Book Summary: Enchantment by Guy Kawasaki

Quick Summary: In Enchantment, Guy Kawasaki explores how to captivate an audience and make them enthusiastic advocates for your cause, your customers, and your brand.

However, convincing people to try something new is still a challenge, if not more difficult than ever, even though modern technologies and international connections make it easier than ever to reach millions of people around the world.

The market has expanded and so has the number of companies offering similar products and services. Moreover, advertising no longer has the same impact on consumers.

We can’t reach consumers by focusing only on how to get them to buy now. We need to figure out how to enchant them to engage with our mission and act as unrestricted sellers.

You don’t have to read the whole book if you don’t have time. This summary will provide you with an overview of everything you can learn from this book.

Without further ado, let’s get started.

Lesson 1: Enchantment is based on likeability and trustworthiness

Have you ever felt captivated by a person you knew you should not like or trust? No, I doubt it. To charm others, you have to earn their respect and trust. The only question is how?

To be charmed, you must first learn to appreciate and accept others as they are. Then your biggest challenges are your own arrogance and selfishness.

People have to accept you before they can love you. But if you want their acceptance, you have to give it to them first. Although you can not like everyone right away, it’s important to remember that we all have our own advantages and disadvantages.

Also, those who are truly committed to a cause are usually the most interesting and likable among us. So share your interests with others because your enthusiasm will infect others.

Shared interests are the fastest way to capture someone’s heart and keep it. These bridges are not always obvious, but keep looking! Try to learn as much as you can about the person you want to charm and assume that you already have something in common with them.

If you want to be charming, however, it’s not enough for people to simply like you. Every sale has five basic obstacles: no need, no money, no rush, no desire, and no confidence, as American motivational speaker Zig Ziglar says.

People will give you their trust if you prove to be knowledgeable and competent and if you can show them that you can be relied upon.

Zappos, an online shoe store in the United States, is a fantastic example of this kind of mutual trust. Zappos has earned the trust of its customers through its generous return policy and free shipping on both outgoing and incoming orders. Zappos believes that its customers will not take advantage of this by returning worn shoes.

When it comes down to it, actions speak louder than words. Being a gentleman is something Kawasaki emphasizes. When you are honest and upfront, you show that you have only the best of intentions.

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Lesson 2: People are attracted to enchanting products and services

Are there times when you make a purchase because you feel comfortable with the seller? In some cases that may be the case, but even the most skilled salesperson can’t save an inferior offer.

The acronym “DICEE” stands for the five qualities a product must’ve to captivate.

A deep product has multiple layers of value and function, and meets both the current and future needs of your customers. Google, which began as a simple search engine, has offered a wide range of additional online services and tools in response to user demand.

A smart product is one that addresses problems in a thoughtful and effective way. Ford’s MyKey lets you limit your teen’s top speed, so parents can have peace of mind when handing over the car key.

Throughout the lifecycle of the product, the customer has a positive experience, making the product a complete success. It’s said that the quality of Lexus customer service is as important for the image of the brand as the quality of the vehicles themselves.

A product that makes us feel that we’ve acquired knowledge, strength or competence is an asset. Because of this identification, many of us treat our computer or favourite search engine as if they were an extension of ourselves.

Elegant: Products with elegance work with or for their users. Designers have put a lot of thought into how to provide the best possible experience for the end user. Apple’s products, especially the iPod with its single button, are a great example of elegant design because of their simplicity and ease of use.

If you stick with DICEE, you’ll have a product that not only meets expectations, but exceeds them with its quality and appeal to the customer.

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Lesson 3: Testing and story are the two most important aspects of launching a product

You can’t hope for commercial success without a high-quality, interesting product. But you can’t expect your product to sell itself. The first step is a successful public debut.

All too often, limited or ambiguous information is given at launch. According to Annette Simmons, author of Whoever Tells the Best Story Wins, people don’t want information. They’ve been inundated with data. They need to believe in you, your plans, your successes and your story.

Fortunately, there are two excellent strategies to accomplish this:

Your product launch will be more successful if you first include something about yourself. Show the real you by being honest about your feelings and background.

Second, offer a hands-on trial with the following features to win people over to you and your cause:

Make sure your product or service can be used by the average person with minimal guidance or special knowledge.

Don’t make people wait if they want to get started right away. If you don’t make them wait for approval or a password, you can get started right away without frustrating them.

Cost-effective: customers shouldn’t have to pay more than their time to try your new product or service. Almost no one is willing to pay for the “privilege” of being a customer during a product test, except perhaps die-hard fans.

For customers to continue to use your product, they must’ve a visible, tangible benefit. They need to see the proof for themselves before they can accept it.

Similar to the free return policy at Zappos, customers should be able to easily change their minds about your product.

Don’t neglect the “nobodies” in favor of the “influencers” during the launch phase. Your goal should be to get as many people as possible to enthusiastically support your cause.

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Lesson 4: In order to win people over, you’ll need to appeal to their psychology

When someone is enchanted, his worldview inevitably changes. However, these are not as easy to implement as some might think. You have to overcome some difficulties, most of which are hidden in the subconscious of your audience.

First of all, there is a widespread resistance to change in the human population. They prefer to keep things as they are and are resistant to change. The lack of risk-taking role models contributes to this reluctance, as does a deep-seated fear of making mistakes. So how can we remove these obstacles to win people over to our cause?

One strategy is to show them that it is safe because other people they respect are also participating. You can win them to your cause by showing them that others already believe in it.

Copywriter Colleen Szot increased sales by changing the script from “Employees are waiting, please call now” to “If employees are busy, please call again.” When potential customers heard the new sales pitch, they reasoned that demand for the product was so high that employees were overworked, which gave them immediate social proof and encouraged them to call.

Create a narrative of scarcity around your product to increase its perceived value. Gmail, Google’s web-based email service, is a good example of this, as user accounts were initially by invitation only. Extreme demand led some to sell invitations on the auction site eBay.

So which tactic should you use? Scarcity or social proof?

The level of doubt and uncertainty your product creates will determine that. Use social proof to sway people’s opinions in the face of widespread doubt. If customers are not quite sure what they want, you can use scarcity to create excitement and urgency for your product to sell more.

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