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 700 brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.
"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 audiobook, Baer calls the art of being deeply valued by your customers Youtility. I call it smart."(David Meerman Scott, best-selling author of The New Rules of Marketing and PR)
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Good Framing, Examples and Supporting Concepts
I wasn't very keen on Mr. Sheridan's performance, but I enjoyed listening to Jay very much. Jay is a seasoned speaker who has always done a great job of sounding authentic and conversational, but still very clear and professional.
I really enjoyed the framing of mental models and juxtaposition of personal social relationships to that of relationships with a business.
I knew I already agreed with the premise of the book before buying it, but the way Jay broke a number of concepts down and supported them with great examples added a great deal of value to the book.
Jay tends to dive deeper than most into what could otherwise feel like a very shallow translation of the presented concept. You can depend on him not to exaggerate things and always ground it to things that even business owners that are skeptical of digital marketing would find compelling.
- Adam Helweh