Why Smart Marketing is About Help not Hype
If you sell something, you make a customer today. But if you help someone, you might create a customer for life. This marketing guide makes the case for being useful to customers first and foremost—before trying to sell anything. This is a recent Portfolio acquisition that we’ll publish quickly this summer.
Youtility: A revolutionary marketing strategy for the era of information overload that creates devoted customers by providing something—being genuinely and inherently useful.
Since the first caveman sold a rock to another caveman, companies have acquired customers in pretty much the same way. “We’ve got great products, buy them!” shout the companies, hoping customers will listen.
But those days are over, as the era of self-serve information is upon us. Many people will research your offerings online, without talking to a human being. And you can no longer survive by shouting the loudest and relying on anachronistic “interruption marketing.” You can’t proclaim every day is “the biggest sale ever” or simply rewrite your website in the hope that Google will funnel customers to you.
Consultant, lecturer, and blogger Jay Baer defines a better alternative, with examples of many smart companies that are already building their marketing approach around Youtility. Jay Baer speaks to tens of thousands of marketers annually at conferences and conventions, has founded five companies, and has worked with more than 700 brands, including Sony, Columbia Sportswear, Nike, Petco, WalMart, and California tourism, among others. His Convince & Convert blog is ranked as the #1 content marketing blog in the world, and among the top 20 marketing blogs overall. He has a monthly blog readership of more than 70,000, a monthly podcast listener base of several thousand, more than 100,000 subscribers on Facebook, and more than 66,000 Twitter followers. He is also the author of The NOW Revolution (Wiley, February 2011).