Youtility: Why Smart Marketing is About Help, Not Hype

Youtility: Why Smart Marketing is About Help, Not Hype


By (author) Jay Baer

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  • Publisher: Portfolio Penguin
  • Format: Hardback | 240 pages
  • Dimensions: 142mm x 208mm x 23mm | 340g
  • Publication date: 27 February 2014
  • Publication City/Country: London
  • ISBN 10: 1591846668
  • ISBN 13: 9781591846666
  • Edition statement: New.
  • Sales rank: 52,563

Product description

The difference between helping and selling is just two letters. If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.

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Author information

Jay Baer is a marketing keynote speaker, consultant, and digital marketing pioneer. He has consulted for more than 700 brands since 1994, including 30 of the Fortune 500. In addition to Youtility, he's co-author of the social business transformation book, The NOW Revolution. Baer runs the popular Convince & Convert blog, and is host of the weekly Social Pros podcast.

Review quote

"In today's always-on, hyper-saturated marketplace, product messages no longer break through like they used to. Providing helpful information to customers does. In this important book, Baer calls the art of being deeply valued by your customers Youtility. I call it smart."--DAVID MEERMAN SCOTT bestselling author of "The New Rules of Marketing and PR" "What does it actually mean to create 'engaging' content? This book delivers both a broader vision and a specific road map to creating content your customers will thank you for."--ANN HANDLEY chief content officer, MarketingProfs and coauthor of "Content Rules" "Useful is the stuff you reach for when you really have a need--this book is the encyclopedia of useful!"--JOHN JANTSCH author of "Duct Tape Marketing "and "The Referral Engine"