Earlier this year I realised that if I had a lower cost digital product I would be able to bring in a consistent stream of customers in my business. 

Fast forward to today: my tripwire brings in an additional income stream in my business. It’s allowed me to serve my tribe on a deeper level and deliver more value than I ever could in a blog post or freebie.

My biggest regret is not having a tripwire sooner but I didn’t know WHAT a tripwire was and HOW I could use it to drive revenue.

I was so focused on building an online course that I overlooked the power of a small digital product for generating sales. So, if you want to create an online course but it overwhelms you, then a tripwire is a great way to start making an additional income stream. 

“What’s a tripwire Victoria?” I hear you say.

A tripwire is a one-click up-sell that you share with your audience after they’ve signed up to receive a freebie from you. 

And its a low-effort marketing strategy you can add to your business without taking too much of your time and energy. 

If you’re not sure how to get started with creating a tripwire, I’ve got you covered! In this post I’ll walk you through the most important steps to create your first tripwire.

But before we dive in here’s just a few benefits of having a tripwire:

  • It’s a lower barrier to entry. A tripwire with a smaller price tag gets more customers through the door. 
  • Build trust with your audience. Creating a low-risk digital product allows you to build know, like and trust with your audience. If they achieve a small win from your product, then they’ll see you as a go-to person in your niche.
  • Sell more higher ticket offers. A bonus of creating a tripwire offer is that it leads to more higher ticket sales. When you’ve helped someone with your product, they’ll say “what else does she have?”. 
  • Boost sales. Creating a tripwire is a low-effort marketing strategy for ramping up your sales with low effort. In fact, you can get a tripwire up and running in a couple of days and you can make 40% of your income with a tripwire. All you need to do is create the product once and you can sell it over and over again. Pretty cool, right? 

Here’s how it works:

Someone signs up to your freebie because they want to learn from you. They’ve raised their hand and said: “please contact me as I want to learn more about this”. Now, they’re looking for their next solution but the clocking is ticking. 

So, after someone signs up to receive your freebie you can say “thank you, your freebie is on its way to your inbox. But wait… I have a special offer just for you…” And you can offer them a lower-cost product between £10-£50. This might be an ebook, mini-course or masterclass. Usually, something that gives someone a specific outcome or transformation. 

In this scenario, they had a problem, found you and trusted you enough to give their email address. And if they’re already looking for the next solution, chances are, they’re going to buy it. Which is why it’s a great opportunity to offer a low-cost product. 

Let’s say for example you’re a Direct Response Copywriter and you help people sell products and services with email marketing campaigns. You know that your clients struggle the most with creating a welcome email sequence and they don’t know where to get started. So, you might create a free guide to help people write a welcome email sequence. 

They download your guide and since they’ve already voted their interest in welcome email sequences, it makes sense to up-sell a welcome email sequence swipe file. Can you see how that works?

So, by knowing what your dream customer already wants and needs, you can say “hey, I know you’re interested in this and I think this might help you”. The key to creating an irresistible tripwire is to know who your dream customer is and what they want and need. Once you’re on board with your dream customer, you can create a tripwire that helps them achieve a specific outcome or transformation. 

Plus, you want to create a tripwire that naturally flows from your freebie. So, if you’ve created a freebie on Pinterest marketing and your tripwire is unrelated then it’s not going to work. Ideally, you want to have coherence between your freebie and tripwire. Does that make sense? 

Ready to create your first tripwire? Let’s dive into the steps.

1. Decide on the topic of your tripwire

To kickstart your tripwire journey, you want to decide what topic you’re going to focus on. This will put everything… and I mean everything… into motion. 

Usually, your tripwire topic is a transformation or specific outcome that you’ve created for yourself or others. What strategies have you implemented that have worked? What results have you created in your business? How can you break down the steps you took to achieve those results and turn this into a digital product? 

Pro tip. You can market and sell your product by using SendOwl. It takes 10 minutes to get a product up and it’s something I wish I knew about sooner!

2. Begin with the end in mind 

Before you create a tripwire you want to begin with the end in mind. Ideally, you want to create a bullseye offer and reverse engineer the tripwire you’re going to create. So, if you’re a Direct Response Copywriter and you have an online course on copywriting, you might create an email swipe bundle as your tripwire. 

But if you haven’t created a bullseye offer yet that’s ok, you can decide what topic you want to focus on in the future and create a tripwire that’s on the same topic. You’ve got this!

3. Look at most popular posts

You can look at your most popular blog posts to see what your audience is the most interested in. The blog posts with the most shares or page views give you an idea that this is something that your audience wants to learn more about. So, have a look at your Google analytics and create a product based on your most popular posts. 

Psst, if you’re new to starting a blog, you can read how to start a blog and blogging tips and tricks.

4. Focus on the biggest pain point

If you’re working with clients another thing you can do is think about what their biggest pain point is. Usually, this is the question that you get the most from your clients. Let’s say for example you’re a direct response copywriter and your audience says that they don’t know what emails to write. If this is the case, you’d create a tripwire offer that helps people come up with email ideas. Can you see how that works?

And that’s it for today!

Overwhelmed with creating your first product? If you’d like 1:1 support with creating a tripwire or digital products in your business, I can help! I’ll work with you to create a nurture email sequence and a tripwire to increase your online sales. Check it out here.