262 How to Build a Tripwire From Your Main Offer

Send us Fan MailGet your tripwire product ideas here: 👉🏼 https://datadrivenmarketing.co/tripwireDerek Callan has been coaching business English for over 22 years, has clocked more than 10,000 hours of in-company training, and has built a YouTube channel with 250,000 subscribers and nearly 10 million views. He is, by any measure, someone who knows his stuff. So what I really wanted to get into with him was the messier side of the journey, figuring out who your real customer is, what they actually want to buy, and how to build a funnel that lines up from first click to paid client.Derek recently launched a high-ticket one-to-one coaching programme targeting professionals who freeze under pressure, presentations, meetings, the calls that matter. He sold out his founding five spots from a small segment of his email list. We talked through where to go from there, how to price it, and a specific idea around selling a paid assessment as a tripwire that leads cleanly into the main programme.We also got into what he learned from our Instant Course Sales programme, why mindset is the biggest barrier in language learning, and what it actually looks like to try to align your YouTube content, your lead magnets, and your offers when you have several courses running at once.Derek is genuinely great to talk to. Warm, thoughtful, honest about what is and isn't working. And the bit near the end about asking his wife to summarise the podcast for him... I will say no more. You will enjoy that part.Check out Derek's work:🌐  https://www.derekcallan.com/▶️ https://www.youtube.com/@derekcallan-englishforpros