Dynamic Marketing Communiqué

Help, not Hype: How does this content marketing approach enable you to make a customer for life? [Monday: Marketing Marvels]

August 15, 2022

Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:

Hello, everyone! How are you? 

We hope you’re all doing well. 

Let’s start the day with motivation from our “Marketing Marvels”—outstanding people in the business and marketing industries. Every Monday, we feature these professionals because it’s good to start the week with encouragement from their insights, experiences, and contributions. 

Today, we’ll talk about a marketer, CX (customer experience) expert, author, and keynote speaker. 

Keep reading to know more about this “Marvel’s” lessons on a brand’s usefulness and true customer value. 

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels 

The year 2020 has caused unprecedented shifts in how businesses market their products and services. 

With the COVID-19 pandemic, lockdowns, and physical distancing protocols enforced across the globe, various brands are thinking of more creative ways to attract more customers through digital content. 

However, with consumer expectations at an all-time high, the challenge for businesses nowadays is how to create experiences that stand out from the crowd

… and for this author, creating unique and lasting experiences has so much to do with HELP and not simply the HYPE.

Photo from Penji

Jay Baer is a marketing and CX (customer experience) expert, author, and keynote speaker with almost 3 decades of experience. He has written New York Times bestsellers such as “Talk Triggers” and “Hug Your Haters,” hosted and spoken in hundreds of events, and founded Convince & Convert, a digital strategy consulting company. 

As an all-around guy in the world of marketing, his knowledge about robust and effective content marketing and social media strategies are well-loved by brands and businesses worldwide. 

He has advised over 700 companies in various industries, and many marketers come to him to seek advice regarding search marketing, email marketing, and online advertising solutions. 

On Usefulness and True Customer Value 

Over the years, Baer has seen how some companies neglect their existing customers in exchange for closing newer deals and fueling the sales cycle. As a result, customer satisfaction and engagement have become nothing but a footnote in those firms’ processes. 

However, the rising expectations of consumers and the pandemic changed everything, particularly how business and marketing works. 

According to Baer, some factors in the purchase decision process that used to matter a lot before now matter less… and those that used to matter less before now matter a lot. This is why he believes creating business value equals creating customer value

In his words: 

“Helping is the new ‘selling.’” 

This means to continually build on customers’ happiness and achieve success, businesses must focus not only on providing quality offerings but also on creating useful marketing content. 

Let’s take a look at some of Baer’s tips and advice for business owners and marketers: 

Creating Customer Loyalty through Content Marketing

Baer observes many companies are incorrectly spending a tremendous amount of time on getting new customers and less time on keeping customers. He notes many of these businesses are saying: 

“We should spend more time on customer retention.”

“We should create more content for existing customers.”

“We should make sure that we’re not trying to fill a bucket with holes in the bottom.” 

… yet they don’t actually do anything to achieve these goals. 

According to Baer, it’s easy to just get new customers when times are good. However, with today’s changing business landscape, he says it’s important for brands to focus on customer experience and education through content marketing. 

That’s why as a business owner, marketer, or copywriter, one of the things you need to do with your ads or any other promotional content is to close the uncertainty gap

You have to address your target market’s pain points as quickly as possible, on as many platforms as possible (website, social media, etc.), and in as many modes as possible (FAQ page, videos, podcasts, articles, etc.) 

Baer says useful content aids in positive customer experiences… and for him, customer experience is marketing. A consumer won’t tell a good story about your brand to other consumers unless he or she has good experience. 

This is why Baer believes creating customer loyalty through effective content marketing is one of the keys to business success. 

Utility—Usefulness and True Customer Value—is Not Just an Idea But Also an Imperative

Baer says many companies are on the content bandwagon nowadays, yet they lack the rationale for creating content and understanding how it fits into the larger marketing scheme. 

Based on his observation, one of the problems in the marketing industry is that “everyone wants to be a hunter, and nobody wants to be a farmer.” 

That’s why he wrote his book, “Youtility” as a how-to guide for farming as a marketer. According to him, businesses must focus on the help-not-hype approach to effectively reach their target audience. 

Baer also explains in his book that usefulness and customer centrism require playing the long game and attempting to achieve unprecedented relevancy. 

… and with larger shifts in customer behavior in the area of mobility and information access, maximizing your brand’s utility and providing true customer value are more important than ever! 

Remember: Help, NOT hype. Help goes a long way; hype only lasts for a moment. As Baer said: 

“If you sell something, you make a customer today. If you help someone, you make a customer for life.” 

So, you have to go beyond simply exciting your target market. You also have to show that you genuinely care for them because this will help you and your brand thrive in the long run. 


In today’s technological world, people are inundated with millions of resources online. Thought leaders and digital marketing brands are also vying for attention. 

Because of this, content that’s educational, useful, and helpful will serve businesses extremely well in the long term. Baer says in a world where consumers are always on the lookout for information that’s different from the rest, brands should always aim to create excellent customer experiences. 

With a high satisfaction rate and excellent customer service, companies can positively impact their target market’s purchasing decisions and compel them to choose their brand over others. 

We hope you had lots of key takeaways from Baer’s content marketing insights! 

Stop publishing content that doesn’t offer value and only get buried underneath thousands of similar articles online. 

Instead, provide your customers with content that engages, addresses pain points, and increases conversions

You’ll see—applying these tips will enable you and your brand to establish genuine connections with your target market and earn their trust and loyalty. 

Have a great start to the week! 

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful. 

Stay tuned for next week’s Monday Marketing Marvels!


Kyle Yu 

Head of Marketing 
Valens Dynamic Marketing Capabilities 
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