Don’t let its age fool you – this book is perhaps more relevant now than it was a decade ago when it was published.
Unlike many marketing materials, which tell you how you can (and should) sell your products or promote your brand, this book focuses on the why: and that is, to help people, a concept he calls “youtility.” While some of the examples may seem dated, his theories, concepts and ideas are still powerfully relevant to today’s marketers, content creators and aspiring creators.
The author encourages marketers to ask, “how can I help?” and focus on creating reliable, free sources of information for consumers on their terms. He addresses how companies should not bombard consumers with products in the hopes of securing a one-time purchase. Instead, he advocates that companies build a lasting relationship based on trust, honesty, timeliness of information and necessity.
The author provides many examples of how companies, both large and small, have used this kind of youtility to not only reach customers, but to genuinely connect and build relationships with them. While he doesn’t tell you exactly how to do this for your company, he does give you examples, principles and practices you can start implementing to reframe your marketing strategy.
My only critiques would be that some of the content or examples can seem a bit repetitive or out of date. However, the concepts he is reiterating are timeless, and the multiple ways of examining them provide readers with several ideas for how they can implement the practices in their own businesses or organizations.
I was personally inspired by his concepts to create a small blog for my employer, which has generated significant traffic for the website and created a referenceable information pool I can direct customers to and continually add new questions and content to.
Overall, this book is incredibly informative for the marketer and creator alike. His concepts are easily understandable and the provided examples provide a great framework for how you can implement youtility into your business, whatever the size. I highly recommend this book!
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The Best Form Of Marketing Is To Help Others - Here's How
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Top reviews from other countries
Hugh Culver-author Give Me a Break
Brilliant-a must read
Reviewed in Canada on October 1, 2013
