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The difference between helping and selling is just two letters. If you re wondering how to make your products seem more exciting online, you re asking the wrong question. You re not competing for attention only against other similar products. You re competing against your customers friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer s Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.