Youtility Book Summary - Youtility Book explained in key points

Youtility summary

Name: Youtility
Rating: 4.4 (10 reviews)
Author: Jay Baer

Jay Baer

Why smart marketing is about help, not hype

Table of Contents

Youtility
Summary of 11 key ideas

Audio & text in the Blinkist app

Key idea 1 of 11

When choosing products we increasingly seek personal advice on social media from friends, family and fellow shoppers.

How do we decide what products to buy?

Until recently internet search engines dominated our product choices. When you wanted something, you would probably just Google it. However, this practice is declining fast. In 2004 83 percent of customers used search engines to find a relevant company website; by 2011 this had dropped to only 61 percent.

This is the result of social media making us more research savvy. Thanks to the rise of social media, we can access far more source – from Twitter to Facebook and beyond – to research our purchases. We now use more sources of information than ever before: the average number of sources used by customers when choosing products doubled from five in 2010 to ten just twelve months later.

Why have we switched to social networks to sound out potential purchases? Because they provide us with recommendations from people whose suggestions we trust. Whenever we want something we can directly appeal to our friends and family through tweets or status updates. Whatever product or service we require we need only ask, “does anyone know…?” and there's a flurry of replies from those who know us best, packed with opinions and recommendations. This feedback is personalized and therefore more directed than a search engine.

We can even appeal for advice from a wider audience beyond our friends and family: our fellow shoppers. On networks like Angie’s List we can ask for consumers' personal recommendations and experiences of companies or contractors. As these answers come from first-hand experiences we value them more highly than we would the results of a mere internet search.

When choosing products we increasingly seek personal advice on social media from friends, family and fellow shoppers.

By bombarding people with unwanted messages, companies lose the trust that's vital for building audiences on social media.

Social media is crucial in helping companies build up a huge audience – that's why firms spend vast amounts on promotional campaigns. But for these tactics to be successful, a company needs to establish a relationship of trust with their customers, because people are heavily influenced by reliable sources on social media. The more trust a company has, the more successful it is likely to be in its promotions.

However, even if a company expends a lot of effort on gaining this reputation for reliability, it can be incredibly difficult to preserve.

Companies can gain trust by offering consumers information which is accessible, impartial and relevant.

You’d think that a company which advises customers to do things like try a competitor’s products would soon go bust. But this isn’t the case. In fact, providing customers with impartial information can boost business in the long-term.

This is because customers appreciate free and honest advice and so by providing it companies can build up trust. One company that has successfully adapted the policy of providing advice is the garden supplies firm, Scotts Miracle-Gro.

Mobile technology allows companies to tailor information to customers' precise location and interests.

We have become very attached to our mobile phones. It seems we can’t live without them. In fact, the number of mobile internet users will soon overtake desktop internet users. Mobile technology's chief appeal is its ability to let us do many tasks on the go, so we can get more done. We spend relatively little time talking on our phones – in fact we value their other functions, like cameras and internet access, far more.

Location-based mobile technology is another feature which makes life much easier for us. This technology pinpoints the user’s location and builds up a map of the surrounding area. It can be used in conjunction with other services to provide us with up-to-date information, like providing directions, lists of neighborhood stores and local weather forecasts. It helps us by providing immediate information about our locale.

Software that analyzes websites, web searches and social media lets companies exploit current trends and perceptions.

Knowing what the customer wants is crucial to developing the best products and services. A wealth of relevant information, such as customer search results and shopping habits, exists online. But it's tricky to extract specific information from such a massive global network.

Software tools which analyze websites, web searches and social media are the only way to make these insights possible. Using these technologies, companies can target their products and services to those groups who will find them the most useful.

Detailed and frequently updated blogs attract consumers hungry for information.

The internet has unlocked knowledge for us all, and there is more competition for customer attention than ever before. Companies must therefore invest time and attention to keep customers attracted to their own products.

One way to capture customers' attention is to update blogs frequently. Those that blog more provide customers with the information that they desire, meaning that they continue to flock back with their queries. There is no question how successful a frequently updated blog can be: companies that blog for more than fifteen days a month get five times the traffic than those that don’t.

Religiously and honestly answering customer questions improves a company’s reputation and trustworthiness.

McDonald's Canada were aware that people had doubts about the quality and safety of their food. So in a bold move they let customers ask whatever question they wanted and pledged to answer it. They intended to bare all in front of as large an audience as possible using social media.

One person asked whether the “100% beef” in their burgers meant everything, including internal organs, or just the standard cuts found in shops. McDonald's replied by listing all the cow parts they used along with the name of their well-known Canadian supplier. They were factual in their responses, without the usual product hype. As a result, customers trusted the replies and rated the company higher for “good quality ingredients,” in contrast to popular perceptions of the brand.

Employees form a valuable, trusted part of the online presence of a company.

Staff at Hilton hotels have their own Twitter account which they use to help people with queries and concerns. Because the employees' networks extend further than the company's own network, it is easier for those in need to find help. What is especially interesting is that this employee help is not limited to Hilton customers. The knowledge is imparted to anyone and on subjects unrelated to their business.

The replies come from regular Hilton employees who share their personal and local knowledge of their home city. For example, one user tweeted that their dog was ill and needed a vet in Memphis. After seeing the tweet, a Hilton employee recommended a local vet and gave their address. The owner took the dog there and later tweeted his gratitude and amazement that a company like Hilton would reach out beyond their immediate business goals.

To best serve customers, companies must adapt quickly to new opportunities unleashed by changing technologies.

Until the 1990s, we used the hundred-year-old Yellow Pages to find local businesses, and it was therefore essential for marketing. Yet suddenly this once useful product became obsolete as the web and mobiles replaced it, making it a victim of technological advancement.

Today, with constantly changing technology, companies need to be flexible in engaging with customers, otherwise they could end up like Yellow Pages. There are now many ways to build a relationship with the customer, and firms need to find the optimal route to making their existing services as useful as possible. It could be, for example, an app for on-the-go smartphone owners or a detailed blog for those who need more comprehensive answers.

Final Summary

The main message of this book is:

To stand out from competitors, companies should sacrifice immediate profits and instead help customers. By allowing customers to serve themselves without company promotions or interference, by answering all their questions and by being relevant, firms will be successful in the long-term. This will build trust in the brand and is especially effective on social media, where it influences many purchasing decisions.

Actionable ideas

Actionable ideas from this book in blinks:

Truth speaks volumes

Want to see all full key ideas from Youtility?

Key ideas in Youtility

More knowledge in less time

Read or listen

Get the key ideas from nonfiction bestsellers in minutes, not hours.

Find your next read

Get book lists curated by experts and personalized recommendations.

Shortcasts ^New

We’ve teamed up with podcast creators to bring you key insights from podcasts.

What is Youtility about?

Youtility (2013) goes against the grain of accepted marketing methods by declaring that information, not promotion, is the way to win customers. Counterintuitive and refreshing methods are presented, repositioning the relationship between businesses and consumers. The book outlines examples from a wide spectrum of companies, big and small, driving home the message that by helping people and being useful instead of chasing sales, companies can prosper in the long-term.

Best quote from Youtility

Sell more by selling less.

—Jay Baer

Who should read Youtility?

Anyone wanting to start or grow their own business
Anyone interested in how social media is changing our personal and business relationships
Anyone looking for a fresh perspective in marketing

About the Author

Jay Baer is a digital marketing consultant, blogger, podcaster, speaker and founder of five companies. He has consulted for 29 companies in the Fortune 500 and his Convince & Convert blog is ranked world's number one by the Content Marketing Institute. His extensive experience with web companies led him to co-write books that help companies stand out from competitors through social media intelligence and responsiveness.

Categories with Youtility

Marketing & Sales

Book summaries like Youtility

Behind the Cloud

Marc R. Benioff and Carlye Adler

The Untold Story of How Salesforce.com Went from Idea to Billion-Dollar Company and Revolutionized an Industry

16.8 min

4.1

The Worry-Free Mind

Carol Kershaw and Bill Wade

Train Your Brain, Calm the Stress Spin Cycle, and Discover a Happier, More Productive You

9 Unexpected Turns on the Road to Leadership Success

14.6 min

3.7

When They Call You a Terrorist

Patrisse Khan-Cullors & Asha Bandele

A Black Lives Matter Memoir

Evolution and Consequences of Modern Carnivory

A Manifesto for a Just Society

17.8 min

3.7

Blue Ocean Shift

W. Chan Kim and Renée Mauborgne

Beyond Competing – Proven Steps to Inspire Confidence and Seize New Growth

24.2 min

4.4

The World Beyond Your Head

Matthew B. Crawford

On Becoming an Individual in an Age of Distraction

Achieve Success by Living With Purpose

A Very Short Introduction

22.6 min

4.4

The Theory of Moral Sentiments

Adam Smith

The Foundations of Human Kindness

A foundational work in the history of Western political philosophy

28.6 min

4.6

The Evolution of Everything

The True Tale of America’s Opiate Epidemic

Why We Need a Spiritual Revolution

15 min

4.2

The Myths of Happiness

Sonja Lyubomirsky

What Should Make You Happy, but Doesn't, What Shouldn't Make You Happy, but Does

27.8 min

4.4

The Ostrich Paradox

Robert Meyer & Howard Kunreuther

Why We Underprepare for Disasters

24.5 min

4.1

The Optimist's Telescope

Bina Venkataraman

Thinking Ahead in a Reckless Age

Inside Crypto's Wild Rise and Staggering Fall

Eight Unconventional CEOs and Their Radically Rational Blueprint for Success

8.8 min

3.4

The Universe Has Your Back

Gabrielle Bernstein

Transform Fear to Faith

20.5 min

4.1

Energy and Power Risk Management

Alexander Eydeland

New Developments in Modeling, Pricing, and Hedging

Speak Your Mind, America

17.5 min

3.4

The Ruthless Elimination of Hurry

John Mark Comer

How to Stay Emotionally Healthy and Spiritually Alive in the Chaos of the Modern World

The Art of Understanding Others

24.1 min

3.9

Raising Securely Attached Kids

Eli Harwood

Use Connection-Focused Parenting to Build Confidence and Empathy

17.3 min

4.6

Content Rules

Ann Handley & C.C. Chapman

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business

17.9 min

3.9

The Heart of the Deal

Anthony Lolli

How to Invest and Negotiate like a Real-Estate Mogul

13.9 min

3.7

Strategic Connections

Anne Baber

The New Face of Networking in a Collaborative World

How Fear of Playing the Sucker Shapes Our Selves and the Social Order — And What We Can Do About It

16.4 min

4.3

The Logic of Scientific Discovery

Karl Popper

On the Epistemology of Modern Science

Use Content to Unleash Your Influence and Engage Those Who Matter to You

False Prophets, Free Markets, and the Fracture of Society

How to Put Yourself First and (Finally) Take Control of Your Career

My Life in Special Operations

The Art & Practice of The Learning Organization

For the Sisters, Misters, and Binary Resisters

36.4 min

2.3

Causes of Rebellion in Waziristan

Khalid Aziz

A Local War that has Global Implications

11.4 min

3.8

The Power of Discipline

Daniel Walter

How to Use Self Control and Mental Toughness to Achieve Your Goals

Redefining Aging, Transforming Medicine, Reimagining Life

20.9 min

4.4

The Next Generation of Women Leaders

Selena Rezvani

What You Need to Lead But Won't Learn in Business School

18.1 min

4.6

How to Begin

Michael Bungay Stanier

A Proven Plan to Start Something That Matters

The Japanese Art of Always Moving Forward

How Play Shifts Our Thinking and Sparks Creativity

18.6 min

4.4

The Dawn of Everything

David Graeber & David Wengrow

A New History of Humanity

27.4 min

4.1

Smart Women Finish Rich

David Bach

A Proven Roadmap to Financial Security & Living the Life You Want

23.4 min

3.7

The Better Brain

Bonnie J. Kaplan and Julia J. Rucklidge

Overcome Anxiety, Combat Depression, and Reduce ADHD and Stress with Nutrition

21.8 min

4.0

Psychopathology Of Everyday Life

Sigmund Freud

Freudian Psychology in Action

True Stories of Grifters, Killers, Rebels and Crooks

18.9 min

3.9

60 Seconds & You’re Hired!

Robin Ryan

How to nail the interview inside a minute

11.5 min

4.1

People ❤️ Blinkist

Sven O.

It's highly addictive to get core insights on personally relevant topics without repetition or triviality. Added to that the apps ability to suggest kindred interests opens up a foundation of knowledge.

Thi Viet Quynh N.

Great app. Good selection of book summaries you can read or listen to while commuting. Instead of scrolling through your social media news feed, this is a much better way to spend your spare time in my opinion.

Jonathan A.

Life changing. The concept of being able to grasp a book's main point in such a short time truly opens multiple opportunities to grow every area of your life at a faster rate.

Renee D.

Great app. Addicting. Perfect for wait times, morning coffee, evening before bed. Extremely well written, thorough, easy to use.

Start your free trial