Welcome to the latest edition of our new weekly blog series, Recommended Reading. Each week, I’ll highlight something – either a book, or a blog, or a publication – marketers should read. I’ll give a brief summary and tell you why it’s important.

Last Week’s Recommendation was Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely.

Today’s Recommendation = Youtility: Why Smart Marketing is About Help not Hype, by Jay Baer

It may not sound like a marketing book by the title or the brief description you’ll see on the book itself, but Youtility is a book that actually introduces a brand new way of thinking about marketing. And for that reason, it belongs in this series.

In the world we live and operate in as marketers today, it’s all about selling. We want to get people’s attention so that we can sell them something. Jay Baer will argue that it’s that philosophy that needs a makeover.

Instead of selling, start helping. Solve people’s problems and you will create real relationships with your audience that you don’t get by selling to them.

Using real companies who are doing it already, this book teaches marketers how to change their mindset and start finding the problems you can solve instead of the people you can market to. It’s a must-read for the modern marketer.

Buy Youtility: Why Smart Marketing is About Help not Hype today.

Do you have recommended reading for marketers? Use our contact form or the comments below to let us know about it.