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Gini Dietrich

Youtility: Why Your Marketing Needs to Be About Help, Not Hype

By: Gini Dietrich | August 26, 2013 | 
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Youtility- Why Your Marketing Needs to Be About Help, Not HypeBy Gini Dietrich

Did you know the difference between helping and selling is just two letters?

Go ahead. Figure it out. I’ll wait.

You good now?

Other than the two letters, what is the difference between help and sell?

That’s how Jay Baer, the author of Youtility, begins his presentation on the topic of helping your customers instead of selling them.

I’m fairly certain Jay needs no introduction. He has been on the social media, author, speaking, blogging circuit for many, many years. He has built companies and sold them. He moved his family to Bloomington, Ind., for no other reason than they liked the town. And he’s a tequila aficionado.

He is, hands down, one of the very best speakers I have ever had the pleasure to see again…and again…and again…and again.

Most people you’d be bored with if you saw them speak as many times as I’ve seen Jay, but he always delights and surprises me.

That’s why I’m super excited he’ll be joining us on Thursday for a Spin Sucks version of Youtility: Why Your Marketing Needs to Be About Help, Not Hype.

What You’ll Learn

Because my name is on the door, I get to see things ahead of time. I watched Jay’s webinar on Friday and wow-wee is it good!

Here is what you’ll learn:

  • How to be useful – not amazing – to grow your business through marketing;
  • How to address the difficult questions customers and prospects ask;
  • How to develop Youtility based on what your customers actually want from you;
  • What it means to be competing against everything, including cat blogs; and
  • How to use case studies – both B2C and B2B examples to sell Youtility to the powers that be.

My Perspective

It takes a lot to convince executives to give away company secrets, to be helpful and educational through marketing, and not to be afraid of competitors stealing your ideas.

One of the examples I love to give – and which Jay tells in this webinar – is how the executive chef at McDonald’s in Canada made a video to show you how to make their secret sauce.

If McDonald’s can give away their secret sauce and still hold the burger title, it makes sense you can convince your executives to begin to give away some of their best ideas.

Jay uses other examples of this idea in the webinar that will help you sell the idea, but I will tell you – from our perspective – it works really, really well.

We give away our best ideas on Spin Sucks nearly every day (unless I’m on my soapbox about gender issues) and not only have we won a ton of awards and are consistently named in the top three PR and marketing blogs in the world, our competitors are here every day soaking in the information and going back to their offices to implement what we’ve taught them.

As a business owner, I can tell you how strange that feels. As a marketer, I now know from experience how well it works in creating loyalty and providing opportunities for organic growth.

How Do I Join the Webinar?

Jay has kindly created this webinar for you free-of-charge. It is this Thursday at 11:30 ET.

All you have to do is two things:

  1. Register for the webinar by clicking here.
  2. You will then receive an email with a link to register with Meeting Burner. Make sure you complete that form, as well, or you won’t receive confirmation of your attendance.

If you can’t attend live, don’t worry! We’ll have a recording of it and you’ll receive it post-webinar.

But please still register and go through both steps so we know to send it to you.

This is a good one. I think you’ll really enjoy it.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

31 comments
dbvickery
dbvickery

Had a meeting conflict, but sounds like a good one. Since we just released our new website design, w/a blog, we are experimenting with giving away "tastes" of our secret sauce.

Provides educational value, but hopefully a lot of readers will realize they want us to help them with the first couple batches, you know?

edwindearborn
edwindearborn

If you are truly help oriented, it will come across and this is what will build WOM for your brand. Since there is so little genuine help and interest in YOUR concerns, this will translate into WOM and brand loyalty.

maryhubbard
maryhubbard

Help Gini!  I tried to set up an account in the check out and it asked for a discount code which I don't see on the material you sent.  Would love to hear what Jay has to say.  Point me in the right direction.

briantudor
briantudor

I just got my copy last week... I haven't read it yet, but I'm excited to dig into it. But from listening to Jay on the Social Pro's podcast and what he's said about the book I already know it's a great read.

Latest blog post: Ben Affleck is Batman!

yvettepistorio
yvettepistorio

Very excited for this! I've been following Jay for a few years, but haven't had the pleasure of seeing him speak so yay!!

Gstockton
Gstockton

I'm sure you caught the title of the webinar has Hype and Help mixed up. ;-)

Mark_Harai
Mark_Harai

@SpinSucks I'm all signed up, so should be on reminders list.. looking forward to it! : )

biggreenpen
biggreenpen

@Gstockton That little test by @ginidietrich to make sure someone was paying attention worked! She's sneaky that way. :-)