Episode #005: Jay Baer, New York Times Best-Selling Author of Youtility

jay-baerJay Baer is a hype-free digital marketing strategist, speaker, and author. He founded Convince & Convert in 2008. This is the fifth marketing services firm he’s started or managed.

Jay has consulted with more than 700 companies on digital marketing since 1994, and he was named one of America’s top social media consultants by Fast Company magazine, and the Convince and Convert blog is ranked as the world’s #1 content marketing resource.

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His new book about making marketing useful is called Youtility: Why Smart Marketing Is about Help Not Hype and is a New York Times best seller.

An active angel investor, he’s also involved in an advisory capacity with several social media and content marketing start-up companies.

In this conversation with Jay, we discuss:

  • Why being remarkable is not enough and why being “useful” is instead what marketers need to master
  • Examples of businesses putting “be useful” marketing to work for them and the results from doing so
  • How  “be useful” marketing practices can be applied to any industry
  • The role that apps play in the process of being useful
  • The importance of giving away at least some of your knowledge and expertise
  • How consumer awareness has changed historically and how it impacts how you must do business
  • The transition we’ve experienced from Top of Mind to Frame of Mind to Friend of Mind awareness
  • The 3 Types of Youtility

Resources Discussed

River Pools and Spas – A great example of a company creating Youtility for their customers

Buffer App – Allows you to share content on various social media platforms at specific times you’ve chosen in advance (full disclosure – Jay is an investor)

Jay’s Two Most Important Leadership Lessons Learned

1. Some days you’re the pigeon. Other days you’re the statue.

2. At the end of the day, whether your clients decide to accept your advice (as a consultant) is on them.

Jay’s Recommended Books

1. Reinventing You: Define Your Brand, Imagine Your Future

2. Different: Escaping the Competitive Herd

Connect with Jay

@jaybaer on Twitter (send Jay a Tweet and let him know what you thought about our conversation)


The Social Pros Podcast

One Thing – The News You Need and Nothing Else (newsletter)

Convince and Convert website

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  • I’ve heard a couple of podcasts where Jay Baer was interviewed — this one is the best. Have bought the book (Youtility) as a result. Thanks!

    • George, you are always encouraging me. Those words mean so much coming from you.