In Guy Kawasaki's latest book , he talks about "enchantment." But what exactly does that mean, and how can we use it for marketing?
Guy Kawasaki says, "Enchantment is the process of delighting people with a product, service, organization, or idea. The outcome of enchantment is voluntary and long-lasting support that is mutually beneficial." Guy enthralls readers by taking them through his steps to achieving enchantment, one chapter at a time. Here are some things we marketers can learn from Guy's book and the concept of enchantment .
1. Use Pull Technology and Inbound Marketing
Guy dedicates a full chapter of his book to the concept of "pull technology," which is similar to the concept of inbound marketing . "Push technology brings your story to people," he says. "Pull technology brings people to your story." The key to pull technology is to get other people's attention without interrupting them, which is just like inbound marketing. Creating content that is relevant and entertaining will lead people right to your business. Here is some more great advice from Guy on how to leverage content for inbound marketing:
- Provide remarkable content by making your content enchanting to others.
- Refresh it often (about every 2-3 days).
- Sprinkle graphics and pictures to make a website or blog more interesting and enchanting.
- Introduce the members of your team so people do not feel like they are interacting with a nameless, faceless, and soulless organization.
2. Connect People to Your Cause or Organization
Creating that personal bond or connection with your audience is crucial to any marketer. Once you have the confidence of others, you can reach a large group of people and encourage them to join you. "The level beyond telling stories is immersing people in your cause," says Guy. He encourages the reader to keep it personal and plant many seeds. If you touch the lives of more people, more people will "jump on the bandwagon" for your cause or organization.
3. Act in a Transparent Manner
To make that personal connection with your audience, first they must trust you. Guy says that "when people trust each other, they stop playing games, they look beyond temporary problems, and they expose themselves with less hesitation." The two-way trust model leads to a healthier and more productive experience for both company and consumer. So how do you earn the trust of others?
- Be a mensch. Act with honesty, treat people who have wronged you with civility, and help someone who can be of no use to you.
- Disclose your interests. As long as you are honest about what your goals are, people won't mind if you have other motives.
- Gain knowledge and competence. Demonstrate your thought leadership. Show that you understand something but are also capable of executing it.
- Enchant people on their own terms. Think about the concept of inbound marketing. Let people come to you instead of interrupting them. If you work with someone else's schedule, they are more likely to put their faith in your hands.
4. Share Enchanting Stories With Others
Guy takes his own advice to captivate people in his book by having regular people tell their stories about how they have been enchanted by a cause or organization. He ends each chapter with a heartwarming tale of the way someone was captivated.
Marketers are always telling stories through their marketing. Whether it's through case studies, blog posts, or videos, the best content will capture an audience's attention and keep them engaged. Consider this when you're creating your next marketing campaign , and think of ways you can make it even more captivating.
5. Overcome Resistance
In his book, Guy also discusses the topic of overcoming resistance. Every great marketer has failed at one point or another in his or her life. Failure is part of the learning process and figuring out what works or does not work. If you hesitate to take a risk because of a fear of failing, your company will never be greater than any other company. The greatest success stories are the ones who did not give up when things did not look good.
Many people are afraid of changing the status quo, but it is important to make changes in a business. Even if your business is doing well, it can always do better. When Steve Jobs saw success with the iPhone, he did not stop there. He took a risk and created the iPad. There is always room for growth and improvement. Don't be afraid to experiment in your marketing.
Why Stop Now!?!
Want to be enchanted by Guy Kawasaki the way I have? Luckily, he will join other marketing experts including Chris Brogan and Clara Shih to discuss inbound marketing at the Inbound Marketing Summit! More speakers will be unveiled soon, but don't miss the opportunity to attend the events of the year, the Inbound Marketing Summit on September 14-15 followed by the HubSpot User Group Summit on September 16 at the Sheraton Boston .
In what other ways can you enchant your audience with your marketing?