A tripwire is a product or a service that is specifically designed to help transform as many leads as possible into customers. The product/service is made in such a way that it is at a lower cost which you can later upsell once they get into your sales funnel.

How to master the art of trip wire marketing

1. Start with a lead magnet

Before you can even offer the initial tripwire you need people to sign up for your email list. In order to do this you need to offer them something for free that leaves them thirsting for more and eager to take the next step with you.
The important thing here is to offer something that your entire market will find valuable. It is the tripwires that will help you segment your list by using different topics and solutions of your larger products or services.

2. Create your trip wire

This is a low-ticket item that solves a very specific problem in your buyer’s life. This means that in order to create a successful tripwire, you need to get very specific about what kinds of problems your ideal customer may have.
Ideas include webinars, something physical that you mail out, or even a personal consultation. Companies who offer a great deal to entice you into signing up with their subscription program are a great example of tripwires at work. Note that the idea is not necessarily to make any profit, in fact, many tripwires are sold at a loss in order to bring in the customers.
Don’t just stop at one. Outline all of the different topics your list may be interested in and then start creating tripwires for each of these.

3. Introduction of the tripwire to your prospects

One way to do this is by sending out 2-3 emails offering your product for a limited amount of time. You can do this in a couple of ways: send your list straight to a sales page to get your tripwire or send them to a free piece of content that then sells the tripwire at the end.
The important thing to remember here is that not everyone on your list will click. This is what you want. You want to segment your list at this point into interest groups. This means your emails should be written in a way that clearly outlines the problem and the benefit of your tripwire or piece of content and how it can help. Get specific at this point.
Eventually, you could have several different segments (or lists) based on the preferences shown by people on your list so that you can start sending certain types of emails to a certain segment.
Many email systems will allow you to segment your list. Some require using landing pages to get people to opt-in again to a new list and some allow you to create rules based on the links clicked in your emails to move people to different lists based on their preferences. No matter what email marketing program you use, you can still offer tripwires.

4. Introduce the product to the buyers

The intention of every tripwire is to introduce customers to a bigger offer and entice them to seek more from you. To that end, they should logically lead to a core product of yours that you wish to up-sell to the customer. Many successful marketers offer a deal on the up-sell while the customer is purchasing the tripwire – a “striking while the wallet is open” technique. Or, of course, you could email out an offer on your core product separately, or use a combination of the two.
Trial periods are an example of a tripwire that is also a core product. For example, many different software or membership programs will allow you to have a 30 day trial period at very low cost. They tend to have a condition that you will start to be billed for full membership after the trial period unless you contact them and cancel. It gives customers the chance to check that the product is really for them and removes any doubt that the customer will opt into the full subscription as they must opt out rather than opt in.

5. Rinse and repeat

The chances are that there are many possible tripwire ideas that can lead to marketing your core product. You can run different tripwires concurrently or sequentially.
As you continue to set them up you are basically building a multi-faceted funnel or “web” of info highly targeted to solve a very specific problem that ultimately leads into what you really want to sell.
Make sure you test your tripwire ideas, including tweaking headlines and copy so that you get a definitive idea of what works and what your customers are looking for. You will find that there will be some more popular than others and that is OK. It all leads you one step closer to knowing what your leads want and helps you fine-tune what problems you should be solving instead of what you think your customers want.