The difference between helping and selling is just two letters. But those two letters are critically important to your company’s success. If you’re wondering how to get more attention and 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 for attention against your customers’ closest friends and family members, and against viral videos and cute puppies. To win in this hyper- competitive environment, you must ask a different question: “How can we help?”
It’s 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. This is Youtility.
Drawing from his experience consulting for more than 700 brands, and rich with case studies and examples, in Youtility Jay Baer provides a groundbreaking recipe for how to use information and helpfulness to transform the relationship between companies and customers.
Youtility is a new marketing framework for the age of information overload.
About the Author
Jay Baer is a renowned marketing strategist, speaker and New York Times best-selling author who travels the world convincing businesspeople to make their companies more valuable by focusing on help, not hype.
He is President of the social media and content marketing consultancy Convince & Convert. A digital marketing pioneer, Jay has consulted with more than 700 companies since 1994, including Caterpillar, Nike, Visit California, Allstate, Petco, Columbia Sportswear, and 30 of the Fortune 500.
The creator of five multi-million dollar companies, Jay’s Convince and Convert blog is ranked as the world’s #1 content marketing resource, and he’s the host of the popular weekly Social Pros podcast. He’s also an active venture capitalist and technology advisor.
His book Youtility: Why Smart Marketing is About Help not Hype, debuted at #3 on the New York Times best seller list, and was a #1 Amazon best seller. Jay is also the co-author of The NOW Revolution a best-selling book about social media’s impact on businesses of all sizes and types.