Mohrbooks Literary Agency
Published by
Portfolio (2013-07)
Original language
Political economy


Why Smart Marketing is About Help not Hype

by Baer, Jay

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.

Utility: The state of being useful or beneficial.

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).

Available rights (1)

Language Territory Type Vendor Status
German World All

Mohrbooks Literary Agency
Sebastian Ritscher

Available View on Rightsdesk



Jay Baer is one of the foremost authorities on marketing and social media, as well as a friend of mine. I've quoted him in two of my books. I sat down with him to talk about his new book, Youtility: Why Smart Marketing Is about Help Not Hype.

Quote: Huffington Post

How can I help my customer? You need to ask yourself that question if you want to draw attention to your product, service or brand, and make your company seem more exciting online, says content marketing and social media consultant Jay Baer.

Review: Success magazine

Useful is the stuff you reach for when you really have a need—this book is the encyclopedia of useful!

Quote: John Jantsch

For our final Thinker in Residence installment on Jay Baer, author of Youtility, we asked him to share with us the business question that most inspires him and what books have most influenced him. Read on and enjoy Baer's take on business and books.

Review: 800 CEO Read

Turning Marketing Upside Down With Jay Baer’s Youtility.

Review: Digitalrelevance

Youtility: Helping others to help yourself.

Review: Marketing Week

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.

Quote: Ann Handley

Marketing Rules: Customers Want Help Not Hype.

Quote: Forbes

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 book, Baer calls the art of being deeply valued by your customers Youtility. I call it smart.

Quote: David Meerman Scott

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