Don't dazzle customers, help them.

If you sell something, you make a customer today;

if you help someone, you make a customer for life.

I call this Youtility. Not "utility," because a utility is a faceless commodity.

Youtility is marketing upside down. Instead of marketing that's needed by companies, Youtility is useful information, provided for free, that creates long-term trust and kinship between your company and your customers.

- Jay Baer


Jay Baer's swimming pool company tanked during the recession. (Afterall, who needs a pool when you're unemployed?) Out of desperation, Jay created a website that answered every question any customer has ever asked him about swimming pools.

Not only did he become the expert in pools online, but he found that clients would call him when they were ready to purchase a pool, which saved Jay untold number of hours of answering the questions of half-committed customers.

Youtility is based on helping your customers, not dazzling your customers.

Youtility seeks to build a relationship with your clients, not tricking them into a one-time sale.

Similar to the concept of permission marketing, Youtility is about trust marketing.

How can you change your project to be more help-based, rather than sales-based?

Destiny Yarbro

Provo, Utah

4 Mar 2016

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