Funnel playbook
Tripwire funnel
A tripwire funnel converts cold traffic to first-time buyers using a low-priced ($1 to $27) entry offer that promises one specific finished outcome. The tripwire's job isn't to make money – it's to convert prospects into customers, which doubles or triples the conversion rate on the follow-up core offer.
Verified · editorial policy
Tripwire funnel funnel playbook TL;DR
TL;DR
- Funnel
- Tripwire funnel
- TL;DR
- A tripwire funnel converts cold traffic to first-time buyers using a low-priced ($1 to $27) entry offer that promises one specific finished outcome. The tripwire's job isn't to make money – it's to convert prospects into customers, which doubles or triples the conversion rate on the follow-up core offer.
- When to use
- When you have cold traffic that won't convert directly to a $49+ offer, when you want to filter out tire-kickers without losing the cohort entirely, and when your core product has a natural tripwire-shaped first step (a diagnostic, a template, a Day 1 of a system).
- When NOT to use
- When your core offer is under $49 (the tripwire eats the same buyer twice). When your audience is warm and converts directly to the core offer. When you don't have a follow-up sequence ready – a standalone tripwire without a path forward is a one-shot.
- Ladder position
- Rung 1 (entry). The tripwire is the bottom of the value ladder – the first commitment a prospect makes that converts them into a customer.
- Last verified
- May 19, 2026
When to use
Use this when
When you have cold traffic that won't convert directly to a $49+ offer, when you want to filter out tire-kickers without losing the cohort entirely, and when your core product has a natural tripwire-shaped first step (a diagnostic, a template, a Day 1 of a system).
Do not use when
When your core offer is under $49 (the tripwire eats the same buyer twice). When your audience is warm and converts directly to the core offer. When you don't have a follow-up sequence ready – a standalone tripwire without a path forward is a one-shot.
The steps
Step 1
1. Define the one tightly-scoped outcome
Pick a single specific thing the buyer can finish in one sitting. Not a course, not a library. One worksheet, one diagnostic, one template. The promise has to be small enough that the price feels honest.
Step 2
2. Set the price at $1 to $27
$1 if the outcome is one-shot (a diagnostic, a one-page template). $7 to $27 if it's a multi-day commitment (a workbook, a 5-day mini-course). The price has to match the unit of value.
Step 3
3. Build the sales page (under 400 words)
Hook (specific cohort, specific outcome), Story (3-sentence why-this-exists), Offer (the Stack: 'you get X, Y, Z, totaling $97 in value, for $7'). Trust signal (named founder, dated proof). Buy button with explicit 'one-time, no subscription'.
Step 4
4. Deliver instantly with one-click access
Stripe payment success page is the access page. No login required, no 'check your email for instructions' delay. The buyer should be using the deliverable within 90 seconds of payment.
Step 5
5. Insert the OTO immediately after payment
One-page OTO offer (under 200 words) that extends the tripwire buyer's decision. If they bought 'pin one customer for $1', the OTO is 'pin three customers for $19', not 'become a full-funnel expert for $497'.
Step 6
6. Run the Soap Opera Sequence for 5 to 7 days
Email 1: 'Welcome, here's how to use the tripwire deliverable'. Email 2-5: Soap Opera narrative arc leading to the core offer. Email 6-7: Direct offer for the core product. The tripwire buyer is now warm.
Step 7
7. Add the core offer to the standard sequence
After the Soap Opera ends, the tripwire buyer rolls into the Seinfeld Email pattern for ongoing engagement. The tripwire-to-core conversion happens on day 1 (OTO) plus days 5-7 (Soap Opera close).
Common implementation mistakes
- Pricing the tripwire too high relative to the promise. A $27 'one diagnostic' tripwire usually underconverts vs a $1 version.
- Skipping the OTO. The OTO captures 15 to 35% of tripwire buyers and often doubles the funnel's profitability.
- No Soap Opera follow-up. The tripwire is acquisition; the Soap Opera is the conversion machine. Without it, you have a one-shot.
- Mismatched guarantee between tripwire and core. The tripwire's guarantee should be at least as generous as the core's.
- Hidden subscription on the tripwire (charging $1 then $19/month silently). Trust-break that survives years of brand work to undo.
Where this fits in the Value Ladder
Rung 1 (entry). The tripwire is the bottom of the value ladder – the first commitment a prospect makes that converts them into a customer.
People also ask
What is a tripwire funnel?
A tripwire funnel converts cold traffic to first-time buyers using a low-priced ($1 to $27) entry offer that promises one specific finished outcome. The tripwire's job isn't to make money – it's to convert prospects into customers, which doubles or triples the conversion rate on the follow-up core offer.
When should I use a tripwire funnel?
When you have cold traffic that won't convert directly to a $49+ offer, when you want to filter out tire-kickers without losing the cohort entirely, and when your core product has a natural tripwire-shaped first step (a diagnostic, a template, a Day 1 of a system).
When should I not use a tripwire funnel?
When your core offer is under $49 (the tripwire eats the same buyer twice). When your audience is warm and converts directly to the core offer. When you don't have a follow-up sequence ready – a standalone tripwire without a path forward is a one-shot.
Where does a tripwire funnel sit on the value ladder?
Rung 1 (entry). The tripwire is the bottom of the value ladder – the first commitment a prospect makes that converts them into a customer.
Questions founders ask about tripwire funnel
What's the ideal tripwire-to-core conversion rate?
5% to 15% of tripwire buyers upgrade to the core offer within 30 days. Below 5% means the ladder is broken (no natural-next-step). Above 15% usually means the tripwire was redundant – the buyer would have bought the core directly.
Should I offer multiple tripwires or just one?
One, at first. Multiple tripwires fragment the funnel and confuse the upgrade path. After the first tripwire is profitable, add a second only if it targets a different cohort with a different upgrade path.
Can I run a tripwire funnel for B2B SaaS?
Yes. The Unlock SaaS Starter ($1) is exactly a B2B SaaS tripwire. The same structure works for B2B audit-style tripwires ($497 paid audit converting to engagement) at higher price bands.
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