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Guy Kawasaki knows how to make candy – Response to “Launch Any Product Using Social Media”

Analysis of the utilization of social media on the creation of a NY Times best seller

I read Guy Kawasaki’s very interesting article titled on Mashable “Launch Any Product Using Social Media”

Guy’s post describes the social media actions he took to launch a new book titled Enchantment

Here’s the post I placed on Mashable comment in response (Guy’s personal comment is also included at the end):

Guy,

It would be wonderful to learn how many books sold each channel produced. That might be hard to document. It would be nice knowing how many books sold from the effort in total.

I don’t attribute your success to the social media. I attribute your success to the fact that YOU are known to produce candy. You have for many years now produced books and all sorts of information that is remarkable. It is intellectual candy, so that when people get a small taste of a new recipe, they instantly want the whole bag.

You are one of those individuals who will be able to sell anything you offer. You are one of those individuals whose every published word has been worth reading.

The fact that you used these social media technologies is interesting, but if it were anyone else, it wouldn’t necessarily work. You can make great use of these technologies because you’ve got credibility and the people you want to reach are interested in what you have to say.

To really work well, the technologies (any publishing technologies, not just the social media) need a message that produces the feeling of want and desire instantly. It has to offer tremendous news, education, or educational value. It has to come from a trusted source. It has to taste like candy.

Without that candy, nothing will happen no matter what technology is used. With that candy, every technology you use can be a force multiplier.

The key with everything that you do is that YOU are known to produce candy. And the real lesson to be learned is that if anyone wants to achieve success like you, then they have to produce their own candy first. And it’s not just the product, but it’s also the little and large snippets of communication in all the marcom you offer, that also needs to taste like candy. The messages have to be really good, the content has to be quality and offer tremendous value.

And in your case, the person who is offering it is someone who can be trusted and known to produce worthwhile advice, entertaining insights, and helpful information.

That’s the lesson learned. You do your best and make candy. You help the people you can help the most and you do it with style, energy, and pizzazz. You make it your life’s work.

If all these things happen, then no matter how people learn about it, they will likely conclude it truly worthwhile. They will then feel very much inclined to buy not only the bag of candy you are suggesting we buy, but everything you have for sale.

In a nation with 330 million people trained and indoctrinated in reading and using media and technologies, truly remarkable sales and success are indeed possible. And with 1.3 billion people in China, the world is indeed a remarkable place filled with global opportunities.

You’ve earned it. That’s really what other people have to do, too. Make candy.

———–

Paul,

You made my evening. Thanks so much. I feel like Willy Wonka. 🙂

I don’t know how many each channel sold. It’s very hard to figure this out because so many things pointed to my Amazon affiliate account.

I hope I can continue to make candy that pleases you!

Guy