + Bogusky as Creative Director/Managing Director. Working with brands such as MINI Cooper, Nike, Target, Starbucks, and Coca-Cola, Sally’s work has collected hundreds of honors, and been invited into showcases ranging from “Best Ads on TV” to The Smithsonian Museum of American History. She was the first-ever host of the national Adweek conference.

In 2005, Penguin published her first book, RADICAL CAREERING: 100 Truths to Jumpstart Your Job, Your Career, and Your Life. Sally spent the next year touring the country as a motivational speaker for CareerBuilder.com.

In February 2010, Sally’s second book was published, titled FASCINATE: Your 7 Triggers of Persuasion and Captivation. The book outlines Sally’s three years of research on the universal triggers of fascination: Power, Lust, Mystique, Prestige, Alarm, Vice, and Trust. Author Seth Godin says, “This is a transformative work, a beautifully written book that will forever change the way you see the world. I loved it. Let me be really clear: you need to buy this book, devour it, absorb it and then buy copies for your colleagues. A lot of copies.” Today, as a creative director and writer, Sally works with brands such as Pepsi, Harry Winston, Godiva, and Cole Haan. She also leads keynotes for companies such as Starbucks and Microsoft.

For entertaining advice join hosts Ray Schilens and Brad Forsythe for a lively and informative discussion.