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Youtility: Why Smart Marketing Is about Help Not Hype Hardcover – June 27, 2013
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"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."
“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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Top Customer Reviews
Industrial owners and marketers instinctively understand the power is shifting from sales hype to something quite different on the web. Jay’s book does a great job of exploring inbound marketing and why the industrial marketer must pay attention to this book & create helpful content to generate leads from his digital marketing efforts. Although there are no specific examples an industrial marketer can relate to in Youtility, Baer gives a diverse set of examples that could be easily extended to the industrial market.
Jay’s concepts can have even more dramatic results for the industrial marketer because of the low content saturation rate for such products as “Limitorque linear actuator repair” or “custom hydraulic manifolds”...etc,etc.
Want to get a leg up your competitors, who probably have not even heard of inbound marketing? Get Jay’s book and change your mindset about industrial sales & marketing.
From "Tom Repp" at [...]
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.
"Youtility" to the rescue! It is the next logical step on the evolutionary ladder of the modern internet marketing because it tells you exactly - and spares no useful, real life examples - WHAT and HOW you should be doing today (2013) to attract customers. "Content marketing" emphasizes the form, while "Youtility" emphasizes the desired end result (a marketing so useful and life enhancing people would pay you for it, but you're giving it away for free). Youtility is the most simple content marketing strategy I've ever heard of because it consists of only one rule: Find out what information your customers NEED so that they could make better decisions, and then give it to them CONSISTENTLY in the FORM they most care for.
Youtility first tells you WHY you should engage in USEFUL MARKETING (because market conditions have changed: your customers are in charge now and they do now want to be advertised at). The book then goes to great lengths to give you practical examples of companies of all sizes who made themselves useful to their potential customers without expecting instant results. Smart marketers publish useful information in various forms (articles, videos, apps, real-time tweets...), hoping that by doing so consistently, that the customer will choose them over their competitor when the time comes to open the wallet. The future of internet marketing is to outteach, not to outspend your competitors.
The bad news is that youtility marketing is not easy because your rewards are not in your immediate future. The (very) good news is that almost nobody is practicing youtility marketing, which means we all have the chance to "win the information war" (better today than tomorrow, better tomorrow than never).
The book lacks in-depth strategy about creating, developing, maintaining and enhancing your youtility marketing, but it gives you enough ammo and food for thought to start brainstorming about the future of your company's internet marketing. No matter whether you're in B2B or B2C, the book tells you what helpful questions you should be asking yourself, where to find out what your customers really need from you, and expands your mind into territories you might have not considered before.
From now on - and until the market conditions change again - I will be teaching all my clients about "Youtility" principles.
Most Recent Customer Reviews
It provides a different and refreshing slant on marketing which is summed up in the bywords of...Read more