As you know, I talk about creating love affairs with your customers a lot here on the blog. Why do I think it’s so critical? Let’s look at how people behave when they’re in the bloom of a new love.
- They find the other person intoxicating — they crave more.
- They can’t help themselves. They talk about their new love all the time. To everyone and anyone who will listen.
- They are very forgiving of missteps or mistakes.
- They want to be good and helpful to their new love — what matters to that person suddenly matters to them as well.
Now translate that back to a customer, donor, employee, volunteer, boss or vendor. What organization wouldn’t want those very important people to feel that way towards them?
And keep in mind…this isn’t a one way street. You have to genuinely treat them the same way. Or the love is very short lived. At McLellan Marketing Group, we call it creating a love affair. Guy Kawasaki calls it being Enchanting* in his new book of the same title. Potato, potato. (You did read those two words differently, right?)
The book’s basic premise is this: “enchantment is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes skeptics and cynics into believers and the undecided into the loyal.”
Again I ask the same question — what organization wouldn’t want to be able to inspire and instill that spirit?
But as you know, I’m not into books that get us fired up to do/be something without telling us how. (The former is just mean teasing) Guy’s books pushes past the why and gets to the how before page 10. In fact, chapters 2-12 all start with the word “how.” That’s the sign of a book I can use.
You really need to read this book. (You can buy it by clicking here*) With a note pad and pen at hand, because you’re going to get a lot of fresh ideas that you want to capture.
You can also test your own “realistic enchantment aptitude” and if you want an awesome sneak preview…check out this infographic that Guy prepared.
*This is an Amazon affiliate link. While I am confessing, I should also tell you that Guy sent me a copy of the book for free and I swore twice yesterday. And I just lied. I really swore three times.