Definition
A tripwire offer is a strategically priced, low-barrier product designed to transform free leads into paying customers. Placed immediately after the lead magnet opt-in (usually on the thank you page), tripwire offers capitalize on the commitment and engagement momentum to secure a small purchase. The primary goal isn't profit from the tripwire itself, but rather to identify buyers within your list, as customers who make even a small purchase are significantly more likely to buy again. Tripwires typically offer exceptional value for their price, making them an easy 'yes.'
Why This Matters
The psychology behind tripwire offers is powerful: once someone spends any amount of money with you, they're 10-15x more likely to purchase again compared to non-buyers. This is because they've crossed the psychological barrier of trusting you with their payment information and have self-identified as a buyer rather than a freeloader. Tripwires also help offset advertising costs, allowing you to scale lead generation profitably. For many businesses, the tripwire transforms lead magnets from a cost center into a profit center while building a list of proven buyers.
Common Types
Mini-Course Tripwire
A condensed version of your main course offered at $7-27 to demonstrate teaching quality.
Template Bundle Tripwire
A collection of premium templates sold for $17-37 that complement the free lead magnet.
Tool/Software Tripwire
A limited or lite version of software at a low price point to get users into the ecosystem.
Physical Product Tripwire
'Free plus shipping' offers for books or products where customers pay only shipping costs.
Workshop Recording Tripwire
Access to a past workshop or training at a fraction of the live price.
Consultation Tripwire
A discounted mini-consultation or audit that leads to higher-ticket services.
Real-World Examples
1DigitalMarketer's $7 Offers
Ryan Deiss pioneered tripwire marketing with $7 mini-trainings that convert leads into buyers before pitching higher-ticket products.
2Russell Brunson's Free + Shipping Books
Offering books for free where customers only pay shipping creates a buyer while covering fulfillment costs.
3AppSumo's Lifetime Deals
Heavily discounted lifetime software deals that convert browsers into paying customers and active users.
4Amy Porterfield's Starter Courses
Low-priced starter courses that give customers a taste of her teaching style before offering flagship programs.
How to Use This in MagnetHub
While MagnetHub focuses on creating the lead magnet and landing page at the top of your funnel, the thank you page can be customized to present your tripwire offer. Create a compelling lead magnet with MagnetHub, then configure the thank you page to redirect to your tripwire sales page or embed a tripwire offer directly. This creates a seamless flow from free opt-in to first purchase.
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Best Practices
- Price tripwires between $7-47 - low enough to be impulsive, high enough to be meaningful
- Deliver massive value relative to price - make it a no-brainer decision
- Present the tripwire immediately after opt-in while momentum is high
- Create urgency with time-limited pricing or bonuses
- Ensure the tripwire leads naturally to your core offer
- Use one-time offers (OTOs) that won't be available later to drive action
- Track buyer vs. non-buyer behavior to optimize your funnel
Frequently Asked Questions
Related Terms
Lead Magnet Funnel
A lead magnet funnel is a marketing system that uses a free resource to attract prospects, then guides them through a series of steps designed to convert them into paying customers.
What is a Lead Magnet?
A lead magnet is a free, valuable resource offered to potential customers in exchange for their contact information, typically an email address.
Lead Magnet Thank You Page
A lead magnet thank you page is the page visitors see immediately after opting in, used to deliver the lead magnet, set expectations, and present the next step in the customer journey.
Nurture Sequence
A nurture sequence is an automated series of emails sent to new subscribers after they opt-in, designed to build relationship, deliver value, and guide them toward a purchase.
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