One powerful thing about buyer psychology is this:

Once you get someone to say the first “yes”, it becomes way easier to get the second “yes!”.

Numbers have it. 79% of marketing leads never turn into sales.

This means, getting a prospect to commit – even as little as $1 – is how to qualify leads to customers from the get-go.

Than constantly chasing new customers. Which are always hard to qualify.

While offering free trials, demos, free memberships, etc. are ways to qualify buyers – Tripwire marketing strategy has been a foolproof way to separate tire-kickers from action takers in your sales funnel.

Tripwire marketing allows you to get buyers in the door by offering a low-ticket front-end irresistible product, so they bring out their credit cards to make a purchase. Which qualifies them as buyers who are likely to ascend your value ladder and buy more from you.

If you’re like me, who has bought a couple of digital products, then you must have come across tripwire funnels.

That is what the rest of this guide is all about.

And finally, the FAQ section addressing all of your worries about tripwire marketing and funnels.

Let’s get started.

What is a Tripwire funnel & How does it work?

Your goal as a marketer or business owner is to get prospects to bring out their wallet and buy something from you.

Which is no easy feat.

People need to trust, know, and like you enough before they can feel confident enough to give you their money.

However, selling them on a lower inexpensive BUT valuable product would absolutely get them in the door easier than getting them straight to your core offer.

A smaller purchase leads to a big purchase. To even bigger purchase. It’s always a slippery slope.

Tripwires are often “splinters” of your core/expensive products, repackaged in a way your audience can’t refuse.

Let’s say your main offer is a course sold for $997.

Taking out one module from the course, repackaging and turning it into a separate product, making it incredibly cheaper…

Is a great way to create a Tripwire that upsells people to your expensive course.

Since Tripwire is a low-priced product, a lot of people are more likely to give it try.

Once they see the value – helping them solve a part of their major problems – their mind comes to rest.

Like, since they spent small money and got such value – spending more should definitely get them to their promise land.

Do you get the point?

Inherently, this builds a healthier relationship between you (the seller) and the buyer, and trust is established.

The Russell Brunson Tripwire Experiment

Some years back Russell Brunson conducted an experiment.

He sent traffic to a high-converting landing page selling a $197 product. After a lot of tweaking, the page was converting at 1%.

That is, for every 100 cold audience sent to this page – 1 person must make a purchase.

Next, he decided to splinter a part of the $197 product. And repackaged it into a CD, DVD, or a book as a free-plus-shipping tripwire.

And offered at a ridiculously cheaper rate.

With the aim that after people take on the lower-priced item, they’ll be offered an upsell to buy the main $197 product.

Now, here’s what happened:

The “splintered” low-cost product converted at 8%. Not bad right?

However, the most interesting thing is that about 25% of customers who took on the free-plus-shipping tripwire offer bought the $197 product as an upsell before the “thank you” page.

In essence, instead of making $197 per one hundred visitors – he made $394!

In addition, eight new buyers on his list for every one hundred visitors.

This is to show you how powerful and what difference a tripwire can make in your life.

Besides building a list of qualified buyers and selling them at the backend of your sales funnel – it also helps you to validate your offer with a quick sale. And self-liquidate your ad costs…

To avoid spending time and money on the wrong audience. More on this below.

What are the Benefits of Tripwire Marketing?

Listen:

The goal of your tripwire offer isn’t to profit now.

The amount of money made on people who took up your offer on the front end shouldn’t be a metric for success.

Countless multimillion (and billion) dollar businesses make a ton of losses from their frontend offer. It is deliberate.

The big money is made at the backend.

As the goal is acquiring qualified customers you’ll stick around for a very long time

Below are other benefits and reasons why businesses are surviving while implementing the tripwire funnel.

#1. Instantly Turns Cold Leads to Hot Buyers

Selling is all about establishing a connection, nurturing, and building a solid relationship with buyers.

Just as it is in a relationship, it’s impossible to agree to become someone’s partner just after the first date or even the second meeting.

The same thing applies to selling online.

Your job is to walk the prospect through the sales process. Building rapport, uncovering needs, delivering value, and gaining commitment.

This takes time.

With the help of a tripwire funnel marketing technique, you instantly convert them from being a total stranger to a customer.

At the same time creating long-term, profitable relationships with your target audience right from Day 1.

#2. Build and Grow your Email list

Like I hinted earlier, the huge money on tripwire funnels isn’t made on the front end.

A larger percentage of people who took on your tripwire offer won’t immediately buy anything further than that in your funnel.

These are logical buyers.

People who take their time to decide if they should buy now or not. They are the fence-sitters.

And tend to consult their partners, give it thought, and do some research before buying.

You might be wondering how does building an email list relates to this?

Well, immediately anyone buys your splintered offer, they’re automatically added to your list, segmented, and placed on an automation sequence.

Where you try to kill all of their limiting beliefs, eliminate every sort of objection, and so on.

So even if they take on the upsell or not…

They’re still yours to follow up with and market to in the nearest future.

Isn’t it crazy? Making frontend sales and same time building the most valuable online asset with your tripwire.

#3. With Tripwires, You Self-Liquidate Your Ad Costs

The best tripwire funnels cover their own cost.

With your tripwire funnel, you can literally turn your customer acquisition cost to zero dollars while building your list for free and also making a ton of profits from your upsells.

Do you know what this means?

It means you can outspend your competitors so that you can acquire new customers and become the recognized leader in your market.

Just by neutralizing your ad cost and immediately creating customers.

#4. Attract Actual Buyers

How do you tell you aren’t wasting time on the wrong set of prospects?

For almost half a decade I’ve been involved in online business – one of the common lessons learned is that:

Those who pay, pay attention.

You know sometimes you feel guilt or fear that you’re charging people to learn from you.

But the thing is:

When you realize the only way for people to take action and change their lives is to make a commitment.

That’s when you’ll realize it’s totally okay to charge for sharing what you know that could change someone else’s life.

In fact, you’re doing them a disservice if you don’t.

I see myself running around circles and not going in 100% to implement when I grab stuff for free. I don’t know about you.

But the most success I’ve had online was doing the work on something I invested in.

The same thing happens when I teach people for free. And when I charge them.

This is not their fault. It is just human nature.

The tripwire allows you to focus your valuable time, energy, and marketing on paying customers instead of freebie seekers and timewasters.

Who are likely NOT going to do anything with the free info anyway.

8 Real-Life Powerful Tripwire Examples & Campaigns

On a serious note, it was difficult for me to find tripwire examples outside of the online marketing space.

Heck! Marketing is my breakfast, launch, playground, and dinner.

However, I scouted online to curate a few examples other marketers already found. To complement with some of the internet marketing tripwire examples I’ve discovered over the past years.

Although we’re getting to the practical side where I walk you through creating yours from scratch.

So just use the campaign examples below as an inspiration to model after.

Tripwire Example #1. Expert Secrets Book – Free + Shipping Offer

Over 90% of all tripwire offers are free plus shipping offers. It’s the most popular tripwire strategy known.

Here you essentially give the product away for free or a nominal amount and simply charge for shipping and handling.

Russell Brunson uses this model in selling all of his books.

One of them being –

Expert Secrets: The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice.

As you can see this popular book Expert Secrets (cost $24.95) free of cost as long as you are ready to pay the shipping of $9.95.

That’s not all.

After entering your shipping information, you’ll be taken to the checkout where you’re presented with 2 bump offers.

Expert Secret Audiobook – $37
Expert Secrets live event recordings – $97

There are also two additional upsells within the entire funnel which helps increase the overall average cart value.

The idea is that people are going to read this book and get a ton of ideas on building and monetizing a tribe of die-hard followers/buyers.

Doesn’t matter if they take on the bump and upsells or not. It’s an eye-opening book.

The book funnel is an opportunity for Russell Brunson to start a relationship with the buyers.

Then they get to become a recurring user of ClickFunnels – Russell’s main product – which would play a big role to market their expertise.

Tripwire Example #2. Content Multiplier Formula – Free + Shipping Offer

Content Multiplier Formula is the formula for getting millions of followers, engagement, and sales following Peng Joon’s proven process to publish, automate and monetize content across several platforms.

It follows the same 2-step order form funnel for the free+plus-shipping model used by Russell Brunson.

A physical copy where buyers pay $7.95 to cover shipping and handling costs.

Here’s the checkout page:

With two order bump options for buyers:

Get 100,000 Followers on Facebook and Verified in 29 Days – $37
Access to the Content Multiplier Formula $537,814.22 Case Study – $97

Can we easily assume he duplicated Russell Brunson’s book funnel? Similar price points, funnel structure. Maybe…

Nevertheless, Peng’s free plus shipping book is indeed a great front-end low-cost offer to keep delivering value to his buyers and sell at the backend.

Tripwire Example #3. Kartra – $1 dollar trial for 14days

Besides the free plus shipping offer.

Another popular tripwire marketing strategy is the paid trial option. $1 trial.

A good example is Kartra.

Kartra (one of the best marketing funnel software) offers a $1 trial to the entire funnel builder platform for 14days.

As a tripwire to get people to use, feel, and fell in love with the software – building and automating their business with Kartra.

Once the trial is over, users will be charged the regular amount which is $99 per month for the Starter plan, $199 for the Silver plan, $299 for the Gold plan, or $499 for the Platinum plan.

Instead of offering a totally free trial like most of its competitors – with this type of tripwire – Kartra weeds out a large portion of the people who signup for everything they run across, with little intention of using it.

Plus, it only attracts people who are committed and actually ready to give the product a try.

Tripwire Example #4. Ahrefs – $7 dollar trial for 7days

Another SaaS product with the paid trial offer is Ahrefs.

A popular all-in-one SEO software.

Ahrefs offers a $7 trial that gives customers access to all the features they need to carry out a full-fledged SEO campaign.

Users can choose to cancel before their 7days trial period elapses or get charged at $99 per month for the Lite plan or $179 per month for the standard plan.

The thought is clear:

Anyone who’s ready to pay $7 for 7days in order to use a product of $99/mo – then such a customer has shown interest in using the product.

Instead of a free trial which can attract lots of users – but not many paying customers at the end of the day.

Tripwire Example #5. Kanagear Free plus shipping

This is actually our first non-marketing-related tripwire marketing funnel example.

I discovered Kanagear while researching for this post. It is an eCommerce store that sells pet gears.

They have free plus shipping products on some of the products on their online store. Not available for every product.

Check out this Heart and Paw Necklace offer:

It costs $25. However, you only have to cover shipping and handling.

You can see the shipping fee right here on the checkout page:

Shipping and handling cost $11.97. Plus an option to pay an additional $1.95 for item insurance.

Tripwire Example #6. Disney Movie Club – $1dollar for 4 movies

Another awesome example I saw while researching this guide is the Disney Movie Club.

You’d signup to join their membership program that allows you to buy Disney movies on both DVD and Blu-ray at a discounted rate.

For a new subscriber – you’ll be getting 4 movies for as low as $1.

Plus, free shipping. Cool!

The low-cost tripwire offer is actually a no-brainer to anyone who’s really interested in becoming a Disney Movie Club subscriber.

That said, there is membership terms you definitely need to agree to on this offer – buying five more movies in the course of 2 years at a regular price.

Tripwire Example #7. Perfect Webinar Scripts – 7 dollar scripts

Perfect Webinar Scripts is a low front-end digital product for marketers who desire to use webinars to promote their products.

A simple webinar presentation scripts built by Russell Brunson of ClickFunnels.

The tripwire costs $7.

With an order bump offer – “The Powerpoint And Keynote Files” for $47.

With of course a ton of upsells and downsells within the product sales funnel.

Upsell #1: 10X Secrets – $297
Upsell #2: 10X Closing Secrets – $297
Upsell #3: Virtual FHAT Event – $497

All relating and aligned to building and designing a successful webinar presentation.

Tripwire Example #8. Underdog Advantage – Free plus shipping book

This is a book I’ve bought myself. So, I thought of including it.

The Underdog Advantage: Rewrite Your Future By Turning Your Disadvantages Into Your Superpowers

A free plus shipping book by Dean Graziosi that retails for $19.97 – offered for free. Where customers only have t