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Delightful Marketing Requires Insights, Not Just Ideas

By Jay Baer | Posted on July 31, 2013

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I am a barbeque hobbyist—a card-carrying member of the Kansas City Barbeque Society and a certified barbecue judge. In the backyard, I cook on a pellet smoker – a type of smoker that use small wooden pellets made from compressed sawdust as their fuel source, rather than the sticks and logs used in classic smokers.

I bought my smoker from, an e-commerce site owned by Sterling Ball, who also is the President of Ernie Ball, a well-known manufacturer of musical instruments and accessories.

Pellet smoking image

But I learned about pellet smoking, and learned how to use them from, Sterling’s companion website. is an online discussion forum where people who own – or are considering purchasing – pellet smokers congregate to swap tips, photos, advice, and tall tales. Thousands and thousands of people hang out on the forum, and just about all of them buy their gear from Big Poppa, because he supplies the information they need, for free, with no strings attached.

Big Poppa is providing Youtility, marketing so useful, people would pay for it. You can create Youtility too, but it must be born from insights, not just ideas. You can’t just launch a forum and hope for the best. Big Poppa knows what his e-commerce customers want because with, he has created his own feedback loop. It’s a spectacular market research and insights generation engine. As he wrote on his blog:

"I want to get as close to my customer as possible, so I can smell their breath. . . . Why? Because I still share their passion. Because I get direct feedback on what the diehards are thinking."

Youtility delights your customers and prospects because it is truly and inherently useful. It’s so useful because it’s relevant to customers’ actual needs (in my case: what’s a pellet smoker, and how can I cook on it so that pulled pork will make you weep?). Relevance doesn’t come from inspiration, it comes from insights; and insights come from data.

If you want to revolutionize your marketing, you first have to use all the data at your disposal to better understand your customers. Yes, that requires effort, but the good news is that the data is available and accessible.

In a very special Webinar on August 6, Jamie Beckland and I will talk about Just Say Know: Using multiple data sources to delight customers. We’ll show you how to mine search data, social chatter and social profile data and use that information to create marketing customers actually want.

Filled with a ton of real-world case studies, a heaping helping of humor and real insights you can put into practice immediately after the session, it’s one Webinar you don’t want to miss.

You bring your attention; I’ll bring the pulled pork.

Webinar Details

Date: Tuesday, August 6, 2013
Time: 11am PST / 2pm EST

Jay Baer, Author, Youtility, Founder, Convince and Convert
Jamie Beckland, VP of Customer Success, Janrain

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