As a small business owner, I’m continually looking for ways to promote and grow my company. My desire is to create fantastic products so that existing customers will share their experience with others who might also like my products. In a nut shell, I want them to be enchanted with my company.
I employ a variety of marketing approaches, but walking the tightrope between promotion and sales is hard to do and is fraught with danger. Push customers too hard and they are immediately turned off. Don’t push hard enough and my business becomes lost in the jungle of other businesses who are doing it better.
Enter Guy Kawasaki’s new book called Enchantment, The Art of Changing Hearts, Minds, and Actions. His book is filled to the brim with practical and concrete ways you can make your business enchanting. Kawasaki worked for one of the most enchanting companies out there: Apple. He uses his experience from Apple, as well as from his other successful ventures, to show the reader how they can do the same thing.
The book isn’t just theoretical; rather, it is stuffed with great ideas that you can implement today. Right now. His approach is don’t wait, just go for it. Provide customers something amazing, treat them with respect, solve their problems and enable them.
Kawasaki pulls examples from business luminaries such as Richard Branson and Steve Jobs, all the way to individuals that you’ve never heard of. In fact, one of the things I really like about Enchantment is how Guy strongly encourages working with “nobodies.” In fact, he says, “nobodies are the new somebodies.” What he means is that in this world of Twitter and Facebook, everybody has the ability to promote, recommend and encourage others to buy your product. Treat every person you come across as if they are the most important person in your marketing plan. You never know what value they might bring to your company.
There are a few companies in this world that are truly enchanting and Guy has outlined a straightforward path for us to do the same. Our task is to take his sage advice and get crackin’. As he says in chapter 8, engage fast, engage many and engage often. Now, it’s time for me to stop writing this review and start enchanting my customers!
You can learn more about Guy Kawasaki here: http://www.guykawasaki.com/
Buy Enchantment here: http://www.guykawasaki.com/enchantment/order/