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Youtility: Why Smart Marketing Is about Help Not Hype Hardcover – June 27, 2013
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
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"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
About the Author
Top Customer Reviews
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.Read more ›
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.
The review at the end of the book is concise and helpful.
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.Read more ›
Most Recent Customer Reviews
About 2/3 into this book which I purchased on the recommendation of a friend.
It provides a different and refreshing slant on marketing which is summed up in the bywords of... Read more
Jay's views on marketing closely align with my values. I enjoyed reading about ways to market in a way that aligns businesses with customer's desires. Read morePublished 8 days ago
Jay is brilliant. His advice is solid, well researched and practical. This book is a valuable resource for anyone wanting to grow their business understanding the tools, platforms... Read morePublished 1 month ago by Neen James Communications
Im in love with this book, small and simple yet very instructive with down to earth examples and stories.
I hope this small review is useful in your buying decision :)
I am over 60....career/work experience from three different industry/businesses....EXECELLENT book on the current 'state' of marketing approach/strategy ! ! !Published 1 month ago by Erick(Rick) Hao
This book introduces us to a new way of marketing, based on the fact that organizations need to inform, not promote. Read morePublished 1 month ago by Sue Allen Clayton
A much better perspective to look at Marketing thats simple for everyone to understand, and also to understand that Marketing is not a department but a Youtility that an... Read morePublished 2 months ago by Rick Yvanovich
Excellent book about how best to market your business. It should be on every business owner's Must Read list...Published 3 months ago by Pat