STEP 3: OPTIMIZE THE TRIPWIRE OFFER
An irresistible, super- WHAT IS A low-ticket offer that exists for one reason TRIPWIRE? and one reason only… to convert prospects into BUYERS!
In other words, Tripwires change relationships…
Tripwires increase intimacy…
Tripwires show commitment…
Two Types of Commitment 1. Their Wallet ($1 for 13 Tapes) 2. Their Calendar (Webinar, Demo, Appointment, etc.)
The Two Types of Doubt 1. Their Wallet ($1 for 13 Tapes) 2. Their Calendar (Webinar, Demo, Appointment, etc.)
A Tripwire Is Not A Coupon (No Quid Pro Quo) This is a coupon… This is TRIPWIRE!
TYPES OF TRIPWIRES
1) Physical Premium (Want But Don’t Need)
2) Small But Critical (Need But Not Sexy)
3) Book/Report
4) Free Or Paid Webinar/Teleseminar
5) Free Or Paid Trial
6) Software/Plugin
7) Ala Carte Service
Case Study: Ala Carte Service As A Tripwire
Case Study: Ala Carte Service As A Tripwire • 2000 trade show attendees • 603 people approached the booth • 87 purchased the Tripwire at $20 • 19 converted to $500/mo Core Offer immediately • 23 more converted later after followup/results BEFORE: Each show averaged 3 new clients at $500/month… AFTER: 42 new clients at $500/month or $21,300 a month from just this one show!!!
Source for Ala Carte Product Ideas: fiverr.com
The Best Tripwires Are “Splinter” Offers Your Product
CASE STUDY: How We Get Paid Members Into DM Lab The “CORE OFFER” of DigitalMarketer.com is called “DM Lab”…
CASE STUDY: How We Get Paid Members Into DM Lab …and one of the member benefits is access to our Execution Plan library.
CASE STUDY: How We Get Paid Members Into DM Lab So for example, let’s “splinter” this Execution Plan on “Increasing Engagement with Facebook Promoted Posts”….
CASE STUDY: How We Get Paid Members Into DM Lab FREE! $7 $386 / yr
Example: Guitar Picks
Example: Candle Supplies
Example: Software
Examples: Service Businesses • Web designer that sells logos • A dentist that sells teeth whitening at cost • Roofer that offers gutter cleaning • Hosting service that sells website templates • Lawn care service that offers to fertilize off-season at dead cost
Splinter Offers Keep You From Looking Like This…
But they don’t overcome the biggest hurdle of all…
BIGGEST HURDLE: Self-Doubt
That’s why the best Tripwires are also “little victories”…
Examples: Little Victories • Back pain clinic that offers hope that relief is possible • Weight loss product that makes users feel thinner in 7 days • Kitchen remodeler that lets its customers see how beautiful their kitchen can be • Allowing a lonely person to feel like they’re a part of something bigger (i.e. associations)
BRAINSTORMING LITTLE VICTORIES Scenario #1: Phone Call From an Old College Friend
BRAINSTORMING LITTLE VICTORIES Scenario #2: Casual Chat at a PTA Meeting
✓ Low barrier to entry / impulse buy THE ✓ Easy to understand and explain TRIPWIRE ✓ Seamlessly leads to the core sale ✓ Useful but incomplete CHECKLIST ✓ Has a high perceived value ✓ Has a high ACTUAL value
DISCOVERING YOUR TRIPWIRE “What’s the credit card knife for your market? What’s the one thing everyone wants, but doesn’t necessarily need?”
DISCOVERING YOUR TRIPWIRE “What’s the candle wick for your market? What’s the one thing everyone needs, but doesn’t necessarily want?”
DISCOVERING YOUR TRIPWIRE “What’s upholstery cleaning for your market? What’s a valuable service you can perform quickly and inexpensively that will deliver results in advance and get your foot in the door?”
Action Item Brainstorm three Tripwire OFFERS (Ideally “Little Victories”) ___________________________________________________________________________ ¡ ___________________________________________________________________________ ¡ ___________________________________________________________________________
THE FORMULA: L x c x m x = GP f
THE GOAL: x m x 2 L x 2 c f GP 2 4 =
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