The subtitle of the book hits the nail square on the head. Smart marketing is all about helping your audience, not giving them hype that you can’t live up to. That’s the point that Jay Baer hammers home in Youtility.
Youtility is about making your business stand out by being both useful and amazing. Or, perhaps more aptly put, amazingly useful. Businesses that seek to amaze their customers are absolutely going to benefit from the word of mouth those customers give. But being amazing is only enough to fuel word of mouth for a short time. It’s the useful aspect that provides the fuel for word-of-mouth longevity.
Businesses that want to survive in today’s marketplace need to be both transparent and relevant to their audience. Gone are the days of self-serving advertising. Today’s consumers want to do business with companies they feel provide value beyond their own profits. While profits are important for every business, successful businesses can no longer focus on profits alone and still build loyal customers. They have to demonstrate how their product, service and even corporate mission is relevant to the ideals their consumers hold.
In Youtility, Jay provides a process for being that kind of organization and building it into your marketing efforts. You’ll have to read the book to get the deets on all that, but the benefit of being a “youtility” company is all about driving ROI. Yet companies today should no longer look solely at their own ROI but also the return on investment from their customers when doing business with them.
Everything we do has an impact, for good or bad. The processes behind utility are all about finding marketing strategies that provide a strong ROI for everyone.