We are living in a time where customers have the most control over their purchase decision-making process. They have more choices, the know more about the products and customer-loyalty can be gained or lost with one transaction.
According to Jay Baer, “Instead of marketing that’s needed by companies, Youtility is marketing that’s wanted by customers. Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers.”
Jay Baer’s latest book focuses on “friend of mine” instead of “top of mind” marketing. Recognizing that while it’s important to be the first business a customer thinks of when they have a need, it’s even more important to be that business that has an established relationship with their customer. Whether they need you or not. Just be helpful.
I really enjoy reading books that offer a theory and then share examples of the theory in practice. And that’s exactly what Jay Baer does. It helps me think about Clients I work with and ways to apply these tactics.
How do you provide your prospects/customers with useful information geared towards creating a long-lasting relationship?