The must-read summary of Jay Baer's book: "Youtility: Why Smart Marketing Is About Help Not Hype".This complete summary of the ideas from Jay Baer's book "Youtility" explains that for a business or a company to stand out in today’s information overloaded marketplace, there are only two ways to pull that off: be amazing or be useful. This summary highlights that “Youtility” is the art of providing customers with massive amounts of free and useful information so that when they need to buy something, they wouldn’t dream of going to someone else.Added-value of this summary:• Save time• Understand key concepts• Expand your knowledgeTo learn more, read "Youtility" and discover the key to creating long-term trust between your company and your customers.
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Book Presentation: Youtility by Jay Baer
Summary of Youtility (Jay Baer)
If you genuinely want your business or your company to stand out in today’s information overloaded marketplace, there are really only two ways to pull that off:
“Youtility” can be defined as the art of providing customers with massive amounts of free and useful information so that when they need to buy something, they wouldn’t dream of going to someone else. Or simply put, you help them so much now by providing useful stuff that prospective customers feel compelled to buy from you in the future. Rather than focusing on making a sale immediately, you invest in creating a future customer for life.
“Youtility is marketing upside down. 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. The difference between helping and selling is just two letters. But those two letters now make all the difference.”
– Jay Baer
“The way customers gather information about companies and make purchase decisions has changed. Consumers’ time and attention has never been more scarce, and their suspicion of lazy interruption marketing has never been more acute. In this climate, Youtility is not an option. It’s a necessity. If you sell something, you make a customer today; if you help someone, you make a customer for life.”
– Jay Baer
About the Author
JAY BAER is president of Convince & Convert, a social media and content marketing firm. He consults with more than 700 brands (including 29 Fortune 500 companies) helping them upgrade their digital marketing strategies. Mr. Baer has founded five companies and is the author of a blog which is ranked as the leading content marketing resource. He is the co-author of The NOW Revolution and hosts a weekly podcast, Social Pros. Fast Company magazine named Mr. Baer as one of America’s top social media consultants. Mr. Baer is a graduate of the University of Arizona.
The Web site for this book is at www.youtilitybook.com.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
1. Three types of consumer awareness strategies
Throughout history, business has embraced three different categories of marketing:
Youtility falls fairly and squarely in the third, most enduring category.
One of the ongoing challenges of being in business has always been to find cost-effective ways to generate awareness of the product or service you offer. Throughout history, companies have used three general marketing approaches:
At first, companies sent messages out into the marketplace which said in effect: “We’re here. We’ve got great stuff. Buy it!” Traditionally, companies would buy advertisements in print media or air time in broadcast media and blast messages into the marketplace. Companies then hoped enough consumers would see those messages, and be so wowed they would run to the store and buy the product.
There’s nothing inherently wrong with advertising but there are some problems with it today:Advertising is expensive.The media landscape is fracturing. It’s becoming harder and harder to reach the people you want because they have a wide variety of choices now. You can’t promote to people you can’t find.Many consumers are skeptical of claims made in advertisements. They don’t trust advertising.
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