This episode started with a client question — "what's a tripwire?" — that turned into a full breakdown of every low-ticket funnel term the marketing world uses (and misuses). I walk through the difference between a tripwire, which is a low-ticket offer sitting on the thank-you page of your free opt-in, and an LTO, or low-ticket offer, which is that same product when you run traffic directly to it as the first page of a funnel. These aren't the same thing — and confusing them is why so many people declare their offer is broken when it's actually performing completely normally. A 1% conversion rate on a tripwire? Standard. The same offer converting at 3% as a direct-to-ad LTO? Also normal — because Facebook is training itself to find buyers instead of email-givers, and that's a different person. I also cover why you cannot run an LTO without an order bump and at least one OTO, what makes a one-time offer actually a one-time offer (hint: it doesn't have a credit card form), and what Kathy and I call a Paid Lead Maker — the structure that, when built right, can break even or turn a small profit on your ad spend. If you've ever stared at your funnel numbers wondering what went wrong, this episode might completely reframe what you're looking at.