LeadMagnetGeniusLet’s examine a few examples to see theory in practice:
Example 1: Frank Kern’s $27 Video Offer – Marketing expert Frank Kern had a tripwire priced at $27. On his page, key elements were: - A compelling headline promise. - A video (his face talking likely, since he’s a personality). - A countdown timer to emphasize urgency. - Price stated early ($27). - The copy notes specific things: promise in headline, early price mention, etc. These align with best practices.
His approach shows that tripwires can be a bit higher-priced if the value and trust are there (Kern is well-known, and $27 might still feel impulse to his audience). He also likely used this to segway into selling higher-end courses after someone bought this initial training.
Example 2: Kim Garst’s Mini Course Plan – She offers a “Mini Course Creation Plan” presumably for a low price. It even has an order bump for an extra something on checkout. What stands out: - The language is tailored: “quickly and easily” create a mini digital product – appealing to those who want speed. - She uses bonuses as a persuasion tool: listing bonuses and their individual values, making the $ price feel even smaller in comparison. - It’s always available on her site (not one-time), according to snippet, which is interesting. It’s a tripwire but not hidden. Some do this as well – you can have a low-cost product on your site as part of your product ladder for anyone to buy, and still use it in a funnel context. However, it mentions an order bump specifically for tripwire context.
Example 3: Gaby Bernstein’s $37 Challenge – Gaby, in personal development niche, uses a challenge funnel as a tripwire (charging $37). Highlights: - It’s a live/community experience (challenge), which adds value and interaction – people might pay for a guided challenge whereas a PDF might not sell at $37. - Emphasizes a start date (scarcity because if you miss it, you miss it). - She highlights the problems people face and how the challenge fixes them – e.g., why people fail to do something on their own. - Strong CTAs throughout page (according to snippet, CTA repeated often) – to push sign-ups.
It shows tripwires aren’t just ebooks; they can be events or mini-coaching sessions. A challenge is a clever tripwire because it also builds community and excitement which can lead to selling a higher program at the challenge’s end.
Example 4: Physical Product Tripwire – Hydrant’s Sampler Pack – An example outside digital: Hydrant sells hydration drink mixes and had a tripwire offering a variety pack sampler for a low cost (roughly $30 for a month supply). - They advertised it as “Less than $1 a day” to make $30 sound small. This is a great pricing tactic to reduce price resistance. - They used social proof on the page, including media logos and customer reviews, to build trust for a new customer. - A quote from a consultant: people early in funnel want to try a cheap sampler before committing more, whereas more educated leads spend more. This exactly captures tripwire logic. - They also used an order bump/cross-sell on checkout (likely suggesting another product to add).
For physical products, tripwires are often sample kits, trial sizes, etc. It gets the product in someone’s hand. Then, since it’s consumable, they can become subscribers or buy more flavors at full price.