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The Marketing Retrofit Company For Manufacturers
Slightly enchanted?
Positively enchanted?
Uber enchanted?
OR Unenchanted?

If you haven’t checked out Guy Kawasaki’s new book, Enchantment, you may want to. I’ve been reading it and thinking about how this idea of enchantment relates to the building products industry. At first, it made me chuckle. Enchanted customers in the building products industry floating around with wings a flapping and sprinkling fairy dust all around the office. Sorry, this is what I actually thought of.

Guy describes enchantment as “causing a voluntary change of heart and mind and, therefore, actions.” The goal is not to sell them your tool or product or widget, but to fill them with great delight and completely transform the relationship. Enchantment reshapes, converts and changes behaviors. Enchanted customers are more loyal. They are changed for having done business with you.

You must know what your customers are thinking. Kawasaki uses an example from when he worked for Apple in the 80’s. Apple failed to sell Macs to the business market because they didn’t understand what their potential customers were thinking. They were so enchanted by their own product that they couldn’t understand why everyone else didn’t feel the same way. Apple was “me” focused instead of “you” focused. They were more enchanted with themselves than with addressing the needs and concerns of their customers.

Are you and your team focused on enchanting your customers or in selling them on why your brand is so enchanting? It’s tough. It’s easy to get caught up in selling instead of serving. Relying only on traditional marketing instead of evolving with customer trends. Engaging customers. Conversing with them. Listening to them. Giving them something they didn’t even know they needed.

Now, some of you have already figured out that potential customers are enchanted with video content on YouTube. Greg Jarboe is the author of YouTube and Video Marketing: An Hour a Day. He says that video content that is enchanting must provide intrinsic value to the viewer. He states that this value comes in four forms:

  1. Inspiration

  2. Entertainment

  3. Enlightenment

  4. Education

The idea is for you to supply a regular stream of video online that inspires, entertains, enlightens or educates your audience. This is a great way to enchantment current and potential customers. I can’t tell you how many manufacturers and distributors in the building products industry are not taking advantage of this fantastic medium. The ones that have are benefitting greatly.

I also encourage you to enchant your employees, but that is another conversation. Until then, please comment on this idea of enchantment. How are you enchanting your customers? What would move them?

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