To charm hearts you need to see people's thoughts. How to charm people - secrets from guy kawasaki. To captivate your employees, you need to properly motivate them.

15.05.2020

Good afternoon, my dear friends!

Today I invite you to visit the library again. The book with which I want to introduce you has caused diametrically opposite responses. Most consider it the next bestseller, which provides many ready-made recipes that answer the question of how to become successful and achieve your goals. But there are those who call it a rehash of many already known publications on the topic of charm and the secrets of charm.

I think that a smart reader, even if he prefers books by other authors, will be able to note the simplicity of the language and the absence of platitudes in Guy Kawasaki's book How to Charm People: The Art of Influencing Minds and Actions. This is not a guide or a collection of edifying advice, but an entertaining narrative, which is woven into many funny stories, each of which contains a grain of wisdom that allows you to understand what charm is, how the success of a person depends on the ability to charm people.

People who, in their activities, are not connected with constant communication and are pessimistic, and charm skills are compared with the manipulations of unscrupulous sellers, who just want to “suck in” something.

However, Kawasaki's book is addressed to optimists who

“bring something new and useful to the market: a product or service, an organization or an idea. And they understand that modern world it is impossible to exist at the expense of only fleeting, superficial and temporary relationships.

The book will be useful to people who want to be effective in achieving their goals, while their creative efforts are aimed at making the world around them a little better, cleaner. And they do it without violating the generally accepted ethical principles without descending to deceit, pressure, manipulation.

You can create a great product or service, but no amount of magic can win over people, make them your followers, if there is no trust, which is the basis of charm. Charm presupposes, first of all, mutual understanding. Guy Kawasaki explains that enchantment is not a manipulative technique, but the skills of building positive relationships, changing situations that do not contribute to solving problems.

A person who knows how to charm people will be able to turn hostile people into positive partners, overcoming established stereotypes, transform skeptics into supporters.

The ability to charm people requires effort and time. Trust relationships develop only after people are convinced of your responsibility, integrity, sincere desire to help them solve some needs through the use of the goods and services you offer. There are no trifles here, everything is important: politeness, endurance, accuracy in execution, etc.

I can tell skeptics that people don't care what books you read. Whether you prefer Guy Kawasaki's book "How to Charm People: The Art of Influencing Minds and Actions" or consider books by other authors more worthy, the main thing is to learn to understand what people want, then you will learn to win hearts and be effective in achieving your goals.

Recently, we had to reduce the volume of communication with a company with which we have been cooperating for many years. The reason was the unwillingness of their specialist to resolve the non-standard situation that had arisen at an inopportune time. A trifle?! In general, yes, but the rudeness and incompetence of one person created many problems for several enterprises and no one else wanted to take risks.

So let there be many books on this topic and everyone will find their own, since the importance of interpersonal communications in business cannot be overestimated.

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Read in 14 minutes

Portfolio illustration

Charm is more than manipulation, it spurs action through emotion.

Sometimes you meet people who are so nice or charming that you genuinely want to help them. It means you are enchanted. The higher the goals and the less means you have, the more useful charm is for capturing people and inciting them to action.

Charm helps change the nature of relationships and influence people's actions.

Example. Director and screenwriter Karin Muller worked for the Peace Corps in the late 1980s, building wells and schools in a Filipino village. One day, seventeen members of the armed group of the Communist Party of the Philippines came to her to interrogate her. Seeing them, Karin exclaimed: “Thank God you are here! I've been waiting for you all day. Please come in and have a cup of coffee. Leave your guns at the entrance." Mueller changed the situation radically, turning it from a show of force into a "heart-to-heart talk."

Charm can come in handy anywhere and anytime. This is not only about making a profit or personal gain. Enchantment is filling others with the same emotions that you experience.

Example. When Steve Jobs designed the iPhone, he didn't think about how to get consumers to buy. As a charming person, he was simply selling his own dream of a better future.

If you want to charm people, you must have a dream.

Attractiveness and trust are the basis of charm

Is it possible to be charmed by someone you don't like or don't trust? Hardly. To charm people, you need to make them love and trust you. How to do it?

The main secret is to accept and love people for who they are. Arrogance and selfish behavior are the main obstacles along the way.

First people have to accept you. But for this you need to take the first step by accepting them. It is impossible to please in an instant. Do not rush to write off a person from the accounts: we all have strengths and weaknesses.

Enthusiastic people are more likely to evoke sympathy and interest. Be frank in your emotions - enthusiasm is contagious. The easiest way to charm someone is by sharing interests and hobbies with them. Assume that you have something in common with the person you want to charm, and prepare in advance for the conversation.

But just liking people is not enough. To make people trust you, show them your knowledge and competence. Remember that trust must be mutual.

Example. American shoe consumers Zappos trusted with a money-back guarantee and free shipping. Zappos, in turn, believes that people will not abuse the company's trust by returning used shoes.

Judge by deeds, not words. Kawasaki recommends "be honest and honorable." A sincere person himself serves as proof of good intentions.

Your product or service should captivate in and of itself.

Do you often buy things just because you trust the seller you like? Sometimes. Even a brilliant salesperson cannot captivate customers with mediocre products and services.

A product or service must have five qualities:

1. Depth: deep product different ways demonstrates its value and features, can meet the current and future needs of customers, evolving over time.

Example. Google, starting as a search engine, identified the needs of users and developed an email service, as well as a wide range of online tools and services.

2. Intelligence: a "smart" product solves problems gracefully and efficiently.

Example. Ford's MyKey system allows you to set a speed limiter, giving parents peace of mind when a teenager gets behind the wheel.

3. Completeness: a complete product provides the customer with advanced features.

Example. Lexus aftersales service is as integral to the company as the car itself.

4. Empowerment: the product makes the customer feel smarter, stronger, or more experienced. Thanks to this feeling, many of us consider our computers or loved ones search engines part of themselves.

5. Simplicity: simple products work with and for their users. The design needs to be optimized for user interaction.

Example. Simplicity and convenience of iPod with a single control button.

A product endowed with these five qualities will work productively and captivate consumers.

History and testing - the main stages of the release of the product

A captivating product determines a company's success, but it won't sell itself. You need to present it to the public and do it right.

Majority advertising campaigns provide abstract information about the product. But as Annette Simmons (author of The Best Storyteller Wins) said, “People don't take in information - it's their eyes. People want to believe - in you, in your goals, in your success, in the story you tell."

To succeed at this, tie the product release to a story from your life, thus giving it a personality. Be sincere and open.

To really captivate people, let them get to know the product personally by testing it. In doing so, they must note the following characteristics:

Ease: customers can use the product or service without special training, experience or advice.
Rapidity: don't make people wait! Refuse to fill out long questionnaires, wait for passwords or SMS confirmations before using the product.
Economy: when testing a new product or service, people should not spend anything other than their time. Except for ardent fans, no one is willing to pay for such an "honor".
Certainty: using the product, people should notice concrete improvements in their lives. To become fans of a product or service, they must first experience its benefits.
Reversibility: an opportunity to reconsider your decision to test your idea.

Example. Zappos Free and Undisputed Refund/Return Policy.

People don't like change

To charm means to change one's beliefs. This is not easy: you have to overcome obstacles that lie deep in the subconscious of consumers. People usually resist change and don't like to make decisions. Such indecision is caused by the fear of making mistakes and the lack of role models. How to remove these obstacles?

1. Provide “social proof”, that is, give examples of people who are trustworthy. Realizing that others have accepted your idea, buyers will follow suit.

Example. Copywriter Colleen Zoth increased sales by simply changing the text "Operators ready to answer your call" to "If all operators are busy, please call back." This served as social proof: people assumed that the product was so good that the operators did not have time to answer everyone's calls.

2. Make the product scarce so it is seen as more valuable.

Example. Register your first mailbox Gmail was invite-only. The need for these invitations became so urgent that people even bought them on eBay!

Which strategy to use - social proof or scarcity - depends on the degree of doubt in your product. If doubt is high, it is better to use social proof. When customers' doubts are at a minimum, highlight the scarcity to generate hype, forcing them to act immediately.

Create conditions that increase brand loyalty

People should not only buy your product, but also recommend it to others. To achieve this, create the feeling that your customers belong to a group of people who share the same interests and identify with your product. Motivate people to make a commitment and be proud of it.

Create an ecosystem - a community on a website, blog or Facebook page to increase loyalty. To make people want to join it:

Create something worth joining. The ecosystem must provide special value to the members of the community.
Find a propagandist who will build, maintain and lead the ecosystem.
Make sure people have the opportunity to do something meaningful in the ecosystem, i.e. don't set too many limits.
Welcome criticism and discussion of your idea. Don't try to hide mistakes. Be open and sincere to build trust between you and the community.
Create a non-monetary reward system for your representatives, strengthening your brand.

Enchantment is a process and must be managed with great care.

Push technology provides concise yet valuable information

For the attention of buyers will have to fight. This implies the use of push technologies. For direct communication with consumers to be effective, it is necessary:

Rapidity. We are already so accustomed to the speed of technology that we expect the same from correspondence. Try to respond to customers within 24 hours.
Lots of. Don't try to attract just a few powerful people. Any person in the world of open communications matters, so reach the minds of as many consumers as possible.
Frequency. Interaction is a process. Connect with buyers as often as possible and address them in different ways (through photos, videos, live streams, etc.). But don't pester them.
Value. Do not immediately start selling or promoting your product. Share with a potential client first useful advice or entertainment content. Your own valuable advice will make you look sincere and open.
Brevity and specificity. Often presentations and letters e-mail overwhelmed with information that can be distracting and confusing. Try to use no more than six sentences in your letter. In presentations, follow the 10:20:30 rule - 10 minutes, 20 slides, font size at least 30.

Pull-technologies provide potential customers with important information about the product

Push-technology helps to interact directly with people, but allows you to convey only a limited amount of information. Pull technologies such as websites, blogs, and Facebook come in handy to increase the amount of information.

To enhance the charm of your pull technologies, follow these guidelines:

Provide interesting and useful content. Although you have almost unlimited space available, limit the content. Select it based on your idea/product/service and interests target market. Provide only valuable information: entertaining, educational and/or educational. Update content regularly, and in different ways (illustrations, photos, videos).
Create "FAQ" and "About us" pages. People love the Frequently Asked Questions (FAQ) section because it helps them find solutions to problems faster. Also, the visitor should not have to guess what is the point of your idea/product/service: all information should be contained on the "About Us" page.
Demonstrate good taste. Express your thoughts in simple and understandable language and do not overload the pages with information. The user interface should be simple and convenient.

Example. A fan page for How to Charm People cost about $1,750.

"If Facebook were a country, it would be the world's third most populous country after China and India." You have access to a huge database of users who may be interested in your product / service - do not miss this opportunity!

To captivate your employees, you need to properly motivate them.

Except in cases of acute shortage of money, you are more likely to be motivated not by a well-paid, but useless project, but by a valuable project that brings inner satisfaction, but for which you get practically nothing.

To motivate and captivate employees, give them autonomy, purpose, and opportunities for self-improvement.

Self improvement: if you have to do something for eight hours every day, you want to become an expert in this business. Give employees the opportunity to develop their skills - this will increase their productivity and allow them to get job satisfaction.
Independence: Managers must trust that employees are competent enough. Freedom of action is the most important condition for employee happiness.
Target: the employee needs to feel that his work has value. Provide employees with a mission that they will try to fulfill.

Recognition of merit is also important for the charm of employees. Praise is incredibly powerful and can make up for the damage of failure.

Brenda Bens, author of How You Look Like Shampoo, believes that by recognizing merit, you motivate employees and rally them towards common goals. This helps to focus the attention of staff on work tasks and signifies the values of the organization.

A comfortable working environment is not just an added bonus. The more willingly employees share your ideas, the more customers they will captivate.

Don't be charmed, ask the right questions at the right time

Have you ever been completely enamored with someone, letting them fool you? Unfortunately, not everyone demonstrates good intentions and genuine interest. How to protect yourself? Avoid situations where you can be easily seduced.

Example. Sales or hype at the auction can make you make the wrong decision.

If you are stressed, sick, tired, or in a hurry, you are especially prone to making rash decisions. Avoid or delay making decisions if you are uncomfortable!

When you need to make a big purchase, stop for a moment and ask yourself:

Am I missing information that will help me make a rational decision?
Do I base my decision on facts? Or is it "herd mentality"?
What will be the consequences of this decision next year?
In a week, a month, or a year, will I make the same decision?
Have I made this decision before and regretted it?
I am fully aware total cost(including hidden costs - installation, support, maintenance, upgrades, etc.)?
Would I make this decision if everyone knew about it?

Anyone can resist temptation if they wait a little and think carefully about their decision. But this does not mean that every decision should be a severe test for you. Don't waste time on small and harmless things - save deep thinking for vital decisions.

The most important

The charm has become the best way attract people, pushing even marketing into the background. Tell people about your dream and they will follow you. Modern technologies make it easy to convey your values to others and encourage them to share them.

1. General Provisions

1.1. This Agreement in accordance with Art. 435 of the Civil Code of the Russian Federation is a public offer. By accessing the materials of the Service, the User is considered to have acceded to this Agreement, accepts the terms of this offer and the provisions of the Agreement (acceptance).

1.2. Unconditional acceptance (acceptance) of the terms of this offer is carried out by registering on the Service website.

1.3. This Agreement, concluded by accepting this offer, does not require bilateral signing and is valid in electronic form.

1.4. The use of materials and functions of the Service is governed by the norms of the current legislation of the Russian Federation.

2. Subject of the Agreement

2.1. The subject of this Agreement is the transfer by the Service Administration of non-exclusive rights to use the Service by providing access to the Service on a server owned by the Service Administration.

2.3. The Service is the result of the intellectual activity of the Service Administration and is protected by the legislation of the Russian Federation on the protection of intellectual property and international law, all exclusive rights to the Service, accompanying materials and any copies of it, belong to the Service Administration. The right to use the Service is granted to the User solely on the terms and to the extent stipulated by this Agreement.

3. Terms of use of the Service

3.2. Upon completion of work with the Service, the User independently completes work under his account by pressing the "Logout" button.

3.3. From the moment of registration in the Service, the User is assigned a personal account, to which the User has the right to deposit a sum of money. The amount of money on a personal account is used to pay for a subscription for a certain calendar period (6 months, 12 months and 24 months) for paid services of the Service. Payment for paid services is carried out by non-cash transfer of funds in the form of a 100% prepayment and is debited from the User's personal account.

3.6. The Administration of the Service provides technical support to the User, including on issues related to the functionality of the Service and the services provided, as well as the features of the operation of the Service.

4. Rights and obligations of the parties

4.1. Rights and obligations of the User

4.1.4. The User undertakes not to use software that provides automatic downloading and processing (parsing) of the Web pages of the Service in order to obtain the necessary data.

4.1.6. The User has the right to access the Service at any time, except during maintenance work.

4.1.7. The User has the right to use the Service within its functionality and on the terms established by this Agreement.

4.1.9. The User has the right to independently change the password without notifying the Administration of the Service.

4.1.11. Funds transferred as payment for a subscription to the Service's services are non-refundable and can be used to pay for the paid services of the Service.

4.2. Rights and obligations of the Service Administration

4.2.2. The Service Administration undertakes to ensure the operation of the Service, in accordance with the terms of this Agreement, around the clock, 7 (seven) days a week, including weekends and holidays, except for the time of preventive maintenance.

4.2.4. The Service Administration undertakes not to transfer the User's personal data to third parties.

4.2.5 The Administration of the Service has the right to suspend the operation of the Service in order to carry out the necessary scheduled preventive and repair work on the technical resources of the Administration of the Service, as well as unscheduled work in emergency situations, notifying the User about this, if technically it is possible, by posting the relevant information on the site.

4.2.7. The Service Administration has the right to update the content, functionality and user interface of the Service at any time at its sole discretion.

4.2.8. The Service Administration has the right to change the cost of paid services unilaterally.

5. Responsibility of the parties and the procedure for resolving disputes

5.1. The Service is provided to the User "as is" in accordance with the principle generally accepted in international practice. This means that for problems arising in the process of updating, maintaining and operating the Service (including compatibility problems with other software products, as well as inconsistencies in the results of using the Service with the User's expectations, etc.), the Service Administration is not responsible.

5.4. Since the Service is an intellectual property of the Service Administration, liability for copyright infringement arises in accordance with the current legislation of the Russian Federation.

5.5. The Service Administration is not responsible for non-fulfillment or improper fulfillment of obligations under this Agreement, as well as for direct and indirect losses of the User, including lost profits and possible damage resulting, inter alia, from illegal actions of Internet users aimed at violating information security or normal functioning of the Service; lack of Internet connections between the User's computer and the Service Administration server; carrying out by state and municipal bodies, as well as other organizations of actions within the framework of operational-search activities; the establishment of state regulation (or regulation by other organizations) of the economic activities of commercial organizations on the Internet and / or the establishment by the specified entities of one-time restrictions that make it difficult or impossible to fulfill this Agreement; and other cases related to the actions (inaction) of Internet users and / or other entities aimed at worsening the general situation with the use of the Internet and / or computer equipment that existed at the time of the conclusion of this Agreement.

6. Other terms

6.1. This Agreement shall enter into force from the date of acceptance and shall be valid until the Parties fulfill their obligations in full.

6.4. The Parties have agreed that in the performance of this Agreement, it is allowed to use the signatures of the representatives of the Parties, as well as their seals by means of facsimile communication, mechanical or other copying, digital signature or other analogue of the handwritten signature of the heads and seals of organizations.

6.5. The Administration of the Service has the right to unilaterally amend the terms of service of the Service by posting information about it on the website in public access and amending this Agreement.

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How to charm people - secrets from Guy Kawasaki

Friends, on a tip from one good man and a regular reader of my blog;), I read the book of the great and terrible Guy Kawasaki "How to charm people. The art of influencing minds and actions"(Alpina Business Books; year 2012; :))).

The book was published abroad in 2011; included in many lists of "best business books"; and was submitted by reviewers only " new Dale Carnegie"Kawasaki's book has been compared to Carnegie's super book." How to Win Friends and Influence People", but at the same time they added that this is a modern guide, which is written taking into account the changes that have taken place in society and technology.

Chapter 10 How to charm subordinates....and if I have no subordinates?))). Chapter about the basics of managing people. Or rather: at the heart of any business relationship are human relationships. In any business interaction there is an educational moment. Subordinates are not blind automata who are "obliged" to carry out the orders of the leader. They will follow the leader only if he is both a leader, a coach, and a father/mother for them :). Kawasaki offers in his book a number of simple (but true) recommendations on how to "educate" employees, properly building a basic personal-work relationship with them :).

Chapter 11 How to charm your boss. ... neighing))). In fact, very sound advice about "how to become an employee with an excellent business reputation in the eyes of the authorities". Here, for example: "Drop everything and do what the authorities ask")). In general, the author does not recommend direct flattery, but I know from experience that such advice does not just take root on Russian soil. If only because they are based on absolute trust in the leadership and absolute readiness to perform the tasks set by the leadership well.In our country, every second revolutionary and every first one considers his boss an idiot.But the advice is generally good :)))

Chapter 12 How to resist spells. Great chapter, although a bit off topic :)). The fact is that throughout the book the author confuses "enchantment" with manipulation. Therefore, chapter 12 is actually about how to resist manipulative pressure from outside.

Both "enchantments" and manipulations are similar at the initial stage - they have a temptation - an emotional lure. These are powerful positive emotions, on the basis of which the other person makes a certain decision or performs a certain act. Only in the case of manipulation, this is a "one-sided game" (only the goals of the manipulator are achieved), and in the case of "charm" it is a mutually beneficial Win-Win cooperation, where the results of both participants are maximized.

But of course, the book is written for marketers in the first place :)) And we live in the real world, where it is too great to use the skills of "charming" solely for personal purposes. Therefore, knowledge of how to resist charms/manipulations will not be superfluous.

As summary: If you aspiring entrepreneur(especially if you are in a startup as a marketer), then the book is a must-read!

If you are engaged in personal self-promotion ( e.g. as a business consultant), then only certain chapters of the book (1-3, 7, 12) will be useful.

In general, one gets the impression that the book is 80-90% "not about that" :). If the title had a subheading like "Relationship Marketing Essentials for Startup Entrepreneurs", then it would be fair. But "charm" is somehow very broad, about everything at once and about nothing in detail :(.

From the point of view of time management of relationships, or as a guide to advanced networking, or as a modern guide to the psychology of relationships (like the "new Carnegie"), the book is rather weak :(.

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