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The Aggressive Strategy of Shopify with Influencer Coaches

Romain Baron
Profile
Co-founder of Bond-agency
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6
min read

Here's the video that we have analysed

In today's digital age, we're inundated with dropshipping content on social media, business TV shows featuring investors, and influencers like Andrew Tate promoting get-rich-quick schemes. Additionally, many individuals, who have recently moved to the countryside, are eager to sell their homemade candles or vegan gummies online. Shopify has strategically positioned itself to tap directly into this audience.

Shopify's target market often comprises individuals without business degrees or technical skills. They offer an all-in-one solution that makes starting an eCommerce business accessible to everyone. However, some may argue that this approach might make Shopify seem less prestigious. Fear not, as Shopify has a premium option, Shopify Plus, priced at $2,000 per month, ensuring that the elite users remain separate from beginners.

The user journey with Shopify mirrors that of influencers or coaches selling eBooks or high-ticket sales training courses. At Bond, we find it somewhat spammy, but we recognize it as a distinctly American marketing approach.

The real magic lies in the script provided by Shopify, which all their influencers seem to follow. The Shopify partnerships team has meticulously crafted and controlled every aspect of this strategy, from scripts and influencer collaborations to ads, account creation, AI apps, themes, and even the products to sell. This level of control is impressive and undeniably effective.

Here’s why Shopify’s strategy is so brilliant:

  1. Value Proposition: Shopify offers its partners the ability to provide their customers with a free eCommerce setup. This exclusive offer isn’t available if customers go directly to Shopify.
  2. Credibility through Awards: To build trust, Shopify awards titles like "Most Innovative eCommerce Coach" to reassure customers about the credibility and innovation of these coaches.
  3. AI-Powered Solutions: The emphasis on ease of use and innovative technology makes the process of setting up an online store straightforward and appealing.
  4. No Additional Costs or Effort: There's no need to buy courses, pay for coaching, or spend weeks doing it yourself. Everything is done for you.

In conclusion, while some aspects of this strategy may seem spammy, there's no denying its effectiveness. Shopify has created a goldmine with their influencer-driven marketing, offering a seamless, all-inclusive solution that resonates with their target audience.

I love it, and analyzing the script reveals just how masterful this approach truly is.

Here's the analysis of the script from ChatGPT in case you are interested:

The script is structured as a persuasive advertisement for a free eCommerce store-building service. Here's a breakdown of its structure and content:

Introduction and Hook:

Opening Offer: "Gonna build you an eCommerce store completely free, preloaded with 20 handpicked products."
Addressing Skepticism: Acknowledges the potential doubt from the audience and builds trust by mentioning an award: "If you've heard someone say that before... it's because I've actually been awarded by Shopify as the most innovative eCommerce coach of the year."
Value Proposition:

AI-Powered Solution: Emphasizes the ease of use and innovative technology: "for an AI that we built that's paired with software that will build you a store in the next 20 minutes."
Ease of Use: Highlights the simplicity of the process: "You literally click a button... It'll set up your policy pages, your terms and condition pages, all the little tedious settings that most people get stuck on."
Eliminating Barriers:

No Costs or Additional Effort: Reinforces the idea that no extra effort or money is needed: "There's no need to buy a course. There's no need to pay for coaching. There's no need to spend weeks doing it yourself."
Award-Winning Assurance: Reiterates the credibility of the offer: "Just let our award-winning AI by Shopify do it for you."
Call to Action (CTA):

Immediate Action: Encourages immediate engagement: "So you click here right now."
Detailed Process: Explains the steps and what the user can expect: "In the next 20 minutes, you'll ask you some questions... It'll build your store, unlock all my courses completely free, and you'll be ready to start taking orders."
Challenge and Proof:

Challenge to Audience: Dares the audience to test the offer: "I dare you to click here. I dare you to go through this and I dare you to see if I'm going to charge you a single dime."
Community Validation: Suggests that users will want to share their positive experiences: "you're going to come back to the comments, say, whoa, I really did just get an Epic store built."
Explanation of Motive:

Partnership and Commission: Discloses the relationship with Shopify and the reason for the free offer: "the reason I'm doing this, Shopify is paying me to do it... I'm a Shopify partner."
Mutual Benefit: Explains the benefits for all parties involved: "You're going to get a completely free store... Shopify is going to get an awesome merchant with an awesome trainer."
Final Call to Action:

Reinforcement of Benefits: Summarizes the benefits and encourages immediate action again: "click here right now. Let's get started."
Overall, the script is designed to build credibility, eliminate doubts, provide a clear value proposition, and compel immediate action through repeated calls to action and reassurances of no hidden costs.

Here's the exact script.

"Gonna build you an ecommerce store completely free, preloaded with 20 handpicked products. Now if you've heard someone say that before and you're asking yourself why would I trust this dude that randomly popped up on my feed, it's because I've actually been awarded by Shopify as the most innovative ecommerce coach of the year for an AI that we built that's paired with software that will build you a store in the next 20 minutes. You literally click a button, it'll preload 20 handpick trending hot products on your store. It will install a theme that will design it to look like the most professional stores online. It'll set up your policy pages, your terms and condition pages, all the little tedious settings that most people get stuck on. It's going to do for you. There's no need to buy a course. There's no need to pay for coaching. There's no need to spend weeks doing it yourself. Just let our award-winning AI buy Shopify do it for you. That's all you have to do. So you click here right now. In the next 20 minutes, you'll ask you some questions. What colour do you want? What banners do you like? It'll build your store, unlock all my courses completely free, and you'll be ready to start taking orders by the time it's all said and done. And if you don't believe that this is really free, I dare you to click here. I dare you to go through this and I dare you to see if I'm going to charge you a single dime. Because if I do, you can just come back in the comments and you can say this dude's not telling the truth. But what's going to happen is you're going to end up with a store and you're going to come back to the comments, say, whoa, I really did just get an Epic store built. Here's a link to it. Check it out. And by the way, the reason I'm doing this, Shopify is paying me to do it. I'm a Shopify partner, right? They're paying me to let you use our AI store builder free because they know it's epic. That's why it got an award, right? So click here right now, I'm going to get a Commission when I build your store. You're going to get a completely free store, completely free training, completely free courses, hot products loaded on the store for you. And Shopify is going to get an awesome merchant with an awesome trainer. So click here right now. Let's get started."

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