One of the niche marketing guru's that I follow just launched a online marketing product to his list that had me scratching my head for about a day or two.
He is literally giving away a boatload of online marketing strategies in his prelaunch funnel that business owners in his niche can use for marketing their business on the Internet.
And when I say a boatload of marketing strategies, I'm not talking generic online marketing stuff.
He's giving away specific step-by-step strategies that are the level of quality and meaty information that we often see sold in seperate wso's for $10-$37 for each module that he's releasing.
When I first started watching his launch unfold, I was stumped and spent some time trying to figure out his angle and mindset behind his launch.
And then it hit me...
He's giving away shovels!
Let me explain.
See, a shovel is a tool. You can use a shovel any number of ways. You could use it to prepare a spot in the backyard for a garden. If you're determined enough, you could use it to dig a scenic little pond on your property. And if you're really ambitious, you could even use a shovel to dig a area for a foundation to a home.
But by no stretch of anyone's imagination is a shovel alone enough to actually grow a garden, create a pond or build a house.
So, in essence if someone gives you a shovel to start a project you've been wanting to do, you'll feel great because they gave you a relevant gift. While, the truth is all they've really done is guarantee that you will be spending a small fortune at your local hardware store.
Here's how that relates to offline marketing.
See, most offliners cringe at the thought of giving away the specific actions and steps that we would use for a client. In fact, we purposely try to be as vague as possible with the specifics, while making the business owner feel confident that we can deliver on our promise.
But this marketing consultant is doing the exact opposite for two reasons.
The first reason is he has a well-structured and incredibly tightly niche-focused backend recurring membership site which he sells access to for $299 upfront and $199 per month on the backend of giving away shovels.
Secondly, he knows that the power of any marketing strategy is not necessarily in getting stuff setup. Sure, that's a necessary step, but it's not the real meat and potatoes.
Honestly, just about anyone who has fifteen minutes to do a google search can throw up a video on youtube, start a facebook fanpage or ping their webpages.
So, by revealing how to do those things with a bit of flair and entertainment to a business owner is not really going to result in that business owner using only that info to attract hordes of customers.
However, knowing how to drive qualified leads to that facebook page, youtube video or website as part of building a relationship in order to make a offer is where the real money is at.
So, the question is...will you give away shovels in your offline business to attract more clients and use that to upsell them into using you for their marketing?
Hope this helps,