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The New York Times best seller, and #1 Amazon best seller"Jay Baer's Youtility is arguably the greatest contribution to the field of social media marketing since 2012."
~ Dr. Jim Barry, Top 25 Social Media Books for Academia"
If you haven't bought Jay Baer's book "Youtility," stop what you're doing and do that. I swear, this is the next big thing."
~ Chris Brogan, Owner Magazine
The difference between helping and selling is just two letters, but those two letters make all the difference.
What if - faced with more competition than ever before - you stopped trying to be amazing, and just started being useful?
Jay Baer's Youtility offers a new business 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 seven hundred brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.
See why Jay Baer's Youtility framework is now a standard part of the marketing framework in many of the world's leading companies, powers the marketing approach of thousands of small businesses, and is part of the curriculum of dozens of college and university business schools.
- Sales Rank: #109266 in Books
- Brand: Brand: Portfolio Hardcover
- Published on: 2013-06-27
- Released on: 2013-06-27
- Original language: English
- Number of items: 1
- Dimensions: 8.56" h x .81" w x 5.63" l, .75 pounds
- Binding: Hardcover
- 240 pages
- Used Book in Good Condition
Review
"Baer soundly, effectively and skillfully proves that gratitude and good will are powerful incentives to lure new customers and keep them coming back."--SUCCESS Magazine
"Trust us, this is interesting stuff, written via personal account, case studies, and other expert opinions in a way that's logical and inspiring."-- 800-CEO-READ
"Youtility is a true masterpiece. This is a book worth checking out by all business owners and marketers."-- JOE PULIZZI founder, Content Marketing Institute
"Youtility, the New York Times best seller by Jay Baer is one of the best business books I've ever seen on the dynamics between service and marketing. The information will change the way you think about marketing forever."-- Multi-Channel Magic
"Two of my favorite business books of all time are Dale Carnegie's How to Win Friends and Influence People, and Al Ries and Jack Trout's Positioning: The Battle for Your Mind. A third may be joining them, which is Jay Baer's Youtility."-- Geoff Livingston, author of Marketing In the Round
“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.”
—DAVID MEERMAN SCOTT bestselling author of The New Rules of Marketing and PR
“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.”
—ANN HANDLEY chief content officer, MarketingProfs and coauthor of Content Rules
“Useful is the stuff you reach for when you really have a need—this book is the encyclopedia of useful!”
—JOHN JANTSCH author of Duct Tape Marketing and The Referral Engine
About the Author
Jay Baer is a marketing keynote speaker, consultant, and digital marketing pioneer. He has consulted for more than 700 brands since 1994, including 30 of the FORTUNE 500.
In addition to Youtility, he's co-author of the social business transformation book, The NOW Revolution. Baer runs the popular Convince & Convert blog, and is host of the weekly Social Pros podcast.
Most helpful customer reviews
28 of 30 people found the following review helpful.
Practical insights on how and why customer-centric marketing can create or increase demand for the given offering
By Robert Morris
I cannot recall a prior time when customers had more control over the purchase/pass decision-making process than they do now. There are several reasons why. Here are three: they have more choices than ever before (including passing), they know more about products and services than ever before (especially via consumer reviews and social media), and so-called "customer loyalty" is earned and retained or lost one transaction at a time. The essence of marketing remains unchanged (i.e. create or increase demand for whatever is offered) but just about everything else has changed.
Although the term "youtility" is a tad cutesie for my literary palate, it does correctly stress two key concepts: customer-centrism, and, usefulness. According to Jay Baer, "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." As one sign of the times, Best Buy has done that by providing useful information that many people then use when making purchases online...from Amazon.
Baer examines three types of consumer awareness: Top-of-Mind ("an overripe banana tenuously clinging to relevancy"), Frame-of-Mind ("an apple, worthy of eating, but not enough to sustain you"), and Friend-of-Mine (Baer offers no metaphor so I will suggest a cook book). He identifies and discusses 20 companies that possess a Friend-of-Mine mindset and demonstrate Youtility in their customer relationships. Listed in alpha order, they include Angie's List, Big Popppa Smokers, Charmin (Sit or Squat), Clorox, Columbia Sportswear, Hilton Worldwide (@HiltonSuggests program), Holiday World, Life Technologies, McDonald's Canada, Phoenix Children's Hospital, Scott's Miracle-Gro Company, Syncapse, and Taxi Mike.
However different these organizations may be in most respects, all of them -- in my opinion -- seem committed to achieve most of these strategic objectives:
o Identify and understand (really understand) customer needs
o Embed those needs within marketing initiatives that respond to them
o Market (promote, better yet celebrate) marketing
o Embed a Youtility mindset at all levels and in all areas of the given enterprise
o Sustain Youtility as an on-going process, a way of organizational life, not as a special project
o Use quantitative analytics to "keep score" both internally and externally
Baer explains how to achieve these objectives, providing a blueprint for each in Part Three. As several of his exemplars (notably Big Popppa Smokers and Taxi Max) clearly indicate, Youtility can be created and then sustained by almost any organization, whatever its size and nature may be. Business leaders who read this book should pay special attention to how quite different companies have become Youtility-driven.
As I concluded my first reading of this book, I was again reminded of Fred Reichheld's research on the importance of trust ("glue") in all of an organization's relationships with stakeholders, especially those with its employees and companies. It was Reichheld who devised the "Ultimate Question," one that obtains customer data of ultimate importance: "On a zero-to-ten scale, how likely is it that you would recommend us (or this product/service/brand) to a family member, friend or colleague?" As Reichheld explains, the phrasing of that question is "a shorthand wording of a more basic question, which is, [begin italics] Have we treated you right, in a manner that is worthy of your loyalty? [end italics]' The results calculate what Reichheld identifies as the Net Promoter Score (NPS) and so shall I. But the question really wasn't [and isn't] the heart of things. After all, no company can expect to increase its growth or profitability merely by conducting surveys, however the question or questions might be phrased." A Youtility-driven company will have employees as well as customers giving it a high NPS. If you purchase the book from Amazon, it will cost you only $15.55 (hardbound edition) to learn just about everything Jay Baer has learned about how to create and then sustain a customer-centric, high-impact organization. How high would your company's NTS score be?
Those who share my high regard for this book are urged to check Reichheld's The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World as well as Joseph Michelli's The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company.
23 of 24 people found the following review helpful.
Value Never Goes Out of Style
By Science Fiction and Marketing
Two of my favorite business books of all time are Dale Carnegie's How To Win Friends and Influence People, and Al Ries and Jack Trout's Positioning: The Battle for Your Mind. A third may be joining them, which is Jay Baer's Youtility.
Youtility focuses on the customer, and the need for marketing to help customers. I love this because it begins building value for the customer right out of the gate.
In the end brands promise customers something, and that customer has to value that promise and resulting experience enough to buy it. Some call that a value proposition or a positioning statement, but in the end, customers need to receive something.
Dale Carnegie's book, while somewhat dated after 80 years, was the sales bible for many organizations. It brought a relentless focus on the customer, and serving them. And Positioning was about architecting brands to communicate that service promise in an attractive way.
What Youtility skillfully brings to the table is a modern view of these two core marketing tenets. Baer addresses the modern information and content marketing environments, and provides analysis of the tactics. Combined with his timeless approach of creating value by being helpful, brands can't go wrong.
Helpfulness is not the only way to build a brand, but is one of the very best methods. Any company that takes this approach will find itself on a path towards long-term relationships. There can never be too much value in a purchase.
I hope you check out Youtility. It's destined to be a classic book from the marketing blogger corps, the first text of this stature I've come across in a couple of years.
13 of 14 people found the following review helpful.
Too much youtility, not enough utility
By Muhammad Saleem
I really wish Jay Baer was less obsessed with coining a term and focused more on creating value for the reader. The word Youtility appears 179 times in this book, but it's nothing more than the author's way of referring to a concept that's not altogether new. There are definitely good concepts in this book and they're explained in a way that is easy to understand, but too many pages are wasted in examples that show the same principles being applied by many different companies. This would be a much better book if it was 50-60 pages shorter and followed the tone set by the foreword (which is interesting and information-dense).
The review at the end of the book is concise and helpful.
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