I’ve been working on my review of Jay Baer’s Youtility: Why Smart Marketing is About Help, Not Hype (Portfolio/Penguin, 2013) for several weeks. It’s not that it’s overly long or difficult; really, my problem has been the opposite. It’s so packed with great anecdotes and insights that I’ve been slow to pick out just what I want to say about it.
Enter Chris Nichols. Literally. Nichols walked into our offices last week as the guest editor for the September/October issue of REALTOR® Magazine, and he came in to share some thoughts about the upcoming publication and the real estate industry in general. And he turned out to be just the kick in the pants I needed to write up my thoughts on Baer’s book.
In addition to being active in real estate, Nichols is also running for mayor of Orem, Utah. As a result, he had some interesting thoughts on using social media to achieve marketing goals both from a political and business perspective. So it’s no wonder that when Jay Baer spoke at a real estate conference Nichols attended this year, he was pretty pumped about the author’s message.
See, Baer’s whole theory on social media marketing is that people are not going to listen to your messages unless they are useful to them personally. He suggests that companies package information in a way that consumers appreciate:
“What if you decided to inform, rather than promote?” Baer asks in his introduction. “If you sell something, you make a customer for today; if you help someone, you make a customer for life.” Continue reading »