Why I Bought Jay Baer’s Book (and Why You Should Care)

Jay Baer has a new book coming out in June 2013. It’s called Youtility: Why Smart Marketing is About Help not Hype. In case you don’t know Jay, here’s how he introduces himself: I’m Jay Baer. A hype-free marketing strategist, speaker, and author. I’m the founder of Convince & Convert, a social media and content consultancy. I know Jay because I read his blog at Convince & Convert, subscribe to his daily email that provides social media updates, and listen to his Social Pros podcast. I wouldn’t describe myself as a hardcore Jay Baer fan, but I do respect and trust him. And while I’m certain his book will be good, that’s not why I bought it. I have more books on the shelf than I can read in the next 10 years. I bought, or actually pre-ordered, Youtility because of an email Jay sent out. And I was so impressed with the marketing lesson in this email campaign, that I am compelled to share it with you. How We Usually Sell You know marketing. Either because you are a marketer, or you’ve been marketed to. So you know that when you sell something, you sell not the “features” of the product, but rather the “benefits” users will get from the product. I would have expected Jay’s email to read something like this: Youtility gives you a whole new way to look at marketing. You’ll learn: How one tweak in your marketing strategy can double your profits; Why people don’t buy from you, and how to change that within a week; and The 3 ways you can help your...