Youtility: Why Smart Marketing Is about Help Not Hype
(By Jay Baer)
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Utility: n. The state of being useful or beneficial.
Youtility: n. 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 marketers, hoping customers will listen.
But those days are over. 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 and blogger Jay Baer defines a better alternative, with examples of many smart companies that are already building their marketing approach around Youtility. His bottom line: If you sell something, you make a customer today, but if you help someone, you might create a customer for life.”
