Enchantment by Guy Kawasaki (Review)

Many of you may remember my post on Copyblogger where I talked about 125 Ways to Build an Irresistible Brand, and have also seen me use the term "irresistible" frequently when talking about building your own brand.

But what is it, exactly, that makes a brand irresistible?

In a word? Enchantment.

I was fortunate enough to be one of the few people to receive an advance copy of Guy Kawasaki‘s new book Enchantment (Amazon affiliate link), and let me tell you . . . this book should be required reading for anyone wanting to build an irresistible brand in my opinion.

Below, I’m including a short video review of the book as well, but here are some of the things I loved the most…

First of all, I love the way the book reads. Its organization and flow is well thought out and makes the book both an effective learning tool and a blueprint for action. Better still, Guy doesn’t just talk about the "what" and "how" of enchanting people; he also gives you the "why." And in my experience, once you know the "why" of something, the "how" becomes more intuitive.

Another thing I really like about the book was that Guy included personal stories submitted by his followers of how they were enchanted by either a brand or another person. There’s one such story at the end of each chapter, and when you read them it drives home the point that even the smallest of gestures can turn a customer into a lifelong fan.

Enchantment (Amazon affiliate link) is a book that will teach you what should be the very core of your branding, marketing, customer relations, and sales efforts: capturing the hearts and minds of your audience in a way that makes them feel important, appreciated, and involved.

Lest you think that Enchantment (Amazon affiliate link) is for big brands only, this book is written in a way that anyone can apply its principles, and create an amazing personal brand or an equally effective corporate / product brand.

In fact, the book does a great job at teaching you how to be enchanting on a personal level too, and kudos to Guy for including whole chapters on "how to enchant your employees" and "how to enchant your boss" for those who are trying to build a career instead of a business.

Here’s a look at the book’s table of contents:

Introduction
Why Enchantment?
How to Achieve Likability
How to Achieve Trustworthiness
How to Prepare
How to Launch
How to Overcome Resistance
How to Make Enchantment Endure
How to Use Push Technology
How to Use Pull Technology
How to Enchant Your Employees
How to Enchant Your Boss
How to Resist Enchantment
Conclusion

Overall, the best way I can describe the book is to say it’s about learning how to make people fall in love with you, your brand, and what you’re all about – then stay lifelong fans and become brand ambassadors.

Here’s the video (if you’re reading this via e-mail or RSS reader, you may need to click over to the blog to watch the video):

I highly recommend this book to anyone looking to build an irresistible brand that’s adored by throngs of passionate fans. Guy clearly believes much of the same things I do about building a brand and engaging your audience. In my opinion, it’s a must-read for every entrepreneur regardless of the size of their company or stage of their career.