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?

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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