The difference between helping and selling is just two letters.
If you're wondering 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 against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?"
Jay Baer's Youtility offers 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. Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than 700 brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.
©2013 Jay Baer (P)2013 Gildan Media LLC
"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 audiobook, Baer calls the art of being deeply valued by your customers Youtility. I call it smart."(David Meerman Scott, best-selling author of The New Rules of Marketing and PR)
Admirer of Creativity & Founder of Secret Sushi, Inc
I wasn't very keen on Mr. Sheridan's performance, but I enjoyed listening to Jay very much. Jay is a seasoned speaker who has always done a great job of sounding authentic and conversational, but still very clear and professional.
I really enjoyed the framing of mental models and juxtaposition of personal social relationships to that of relationships with a business.
I knew I already agreed with the premise of the book before buying it, but the way Jay broke a number of concepts down and supported them with great examples added a great deal of value to the book.
Jay tends to dive deeper than most into what could otherwise feel like a very shallow translation of the presented concept. You can depend on him not to exaggerate things and always ground it to things that even business owners that are skeptical of digital marketing would find compelling.
I am an interactive director and love learning new skills. social psychology, persuasive language, marketing techniques, history and more.
Not really. Jay Baer is good writer but I felt like his voice was on the dry side and lacked emotion. You could tell when he was trying to sound excited, didn't seem natural. I would have preferred a trained voice actor.
Most other current inbound marketing books
I have been pretty pleased with Mike Chamberlain's narrations.
Throw out everything you thought you knew about online marketing
Again, I think a trained voice actor could have added some much needed energy to the book.
Yes I would! Jay's delivery of this book was superb and I truly enjoyed listening, even on crazy busy week when my kids were home. The way he read the book added to my enjoyment and understanding. Having it in Jay's voice really made it better for me. This book would not have been the same had the author not read it.
I loved all the examples. While I was listening in the gym I got a great idea from one of the stories that I think will change my business forever! That is beauty of this book, yes, it is about the companies Jay talks about, but the ideas it sparks are the true value.
If you are a small business owner like me, this book has the most examples of any that I have read recently which are easily implementable by a few person team or even a solopreneur. Many business books seem to cater to corporate marketing (and budgets) but many of the examples in this book could be done with a small budget and just some time.
Worth the listen if you are interested in social media marketing. Jay Baer is an authority and narrates well. Some examples are the same as in for example epic content marketing, by Pulizzi. However, the concept of Youtility is a good one to get an idea of how to market Now!
Despite my initial expectations, this book is actually very interesting and has lots of very good insights. It's a pity that the audio quality is rather poor for lack of proper post-production edition and generally I don't like when the author is also the narrator. But it's definitely worth it for the content.
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