Tripwire sales page script

TL;DR

Tripwire sales page script TL;DR

The script, block by block

1. Block 1 · Block 1: Hook (1 sentence, top of page)

   Name the audience and the specific outcome.

   Say something like

   [For specific audience] who [specific situation], here's [specific finished thing] for $[1 to 27].

   Founder note

   Hook is the H1. If a stranger can't tell from the H1 alone who this is for and what they get, the tripwire is broken.

2. Block 2 · Block 2: Story (3 sentences)

   Why this exists. The 3-sentence why-it-was-built.

   Say something like

   I built this because [specific observation about the audience's pain]. After [specific number] of these, the pattern was [specific insight]. Now I'm packaging it up so you can [outcome] without [common alternative cost].

   Founder note

   Three sentences total. Story builds trust; longer copy turns this into a VSL-shaped page, which underperforms at tripwire price points.

3. Block 3 · Block 3: Stack (5 bullet points)

   List 5 deliverables, each with a small dollar anchor.

   Say something like

   Here's what you get:\n• [Deliverable 1] – [small anchor, e.g. $19 value]\n• [Deliverable 2] – [$15 value]\n• [Deliverable 3] – [$25 value]\n• [Deliverable 4] – [$10 value]\n• [Bonus 5] – [$15 value]\nTotal value: $84. Your price today: $7.

   Founder note

   Stack is the close mechanic at every price point. Five distinct deliverables – not five rephrasings of the same thing. The total-to-price ratio gives the reader something to anchor against.

4. Block 4 · Block 4: Credibility (1 sentence)

   Named founder, dated specific outcome.

   Say something like

   Built by [your name], who [specific dated outcome, e.g. 'teardown 41 indie SaaS pages between January and April 2026'].

   Founder note

   One specific dated number beats every 'expert' badge. Generic credibility ('trusted by founders') hurts conversion at tripwire price points because it reads as marketing.

5. Block 5 · Block 5: Buy button (with explicit terms)

   Buy + explicit no-subscription guarantee.

   Say something like

   [Buy button: 'Yes, send me [deliverable] for $7']. Below button: 'One-time charge, no subscription, instant access. 60-day money back if you don't [specific outcome].'

   Founder note

   Explicit terms beat trust-implied terms at the tripwire step. 'One-time charge' verbatim. 'No subscription' verbatim. Trip-feel kills tripwires; explicit terms remove the trip-feel.

6. Block 6 · Block 6: Post-purchase OTO (next page)

   Show the OTO immediately after Stripe success.

   Say something like

   On the Stripe success page: 'You just got [front-end]. Want [extension of the same decision] for $[2–5x front-end price]? One-click add, no re-entering payment info.'

   Founder note

   The OTO captures 15 to 35% of tripwire buyers and often doubles funnel profitability. Must extend the decision the buyer just made, not introduce a new one.

Variables to fill in

• [audience] – Specific cohort. The hook lives or dies on this.
• [finished thing] – Something the buyer can use in one sitting. Not a course – a worksheet, a diagnostic, a template.
• [price] – $1 if one-shot. $7 to $27 if multi-day commitment.
• [guarantee event] – Measurable trigger, not subjective satisfaction.

Common script-level mistakes

• Over-writing. Above 400 words and the page reads like a VSL, which underconverts at tripwire prices.
• Vague stack. 'Includes 30 minutes of video' instead of 'Module 1: Diagnose your hero section'.
• No explicit 'no subscription' language. Tripwire dispute rate climbs without it.
• Generic credibility. 'Trusted by founders' at $7 reads as marketing, not proof.
• No OTO. Skipping the OTO leaves 15 to 35% of profit on the table per buyer.

Questions founders ask about this script

Related funnel playbook

Tripwire funnel playbook →
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.

Related Brunson terms

• Offer →
• Stack Slide →
• Value Ladder →