Darren Root and Jay Baer Co-author New e-Book that Explains Why Smart Accountants are Helping, Not Selling

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Book helps accountants fundamentally change their approach to marketing and customer service.

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Leaders from RootWorks, LLC and Convince&Convert, today announced the release of their new e-book. The book poses the question: Is the marketing produced by your accounting firm so truly and inherently useful that people would pay for it if you asked them to do so? That’s the success standard outlined in Youtility for Accountants co-authored by Darren Root, CPA, and Jay Baer, and published by Portfolio/Penguin.

Baer defines “Youtility” as “useful marketing.” That is, creating communication assets that clients actually want to receive. Due to enormous shifts in technology and consumer behavior, consumers readily seek helpful information—marketing that is truly, inherently useful. This book was developed to help accountants capitalize on this trend.

“Today’s consumers are always connected to the Internet, and are doing far more research on companies than ever before, which is why it’s so important for businesses, accounting firms included, to create massive amounts of useful information,” stated Jay Baer, author of the New York Times best-seller Youtility: Why Smart Marketing is About Help Not Hype.

In Youtility for Accountants, Root and Baer show how accountants, who focus on information rather than promotion, can profit from fundamental shifts in how consumers research and respond and how they want to connect. The book also offers several examples of real-life accountants that have put Youtility in action and how it has improved business.

“The difference between helping and selling is just two letters, but embracing the former makes the latter much easier. This is what we want accounting professionals to understand,” said Darren Root, CPA and CEO of RootWorks. “For years, the profession has operated under the mindset of guarding our trade secrets—fearing that if we gave the information away, no one would need our services. The fact is, the more information we put out there, the more consumers realize how much they do need our services, because they understand that they can’t begin to keep up with changing regulations and compliance.”

Youtility for Accountants was officially released March 11, 2014, and is available for purchase on Amazon.

About Darren Root and RootWorks LLC

Darren is CEO of RootWorks (RootWorks.com)—the accounting profession’s premier membership-based organization dedicated to educating firms nationwide on building a Next Generation Accounting Firm™. He is also president of Root & Associates, CPAs, and Executive Editor of CPA Practice Advisor magazine. Darren is a nationally recognized speaker on the subject of practice management and has been honored with numerous awards. In 2011, he co-authored The E-Myth Accountant with business guru Michael Gerber. Reach Darren at droot(at)root(dot)com.

About Jay Baer

Jay Baer is a digital marketing expert and president/founder of Convince & Convert, a marketing services firm that provides social media and content marketing advice to major companies. Jay has founded five companies, and has consulted for over 700 companies and brands on digital marketing since 1994, including Sony, Columbia Sportswear, Nike, Petco, WalMart, and California tourism, among others. Jay is the author of Youtility: Why Smart Marketing is About Help not Hype, a New York Times best-seller, and #1 Amazon best seller. He was the #2 most re-tweeted person by B2B marketers in 2013. He is also co-author of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter and More Social. Reach jay at jay(at)jaybaer(dot)com

About the Book

Youtility for Accountants: Why Smart Accountants are Helping, Not Selling
By Darren Root, CPA and Jay Baer
Publication Date: March 11, 2014
$2.99; 49 pages; eBook
Available in Kindle, Nook formats

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