Review of Enchantment by Guy Kawasaki

This Thursday’s hot spot is a story of enchantment, passion and persistence. And as I find myself co-working in a house in Austin with the passionate, determined and downright wonderful Pam Slim, Carole Brown, Pamela Wilson and Rachel Matthews, women who love helping others, light up when they talk about their subjects and are determined to out those two together, it seems particularly apt.

Guy Kawasaki’s recent book “Enchantment, the art of changing hearts, minds and actions”  considers the techniques used and theories behind why we are impassioned and attracted by certain systems, people and businesses and repelled and indifferent to others.

As former chief evangelist for Apple, Guy is more than familiar with how to use “fervour and zeal” to push through the resistance to change, educate people and turn people into loyal and fiercely passionate customers, colleagues and employees.

The word “enchantment” might make you think of children listening to fairy stories with wide eyes and thumping hearts. If you think that’s a little woo woo for business, now imagine those wide eyes and thumping hearts are your customer’s reactions when you release your latest product, or work for your clients.

Content

Anyone who has read Robert Cialdini’s “Influence” or Dale Carnegie’s “How To Win Friends and Influence People” will be familiar with many of the persuasion techniques and theories used in the book. However, the content comes with Guy’s own stamp of personal and professional experience. What’s exciting about this book is that it shows you how the techniques of influence and persuasion are relevant in the digital age. Whilst referencing classic theories and studies, Guy shows how these can be used practically today whether you’re starting your business, launching a product, or expanding your social media presence through specific “push technology” like Twitter, Facebook, LinkedIn and email. The book is packed with tidbits of ideas backed up with relevant examples from current companies and his own anecdotal evidence which is what makes this book feel so fresh.

Style

It’s very well laid out and easy to read. There are personal stories to illustrate the points at the end of each chapter and the formatting makes it very easy to read. The tone is conversational and Guy’s easy style and humour gives you real momentum. This is not a book to be skimmed however, being so well written, you might get caught up in the flow. Don’t. Pay attention. Assume he is teaching you gold in each small step and take the time to implement it in your business.

Who is it for?

This isn’t just for big business. Whether you are a blogger, business owner, solopreneur or bigger, you have to get your message to the people who need to hear it. You want them to come to you, to listen to your further, to read more of your content, to engage with you, tell other people about what you are doing, bring them back to you to point, stare and say “here she is, this is the woman I’ve been talking to you about, this is what she‘s doing, listen!”

In short, if you want an enchanted audience, you’ll want to buy a copy of “Enchantment.”

This Saturday I’m meeting Guy where I’ll be asking him some more specific questions about copy, content and enchantment. I’ll post it next week so stay tuned!

To check out Enchantment on Amazon, click here.

Just to let you know I have no affiliate relationship with this book, I was just really impressed with its content and accessibility and think you’ll really enjoy it!