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1-Page Summary of Enchantment
Overview
When you are marketing a product, don’t focus on the people who have influence. Instead, try to reach as many people as possible so that you can convert most of them into loyal customers. Remember: in today’s world, anyone can be influential because of social media and other communication channels.
Guy Kawasaki explores the question of how you can win people over to your cause, entice them to buy your product and truly love your brand.
Although technology and the Internet have made it easier to reach out to people, it’s still difficult to convince them to try something new.
The market has grown, but so has the competition. And consumers aren’t affected by advertising the same way they once were. In order to reach them, we need to figure out how to enchant them with our cause and get them involved in it.
The following points will teach you about the art of enchantment and how to use it to create a fanbase that can’t wait for your next product or service. It will also provide tips for avoiding becoming enchanted by people who just want to make a quick buck.
The author also shares how inviting Filipino militants inside for coffee changed one woman’s life, why one company has so much faith that their customers won’t try to rip them off, and how enchanting people is better than just enchanting a single group of people.
Big Idea #1: Enchantment is more than just manipulation. It’s about triggering behavior through emotions, which can be very effective.
Have you ever been in a situation where someone was just so nice or captivating that you really wanted to help them? People who are enchanting can get people to do everything for them. Everyone wants to be around an enchanting person because it makes people feel happy and alive. These skills will be more powerful as your goals grow bigger and the resources available become less apparent.
Enchantment is the ability to change someone’s attitude and influence their actions. For example, a filmmaker named Karin Muller worked in the Peace Corps building wells and schools in the Philippines during the late 1980s.
One day, seventeen members of the NPA (New People’s Army) came to interrogate her. When she saw them, she exclaimed: “Thank God you’re here. I’ve been waiting all day.” She was able to turn the situation around by appealing to their emotions and having a conversation with them instead of fighting back.
Enchantment can help you in any situation. It’s not just about getting out of a pickle, but also about filling others with the same delight and passion as you do for something.
For example, when Steve Jobs was developing the iPhone, he wasn’t thinking about how to get people to put money in his bank account or sign on for a two-year contract with AT&T. He was selling them the idea of a better future – one in which they can interact socially and use technology to improve their lives.
In order to enchant people, you need a dream that you’re striving for. However, there’s more to it than just having a dream.
Big Idea #2: To be enchanting, you need to be likeable and trustworthy.
Have you ever been enchanted by someone even though they weren’t trustworthy? Probably not. If you want to be able to enchant people, then first you have to get them to like and trust you. How can that happen?
The key to being enchanting is accepting and liking other people for who they are. If you’re arrogant or self-centered, then that will be an obstacle to others liking you. In order for them to like you, they have to accept you first. But in order for them to accept you, it’s up to the person who approaches them because not everyone is going to immediately like everyone else. Also, passionate people are more likely than others to be liked and interesting which makes it important for us as a speaker of ideas (or whatever) when talking with others about our passions and why we’re so excited about something that we get really into what we’re saying rather than just delivering information or facts without passion behind it.
