Jay Baer’s Youtility is arguably the greatest contribution to the field of social media marketing since 2012. As an experienced marketer, he demonstrates how friend-of-mine marketing is reshaping our approach to traditional top-of-mind (AFLAC!!) and frame-of-mind marketing (lead nurturing) mindsets where readers can now understand the power of real-time marketing and apps. He also puts some real meat around the bones of topics like content relevancy and usefulness.
What keeps this book from being number one on the list is the scope of its contribution to an entire MBA curriculum. The book was likely aimed at practitioners needing interpretations of how consumers work in the world of SoLoMo (social, local, mobile) context marketing.
The book, in my opinion, qualifies academically as a supplementary reading for undergraduate and MBA level courses. The recommendation is based on the following:
1) As one of the most knowledgeable and current experts in the field of social content marketing, Jay builds a convincing argument that success in a social era is more about being “useful” than being “amazing.”
2) His friend-of-mine approach to marketing is backed by numerous large and small brand examples of apps that help us in real-time decision making. The spread of examples applied to his concept of “Youtility” build a case for “sideways marketing” (widening the funnel by solving related problems without being opportunistic) that challenges typical sales funnel approaches to content marketing.
3) This fresh approach to real-time problem solving is now being widely adopted but not well understood or convincing prior to Jay’s book release. Youtility demonstrates very well how branded content used in decision making apps offer the best hope for audience connection while widening the funnel in the process.
4) Jay uses real life experiences in his travel life to explain many points. The apps used to demonstrate his “Youtility” concept (e.g., Charmin’s Sit or Squat, Clorox’s My Stain, Hilton Suggest, etc.) are well known but previously underestimated as a powerful marketing tool.
5) Jay’s fun loving personality and fascinating life stories keep your interest cover to cover.
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Youtility: Why Smart Marketing Is about Help Not Hype Kindle Edition
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Jay Baer
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Jay Baer
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LanguageEnglish
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PublisherPortfolio
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Publication dateJune 27, 2013
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Reading age18 years and up
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File size6544 KB
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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."
"Trust us, this is interesting stuff, written via personal account, case studies, and other expert opinions in a way that's logical and inspiring."
"Youtility is a true masterpiece. This is a book worth checking out by all business owners and marketers."
"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."
"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."
--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
--This text refers to the hardcover edition.
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.
--This text refers to the hardcover edition.
Product details
- ASIN : B00B1FG7VE
- Publisher : Portfolio (June 27, 2013)
- Publication date : June 27, 2013
- Language : English
- File size : 6544 KB
- Text-to-Speech : Enabled
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Print length : 242 pages
- Lending : Not Enabled
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Best Sellers Rank:
#622,971 in Kindle Store (See Top 100 in Kindle Store)
- #233 in Market Research Business (Kindle Store)
- #343 in Consumer Behavior
- #655 in Market Research Business (Books)
- Customer Reviews:
Customer reviews
4.6 out of 5 stars
4.6 out of 5
232 global ratings
How are ratings calculated?
To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. It also analyzes reviews to verify trustworthiness.
Top reviews
Top reviews from the United States
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Reviewed in the United States on November 29, 2014
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6 people found this helpful
Helpful
Reviewed in the United States on January 17, 2016
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This topic has a lot of potential, and people in small companies everywhere need to understand the premises. If you were a fan of Harry Beckwith, this is nothing like his writing, but builds off the same brand of not-common knowledge Beckwith espoused. As a NYTB, I'm sorry, but I expected, well more. Guess, because the concept was considered groundbreaking, it got a lot of readership. The topic certainly needs to be inculcated by millennials, who are rolling out the antithesis to this wisdom with every thing they bring to the business world.
3 people found this helpful
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Reviewed in the United States on November 26, 2017
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The gist of the book is to create marketing so useful people would be willing to pay for the marketing itself. Beyond that main idea, I did appreciate the number of links and resources recommended for marketers to use for research and other purposes. It's worth a read, but average-ish.
One person found this helpful
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Reviewed in the United States on November 27, 2013
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I just finished "You-tility" and WOW, after highlighting about half the book, I thought I'd just leave a review and tell you what a smorgasbord of content marketing ideas J. Baer's laid out.The most exciting thing I read is the part about the car seat helper's marketers being part of a *two-person* marketing team! So many of these ideas are applicable on a scale that suits a small company. He talks about big companies like Charmin and other big brands, but he also talks about how small companies are competing with the same marketing tactics. This is so exciting for the small biz marketer. My head is swimming with ideas...and I'm just a little guy. Thanks so much. Happy Thanksgiving from a fellow BBQ-er in TX.
5 people found this helpful
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Reviewed in the United States on November 30, 2020
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Really great book! Filled with valuable information relevant to any business owner or marketing directing hoping to succeed in this crazy world.
Reviewed in the United States on October 9, 2013
Verified Purchase
Creating top of mind awareness through interruption marketing tactics doesn't work any longer. Instead of marketing that is needed by companies, the focus should be on creating marketing that is wanted by customers. That is a huge paradigm shift for companies to make. But it is a necessity. Jay shares why a company's marketing needs to be useful and how they should do it. It's not just about changing your marketing, it's changing your mindset. Jay lays out the six steps needed for creating Youtility in your own company. He also does a great job of providing a lot of examples of companies that have made themselves more useful and how they've overcome barriers that stood in the way of real-time relationship building.
2 people found this helpful
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Reviewed in the United States on May 14, 2017
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I am an educator, but I love to read books from other venues, as a way of applying ideas which would work in schools as well. This book made PERFECT sense. Public and private schools must bring GREAT value to the students they are educating, so the principles of this book provides many common sense strategies to that desired outcome.
Reviewed in the United States on October 13, 2013
Verified Purchase
This was the book I've been looking for since I first learned of SEO marketing. Jay Baer brings all of the marketing aspects together in one book to take the reader through the maze of online presence and what it takes to tie it all together. He even includes real world examples from corporations like McDonalds to small businesses that hugely succeeded in maximizing their ROI potential. It all boils down to the one thing that many US corporations are abandoning: Trust. Jay shows us all how to do this by using the Internet efficiently and effectively. Thanks Jay!
One person found this helpful
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Top reviews from other countries

Claire Georghiades
5.0 out of 5 stars
THE Business Book For 2014!
Reviewed in the United Kingdom on February 15, 2014Verified Purchase
Rarely does a book catch on to a trend at exactly the right moment and make it its own. Youtility by Jay Baer does exactly that. It seems that putting the words “Being Helpful” at the heart of your business in 2014 is the one strategy that will work to make your business better. But it is not an exact science. What goes around comes around, almost. If you try to be helpful with the goal of getting something back in return you are not giving genuine help. And it is almost definitely going to fail.
I have been thinking about this recently, as winning our recent Best Website Award in 2013 was only possible because we managed to prove to the independent judges that we have provided genuine help to business owners on our blog. Our help has solved problems and helped small business owners save money.
Jay Baer explains how to implement this strategy in your business in his book Youtility, and if you haven’t read it, I would highly recommend that you do. He suggests 6 steps to embedding a “Being Helpful” philosophy into your business.
1. Identify and Understand Your Customers’ Needs
2. Work Out The Best Way To Respond To Those Needs
3. Celebrate Your Helpfulness
4. Being Helpful Is A Mindset
5. Make Sure That Being Helpful Is A Continuous Process
6. Measure
So there have it, read this book, implement a 'Being Helpful' strategy and you will find really does help your business.
I have been thinking about this recently, as winning our recent Best Website Award in 2013 was only possible because we managed to prove to the independent judges that we have provided genuine help to business owners on our blog. Our help has solved problems and helped small business owners save money.
Jay Baer explains how to implement this strategy in your business in his book Youtility, and if you haven’t read it, I would highly recommend that you do. He suggests 6 steps to embedding a “Being Helpful” philosophy into your business.
1. Identify and Understand Your Customers’ Needs
2. Work Out The Best Way To Respond To Those Needs
3. Celebrate Your Helpfulness
4. Being Helpful Is A Mindset
5. Make Sure That Being Helpful Is A Continuous Process
6. Measure
So there have it, read this book, implement a 'Being Helpful' strategy and you will find really does help your business.
3 people found this helpful
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Sara Millis
5.0 out of 5 stars
BAM! Here was the answer I was looking for all along.
Reviewed in the United Kingdom on April 4, 2017Verified Purchase
Like many bloggers and product makers I had stumbled my way through marketing my wares from the beginning, never really understanding what to say, or how to say it when it came to advertising.
I didn’t have a clue, or a plan and I didn’t know what my customers wanted to hear.
I thought I just had to shout the loudest to be heard originally.
And any time I succeeded in selling I thought it was through a mixture of luck and dog-eared determination.
How silly that was!
So fast forward to July/August last year and I bought a book on Amazon, called Youtility by Jay Baer (published 2013).
I started reading it and it was like BAM! Here was the answer I was looking for all along.
‘Smart marketing is about Help and not Hype’ ~ Jay Baer
I recommend getting a copy of the book and devouring every sentence.
I didn’t have a clue, or a plan and I didn’t know what my customers wanted to hear.
I thought I just had to shout the loudest to be heard originally.
And any time I succeeded in selling I thought it was through a mixture of luck and dog-eared determination.
How silly that was!
So fast forward to July/August last year and I bought a book on Amazon, called Youtility by Jay Baer (published 2013).
I started reading it and it was like BAM! Here was the answer I was looking for all along.
‘Smart marketing is about Help and not Hype’ ~ Jay Baer
I recommend getting a copy of the book and devouring every sentence.

5.0 out of 5 stars
BAM! Here was the answer I was looking for all along.
Reviewed in the United Kingdom on April 4, 2017
Like many bloggers and product makers I had stumbled my way through marketing my wares from the beginning, never really understanding what to say, or how to say it when it came to advertising.Reviewed in the United Kingdom on April 4, 2017
I didn’t have a clue, or a plan and I didn’t know what my customers wanted to hear.
I thought I just had to shout the loudest to be heard originally.
And any time I succeeded in selling I thought it was through a mixture of luck and dog-eared determination.
How silly that was!
So fast forward to July/August last year and I bought a book on Amazon, called Youtility by Jay Baer (published 2013).
I started reading it and it was like BAM! Here was the answer I was looking for all along.
‘Smart marketing is about Help and not Hype’ ~ Jay Baer
I recommend getting a copy of the book and devouring every sentence.
Images in this review


Reviewer
5.0 out of 5 stars
Content marketing blueprint
Reviewed in the United Kingdom on February 2, 2014Verified Purchase
With so much hype around 'content marketing' in 2014, it's good to see Jay Baer get to grips with the fundamental tenet of any content marketing plan - making something useful.
Great book, and I have already had to buy a second copy after giving away my first one.
A quick web search will turn up keynote videos and guest podcasts/vodcasts with Jay talking through the central themes of the book. Consider the book as a companion to these.
Great book, and I have already had to buy a second copy after giving away my first one.
A quick web search will turn up keynote videos and guest podcasts/vodcasts with Jay talking through the central themes of the book. Consider the book as a companion to these.
One person found this helpful
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Mr Russell Davies
5.0 out of 5 stars
Interesting subject and a good read
Reviewed in the United Kingdom on January 22, 2014Verified Purchase
Jay Baer introduces a developing concept in marketing that focuses on the individual consumer rather than the mass market. It's an approach that's gaining a growing following and one that gives small businesses a level playing field to take on the big brands. This book is a useful push to make your business a Youtility business and provides some handy examples that you could try today.
One person found this helpful
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Pinot
4.0 out of 5 stars
Four Stars
Reviewed in the United Kingdom on May 25, 2015Verified Purchase
Jay is very thought provoking.
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