At the not-so-recent Inc. 500/5000 conference I attended at the beginning of October 2012, Guy Kawasaki offered an informative session about cultivating and maintaining “enchantment” in your customers or clients. I am (and have been for several months) in the middle of summarizing those points and discussing how they are applicable for us at Outskirts Press so perhaps they can also help you apply the information to your own entrepreneurial efforts (starting a business, running a company or yes, even marketing a published book). And, in the meantime, you should get Guy’s book, “Enchantment” for the total skinny.
Step 7 is to present.
What does this mean? It means that customers/clients become enchanted with companies and/or people who have learned the art of presentation. Again, Apple provides a very good example of this (it is almost as if Guy reverse-engineered everything he thinks Apple does “right” to arrive upon this list in the first place, because let’s face it — Apple is one hell of an enchanting company). Everything Apple does is about presentation, from its commercials to its retail stores to the very boxes their products arrive in. What other company can boast that its customers keep the BOXES of their products? Apple’s presentation is so good, in fact, that its customers are liable to ignore (or quickly forgive) gross mistakes that would incite riots if perpetrated by lesser-liked companies (Apple Maps, anyone?).
Infographics are an example of presentation. Rather than requiring a customer or client to read paragraph after boring paragraph, infographics boil the content down to a few graphs, charts, or images, easily digestible for those of us who have lost the ability to read and comprehend anything longer than 140-characters in this post-Twitter world. Videos are another example of presentation. Along with creating more infographics in 2013, Outskirts Press will be creating more videos — videos that “present” our company and some specific services in a fun, engaging way. When those videos are done, I’ll share them here…