Public Relations & Social Marketing Insight

Youtility is marketing so useful, people would pay for it if you asked them to do so. This form of helpfulness is transforming the businesses of companies large and small all over the world. 

Youtility is perhaps most effective, however, when applied to industries where there is not a lot of natural differentiation between competitors. One such industry is real estate, where we often think of Realtors and property managers as homogenous entities that all do, act, and say similar things.

That’s why I co-wrote Youtility for Real Estate: Why Smart Real Estate Marketing is About Help, Not Hype. This is the playbook for how real estate professionals can massively accelerate their business by fundamentally shifting how they think about value, their customers, and their marketing....

Figuring out how much content you need is a tough question, but Jay Baer supplies an easy formula to get you started...One of the three ways to create Youtility – marketing so useful, people would pay for it – is to answer every customer question. Your prospective customers have TONS of questions they need to have answered before making a purchase. This is true for all businesses, but perhaps most so for B2B, where the stakes are higher and the consideration cycle is longer.

In the book, I have lots of case studies about answering customer questions, highlighted (of course) by Marcus Sheridan from River Pools and Spas, who revolutionized his business and the swimming pool industry by focusing on teaching, not selling.So I was going through this principle, and talking about Marcus and other examples when a gentlemen in the St. Louis audience asked this very good question:How many questions do I need to answer?...