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YoutilityBook.com
Includes
Videos!
About Youtility
Jay
Baer
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
CHA P TER
YoutilityBook.com
✱✱ 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
CHA P TER
YoutilityBook.com
✱✱ 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
CHA P TER
YoutilityBook.com
✱✱ 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-Serve
Information
CHA P TER
YoutilityBook.com
✱✱ 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
CHA P TER
YoutilityBook.com
✱✱ 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 Relevancy
CHA P TER
YoutilityBook.com
✱✱ 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
CHA P TER
YoutilityBook.com
✱✱ 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
CHA P TER
YoutilityBook.com
✱✱ 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 Your
Marketing
CHA P TER
YoutilityBook.com
✱✱ 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 Youtility
CHA P TER
YoutilityBook.com
✱✱ 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
CHA P TER
YoutilityBook.com
✱✱ 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 Score
CHA P TER
YoutilityBook.com
About Jay Baer
Jay
Baer
✱✱ 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
✱✱ One winner per week
Youtility
Visit
YoutilityBook.com
for details
Youtility -  Why Smart Marketing is About Help Not Hype

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Youtility - Why Smart Marketing is About Help Not Hype

  • 2. About Youtility Jay Baer 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
  • 3. 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 CHA P TER YoutilityBook.com
  • 4. ✱✱ 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 CHA P TER YoutilityBook.com
  • 5. ✱✱ 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 CHA P TER YoutilityBook.com
  • 6. ✱✱ 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-Serve Information CHA P TER YoutilityBook.com
  • 7. ✱✱ 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 CHA P TER YoutilityBook.com
  • 8. ✱✱ 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 Relevancy CHA P TER YoutilityBook.com
  • 9. ✱✱ 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 CHA P TER YoutilityBook.com
  • 10. ✱✱ 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 CHA P TER YoutilityBook.com
  • 11. ✱✱ 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 Your Marketing CHA P TER YoutilityBook.com
  • 12. ✱✱ 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 Youtility CHA P TER YoutilityBook.com
  • 13. ✱✱ 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 CHA P TER YoutilityBook.com
  • 14. ✱✱ 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 Score CHA P TER YoutilityBook.com
  • 15. About Jay Baer Jay Baer ✱✱ 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
  • 16. 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 ✱✱ One winner per week Youtility Visit YoutilityBook.com for details