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Jay Baer is the president of Convince & Convert, an online customer service and digital marketing consultancy. He is the author of five books, including
Hug Your Haters and
Youtility. He contributes articles to Inc., Entrepreneur, and Forbes.com; writes the world's #1 content marketing blog; and hosts several award-winning podcasts.
Daniel Lemin is a respected authority on the reputation industry, a consultant for prominent Fortune 500 companies, a frequent public speaker, and a senior strategist with Convince & Convert.
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.
Het boek behandeld op een leuke en eenvoudige manier waarom je van Youtility gebruik zou moeten maken. Aan de hand van voorbeelden geeft Jay Baer aan hoe je dit kunt doen. Omdat ik zelf ervaring heb in content creatie vind ik dat dat dit boek op enkele punten te kort komt. Naar mijn mening een handig boek voor mensen die meer willen leren over de nieuwe vormen van marketing.
Youtility was one of those few marketing books that I picked up and read cover to cover. Does advertising work they way it once did? That is debatable but what is not is the way consumer behaviour is changing. Making your brand useful and creating a great experience are key to adding value to your brand. This book was a real eyeopener and one I will be passing along to others.