Today’s tip comes straight to you from a book I just read a while ago called Youtility. The premise of the book, Youtility, and it’s spelled Youtility, is, if you can’t be Apple, if you can’t innovate like a company like Apple, then you better be useful and you better be utilitarian.
That’s a great concept because who the hell can be like Apple,right? I mean, that’s one in a million company. But if you can develop a brand that is useful to your clients and customers, then you have just as much chance of winning as a company like Apple.
How to distinguish yourself as a utility
You can’t buy your way into being a utility, you can’t place ads and make yourself useful. You have to earn it, you have to work at it over the long haul. You have to blog and shot videos and be where people are asking questions about what you do.
AND THIS TAKES A LONG TIME!
But if you constantly engage your community and you constantly are out there crafting content on your blog and through social media and do the things that you need to do to promote your brand, your business and yourself, then what you’re doing is you’re building a community to serve.
Inside of that community you’re going to develop followers, and then inside of those followers they’re going to go out and they’re going to speak to the world about you. What that does is bring people back to your doorstep to hopefully do business with you.
Now you’ve developed your business to the point where you are the go-to, the de facto standard in whatever it is that you do in your marketplace. And it’s not hard to do in Philly, it’s not hard to do in Detroit, it’s not hard to do in Poughkeepsie, it’s not hard to do in Battle Creek, Michigan.
The best part of the effort is the reward
All this content you spent 6 months, a year, 2 years creating will work for you every day, without a vacation, without a day off, without an ad budget. And that’s the real payoff, evergreen leads from work you already did!