What’s The Difference in a Tripwire and Low Cost Offer?
What’s The Difference in a Tripwire and Low Cost Offer?
The answer for many savvy marketers will probably be, “nothing…”
But that’s not exactly right.
At least, that’s not the answer I’m looking for…
You see, entrepreneurs Ryan Deiss and Perry Belcher of Digital Marketer presented the “tripwire” as the first step in their funnel-building approach.
It was a chance to give customers something easy now, with the hope of converting them into profitable customers later.
i.e. a low-cost, low-price offer
For marketers in the know, a low-cost, low-price offer was a common idea…
In fact, the idea was a commodity. It was a given.
And because the concept of low price offers was familiar…
Ryan and Perry could not sell that idea to anybody.
Who in their right mind would pay for information they already knew?
But nobody had heard of a “tripwire” before.
So Ryan and Perry took the common thing and (as Todd Brown calls it) transubstantiated it into something different.
In my latest YouTube video I talk about the dangers of your idea being viewed as a commodity.
But I wasn’t smart enough to phrase the benefit the way Todd Brown does in his book, “How to Find Your Big Marketing Idea”…
Here’s how Todd Brown put it…
“And when they presented the idea of a tripwire to the market, it triggered the feeling of something new for prospects. It made prospects think, ‘Ah. A tripwire is what I’ve been missing. That’s the reason why I’ve been struggling. That’s what I need.'”
“And because it was viewed as something new and different, it gave prospects hope. Hope… that learning and using a tripwire would give them the marketing pay-off they were after. And, for many, it did.”
So the Difference in a Low Cost Offer and a Tripwire…?
Hope.
One offers hope. The other offers the same ol’ same ol’.
If your customer wanted the same ol’ same ol’, they wouldn’t be interested in your solution at all.
So do not present your solution as a commodity.
Present it as original, unique, new & novel…
Present it as hope.
You can get Todd Brown’s book “How to Find Your Big Marketing Idea” here: https://bigmarketingideabook.com/get-your-copy-clean
That is NOT an affiliate link but I do wish you would read that book ASAP.
It’s short, but it’s very important and useful.
And it’s only seven bucks.
I Read A LOT… All Writers Should
I’ve read a several books already this month.
And I’ve even read some of them (or listened to on audible) twice.
But you also need to be constantly writing to be a good writer.
I send out an email to my list once a day…
Where I write about copywriting stuff, marketing stuff, and self-improvement stuff…
And I keep delivering steady YouTube videos and adding to my swipe file as frequently as possible…
All while still being a high-performing, million-dollar copywriter at Agora Financial.
So how am I able to juggle so much stuff and still get home to my girlfriend by 7 every night?
I really have a guy named Cal to thank for that.
He taught me about a simple secret that has made all the difference.
Once I learned about it, I recognized that single secret was what put A-listers at Agora Financial MILES beyond the B and C writers.
It seemed a simple and straightforward concept…
Which he called “deep work.”
So when I initially learned of it, I thought I “got it.”
I knew deep work was good…
And the opposite, “shallow work,” was bad.
Deep work was anything that leverages your professional expertise or adds value to the world.
Shallow work was administrative junk that added no value.
- Writing an email to co-worker: Shallow work
- Writing a sales letter: Deep work
- Attending a meeting: Shallow work
- Digging up and compiling research for a sales letter: Deep work
Deep work makes the money, shallow work do not.
So I should just do more “deep work.” Easy peasy.
But I was dead wrong. It wasn’t that simple.
Knowing wasn’t enough. I needed a mindset shift.
I needed to unlearn bad habits before I could form entirely new ones.
I needed to learn how to protect my deep work time, and how to view the incredibly sneaky shallow work intrusions as hostile.
These were not skills that came natural to me. In fact I had to take down a lot of notes…
After learning exactly HOW to utilize this powerful skill through Cal Newton’s book: Deep Work, I’ve been a productivity machine.
So much so, that at the end of each work day I still had time to put together kylethewriter.com and create daily Youtube videos for free…
And I still have the time to draft emails and whatnot.
The lessons in Deep Work will help rookie and veteran copywriters quickly multiply their productivity, and their earnings.
I highly recommend you pick it up if you haven’t read it already.