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Youtility: Why Smart Marketing Is about Help Not Hype Hardcover – June 27, 2013


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Frequently Bought Together

Youtility: Why Smart Marketing Is about Help Not Hype + Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less + Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
Price for all three: $50.71

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Product Details

  • Hardcover: 240 pages
  • Publisher: Portfolio Hardcover (June 27, 2013)
  • Language: English
  • ISBN-10: 1591846668
  • ISBN-13: 978-1591846666
  • Product Dimensions: 8.3 x 5.7 x 0.9 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (108 customer reviews)
  • Amazon Best Sellers Rank: #12,637 in Books (See Top 100 in Books)

Editorial Reviews

Review

"Baer soundly, effectively and skillfully proves that gratitude and good will are powerful incentives to lure new customers and keep them coming back."
--SUCCESS Magazine


"Trust us, this is interesting stuff, written via personal account, case studies, and other expert opinions in a way that's logical and inspiring."
-- 800-CEO-READ


"Youtility is a true masterpiece. This is a book worth checking out by all business owners and marketers."
-- JOE PULIZZI founder, Content Marketing Institute


"Youtility, the New York Times best seller by Jay Baer is one of the best business books I've ever seen on the dynamics between service and marketing. The information will change the way you think about marketing forever."
-- Multi-Channel Magic


"Two of my favorite business books of all time are Dale Carnegie's How to Win Friends and Influence People, and Al Ries and Jack Trout's Positioning: The Battle for Your Mind. A third may be joining them, which is Jay Baer's Youtility."
-- Geoff Livingston, author of Marketing In the Round


“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

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. 

More About the Author

Jay Baer is a hype-free marketing strategist, speaker, and author and President of the social media and content marketing consultancy Convince & Convert.

He's the author of the new book Youtility: Why Smart Marketing is About Help Not Hype, and is the co-author of The NOW Revolution a best-selling book about social media's impact on businesses of all sizes and types.

A digital marketing pioneer, Jay has consulted with more than 700 companies since 1994, including Caterpillar, Nike, Visit California, Allstate, Petco, Columbia Sportswear, and 29 of the Fortune 500.

He was named one of America's top 3 social media consultants by Fast Company magazine, and his Convince & Convert blog is ranked as the world's #1 content marketing resource. He's also co-host of the popular weekly Social Pros podcast.

He's a tequila loving realist who's also a certified barbeque judge. He lives in Bloomington, Indiana.



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Customer Reviews

4.8 out of 5 stars
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I loved this book, it is filled with great ideas and case studies.
Angela Moore
I love this book... It's helping me change the way I view every message that leaves our business and we're already seeing results.
Ryan Hanley
It's a great read and I'd highly recommend for anyone in the marketing industry.
Tom Martin

Most Helpful Customer Reviews

14 of 14 people found the following review helpful By Science Fiction and Marketing on July 9, 2013
Format: Hardcover
Two of my favorite business books of all time are Dale Carnegie's How To Win Friends and Influence People, and Al Ries and Jack Trout's Positioning: The Battle for Your Mind. A third may be joining them, which is Jay Baer's Youtility.

Youtility focuses on the customer, and the need for marketing to help customers. I love this because it begins building value for the customer right out of the gate.

In the end brands promise customers something, and that customer has to value that promise and resulting experience enough to buy it. Some call that a value proposition or a positioning statement, but in the end, customers need to receive something.

Dale Carnegie's book, while somewhat dated after 80 years, was the sales bible for many organizations. It brought a relentless focus on the customer, and serving them. And Positioning was about architecting brands to communicate that service promise in an attractive way.

What Youtility skillfully brings to the table is a modern view of these two core marketing tenets. Baer addresses the modern information and content marketing environments, and provides analysis of the tactics. Combined with his timeless approach of creating value by being helpful, brands can't go wrong.

Helpfulness is not the only way to build a brand, but is one of the very best methods. Any company that takes this approach will find itself on a path towards long-term relationships. There can never be too much value in a purchase.

I hope you check out Youtility. It's destined to be a classic book from the marketing blogger corps, the first text of this stature I've come across in a couple of years.
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Format: Hardcover
I cannot recall a prior time when customers had more control over the purchase/pass decision-making process than they do now. There are several reasons why. Here are three: they have more choices than ever before (including passing), they know more about products and services than ever before (especially via consumer reviews and social media), and so-called "customer loyalty" is earned and retained or lost one transaction at a time. The essence of marketing remains unchanged (i.e. create or increase demand for whatever is offered) but just about everything else has changed.

Although the term "youtility" is a tad cutesie for my literary palate, it does correctly stress two key concepts: customer-centrism, and, usefulness. According to Jay Baer, "Instead of marketing that's needed by companies, Youtility is marketing that's wanted by customers. Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers." As one sign of the times, Best Buy has done that by providing useful information that many people then use when making purchases online...from Amazon.

Baer examines three types of consumer awareness: Top-of-Mind ("an overripe banana tenuously clinging to relevancy"), Frame-of-Mind ("an apple, worthy of eating, but not enough to sustain you"), and Friend-of-Mine (Baer offers no metaphor so I will suggest a cook book). He identifies and discusses 20 companies that possess a Friend-of-Mine mindset and demonstrate Youtility in their customer relationships.
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4 of 4 people found the following review helpful By Gregory J. Elwell on July 4, 2013
Format: Hardcover Verified Purchase
This is a thoughtful and highly practical work from seasoned marketing expert Jay Baer. It will help you re-imagine how effective your marketing can be in today's information-driven, always-on, extremely competitive and socially converged digital age where winning attention is about how helpful you can be at the zero moment of truth.

The six steps to building Youtility based marketing blew my mind. Rich in detail and examples from both B2B and B2C, the six steps Jay gives serves as a highly useful compass for activating the kind of self-serve, transparent or real-time relevant marketing effective to not only capture the attention of your audience but to compel them to take action.
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6 of 7 people found the following review helpful By Ciaoenrico on July 2, 2013
Format: Hardcover
When you say it out loud, the idea of gaining the trust of potential customers by being useful to them seems obvious.

Yet it wasn't until I read Youtility that I realized how simple and useful this approach could be. It is filled with examples of other companies that have succeeded with this approach, as well as meaningful advice on how to implement this within your own organization.

You need to read Youtility. Seriously. If you're a marketing professional, you need everyone on your team to read as well.
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3 of 3 people found the following review helpful By coolinsights on May 17, 2014
Format: Hardcover
Can businesses be helpful without getting paid? After all, they are created to make money by selling a product or a service to a customer.

Well, Jay Baer, author of "Youtility: Why Smart Marketing is about Help not Hype", seems to think so. And if you read his book, you're likely to agree with him too.

In Jay's words, Youtility is useful marketing from the perspective of customers. It is "massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers".

To achieve Youtility, one should consider three different facets:

1) Self-Serve Information - Customers prefer to help themselves to information prior to purchase rather than talk to a sales person. In fact, shoppers in 2011 need 10.4 pieces of information before making a purchase - a doubling of the 5.3 sources of information consulted in 2010 prior to buying something.

2) Radical Transparency - Answering customer questions in an open, comprehensive and detailed manner helps one to gain the hearts and minds of customers. The more you provide, the better. Companies with websites of 101 to 200 pages can generate two-and-a-half times more leads than those with 50 or less pages.

3) Real-Time Relevancy - With the "app-ification" of the world, customers crave real-time information. This can be served through mobile friendly content and apps, especially in Asia with some 2.9 billion mobile subscriptions (compared to 969 million in the Americas).

Once these three principles are considered, Jay introduces us to six blueprints for businesses to create Youtility.
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