Written by Jason Keeling on December 12, 2013
Persuasive communications can significantly impact business ventures and public issues. As West Virginians continue to seek improved economic and civic conditions, perhaps we can learn something from the perspective of a notable author.
Enchantment, by Guy Kawasaki, highlights various methods to more effectively promote an enterprise or cause, with online technologies offering the means to achieve better results.
However, tools alone do not make a masterpiece; they must be used, with skill. Although people can now easily set up social media accounts, blogs and websites, how they implement these components will determine their success.
With this in mind, Kawasaki offers a distinction between merely communicating, and instead enchanting, which he describes as “the process of delighting people with a product, service, organization, or idea.”
To enchant an audience requires various strategic elements that are not necessarily difficult, but often overlooked or discarded.
For example, the importance of being likeable, which requires us to share personal stories, passions and agendas. Doing so in a manner that does not demand others share our values, but instead invites them to understand and interact.
This can help foster a community devoted to fulfilling a shared and mutually beneficial mission. But establishing such movement is a process that necessitates an ongoing effort to connect with others, grow networks and facilitate an identified purpose such as selling or advocating something.
Kawasaki’s work goes into significantly greater detail about how to achieve the above objectives. To the thousands of West Virginia small business owners and numerous interest group leaders, although you may be using the online space with some sense of purpose, it could help you gain further insight to support your ambitions. For those yet to start such an endeavor, it might set you on course for using the Internet in a constructive manner. Good luck.
- JK -
Readers are welcomed to comment about people and organizations in the state that provide examples of causes using the Internet effectively.
This post was composed for graduate coursework at Marshall University’s W. Page Pitt School of Journalism and Mass Communications.