I picked up Enchantment because I especially enjoyed another book that Guy Kawasaki co-wrote entitled The Art of Social Media.* Guy's background is in marketing and he has a unique perspective that I find refreshing – especially when you read a lot of business and marketing books.
He believes that if a marketer's goal is to enchant their audience, rather than simply sell to them, they will have greater success no matter what the objective. The following passage from the book, I believe, best defines his approach:
"When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight."
My background is in graphic design, and the designer part of me appreciates the idea of filling the viewer with "great delight" VISUALLY. As a marketer I want to "delight" with the MESSAGE and CONCEPT. As a social media marketer, I want to MERGE all three, because creating delight in your audience is integral to your social media success. Social media is about telling great stories and engaging with your audience, do these things well and enchantment will inevitably be the end result.
I don't want to give the impression that this is a touchy feely book. Enchantment contains many practical examples of businesses and individuals who have used enchantment – sometimes on purpose, sometimes by accident – to reach and exceed their goals. Examples include individuals, mom and pop businesses and fortune 100 companies. Everyone will take something away from their stories.
I liked this book because it appeals to my creative side. It makes the reader think beyond catch phrases and ROI and gives them permission to find the things that really matter to their audience and present it to them in a fun and interesting way.
Note: This book was published in 2011, so many of the social media terms and examples have changed, but it doesn't take away from the overall message.
*The Art of Social Media was published in 2014 and has a lot of great information for both beginning and advanced social media users.