Offline Business Builder Series: "Giving Away Shovels To Get Big Offline Checks?"

7 replies
Hey Offliners,

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.

Here's why...

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,

Chris
#builder #business #marketing consultant #offline #offline marketing #offline plr #series
  • Profile picture of the author NewParadigm
    It's a similar strategy to phone companies giving away mobiles knowing that the money is in the service contract.

    It gives customers a sense that you are genuine and intend to help them by giving them the tools. But the vast majority of customers are going to say screw it, this stuff is too hard, you do it, and I'm happy to pay you.
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  • Profile picture of the author Kunle Olomofe
    Originally Posted by Chris Rivers View Post

    Hey Offliners,

    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!

    Chris
    Hi Chris,

    Thanks for the post and tip.

    The thing is, I have found that giving away so much of your step-by-step strategies could have a good and bad effect on your bottom line.

    I tried giving away a lot and sharing so many resources that most offline consultants would cringe if they saw me sharing. Sadly, business owners didn't see the value in hearing they could actually get hosting for free from me for a year or even longer because really I own a reseller hosting account and can afford to give them that hosting package if they'd buy xyz other service. Instead of getting me a ton of clients I got a lot of people asking "WHAT?!" and giving their business to people who charged for what I was giving away free. I found that some if not many offline business owners don't value free the way we do. This is my personal experience, others may have a different view. As soon as I started to charge for everything I got more business, when I raised my prices on some things I got more business.

    I thought it was crazy and was angry for so many months I even thought of quitting. I didn't like to charge for what I got free. But, I quickly realized some business owners are HAPPY to pay what they feel the value is TO THEM. Always think of it that way. What is it worth to THEM not to you.

    Some of my clients know some of the secrets of offline consultants like actual hosting and domain name costs and some don't. Some that do ask for the price they know it's sold online. Others that don't get confused when they see they can buy a domain name for $10. They don't get it! How can you pay 10 bucks for something that is so valuable. Ok I'll think about it and you never hear from them again. The next thing you find them paying 10 times what a domain name is to some other guy. I was mad about this for a while but now I just tell them what I know they value the product or service at not what I value it at. And I get more business now than ever before.

    Secondly, I find that if you tell them EVERYTHING or ALMOST everything you'll find some or many or all depending on your personal situation, will go ahead and give their business to other consultants and may even show them YOUR material to get the job done. It sounds crazy but it happens.

    I felt aweful hiding information for months but when I found out that I was killing my own business, I changed my tactics and now have a growing number of happy clients. They determine the worth and are happier paying than getting freebies and cheap deals that they believe may not be worth much if they are free or cheap. I give them what they want and everyone is happy.

    Now if you have a backend concept where even if they decide to go with another consultant they still have to come to you for more info via a membership site now that's a great angle as long as they do come back. If you don't have that part tightly locked down you may find you're giving away shovels alright, but rather than the prospects asking you for help benefiting from the shovel, they ask someone else instead. Would that be worth it? Maybe if you at least get some business and you're happy with that.

    For me, right now, I'd rather stick to sharing just what can attract them to me without giving away the farm. Enough to get them excited and prove I'm good at what I do but not something they can just take to another guy who didn't do ANY work prospecting or who undercuts me one way or another.

    Maybe after I have enough clients to work with regularly I can then consider being that generous or taking that much risk.

    Just my 2 cents.

    Kunle
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  • Profile picture of the author Dr Dan
    Love it!

    I have been using this strategy in my business for years and it works great.

    Thanks for sharing ;-)

    I remember being taught this from a few mentors and they always refered to it as the Gillette Razor Method.

    Where they sell you the razor handle with 1 razor for cheap ($5-$10) and then they make all their money on all the refills they know you will need at like ($10-$20+)

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  • Profile picture of the author donny531
    so give en enough to get started but not complete the job and then soak en to finish what they can't nice
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  • Profile picture of the author Jason Kanigan
    Well the fact is you can give away a technique, but that doesn't mean it will get results for the person who takes it. For instance, I hand you an oyster knife. You know that this knife is specifically designed to shuck oysters: it has a fat handle and a thin pointed blade. You like oysters, and want to eat them...but just the knife by itself isn't going to get you past the shell.

    You have to know where to put the knife between the halves, and how to turn it. Otherwise, shucking turns into a painful experience with shards of shell everywhere. And maybe you even cut your hands.

    Speaking from personal experience, here. Even going online and reading articles about how to use the knife didn't help me open oysters that much better. I had to do it for awhile. Now if I'd had a chef there or a cook who was really familiar with shucking, he or she could have shown me the "difference that makes the difference" in seconds. That's where our value as results experts comes in.
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  • Profile picture of the author bryson
    Interesting. Off the cuff I have to lean towards kunle's experience. I know giving away shovels to the IM market works like a charm because every guru who has a big IM product launch does it.

    I would like to hear some response from those warriors who use this technique giving away seo, backlinks, gp how too or any other offline product/service to the local plumber, landscaper, dentist, lawyer etc.

    I think this strategy works well with offline marketing not offline clients, someone prove this statement wrong with an example to back it.

    Because I would love to use this method as my hard drive is sooo full of IM this and that I have give aways to last the next 5 years+
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    • Profile picture of the author swilliams09
      Originally Posted by bryson View Post

      Interesting. Off the cuff I have to lean towards kunle's experience. I know giving away shovels to the IM market works like a charm because every guru who has a big IM product launch does it.

      I would like to hear some response from those warriors who use this technique giving away seo, backlinks, gp how too or any other offline product/service to the local plumber, landscaper, dentist, lawyer etc.

      I think this strategy works well with offline marketing not offline clients, someone prove this statement wrong with an example to back it.

      Because I would love to use this method as my hard drive is sooo full of IM this and that I have give aways to last the next 5 years+

      Also this. I have had clients that when I show them how they can set up or do things cheap or free basically feel like I'm being lazy and pushing my work on them. They are paying you to do all of the thinking and busy work so they don't have to. It's like my mechanic, I know that I can buy the parts myself and save some money, but 90% of his customers will let him buy the parts and he marks them up. They expect it to be that way.
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