Book Review: Youtility by Jay Baer

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Being “useful” to your potential customers is one of the best ways to market your eCommerce business in the modern day.

So what does being “useful” mean anyway? It means that you provide your potential customers with content that they find helpful, so that you’ll stay on their radar if they’re ever in need of your products.

Jay Baer writes about this in Youtility: Why Smart Marketing Is about Help Not Hype

[message]Jay Baer is a marketing speaker and coach who has done consulting work with more than seven hundred companies.[/message]

The Breakdown

Youtility is broken down into three parts:

PART I – Turning Marketing Upside Down

A basic introduction section which explains how traditional advertising is in decline, and how it’s becoming more important to provide your customers with useful information to attract their attention.

PART II – The Three Facets of Youtility

This section explains three different types of content strategies that businesses have used to great success in increasing customers. They are as follows:

Self-Serve Information – Building customer loyalty through the provision of useful information.

Radical Transparency – Answering every perceivable question your prospects may have.

Real-Time Relevancy – Being useful at the right place and at the right time, through mobile apps.

PART III – Six Blueprints to Create Youtility

This is where the book gets more practical, and provides you with blueprints about the following topics: knowing your customers, understanding where they access their info, making them aware of your content, getting your staff to participate in content creation, turning “Youtility” into an ongoing process, and measuring the success of your content.

What Can Youtility teach me about eCommerce Web Content?

Youtility gives you a basic understudying of the whole premise of content marketing, which is to create useful content about your products in a way that will gain you customers.

Some examples of useful content you could provide are:

  • Blog posts or videos that teach teach your customers how to use, or choose, your products.
  • Product descriptions that describes what your customer can use the products for / how the products can help your customers
  • Category page content that describes to the customers what you have in each category and what problems can be solved.
  • Social media content that they will find helpful.
  • Anything else that can be of use to your customers.

Basically, if you just concentrate on helping your potential customers solve their problems, you should do better than if you just concentrate on making the sale all the time.

I liked:

There are many pictures, graphs, and diagrams throughout the book that make many of the concepts easier to understand.

The book contains over 20 examples of businesses who have used these strategies to sell more of their product or service. It helps you to understand the concepts better, and gives you a range of content marketing ideas that you may be able to apply to your own eCommerce store.

At the end of the book there is a point summary of each chapter, which you can look at later when you revise. This is a great idea and I wish more books did this.

Should I read Youtility by Jay Baer?

Content marketing is all about finding new customers by being useful, and this book explains it in simple terms. If you want to gain a deeper understanding of this concept, it will be well worth your effort to read this book.

Get Youtility now on AmazonWhat about you? Have you read Youtility by Jay Baer? What did you think of it?


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