Why Smart Marketing Is About Help Not Hype

Book - 2013
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"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 clut;ter: 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 seven hundred brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers"-- Provided by publisher.
Publisher: New York : Portfolio/Penguin, [2013]
ISBN: 9781591846666
Branch Call Number: 658.8 Ba
Description: xvi, 219 pages : illustrations ; 22 cm


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Aug 07, 2014

As a professional marketer, I am very much in favour of the concept of marketing that adds value to a product, purchase or customer, and the notion of using marketing as a thought leadership tool for your brand. It is pleasing to read Jay Baer's Youtility - which captures these two concepts into one coined word, and builds an argument for why these two aspects are critical to your business. He does a good job of using and referencing various internet, and demographic studies pointing out that being a thought leader, and giving your customer value by informing and educating - works, gets clients involved, and helps drive your sales (presuming you have a good quality product/service with a solid value proposition).


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