YoutilityBook.com

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About Youtility

JayBaer

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. YoutilityBook.com

As a marketing strategy, top-of-mind awareness is less effective than ever for two reasons:

✱ The media landscape is highly fractured

✱ Companies are fundamentally distrusted by consumers

1 Top-of-Mind Awareness

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✱ Being found doesn’t create demand, it can only fulfill it

✱ Search engines’ role in the marketing funnel is weakening

2 Frame-of-Mind Awareness

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✱ Today, companies must compete for attention against consumers’ friends and family members

✱ If your company and its marketing are truly, inherently useful, your customers and prospective customer will keep you close, as they keep their friends and family members close

3 Friend-of-Mine Awareness

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✱ We’ve always tried to build loyalty with people, and now we must build loyalty with information

✱ Death of the salesmen: we talk to a real person as a last resort, not as a first step

4 Self-ServeInformation

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✱ Creating customers by answering their questions is imminently viable and carries remarkable, persuasive power

✱ Unless it inhibits ease-of-use, there is no downside to providing extraordinarily detailed information to your prospective customers

5 Radical Transparency

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✱ Youtility is real-time relationship building. You’re either sufficiently useful at any given moment, and thus can connect with the customer, or you’re not

✱ For decades, the key question has been “how valuable is the brand?” The key question moving forward is “how valuable are your apps?”

6 Real-Time RelevancyC H A P T E R

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✱ You have to understand what your prospective customers need to make better decisions, and how you can improve their life by providing it

✱ Search engine, social chatter, web analytics data, and customer interview will help you understand customer needs

7 Identify Customer Needs

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✱ Determining which is the optimal conveyance for Youtility requires a level of research beyond understanding customer needs

✱ Atomize your marketing to reach a larger audience

8 Map Customer Needs to Useful Marketing

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✱ People are not going to magically find your Youtility, you have to add promotional support

✱ Content is fire, and social media is gasoline

9 Market YourMarketing

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✱ Everything important in business starts as a job, and eventually becomes a skill

✱ Involving a wide variety of employees not only makes it easier to create and maintain helpful information, it also increases effectiveness because they bring credibility that centralized, official communication doesn’t have

10 Insource YoutilityC H A P T E R

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✱ Youtility requires a never-ending, constantly reinvented and refined process

✱ You can’t schedule greatness, and it doesn’t respond well to deadlines and ultimatums

11 Make Youtility a Process, Not a Project

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✱ If Youtility is going to be more than a marginalized novelty for you and your company, it must be measured effectively

✱ There are four categories of measurement that matter: 4 Consumption metrics 4 Advocacy and Sharing metrics 4 Lead-generation metrics 4 Sales metrics

12 Keep ScoreC H A P T E R

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About Jay Baer

JayBaer

✱ Hype-free marketing strategist, speaker, author

✱ President of content and social media strategy consultancy, Convince & Convert

✱ Works with mid-sized and large brands to plan and implement Youtility, and integrate with social media. See ConvinceAndConvert.com.

✱ To bring Youtility to your company or event, visit JayBaer.com for speaking details

YoutilityBook.com

Win a limited-edition Youtility T-Shirt!

✱ Once the book is released, take a photo of Youtility “in the wild” and tweet or instagram with hashtag #Youtility

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