Youtility : why smart marketing is about help not hype / Jay Baer.

Includes bibliographical references and index.

Part I. Turning marketing upside down : Top-of-mind awareness -- Frame-of-mind awareness -- Friend-of-mine awareness -- Part II. The three facets of youtility -- Self-serve information -- Radical transparency -- Real-time relevancy -- Part III. Six blueprints to create youtility : Identify customer needs -- Map customer needs to useful marketing -- Market your marketing -- Insource youtility -- Make youtility a process, not a project -- Keeping score -- Youtility: an easy reference guide.

"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.