Over the last several weeks, I’ve been breaking down the components of Digital Marketer’s The Machine. I’ve talked about your lead magnet, your landing page, and your follow-up sequences (the engagement and indoctrination campaigns).
This week I want to talk about the tripwire offer.
This is something that you offer your prospects at a low dollar entry point — $7 to $20. It should complement your lead magnet and feed into your core offer. The strategy is that once someone purchases a low dollar product, they are more likely to purchase a higher priced item – your core offer.
So let’s start with your core offer. What flagship product or service do you offer? What price point is this core offer?
Now, what could be a lower price point offering that you could produce that would be along the same topic of your core offer? This needs to be something of value and something you could price between $7 and $20.
It could be an ebook, a webinar recording or series of recordings, or even a mini-course.
This tripwire offer will go in two places.
- It will be offered on the thank you page after someone signs up for the lead magnet. While someone is in the “giving” mood (ie, they just GAVE you their email address), you want to make an offer to them and that is your tripwire.
- If they don’t purchase your tripwire on the thank you page of your lead magnet, you’ll then want to include your tripwire offer in your engagement sequences – the sequence of emails they get after they request your lead magnet.
Alternatively, when someone purchases your tripwire, they will then go into an ascension series. This is where you give them information about your core offer. They would go into this sequence whether they purchased via the thank you page of your lead magnet or the series of emails in your engagement sequence.
You also want to create multiple tripwires that feed into your different core offers.
Still not sure how a tripwire fits into your funnel? Schedule your 30-minute consultation now.