Conversion Rate Traffic

The One Forgotten ‘Secret’ That Increased Our Sales 9 Fold & Will Do The Same For You

The One Forgotten ‘Secret’ That Increased Our Sales 9 Fold & Will Do The Same For You
Written by Peter Visser

I am going to take you back… about 5 months or so.

It was spring and I was in Phoenix, Arizona. Big Mouth Marketing was doing okay. We were getting 2-3 leads per week. Gary (the CEO) and I were going to several sales meetings every month.

Let’s fast forward to today. Guess how many leads we’re getting every week now?

Nope, not 10, not 15, not even 30. We got a grand total of 156 leads!

Let me repeat that: one hundred and fifty six leads.

Have a look at this screen shot of our CRM:

Our leads

I filtered that for the last 9 days (starting 21 Aug) including the weekend. Those are all actionable leads. Leads we can call, leads we email, leads who NEED our help and want our help.

Imagine you have this kind of consistency pouring into your business? You’d fall flat on your back. As are we.

We have only called about 30 of those leads, because we simply can’t keep up. In fact, as I write this article I keep hearing my outlook ‘beep’ with a new lead.

We are scrambling! We’ve interviewed more than 7 call centers to help us with all the leads. I have to admit that it is a very classy, lovely, wonderful, first world problem to have (too many adjectives?).

So how did we do it? How did we go from 5 leads per week to 156?

We started using the one forgotten ‘secret’ that all business owners take for granted. But perhaps you haven’t heard of it.

Every good company that uses this correctly takes over their local, and perhaps national, market.

The problem in explaining this little trick is that every single business is different and requires something unique.

In the case of Big Mouth Marketing, we were selling BIG marketing campaigns. Customers often put down tens of thousands of dollars up front to have us run their online and offline campaigns.

Trust me, I never used to take on cases this big. It is our CEO, Gary Musler, who’s been doing this since 1999,and was featured in Newsweek, who flinches at anything below $20k.

But this meant we didn’t have to take on many clients. However, I wanted to try something a little different.

And that is when we decided to implement the ‘tripwire’. That little, awesome thing that every single business person has forgotten about. I know many of the top marketers use it, but very few small businesses use it.

It is that really affordable product, that is in reach of everyone, whether they are rich or poor. And the idea behind it is simple.

A customer, no matter how small, is 10-20 times more likely to buy from you than your best prospect. So even if someone gives you just $1, the dynamic of the relationship has changed. You do not need to ‘sell’ them on the idea that they should do business with you.

In our strategy we didn’t ask for one dollar though, we didn’t ask for two dollars. We asked for $147 per month for one of our services. A service which used to cost $797 as an add-on package to something else that was $5,000 per month.

And what happened? Well, we ran this little Facebook campaign, optimized the ad, and got a stunningly low cost per click.

Screenshot 2014-10-03 09.30.44

And we get over 150 clicks per day.

The result? We get tons of leads and increased the number of customers we get 9 fold.

Granted, these customers aren’t the $10k customers we are used to. However, we still make money, everyone can afford us, and our small service kicks butt.

We can upsell websites, social postings, social wifi, blogging, and a bunch of other business changing services.

Okay, so how can you do this for your business?

It is pretty simple actually. Each industry has its own little thing.

Let’s say, for example, you are a dentist.

You should run a campaign on Facebook in your local area selling teeth whitening for $5-$10. Make it much MUCH lower than what retailers charge.

Then, on the very next page, offer them a free appointment or checkup. Do this for 2 months and your practice will be booming.

But what if you are a chiropractor? Or a naturopath?

It doesn’t matter. Find the little thing in your industry that everyone wants. For great ideas go to

You can get stuff straight from China at a super low cost.

Below are a few examples of some of the hardest industries to find tripwires for.

Screenshot 2014-10-03 09.31.50

In some of these obviously you can’t sell something for $5. If you are a homebuilder it would be stupid to assume you can upsell someone over $100k just because they bought an eBook.

However, perhaps you could sell garage doors, solar panels, or simple kitchen renovations?

Whatever the cost of your product or service, find something related that is way cheaper. Not only will it help you bottom line, but your competition is definitely NOT doing this.

And if you do it right, you will find yourself in the same situation we’re in. Too many leads, too little time.

So what industry are you in and what is your tripwire? Leave a comment in the comment section below…

Go on… do it. Leave a comment!

About the author

Peter Visser

Peter has been in the online space since 2008 when he created his first online company. Since then he’s made all of his money online. As well as designing and implementing custom strategies for businesses, he is also an avid fan of any kind of beer.

  • Jessica Gamble

    As a business owner this looks like a very good way to increase leads and potential clients. It would definitely put you ahead of the competition and lead to a booming industry. I look forward to contacting them about this “little secret”. Thank you!

  • Shandy

    I’m impressed with this business idea. It seems simple enough, but often overlooked, as people are generally going for bigger, better and ignoring the smaller picture that really adds up. It is something that many people forget in business. What a great way to break it down and explain how to gather extra leads and create a profitable relationship that is affordable and a great business tactic. Thanks so much for sharing!

  • Gwendolen Meyrick

    I’ve never quite considered this, but I can see the applications! I’ve often been too shy to aggressively market myself. As a small business owner, it can often seem overwhelming to put everything you have publicly, but with properly managed and structurally sound strategy for marketing, it’s a nice tactic to see your profits and opportunities grow.

  • Mona

    This is a very interesting strategy – I like the premise very much. I think it is definitely worth a try – I can definitely seeing it boost my sales (and, thus, my bottom line!)

  • Brian Ski

    Great idea.I’m a fan of finding something low cost to get a customer versus a lead. Thanks for this!

  • PrettyKitty13

    This is very, -very- unique! Ideas for businesses are always evolving and changing for the better, and your idea is really promising. I can’t wait to see this plan fleshed out even more. I’ll keep this in mind when I start my own business. Thank you so much for sharing!

  • Jaggedgirl

    This sounds like a wonderful opportunity to help a business grow and become successful. Brilliant idea. Where do I sign?

  • Maxine

    Excellent article! Thanks for sharing, and congrats on your success. 🙂 As an owner of a small spa, I’m pretty familiar with this tactic. I offer dirt-cheap bikini waxes right before summer hits, and I get customers for life (especially since it requires some upkeep!). I didn’t, however, consider the effectiveness of Facebook in this case! Perhaps it’s time to update my strategy for Christmas facials?

  • Christine Vanderlindenn

    I love this article! Definitely is a great opportunity to help grow business that can become successful. It does sound very promising and I love that.

  • kristen

    This is a fantastic article for anyone looking to grow their business. As someone who has recently become interested in building a financial life through a small personal business, this article has been more than inspiring to take another step forward. Hopefully, I can use this as a reference for my own success

  • ash eye

    This is so true. Thanks for this awesome article! I’ve seen many companies use this tactic, especially if they’re a business that’s new to an area. In fact, a chiropractor near me offered free first appointments and cheap follow-up adjustments and has gotten so many new customers. I will definitely keep this in mind as I begin my entrepreneurial journey.

  • Michael Killingsworth

    What an amazing and eye opening article! These tactics are so true. Who doesn’t love free? When you advertise a product or service as free, you get loads of feedback. And usually, free advertising! The people that hear about your free services will pass the info along to their friends, and so on. Very good approach to getting new clients and customers. Once they are in your store, you can then win them over with excellent customer service and make them want to spend money and come back!

  • Amber Gainey

    In this economy, great advice like this is priceless! This article helps people expand their business and learn how to use business strategies to be successful. These tactics will definitely open your eyes regarding business ownership.

  • Ali Bell

    Great helpful article! We are in the Chiropractic business and we a niche in our area with different techniques and technology than other offices. We have been offering free 1st visits ($200 value) to new patients and have gotten many this way!

  • Amantha Strawn

    I found this article very helpful. My son and I are opening a small consignment business and while your article talks mostly about higher profit jobs there are many ideas that I believe we will be able to use to make our business a success. Thank you so much for sharing your secrets to success.

  • Grim Spyder

    Very helpful article, I like the view point and it makes a lot of sense. This will be very beneficial for anyone wanting to open a business. Its just more tool in your bag. That will help you be a success.

  • Ahren

    This article is extremely helpful! I am in the graphical design business and find this to help me very much

  • SGold

    Interesting analysis and testimonial of how lead building can help grow a business. Great idea for the promotional offers on Facebook as well. I’m definitely going to try out some of this information.

  • Sam

    Very interesting article and a great read. You raise a few very valid points many of which I will remember while doing business.

  • Andrew Jensen

    I agree that you are much more likely to sell to a customer than you are to a prospect. Consistency in the aspect of business that you work in as well as who you work with is very important. Congratulations on your booming business.

  • Simone Fox

    This is a really cool article. I learned a lot.Each paragraph had amazing information about business.

  • l jungian

    I love the tripwire concept. I’ve been using a version of it in my business and it really works. Getting a foot in the door with the customer is really what its all about. If you offer a great product, the rest is easy.

  • Larissa Brunken

    Very interesting concept that has definitely been forgotten. I am going to try the tripwire concept in my home business. Thank you for reminding us it’s all about the consumers, not just our pocket books.

  • Kapi

    Thanks for sharing your expertise. I like the term you use “Tripwire” to describe what every business – big or small should seek out and try to optimize for. Keep these ‘secrets’ coming.

  • will ramsey

    I tried to do Google Adsense once and I never could get this to work. Very nice article!

  • Roscoe Smith

    My uncle is a veteran business owner and once tried to explain the trip wire concept to me, but I didn’t quite catch on. This article details everything that he was trying to tell me in a more simple form. I am looking to start a small business myself and will definitely keep this article in my bookmarks.

  • Kevin Monk

    Thank you for sharing your business expertise. I got some good information out of it.

  • Jeff Hansen

    Foot in door technique- really works! I used this on the App Store, giving away apps for free to drive paid downloads and IAP

  • Haven Watson

    I am reading tripwire concept article. I will use it in my Business and i think this concept really help us to be a success. Highly recommend all business man to follow the concept. Thanks

  • Judy Workman

    Lots of good information. I think I’ll try it. I need good leads for my domain business. I looked on tripwire’s website and it said 50% of the Fortune 500 trust Tripwire. Thanks for good info.

  • Kelly Turner

    Really Good information and had read whole article. Some of the point have catches my mind and love this article.