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Youtility

Why Smart Marketing Is About Help Not Hype
By: Jay Baer
Narrated by: Marcus Sheridan, Jay Baer
Length: 4 hrs and 51 mins
Categories: Business, Marketing
4.5 out of 5 stars (24 ratings)

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Summary

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

Critic reviews

"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)

What members say

Average customer ratings

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  • Overall
    3 out of 5 stars

good summary for content marketing

not detailed enough, no good todo list.
i was expecting a little more out from this book and the writer

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    3 out of 5 stars

Too many stories

I know marketing books without stories would be pamphlets, but I struggled to identify the key messages hidden amongst the long anecdotes.

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Awesome book

I heard about this from Marketingbook podcast and it's a real great audio book that makes you rethink marketing strategy and usefulness - great insights into companies that have been successful and those that haven't and why - but more importantly a process and methodology on how to do it.
I had a few ideas in the past and now they can be crystallised....
Helping our organisation.

Moony Victoire-Nijjar
Founder of My SOS Family.

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Profile Image for Adam Helweh
  • Adam Helweh
  • 13-10-13

Good Framing, Examples and Supporting Concepts

What about Marcus Sheridan and Jay Baer ’s performance did you like?

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.

Was there a moment in the book that particularly moved you?

I really enjoyed the framing of mental models and juxtaposition of personal social relationships to that of relationships with a business.

Any additional comments?

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.

2 of 2 people found this review helpful

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  • Rafael
  • 03-08-15

Perfeita

It is a great book to read and I do recommend this book for all marketing professional because it worth a lot thank you

1 of 1 people found this review helpful

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  • Andras Baneth
  • 14-02-15

Great insights, bad recording

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.

1 of 1 people found this review helpful

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  • Dan Stephens
  • 07-02-15

A bible for content marketers

This book provides a lot of great big picture information as well as specific tactics.

1 of 1 people found this review helpful

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  • Brian Gomski
  • 16-09-13

Good Concept. It felt a little repetitive.

Would you consider the audio edition of Youtility to be better than the print version?

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.

What other book might you compare Youtility to and why?

Most other current inbound marketing books

Who would you have cast as narrator instead of Marcus Sheridan and Jay Baer ?

I have been pretty pleased with Mike Chamberlain's narrations.

If you were to make a film of this book, what would the tag line be?

Throw out everything you thought you knew about online marketing

Any additional comments?

Again, I think a trained voice actor could have added some much needed energy to the book.

2 of 3 people found this review helpful

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  • Larry Bloodworth
  • 29-08-19

Great Online Marketing Book

I really like this book. Many anecdotes supporting the book's premise. Excellent forward about the real world application. I highly recommend this book. After listening to the audio book version, I ordered the hard copy.

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  • Mark
  • 06-08-18

Lots of (similar) ideas for making an org useful

A colleague suggested our executive team read this. It wasn't like she thought it would be: She thought there would be more about why "hype" is NOT useful in promoting your organization. There's almost nothing on that angle of the subtitle. But I still got a lot out of the book, even if most of it was hammering one point: answer questions that people have about your industry, no matter how silly/dumb — and make sure you answer them publicly, transparently, and fully, with a dash of humor if you can. Do this, and watch your brand exposure explode. What made the book valuable to me were all of the real-world examples, which inspired lots of ideas that our nonprofit organization could try. Grade: B+

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  • Carlos Dare
  • 27-06-18

My favorite book to date.

Loved it with all my heart. This is absolutely my favorite book to date. Not only I have the audible version, also had to buy a hard copy so that I could expose it in my shelf.

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  • Phillip
  • 01-03-18

Incredible!!

This book is an incredible resource on how to make your company useful to the extent that makes customers want more NATURALLY. You aren't selling products.. you're selling your company and its values. Its usefulness. 10/10 recommend, hands down.

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  • Cordell Hoffer
  • 21-06-17

Useful, but redundant and overkill.

Decent book, but the author uses "Argumentum ad nauseam". Basically he rehashes the same thing for far too many chapters. Furthermore, I feel like he constantly makes up data to prove his point, which is even more unnecessary.

Listen to the first two chapters and you listened to the whole book.