"A lot of life is about enchanting people," Guy Kawasaki told a rapt audience at the Allegiance Engage Summit 2011 earlier this week. In business, enchantment is part of building a mutually beneficial relationship. Kawasaki, cofounder of Alltop and author of Enchantment: The Art of Changing Hearts, Minds, and Actions, shared three essential elements of enchantment.
Achieve likeability: You can't enchant people unless they like you. Be genuine in person and with your marketing. Smile. Richard Branson is someone with great likeability, Kawasaki said.
Achieve trustability: "You need to trust your customers before they'll trust you," Kawasaki said. Zappos, for example, shows it trusts customers by paying for shipping for purchases and returns. Kawasaki also recommended "defaulting to yes." Instead of saying no, look for ways to help your customers.
Aim for perfection: Work to perfect the quality of your products, service, customer experience. Kawasaki cites Apple as an example. His formula for perfection is to be "DICEE."
- Deep - lots of features and functionality
- Intelligent - understand customers' pain and fix it or makes something possible
- Complete - an ecosystem of services, content, community, event, partners, etc.
- Empowering - connects emotionally
- Elegant - easy to buy, own, use
Kawasaki also suggested making the enchantment enduring, providing social proof of the benefits, telling a story to capture attention, and removing barriers to buying or using your product or service.
Ultimately, if you're likeable, trustworthy, and default to yes, customers will thank you--usually by sticking around and continuing to give you their business, and by recommending you to their friends and associates.