Occasionally, a book comes along with such a vivid, meaningful title that you find yourself thinking about it
(and even dreaming about it… true story) as you go through the day.
Youtility: Why Smart Marketing is about Help not Hype by Jay Baer
is just such a title.
What is Youtility?
It is the idea that marketing should be designed FOR customers instead of AT them. It is “massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers.” It is the idea that companies that are helpful are then useful for the customer…a YOUtility that makes customers keep coming back for more.
In this book, Jay Baer discusses three types of historical consumer-awareness strategies, describes the essence of Youtility, and provides a six-step process for businesses to build Youtility into their company culture.
Top-of-Mind Awareness (the more you see it, the more you’ll buy it), Frame-of-Mind Awareness (if companies can be in front of customers at the moment of need, they can make the sale), Friend-of-Mine Awareness (we look for friends to refer services) are the divisions he uses to discuss marketing techniques. Youtility focuses on the latter, Friend-of-Mind Awareness, to assert that companies must develop a trusting, friendly relationship with customers in order to compete. Businesses can do this through Youtility, being ultimately useful to customers.
Baer includes many examples from both prominent national brands such as Hilton, Clorox, and Columbia sportswear, as well as smaller, local businesses like a taxi driver and a pool company. Youtility is accessible to any company with expertise to share, regardless of the size or reach of the business.
The best part is that Jay gives steps that a business should take to become useful. These include practical steps for everything ranging from how to identify customer needs to how to market your marketing (how useful is your Youtility if no one can find it?). He has even written some industry-specific versions of this book for accountants and real-estate agents.
For an executive summary with video overviews of each chapter, check out www.youtilitybook.com.
If your business wants to build relationships with customers by becoming so useful that you earn their loyalty and trust, Youtility is the book for you.
Check out Lucinda’s video book review.