Have you ever been enchanted? Not in a magic wand or fairy dust kind of way, but in a way that captured your attention and turned you into a loyal advocate of a specific product, service, organization or brand? Isn’t that what we all strive for as marketers - to turn our prospects and visitors into long-term customers and fans?
The first step to enchanting a potential customer is to achieve likability, said Guy Kawasaki, author of Enchantment and founder of Garage Venture Technologies, on Thursday, September 15, at the Inbound Marketing Summit in Boston. Not only do you have to be likable, but trustworthy he went on to say, and deliver quality products and services as well.
"Do something D.I.C.E.E. (deep, intelligent, complete, empowering, elegant),” said Guy Kawasaki. He totally rocked it as he told the audience to produce great products and great services that embody these five qualities (deep, intelligent, complete, empowering, and elegant):
- Deep – Does the product offer lots of functionality? Can it do a lot of things?
- Intelligence – When you look at the product, do you get the sense that the company or person that created it understands your pain and what you need better than yourself?
- Complete – Does your product provide all the necessary parts? (e.g. software, developers, support, documentation, forums, etc.)
- Empowering – Does the product make you feel more powerful, more creative and more productive?
- Elegant – Did someone care about the user interface? Will the user find it to be simple and efficient?
“If you want to create a great product, then you have to create something that’s deep, intelligent, complete, empowering and elegant,” Kawasaki said as he went on to enchant the audience with his intriguing stories and Duchenne smile.
The audience, filled with the area’s top marketing experts, seemed completely engaged as they got just a taste of Kawasaki’s book, Enchantment: The Art of Changing Hearts, Minds, and Actions.
“Guy Kawasaki is absolutely worth seeing. Even if you saw this same content on his webinar. He's THAT good live,” said Melissa Reyes, owner of Social Amateur and attendee of the event.
Overall it was a fantastic presentation delivered by one of the “most refreshing visionaries in business today.” If you missed the presentation and are interested in learning more about enchanting your audience, you can download the complete narrated SlideRocket presentation of How to Enchant Your Audience , currently available for free on SlideRocket.com.
What are some enchantment techniques that you’ve found to be successful? Are you enchanting? If you really want to find out, take Guy’s Realistic Enchantment Aptitude Test (GREAT).
Did you attend Guy Kawasaki’s presentation at the Inbound Marketing Summit? What were your thoughts?