What it is
A 4–6 step post-purchase OTO chain that widens the aperture with each step. Today, U1 (Mag-Split Core Reactor) is the only post-purchase offer. Every "no" exits the funnel; every "yes" also exits. Adding U2, U3 and two downsells unlocks 3–5 additional chances to raise the ticket per buyer.
Why this fits TerraShell specifically
Your U1 converting at 19.8% at $269 AOV is the clearest signal that the audience will keep spending post-purchase. They just committed emotionally to "protecting the family from the next storm" — buying momentum is at its peak.
Preparedness as a category has a unique property: the buyer's internal frame is "complete the kit," not "I already bought." Every additional preparedness product slots into the same mental model.
The reference funnel: 4Patriots (scroll through every step)
Click any thumbnail to open the above-the-fold preview plus the full-page scroll.
The two playbook variants we've seen work
Variant A — Lulutox "widening funnel" (cross-brand)
- U1: More of the same
- U2: Same benefit, adjacent brand ("detox tea → detox foot pads")
- U3: Same brand, different benefit ("AM detox → PM sleep")
- U4: Same demographic, different category
Variant B — Primera "niche-to-mass fan-out" (same brand, modality-matched)
- U1: More of the same
- U2–U4: Same brand, widening into mass-market problems the same demographic has
- Every upsell is a video page (matches the front-end modality)
- A single expert figure carries trust through the whole chain
- Total possible cart value: $1,100–$1,200
Watch Cain (FOTW) explain the Primera map in his own words. The first clip lays out the 4-upsell structure; the second reveals the cart value: 05:01 / 28:26 / 26:38.
Proposed TerraShell chain
| Slot | Product | Price tiers | Logic |
|---|---|---|---|
| U1 (existing) | Mag-Split Core Reactor | $138 / $236 / $294 / $528 | "Active heat complementing passive insulation" — already working at 19.8% |
| U2 (new) | Solar/Hand-Crank NOAA Radio + Flashlight Combo | $49 / $89 / $149 | "When the power goes out, the information goes out." Webb narration: info is the second deadly gap after warmth. |
| U3 (new) | 72-Hour Emergency Food Bucket or Family Water Filtration Kit | $97 / $179 / $297 | "You've solved warmth. Now solve the next 72 hours." Callback to Webb's "72-hour FEMA baseline" from your advertorial. |
| D1 (after U1 decline) | 1x TerraShell at the deepest discount you've ever shown | $39 one-unit | "OK — not the full kit. But don't leave with zero. Here's one for the car." |
| D2 (after U3 decline) | Printed Family Emergency Action Plan + Laminated Wallet Card | $19 | Nearly-zero-COGS digital+print. Closes the session on a "yes." |
Supplementary reference: BBCo Provitalize's OTO chain
A second scraped example — BBCo Provitalize uses the same "same-brand, modality-matched" fan-out. Open either OTO page to see how they compress the pitch into a single scroll while maintaining the expert/identity through-line. Good reference for the copy density of your U2/U3 pages.
Derila Ergo — the 5-step accessory-ladder reference
Derila Ergo runs a slightly different variant on the same pattern: five sequential accessory OTOs that climb from protection → enhancement → duplicate → insurance. They push AOV from ~$35–$69 all the way to $189.62. Watch Omar walk through every step: 37:49 / 46:15.
Implementation spec
- Post-purchase engine: Checkout Champ, Zipify OCU, or Funnelish all run this natively
- Modality match: Every upsell page needs the same "WAIT {shipFirstName}!" logistics-pivot framing you already nailed on U1
- Marcus Webb through-line: record 45–90 sec video intros for U2 and U3 in the same voice — keeps trust compounding
- Bridge copy on every fan-out (Primera pattern): open each upsell with "Congrats — your TerraShell is locked in. One more critical gap before your order ships..."
- Tier math: copy your U1's 2/4/6/12-unit structure — it's working
- Downsell routing: D1 shows only if U1 is declined. D2 shows only if U2 AND U3 are declined.
Expected lift math
Watch-outs
Video evidence summary
The playbook references across three FOTW breakdowns — click each to watch at the exact timestamp.
Next moves
- Confirm fulfillment partner for Solar Radio SKU (U2) and Emergency Food (U3)
- Record Marcus Webb 45–90 sec intros for U2 and U3
- Stand up the U2 page in Checkout Champ matching U1's "WAIT {shipFirstName}!" template
- Write D1 and D2 pages (can use the same template; swap the offer)
- Investigate the U1 reach gap (647 / 1,485) before launching the extension — fixing that alone may move revenue more than any of this