Youtility Why Smart Companies are Helping, Not Selling

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 the companies, 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.

Consulant / lecturer / blogger Jay Baer defines a better alternative, with examples of many smart companies that are already building their marketing approach around Youtility.

Jay Baer is a content marketing and social media consultant and blogger. He speaks to tens of thousands of marketers annually at conferences and conventions, has founded five companies, and has worked with more than 700 brands, including Sony, Columbia Sportswear, Nike, Petco, WalMart and California tourism, among others.