What to choose as a tripwire offer and how to price it?

Hey there,

Remember our client Jonathan from the previous email? Let me tell you the rest of the story.

We replaced the thank you page after his lead magnet with a tripwire page.

Why did we do that?

About 1-5% of people who sign up for your lead magnet are ready to buy something at that moment. This is a magical point in the journey. After they’ve signed up for your lead magnet they’re ready to buy something right now. But you have to offer something to them.

What can you offer them?

A Tripwire offer.

Many people are confused about what to choose as their tripwire offer. They’ve already got the lead magnet, so what could be the next thing to offer? Another frequent question I get is how to price it?

Those are two questions we’ll cover in this Tripwire email series :)

First - let’s start with what a tripwire offer is.

A Tripwire offer is something that is very useful for your audience, super cheap, and ideally something they can get value from within the first week. It must seem to them they would be crazy not to get it. When they see it, people should go like:

And because it’s cheap you shouldn’t expect to make much money from selling the tripwire. The point of a tripwire is not to get you rich, that’s not happening. We’ll talk later about things that can make you rich (be patient) :)

The point is to turn your visitors into your paying customers. To get people to start buying from you. Once they buy something from you, they are much more likely to buy something else. You’ve established trust. They gave you their credit card.

And secondly - once you build and optimise a whole tripwire funnel - you’ll be making enough money from this that you can afford to profitably run ads to further scale your business. That is another goal of the tripwire funnel.

Anyway - let me get back to examples of tripwire offers. Let’s talk about our client Jonathan. What did he choose as a tripwire offer?

He took one of his existing courses that was $47 and sold it for $7 if people bought it straight away. He told his audience it’s a limited time offer because they just signed up and he wants to help them as much as he can. That’s why this is a no brainer offer. Specifically - his lead magnet was about the 7 mistakes that stop people from creating their product, and the tripwire was how to create a product in one day. So it solved the exact problem that the lead magnet was explaining.

People started buying it straight away. He was delighted (to see how delighted watch this video).

There’s a bunch of steps you need here, including a sales page to sell the product, and I’ll talk more about the tripwire sales page next week. Let’s just focus on the offer for now though.

I’ll give you an example of another tripwire offer.

Another client of ours, ZenMaid, is helping people who are providing cleaning services. Their tripwire offer is 9 essential templates that you can implement today in your maid service. It’s super practical, easy to implement and you can get the offer for $27 in the next 15 minutes after you come to the tripwire sales page.

The price
The price that works best depends on your market but the range of prices we see work is somewhere between $5 and $30, and usually below $20.

We’ve been testing different price points and the best converting one for most people was $17 (this is something that normally costs $30 - $60, and is available for a limited time at $17)

You can also try out different prices and pick the one that works best for your audience.

I’ve recorded a video in which I explain the Tripwire funnel and I show the funnel map, so you can clearly visualize it. I also show different examples. Take a look at this short video for a tripwire explanation.

In order to have a fully profitable tripwire funnel, you should add an upsell, order bump, maybe a downsell as well. And as I mentioned you need a good sales page. But let’s not overwhelm you today.

Start with the first step - add a tripwire after your lead magnet and that is more than good enough for the beginning! If you do that then I’d love to hear about it - please email me back and let me know how it does.

I’ll tell you more next week, in our final tripwire email series :) Then we can move to some other important and useful topics to help you grow your online course business.

Feel free to hit reply any time and ask all the questions you have.
I’m happy to help :)