10 Steps to Enchantment

Consumer insights on enchantment

Thanks to Guy Kawasaki for his recent webinar on “How to Change Hearts, Minds and Actions” — 10 steps to achieve enchantment — the title of his new book.

  1. Achieve likeability — have a great smile; dress for a tie — equal to those with whom you are working or selling; have a perfect handshake
  2. Achieve trustworthiness — trust others like Amazon, Zappos and Nordstrom’s trust their customers;  bake but don’t eat — make more and bigger, take less; default to “yes” — how can you help others?
  3. Get ready — have a great product or service; do something deep, intelligent, complete, empowering and elegant; make it short, sweet and swallowable; conduct a premortem — be prepared
  4. Launch — tell a great story; plant many seeds; generate a lot of trial; use salient points for your audience (e.g., the yearly cost of operating a car versus MPGs)
  5. Overcome resistance — provide social proof; find a bright spot — focus on places embracing your innovation; enchant all of your influencers
  6. Endure — don’t rely on money; invoke reciprocation; build a sustainable ecosystem with consultants, developers, resellers and user groups
  7. Present — learn how to present; customize the introduction for your audience; sell your dream; 10 slides in 20 minutes in 30 point font
  8. Use technology — remove the “speed bumps” (e.g., captcha); provide information of value, insights and assistance; engage quickly (within 24 to 48 hours), frequently and many times
  9. Enchant up to your boss — drop everything else to get what they want done; prototype quickly — is this what you’re looking for?; deliver bad news early and preferably with a solution
  10. Enchant down to the people you manage — provide a map that will help them master their job, give them autonomy and purpose; empower them to act; suck it up and be willing to do the scut work

According to Guy, if you’re able to do all of these things, you’ll be irresistible.

What do you think?

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About Insights From Analytics

Integrated marketing professional who generates insights from analytics to increase revenue. Daily blog now resides at www.insightsfromanalytics.com/blog.
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