The Math Problem Every Course Creator Faces
Here's the dilemma.
You know you need leads. So you run ads to a free lead magnet.
Cost per lead: $3-5. Conversion to course sale: 1-2%.
You need 50-100 leads to make one sale. That's $150-500 in ad spend per customer.
For a $300 course, your profit is thin. For a $100 course, you're losing money.
There has to be a better way.
There is. It's called the tripwire strategy.
What Is a Tripwire?
A tripwire is a low-priced product (typically $7-$27) offered immediately after someone opts in for your free lead magnet.
The concept:
- Someone sees your ad
- They opt in for your free thing
- Immediately, they see an offer for a small paid product
- Some percentage buys on the spot
- That revenue offsets your ad costs
Instead of paying $3-5 per lead, your effective cost drops to $1-2. Or even zero.
And here's the magic: people who buy ANYTHING from you are 10-20x more likely to buy again.
You're not just covering costs. You're creating buyers.
Why $7-$27 Works
Low Barrier to Entry
At $7-17, the purchase is an impulse decision.
People don't need to think hard. They don't need spouse approval. They don't need to wait until payday.
If your tripwire solves a real problem, $7 feels like a no-brainer.
Creates Psychological Commitment
Something fascinating happens when people pay ANY amount.
They stop being "browsers" and become "customers."
This mental shift is huge. Customers feel invested. They pay attention. They're more likely to buy again.
A $7 purchase creates a buyer relationship. Free content doesn't.
Funds Your Acquisition
Let's do the math.
Scenario without tripwire:
- 100 leads at $3 each = $300 spent
- 2% convert to $297 course = $594 revenue
- Profit: $294
Scenario with tripwire:
- 100 leads at $3 each = $300 spent
- 10% buy $17 tripwire = $170 revenue
- Effective cost per lead: $1.30
- 2% convert to $297 course = $594 revenue
- Profit: $464
The tripwire adds 58% to your profit. From the same traffic.
And some tripwire buyers become course buyers too, improving conversion further.
What Makes a Great Tripwire
It Solves One Specific Problem
Your tripwire shouldn't try to do everything. It should solve ONE problem really well.
Bad tripwire: "The Complete Photography Starter Bundle" (too vague)
Good tripwire: "The 5-Minute Portrait Lighting Cheat Sheet" (specific, immediate)
One problem. One solution. Fast results.
It Provides Quick Wins
People should be able to consume and implement within 30 minutes.
This isn't a mini-course with hours of content. It's a shortcut.
Templates, checklists, swipe files, cheat sheets—these formats work best because they deliver instant value.
It's Related to Your Main Offer
Your tripwire should naturally lead to your main course.
If your course teaches photography, your tripwire should help photographers.
The tripwire shows them what's possible. The course shows them how to master it.
It Feels Like a Steal
At $7-17, people should think: "This would be worth $50 easily."
That perception of value makes the purchase feel like a win.
Don't just slap a low price on thin content. Create something genuinely valuable and price it below its worth.
Types of Tripwire Products
Templates and Swipe Files
Examples:
- Email sequence templates ($17)
- Social media post templates ($12)
- Contract templates ($27)
- Proposal templates ($19)
Templates save time. People love saving time.
Checklists and Cheat Sheets
Examples:
- Launch day checklist ($7)
- Photography settings cheat sheet ($9)
- SEO audit checklist ($12)
- Equipment buying guide ($11)
Simple, scannable, immediately useful.
Mini Workshops or Trainings
Examples:
- 30-minute masterclass recording ($17)
- Live workshop replay ($27)
- Quick-start tutorial video ($12)
Video content at tripwire prices feels premium.
Resource Libraries
Examples:
- 50 Instagram templates bundle ($17)
- Stock photo pack for [niche] ($12)
- Sound effects library ($19)
Bundles of useful resources have high perceived value.
Tools and Calculators
Examples:
- Pricing calculator spreadsheet ($12)
- ROI calculator ($17)
- Project planning template ($19)
Interactive tools justify slightly higher prices.
The Tripwire Funnel Structure
Step 1: The Ad
Your ad promotes your FREE lead magnet, not the tripwire.
The tripwire stays hidden until after opt-in.
Example ad:
"Free download: The 7 portrait lighting setups every photographer needs to know. No fancy equipment required."
Step 2: The Opt-In Page
Simple landing page. Minimal distractions.
- Headline promising the benefit
- 3-4 bullet points of what they'll get
- Email opt-in form
- "Get Free Access" button
That's it. Don't oversell the free thing.
Step 3: The Tripwire Page (One-Time Offer)
Immediately after opt-in, redirect to the tripwire offer page.
Key elements:
- "Wait! Your download is on the way..." (confirmation they'll still get the freebie)
- "But first, I have something special for you..."
- Introduce the tripwire product
- Stack the value (what's included)
- Show the low price
- Create urgency ("only available on this page")
- Add to cart button
- Clear "no thanks" link for those who aren't interested
Step 4: Thank You + Delivery
Whether they buy or not, deliver the original lead magnet.
Don't punish people for not buying the tripwire.
For buyers, deliver both the tripwire and the lead magnet.
Step 5: Email Sequence
Now they're in your email list. Nurture them toward your main course.
Tripwire buyers get a slightly different sequence acknowledging their purchase:
"Thanks for grabbing [Tripwire]. Here's how to get the most out of it... And when you're ready to go deeper, [Main Course] is waiting for you."
Pricing Strategy
The Psychology of $7
$7 is the classic tripwire price. It works because:
- It's less than most lunch purchases
- No overthinking required
- Credit card processing fees don't eat too much margin
$7 is best for very simple products (single templates, short guides).
The $17-27 Sweet Spot
For more substantial tripwires, $17-27 hits the sweet spot.
This price says "this has real value" while still being impulse-friendly.
$17 is popular because it still feels "under $20."
Higher Tripwires ($37-47)
For premium audiences or more comprehensive products, you can push to $37-47.
This works better when:
- Your audience has higher income
- Your product is clearly substantial
- You have strong social proof
Higher prices mean fewer buyers but more revenue per buyer. Test to find your sweet spot.
Creating Urgency (Ethically)
One-Time Offer
Make it clear this price is only available on this page, right now.
"This is a one-time offer. Once you leave this page, the price goes to $47."
Only do this if it's true. Don't lie.
Countdown Timer
A countdown timer (15-30 minutes) creates real urgency.
When the timer expires, redirect them away from the offer page.
Limited Availability
If you genuinely have limited spots (workshop replay expires, etc.), say so.
"This workshop recording will be removed in 48 hours."
Conversion Rate Expectations
Realistic tripwire conversion rates:
- From cold traffic opt-ins: 5-10%
- From warm traffic (existing audience): 10-20%
- From hot traffic (engaged fans): 15-30%
If you're below 5%, your offer might need work.
If you're above 20% from cold traffic, you might be underpricing.
Test and optimize.
Bumps and Upsells
Order Bump
An order bump is an add-on offered on the checkout page.
Example:
Main tripwire: Portrait Lighting Cheat Sheet ($17) Order bump: Bonus posing guide ($9)
"Add the posing guide for just $9 more" checkbox on checkout.
Order bump conversion is typically 30-50%.
One-Click Upsell
After purchase, offer a one-click upsell to a higher-priced product.
Example:
After $17 tripwire purchase: "Wait! Upgrade to the complete bundle for just $47 more" (one-click, no re-entering payment info)
Upsell conversion is typically 10-20%.
Downsell
If they decline the upsell, offer a smaller version at a lower price.
"Not ready for the full bundle? Here's just the video training for $27."
Downsell conversion is typically 5-15%.
This sequence can dramatically increase average order value.
Technical Setup
Payment Processing
You need a checkout solution that supports:
- One-time offers (showing tripwire only after opt-in)
- Order bumps
- One-click upsells
Popular options:
- ThriveCart (one-time payment)
- SamCart (subscription)
- Teachable/Thinkific (built-in)
- WooCommerce with plugins
- Shopify with apps
Automation
Your email platform needs to:
- Tag purchasers vs. non-purchasers
- Send different sequences based on purchase behavior
- Deliver digital products automatically
Most platforms (ConvertKit, ActiveCampaign, etc.) can handle this with proper setup.
Tripwire Examples by Niche
Photography
- Lead magnet: "5 Free Lightroom Presets"
- Tripwire: "Complete Preset Pack (50 presets)" - $17
- Main course: "Lightroom Mastery" - $297
Business/Marketing
- Lead magnet: "Email Subject Line Swipe File"
- Tripwire: "Complete Email Templates Bundle" - $27
- Main course: "Email Marketing Accelerator" - $497
Health/Fitness
- Lead magnet: "7-Day Meal Plan"
- Tripwire: "30-Day Meal Plan + Shopping Lists" - $19
- Main course: "Nutrition Coaching Program" - $297
Productivity
- Lead magnet: "Daily Planning Template"
- Tripwire: "Complete Productivity Toolkit" - $17
- Main course: "Time Management Mastery" - $197
Common Tripwire Mistakes
Too Much Content
A tripwire isn't a mini-course.
If it takes 5 hours to consume, it's too much. People get overwhelmed and never finish.
Keep it small and actionable.
No Connection to Main Offer
Random tripwires don't build toward your course.
Every tripwire should leave people wanting more of what you teach.
Overcomplicating the Page
The tripwire page isn't a long-form sales page.
Keep it short. They already opted in. They're already interested.
Headline. Value stack. Price. Buy button. Done.
Weak Delivery
If the tripwire sucks, they won't buy your course.
Treat it like a paid product (because it is). Make it genuinely valuable.
Measuring Success
Key Metrics
- Tripwire conversion rate: % of opt-ins who buy
- Average order value: Tripwire + bumps + upsells
- Cost per lead after tripwire revenue: (Ad spend - tripwire revenue) / leads
- Tripwire-to-course conversion rate: % of tripwire buyers who become course students
Break-Even Analysis
Calculate your break-even point:
If tripwire revenue equals ad spend, you're acquiring leads for free.
If tripwire revenue exceeds ad spend, you're getting paid to acquire leads.
That's the goal.
Your One Small Win Today
Look at your best-performing lead magnet.
What's one thing you could create that goes slightly deeper?
- If your lead magnet is a checklist, the tripwire could be templates
- If it's templates, the tripwire could be video tutorials showing how to use them
- If it's a short guide, the tripwire could be the complete system
Write down one tripwire idea you could create in the next week.
Even a simple tripwire can transform your economics.
Next Step: Got your tripwire ready? Now you need people to see it. Read Paid Ads for Course Creators—how to run your first $500 Facebook/Instagram campaign that actually converts.