Offer the WHAT for Free- then Sell them the HOW ? But Question !

To cut through to get to the core of the question I will ask what are you a ongoing student of? What field can you say you will be regarded as a expert in. There are many problems that need solutions inside of every niche. Only the expert will no these many problems and how to solve them. He will have many ideas that form out of him being a ongoing student and will be able to solve the problems through the years of experience.

If you are a golf expert you can help somebody increase their yards, tweak their swing, pick the right clubs, judge which way the ball is going to go in different climate, pick the right caddy, pick the best courses, get around more experts and much more.

Become a expert and teach a herd of people hungry for the information. If you spend years at one thing you will become a expert and soon a master. Mike Dillard spent years at copywriting until he became a master copywriter. You must train under a master. He can keep creating endless products about copywriting because he has endless knowledge that he keeps adding to.

In any effective marketing strategy for an information product that got me drooling was practically to solve the problem I had and then gave me a chance on getting master level information on solving it step by step.

From a customer point of view I would prefer a Step by Step guide over anything else.
People love step by step guides.They sell really well.

I don't like this approach and I tend to see right through it as a cheap marketing ploy, but it seems to be used quite often. The way it works is that you explain what makes so much money. For example, a year or two ago, it was Kindle publishing. You'd offer the what along with a few hints of the how and then charge a fortune for the nitty gritty of the how.

Exactly how you format this is up to you. Some people write step by step guides, some do videos, some do seminars, some webinars -- it's all a matter of what you personally feel comfortable doing. The one philosophy I suggest you stick to though is, don't assume your customers are idiots and don't waste their time. I hate people who do that and never buy products from them.