A tripwire offer is a product you offer your subscribers immediately after they sign up for your mailing list. Typically, the tripwire offer has a very low price point.
The advantage of doing this is that you’re converting subscribers into buyers. This trains your community to make purchases from you. They begin to expect—and sometimes even anticipate—your offers.
Of course, there are a few things to keep in mind when creating and sharing your tripwire product with your audience…
Keep the Tripwire Related
If you show busy solopreneurs how to use Facebook groups to grow their platform, then your free gift might be a checklist that teaches your subscribers how to boost the engagement rate in their groups.
This means that your tripwire product should also be related to Facebook groups. You don’t want to offer them a tripwire on the topic of Twitter or Instagram. This will likely confuse subscribers and may even muddy your branding.
Connect the Tripwire to Your Premium Service or Product
Not only should your tripwire be a natural next step after your free gift, it also needs to nudge your subscribers into looking at your premium offering.
Going with the example above, your premium service might be a review of a solopreneur’s Facebook group complete with suggestions on how they can encourage their fans to interact more often.
If your free gift and your tripwire don’t align with your premium offering, then you should brainstorm new ones. Your tripwire is an important part of your sales funnel but it’s only effective if it’s related to the rest of the services or products you have for sale.
Share the Next Offer
At the end of your tripwire product, don’t thank your buyers for their time and disappear. Ask them to take the next step with you. In this case, the next step is buying your premium product or service.
You may have buyers of your tripwire who want to hire you but don’t know how to get the process started. When you make an offer, you take the guesswork out of it. Subscribers now know they can contact you for a custom quote or book a free discovery session.
Follow Up
Be sure to set up your mailing list software to automatically tag subscribers who buy your tripwire. Then you can create an autoresponder series to target these buyers.
Ideally, you want to send them 2-4 emails to follow up. The first message should be about touching base. Ask if the subscriber was able to download everything. Remind them that you’re there to help if they need it.
In your second message, ask your subscribers if they have any questions for you. Not only does this give you the opportunity to contact them, it can also show you if there are certain aspects about your tripwire that your buyers find confusing.
Your next two or three messages can be tips that your community might find helpful. Keep these messages brief but fill them with valuable information.
Creating a tripwire offer is a great way to grow your income and your community. But keep in mind that your tripwire offer should be a full-length product. This is the first time that your subscribers are making a purchase from your business. Make it a positive experience, so they’ll look forward to buying from you again!
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