Youtility make the move from hype to help marketing depends on being able to command your customers attention historically the strategy for marketing rested on top of mind awareness explains marketing consultant jay baer in his new book youtility top of mind awareness is predicated on companies putting their brand names in front of the consumer as much as possible. Quick summary in youtility why smart marketing is about help not hype jay baer proposes that the best way to connect with customers is to be genuinely helpful and informative instead of constantly trying to push a sale during every interactionbaer teaches that by being useful business professionals can make lasting and authentic connections with clients and ultimately increase sales as a . Author jay baer says youtility is replacing three former marketing strategies that are difficult to achieve and maintain top of mind awareness sustained messaging frame of mind awareness fulfilling existing demand at the time of purchase and friend of mine awareness reliance on viral. The executive summary of youtility why smart marketing is about help not hype the new marketing book from jay baer that shows how companies can use truly inherently useful marketing to win customer attention and loyalty this presentation includes 14 exclusive summary videos from jay baer. Why smart marketing is about help not hype perhaps youre already solving problems and making yourself useful maybe youre investing the time to attract the kind of attention that earns visibility reputation trust and in the end sales jay baers mission is to persuade the reader to cultivate a willingness to help that is automatic and common instead of difficult and rare here