By Guy Kawasaki
In business and personal interactions, your goal is not merely to get what you want but bring about a voluntary, enduring, and delightful change in other people.
- When people see how your magic works — manufacturing, brewing, cooking, designing — they develop an interest in what you do, and they are more likely to buy your products, support your idea, or join your cause. Factory tours and behind-the-scenes looks are all powerful enchantment tools.
- Find ONE example
- Use images, but only of one person or a few, not a group – people won’t identify with it.
- Illustrate the numbers (a field full of crosses showing people dead in battle)
- Tell personal stories
- Invoke reciprocity
- Give with joy
- Give early
- Give often and generously
- Give unexpectedly
- Ask for reciprocation after
- Get people to commit to your cause and then invoke consistency. (Share actions on Facebook)
- How to use push technology (Twitter, email, newsletters)
- Engage fast
- Engage many
- Engage often – it’s a process, not an event
- Use multiple media
- Provide value: 1 – pointers to useful, inspiring, helpful content; 2 – personal insights, observations, or events; 3 – advice and assistance
- Give credit
- Give people the benefit of the doubt
- Accept diversity
- Don’t take any crap
- Limit production
- Disclose your conflicts
- Making presentations
- Customize the introduction
- Sell your dream
- Think screenplay, not speech: Act one – what is, Act two – what could be, Act 3 – how to make it so
- Dramatize
- Shorten
- Practice
- Warm up the audience
- Speak a lot
- How to use pull technology (Facebook, website, blog, LinkedIn, youtube)
- Provide good content
- Refresh it often
- Skip fancy stuff
- Make it fast
- Sprinkle graphics and pictures
- FAQ and about page
- Introduce team
- Optimize for various devices
- Make use of friends lists
- Tag people to enchant
- Help fans promote themselves
- Give fans a burst of excitement with surprises like “Post your blog” and “Fan Page” Day
- Offer special gifts for engagement
- Crowdsource ideas and engage your fans
- How to enchant employees
- Provide a MAP – a plan for mastery, autonomy, and purpose
- Always appreciate your employees. Tell them you want them.
- How to enchant volunteers
- Set ambitious goals
- manage them well
- enable them to fulfill their needs
- ensure that the paid staff appreciates them
- give feedback
- provide recognition
- invite them in
- provide free stuff