Guy Kawasaki, the author of Enchantment: The Art of Changing Hearts, Minds, and Actions was the opening keynote speaker at the Sheblogs conference I attended last month. What an impressive man! He is the author of 10 books, former Chief Evangelist at Apple (twice) and founder of Alltop.com.
His talk was a summary of the book in one hour. Luckily, Cisco Systems sponsored copies of the book for all attendees so I got to read the rest of it.
What is Enchantment
The foundation of enchantment has several ingredients. Remember you want to enchant customers, fellow employees and your boss; it’s good business. Here are some of the key points from notes I took during Guy’s presentation.
1. Achieve Likeability
- Make crow’s feet (have a genuine smile)
- Dress for a tie (as a peer; not over or under)
- Have a perfect handshake
2. Achieve Trustworthiness
- Trust people before they trust you (business model of Amazon, Zappos,and Nordstrom’s)
- Be a baker, not an eater
- Default to Yes (think how can I help the other person when you meet people)
3. Do something DICEE
4. How to launch
- Make it short, sweet and swallowable
- Conduct a Premortem (pretend product failed and go through reasons it failed and then figure out how to address them in advance)
- Tell a story (launch)
- Plant many seeds (marketing 2.0 to get nobodies)
- Use salient points (miles/gallon vs. yearly costs, dollars vs.months of food, gigabytes vs. number of songs)
5. Overcome Resistance
- Provide social proof
- find a bright spot
- Enchant all the influencers
- Invoke reciprocation
- Respond to thanks with “I know you would do the same for me”
- Enable people to pay you back when they owe you something
- Endure (Grateful Dead)
- Don’t rely on Money
6. Learn to Present
- Customize the introduction
- Sell Your Dream
- 10 slides (max)
- 20 minutes
- 30 point font
8. Use technology
- Remove the speed bumps (captcha = reduce the number of customers)
- Provide value: Information, Insight and/or Assistance
- Answer email, DM and @s within 48 hours
- Many people – everyone
- Often (core function)
The book has a lot more detail plus additional content on using social media and how to resist enchantment. The art of enchantment is a valuable read for everyone which is borne out in the personal stories told at the end of each chapter.
If you’d like to win your own copy of the book, there are four ways to enter as listed below. For each entry, leave a separate comment.
1. Leave a comment on a recent enchanting event you’ve experienced.
2. Subscribe to Buck$ome Boomer and leave a comment saying if it is via RSS or email.
3. Follow me on twitter and tweet the giveaway.
4. Become a fan of Bucksome Boomer on Facebook.
This giveaway is open to those 18 or older and with an U.S. mailing address.
Entries close on June 12th at 5 p.m. Pacific Time and the winner will be selected via And the Winner Is… plugin. If there is not a response within 48 hours to request for mailing address another winner will be selected. Remember to leave an email address that you’ll be checking.