Why Smart Marketing is about Help not Hype

Portfolio Penguin

The difference between helping and selling is just two letters. But those two letters are critically important to the success of business today.

Youtility is marketing so useful, people would pay for it. It's a new marketing model for the age of information overload.

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Youtility for Real Estate,,: Why Smart Real Estate Professionals are Helping, Not Selling

Due to enormous shifts in technology and consumer behavior, customers want a new approach that cuts through the clutter: marketing that is truly, inherently useful. Smart real estate professionals are applying the concepts of Youtility, giving away information and resources for free, to differentiate and dominate by providing real value to clients and prospective clients.

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Youtility for Accountants: Why Smart Accountants Are Helping, Not Selling

Meticulously researched, and filled with examples of accountants and accounting firms that have accelerated their business enormously by embracing the principle of Youtility marketing, this special ebook from best selling authors Jay Baer and Darren Root provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers.

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  • Indiebound


  • “In today’s always-on, hyper-saturated marketplace, product messages no longer break through like they used to. Providing helpful information to customers does. In this important book, Baer calls the art of being deeply valued by your customers Youtility. I call it smart.”

    - David Meerman Scott, bestselling author of The New Rules of Marketing and PR
  • “What does it actually mean to create ‘engaging’ content? This book delivers both a broader vision and a specific road map to creating content your customers will thank you for.”

    - Ann Handley, chief content officer, MarketingProfs , and coauthor of Content Rules
  • “Would you take your foot off the ‘sell’ pedal and instead take the route of giving help and advice to a consumer when there’s a chance they will go and buy from another brand?

    This might sound like a strange way to do business, but in a world where people are demanding more from companies, some brands are finding that it is beneficial to do just that.”

  • “Baer soundly, effectively and skillfully proves that gratitude and good will are powerful incentives to lure new customers and keep them coming back.”

  • “Everything he writes about is backed up with concrete and real life examples. He addresses and calls to question common marketing belief systems, goals, strategies and tactics. You’re not left feeling like you just read a book from a guy in an ivory tower. Instead, you get the sense that he’s rolled up his sleeves and got his hands dirty – been there and done that.”

    - Chad Pollitt, Director of Marketing, digitalrelevance
  • “Trust us, this is interesting stuff, written via personal account, case studies, and other expert opinions in a way that’s logical and inspiring.”

    - 800-CEO-READ
  • “…a true masterpiece. This is a book worth checking out by all business owners and marketers.”

    - Joe Pulizzi, founder, Content Marketing Institute
  •  “You’re going to read this book and be not just smarter, but a better marketer as a result. Youtility might be the most important book you’ll ever read because it can help you understand and implement ideas that keep you relevant and reticent in today’s incredibly complex consumer environment.”

    - Social Media Explorer
  • “Two of my favorite business books of all time are Dale Carnegie’s How To Win Friends and Influence People, and Al Ries and Jack Trout’s Positioning: The Battle for Your Mind. A third may be joining them, which is Jay Baer’s Youtility.”

    - Geoff Livingston, co-author of Marketing In The Round
  • Youtility, the New York Times Bestseller by Jay Baer is one of the best business books I’ve seen on the dynamics between service and marketing. The information will change the way you think about marketing forever.”

    - Multi-channel Magic


Free Chapter

The audiobook version of Youtility (read by Jay Baer and Marcus Sheridan) gets RAVE reviews. Find out why with this sample, then purchase the audio version on Amazon (via Audible).

Youtility: Why Smart Marketing is About Help not Hype - Exclusive Free Excerpt from Jay Baer


Win an exclusive Youtility Shirt. Suitable for wearing. Or framing. Or using to swaddle infants. It's useful!

Just take a photo of your copy of Youtility “in the wild” and upload to Instagram or Twitter with the hashtag #Youtility. The best photo each week will win a very special, limited-edition shirt. Get your camera phones ready!

Instagram Contest

Consulting & Speaking

Want to teach the principle of Youtility to your team or your industry? Youtility author Jay Baer delivers hilarious, impactful keynote presentations, as has been rated the #1 speaker at events world-wide. See the presentation that got Hall of Fame speaker Rory Vayden to rave: “It's been a long time since a marketing presentation blew my mind. Jay Baer just did it with Youtility.”

For more information on speaking, please visit

Jay and his team also provide Youtility consulting for companies looking to put the principles of useful marketing into practice. For more information on consulting, please visit


New Youtilities

Are you a company that’s using truly, inherently useful information to market your business? Or do you know of other companies that are using Youtility? Let me know at and we might include them on the blog, or future editions of the book.

Jay Baer

Jay Baer is a best-selling author, keynote speaker, marketing consultant, and digital pioneer.

He's a tequila-loving, hype-free strategist who has advised more than 700 brands on their marketing strategy since 1994, including 31 of the FORTUNE 500. He got his start online long ago, before Yahoo! (and even graphical browsers) existed, leaving a career in politics to take the Internet plunge. His company, Convince & Convert helps companies craft and implement social media and content strategies, with an emphasis on truly useful information…Youtility.

Jay's first book on social business, and social media's impact on corporate culture (co-authored with Amber Naslund) was The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter and More Social (Wiley, 2011).

He is also the host of the popular weekly podcast, Social Pros, and has been featured by the Associated Press, CBC, Forbes, Fast Company, USA Today, NPR and many other publications and outlets.

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