Youtility: Why Smart Marketing is About Help Not Hype

The difference between helping and selling is just two letters.
 
If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: 'How can we help?'

Jay Baer's Youtility offers a new approach that cuts through the clut­ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
 
Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than seven hundred brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.

'What 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 imortant 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