Keynoter Guy Kawasaki Lays out the Art of Enchantment to 400+ Marketers at DMA’s EEC2015 Conference

Miami, FL, February 3, 2015 —With more than 4 billion accounts worldwide, email generates a tremendous amount of buzzNo wonder then that the audience of more than 400 marketing professionals was buzzing today as Guy Kawasaki took the stage at the Direct Marketing Association’s Email Evolution Conference (EEC) this morning, in Miami, Florida.  Kawasaki, Chief Evangelist at Canva and Executive Fellow at the Haas School Business at U.C. Berkeley, gave actionable steps for mastering “The Art of Enchantment” in his keynote presentation.

Kawasaki grabbed attendees’ attention quickly with a statement that acknowledged the power of the email channel.  “Although I have many social media followers, if I had the choice, I would “pick email all day long over a social media follower.” With a pedigree that includes working and studying with Apple and other world-class companies, Kawasaki showed attendees how to bring about change that empowers individuals and businesses to maneuver through challenging decisions.

“The key to the art of enchantment starts with the desire to improve people’s lives,” Kawasaki said.  Likeability, he explained, is one of the main keys to achieving that goal.  “If you want to enchant people, default to ‘yes’, as opposed to ‘what can I get from this person’ or ‘Is this person trying to take advantage of me.  If you want to be likeable, always think about how you can help.”  Moreover, Kawasaki cautioned marketers to get out of their own heads and think from the perspective other others.  “Always provide value,” Kawasaki said.  “Not the value you perceive but that is perceived by others.”

Achieving trustworthiness, Kawasaki pointed out, is also vital to becoming an enchanter. “Liking and trusting are different,” Kawasaki noted, but they’re part of sequence on the way to enchantment.”  But to gain trustworthiness, you must first trust others.  “Be a baker, not an eater,” Kawasaki advised.  An eater, he explained, sees the world as a zero sum game. After all, a pie only has a finite number of pieces.  But a baker can always make more pies — and even cookies and cakes — and has no need to feel threatened by the success of others.”

Building enchantment also requires that you perfect your product or experience, Kawasaki said.  Do something DICEE, something that’s Deep, Intelligent, Complete, Empowering, and Elegant.” And don’t place limits on enchantment, but be sure to enchant all influencers.  “Tell a story, plant seeds, use salient points,” he said.  “Every marketing communication should provide value: information, insight, or assistance…Nothing exists in a vacuum, build an ecosystem and find the connective tissues that create lasting change and value.”

The 2015 Email Evolution Conference runs through Wednesday, February 4, and features engaging keynote presentations featuring thought leaders from Adobe, Worldata, Mintel Comperemedia, Acxiom Digital Impact, and ReturnPath.  EEC’s educational offering include four distinct tracks focusing on Email; Deliverability; Mobile, Social, Content; and Technology/Data & Attribution.

For the full keynote lineup and details of educational offerings by please click here.

About the Email Experience Council (eec) 

The Email Experience Council (https://emailexperience.org), the email marketing arm of the Direct Marketing Association, is a global professional organization that strives to enhance the image of email marketing and communications, while celebrating and actively advocating its critical importance in business, and its ROI value.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.thedma.org) is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing.  Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. DMA provides the Voice to shape policy and public opinion, the Connections to grow members’ businesses and the Tools to ensure full compliance with ethical and best practices as well as professional development.

In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion in revenue to the U.S. economy and fueled more than 675,000 jobs.  The real value of data is in its exchange across the DDME:  70 percent of the value of the DDME – $110 billion in revenue and 478,000 jobs – depends on the ability of firms to exchange data across the DDME.

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