What a good tripwire page needs to have

Hey there,

If you’ve been following my tripwire email series, by now you should know:

What a tripwire is and why you should have it
What to offer as a tripwire
How to price it

I told you a story about Jonathan. He has amazing online courses and many happy students. If you missed the beginning of the story, find it here.

He knew they could have more students and earn more money. We told him about the most important page he probably doesn’t have (like most other people we talk with). So we helped him choose his tripwire offer, price it, and set it up. If you missed that part of the story, find it here.

Now that you have all the information, you’ve decided what to use as your tripwire offer and how to price it, the next step is - create a tripwire sales page.

Let’s put it in context first. When do people see your tripwire offer?

They come to your website, they like what they see, and decide to sign up for the lead magnet. They leave you their email address and instead of showing them just a thank you page - you show them your tripwire offer.

How should that page look?

Here are important guidelines for creating your tripwire page:

The copy should be connected to where they were previously. Tell them:
Wait, one more thing… Your *lead magnet* is on its way, but before you go...
Because you signed up, I have a special offer for you...
Before you go, I have something special for you…
Include a video
Thank them for getting the lead magnet
Talk about the tripwire and how it can help them
Tell them why you are offering this amazing discounted product now (you want to help them further, you want to reward them for signing up…)
Explain to them how your tripwire offer goes well with what you just sent to them for free (your lead magnet)

This is an example of a copy you can use to include all three bullet points mentioned above:

Congrats! Your FREE download is on its way.
Now you can [THING THAT LEAD MAGNET TEACHES THEM] and [ACHIEVE the DESIRED OUTCOME].

But, hang on a minute!

I’m going to show you [x effortless ways to or x proven tips to] [e.g. write your book, make more sales in your retail stores] that will boost your results.

Watch this quick video before you use any of my [great tips/action steps/marketing tools etc.]

Here are some more tips for what you should do on your tripwire page:

Show scarcity by adding a countdown timer - so they know your amazing offer is available for a limited time only
The price and the discount you’re offering should be clearly visible so they can see how good the offer is
The call to action button should be above the fold (this is a basic but very important rule)
You should have a CTA button in a few places on the page but make sure you have only one CTA. Don’t ask people to do more than just one thing - to buy your tripwire offer
Include information about what the offer is and who it is for
Include benefits they are getting with the offer
Show before and after results
Include testimonials to build trust
Use your brand identity - logo, colors, font
Make sure it’s optimized for mobile
If you know what people could ask you about the offer, add a FAQ section
If you’re offering them a part of your course, add information about the course trainer (this is probably you)
Make sure copy needs to be very easy and clear to understand
The copy should be scannable, meaning:
Have short sentences,
Have short paragraphs,
Use bullet points or checkmarks,
Bold or somehow emphasize the most important parts

I hope these bullet points are detailed, clear, and easy to follow. However, I know we all love examples and we learn best through them.

In this video I explain what a tripwire is and I show a few examples.

Here are two more good examples:

Sean Dalton Photography tripwire page

David’s tripwire page

This is the last email series about the tripwire. We covered the entire process from learning about it to finding what to offer, how to price it, and how to create a sales page for it.

I know this is not easy, especially if you’re not a marketing professional, funnel builder, copywriter and designer. But it is extremely valuable to have it in place. It will turn your audience into paying customers and build more trust.

Furthermore, the tripwire is just the first part of a whole tripwire funnel - and once you build the whole funnel and optimise it then it will work well enough that you can run ads to it profitably, which will let you scale your business.

We’ll cover more about the rest of the tripwire funnel in some future emails - or you can learn all about it in our webinar.

If you need help with creating the tripwire funnel or you want to do it yourself but need coaching, hit reply and let me know.