news.cuna.org/articles/112500-steps-to-enchantment
Guy Kawasaki

10 steps to enchantment

Enchant your members, your employees, and your boss.

June 26, 2017

There’s an art form to enchantment—connecting with consumers in a way that builds loyalty and engagement.

Speaker Guy Kawasaki, marketing innovator and author, broke down that art form into 10 steps during his keynote address Monday at the America’s Credit Union Conference.

“This is how you enchant, influence and persuade people,” he says:

  1. Be likeable. If you want to disrupt a business and influence and persuade people, you have to be likeable.
     
  2. Be trustworthy. Find something you agree on. And know that for members to trust you, you have to trust them first.
     
  3. Innovate. Offer great products and services that anticipate your members’ needs, that are intelligent, that empower people, and that are elegant.
     
  4. Launch. When you launch a new product or campaign, you must tell a story and illustrate how people will plug into what you’re offering. You also must plant many seeds and use the right language.
     
  5. Overcome resistance (to your enchantment). Provide social proof. Show that many people use your credit union. Also, use data to change mindsets.
     
  6. Endure. Think outside the box, build a sustainable ecosystem, and invoke reciprocation.
     
  7. Present. If you want to enchant and disrupt, you have to speak effectively. Customize your pitch to your audience and sell them on your dream.
     
  8. Use technology. Remove speed bumps between members and your organization, and create products and services that provide real value.
     
  9. Enchant up. Drop everything for your boss. Deliver bad news early.
     
  10. Enchant your employees. Empower action. Suck it up and do the work yourself.

For more from Guy Kawasaki, listen to him on the CUNA News Podcast.


For more coverage of CUNA's America's Credit Union Conference, check out CUNA Newsand follow the #CUNAACUC hashtag on Twitter.