Youtility: Why Smart Marketing is About Help Not Hype

Youtility: Why Smart Marketing is About Help Not Hype

by Jay Baer


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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.

Product Details

ISBN-13: 9781591846666
Publisher: Penguin Publishing Group
Publication date: 06/27/2013
Pages: 240
Sales rank: 492,585
Product dimensions: 5.66(w) x 8.68(h) x 0.80(d)
Age Range: 18 Years

About the Author

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.

What People are Saying About This

From the Publisher

“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

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Youtility: Why Smart Marketing is About Help Not Hype 4.8 out of 5 based on 0 ratings. 5 reviews.
Anonymous 6 months ago
of the method by more substantial businesses as well. With media marketing on the rise, it makes advertising less expensive as social media is overtaking traditional magazines and newspapers. Baer claims that this marketing strategy is declining. As a result, calling outbound marketing a thing of the past. Frame-of-mind awareness is a strategy of reaching potential customers when they are making purchasing decisions. As a result of the internet being ingrained in our lives, Google, blogs, and social media have been able to dominate the frame-of-mind marketing approach. The author believes that marketers can rely on this strategy for a long time as the social media age is still in its infancy. Thirdly, friend-of-mind awareness is based on the concept that companies compete with real people, typically friends and family, for the attention of the targeted customer. Baer argues this goes hand in hand with the frame-of-mind approach as companies can genuinely stand out and be useful by establishing connections with clients. If you found this information interesting, please do stay tuned for the final and perhaps most exciting concept. Starting with “Youtility” as the coined term, Baer calls for his three main facets of youtility: self-serving information, radical transparency, and real-time relevancy. Self-serving information is the idea that companies need to share useful information with customers to foster their loyalty. In an era where transparency is demanded by customers more than ever, Baer claims that companies should be able to answer every question asked unless it lessens the quality of user experience. Real-time relevancy is all about being there for a customer when it matters most, with Yelp serving as a great example. If you are looking for a recipe to cook lunch or dinner, it is not the best app for said needs. However, if you are searching for reviews of restaurants in the local area, Yelp is the right app for you! As a result, reliability is the key to all three factors aforementioned. Consumers in today’s era are looking for a reliable company who can provide them with useful information, answer questions truthfully, and are relevant to their needs at the moment. Although Baer does acknowledge it may be a challenge to appeal to all three at all times, he believes it is the key for companies heading forward to reach their full potential in financial and consumer success. If the review itself was any indicator of my opinion of this book, I absolutely loved it! I think the author provided fresh and introspective concepts of marketing that will hopefully spark a conversation for years to come. My only complaint, if any, would be the graphic design of provided graphs and further elaboration on how some of these studies were conducted. The cartoonish design of the diagrams may possibly skew the perception and standard of measurement, and the lack of information behind these studies may mislead the readers toward inaccurate assumptions. However, I believe that the emphasis on helping over hype as stated in the title is crucial to marketing going forward. Jay Baer made very insightful remarks on today’s marketing strategies and their flaws in the market, with customer relationships toppling the idea of “the next best thing.” If you are interested in the marketing of today and the future, I would seriously give this book a second glance.
Anonymous 6 months ago
In what was a fantastic purchase, Jay Baer’s Youtility: Why Smart Marketing is About Help Not Hype intended to educate and raise awareness of “old-school” marketing that will serve as the future going forward. Baer asks a straightforward question: would you instead make a customer today or gain a customer for life? He places a heavy concentration on inbound marketing, otherwise coined as “youtility,” instead of outbound marketing. Inbound marketing is the concept of drawing potential customers whereas outbound marketing focuses on outwardly pushing a brand, product, or service in hopes of generating leads or new customers. Consistently repeating his advanced theories, Baer pushes on the idea of companies investing more into their consumers for life rather than for a short period. Believing that firms should focus on being helpful rather than fantastic, Baer argues for consistent rather than innovative strategies by companies heading forward into the future. What made this a great read is Baer’s against the grains approach in marketing, calling for companies to pay attention and see the other side of the argument. One of his primary theories lies in the idea that companies should stop trying to be amazing and prove themselves useful to customers. A great example that Baer uses is the term “home run Marketing,” which lies on the idea that many companies rely on a viral hit to raise brand awareness and to sell more products. The author argues that these companies should settle for consistent base hits as it is improbable that a company will hit this “home run.” Although it will not help a company grow one million customers overnight, he claims that the firm will experience a consistent and eventual exponential consumer growth over time. Another intriguing argument made by the author is that social media is a tool for relationships, not always sales. With companies having the ability to interact more with their customers than ever before, it is an opportunity for firms to enter the buyer’s decision-making process. According to Baer, “In today’s market, 60 percent of their decision has already been made”(94). Having the ability to appear on a consumer’s social media page alongside friends and family, the author encourages firms to be helpful to their buyer persona as consumers will prefer profitable companies in their feed over those who shove new deals in their faces. Along with this idea, Baer argues that marketing trends should fulfill demand, not to create it. Because the concept of innovation is so attractive, many companies attempt to impress their customers rather than merely fulfilling demand better than the next firm. What really grabbed my attention was the author’s opinion on these three marketing strategies: top-of-mind awareness, frame-of-mind awareness, and friend-of-mine awareness. Top-of-mind awareness is a strategy taken by companies that is an attempt to get a company’s name out to everyone, with their name popping into the minds of customers first when deciding to make a purchase. However, Baer refutes the total effectiveness of this strategy by saying, “businesses are only trusted by 58% of global consumers… when a company is distrusted, 57% of people will believe negative information about it after hearing it just one or two times” (45). Agreeing that it does work at times, he argues that this approach does not benefit smaller companies who do not possess a large marketing budget while also questioning the efficiency o
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