Expert Secrets Reviewed – How Does the Russell Brunson Book...
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Creating a remarkable service or product is one thing – reaping its full benefits is quite another. Regardless of how ‘game-changing’ your product is, it can’t sell itself!
As a business owner, you must find the best way to reach your target customers and actually achieve your objectives, which mainly revolve around making sales. You must generate traffic, explain the problem-solving value of your products, guide leads towards conversion, reverse risk, and effectively address any challenges that arise. But how? Two words: sales funnels!
Building and maintaining a sales funnel is a delicate process that—if done right—could propel your business to greater heights. But as you’ll soon find out, creating an effective sales funnel is easier said than done. Which is where sales funnel courses come in. More specifically, the much-hyped One Funnel Away Challenge.
In a nutshell, the One Funnel Away Challenge is a course affiliated to ClickFunnels—a funnel building software co-founded by Russell Brunson (aka. the funnel guy). As implied in its moniker, the training course is based on the relatively audacious claim that you’re one funnel away from the business success you crave.
How true is this claim? Is your business really one funnel away from taking off? To get answers to these questions and more, I delved deep into the abyss to uncover everything there is to know about the course—including what it teaches, the costs, the problems it solves, the pros & cons, testimonials, and everything in between. Read on for the unbiased One Funnel Away review.
First thing first, what is a sales funnel? And why do you even need it?
In its simplest form, a sales funnel is the step-by-step process of guiding your leads, prospects, and customers towards your offer (service or product). Each step you take brings your target audience closer to buying or subscribing to your offer. Traffic gets in – buying customers come out the other end.
If well-structured, a sales funnel is like holding the hands of your prospects and gradually walking them through your business establishment—all the way to the checkout counter. In fact, there’s a good chance that you’re already in someone’s sales funnel. Yes, that right! The cuppa tea/coffee you bought in the morning, the grocery store errand you just ran, the items in your Amazon cart—these are all sales funnels in action.
The term “sales funnel” is derived from…you guessed it…the shape of an actual funnel. It’s wider at the top as traffic from your marketing campaigns flows in by the numbers. But the number of leads shrinks as you go further down—leaving you with the most qualified customers. You create awareness, build interest, provoke a decision, and sell.
Here’s what your business can gain from a well-designed sales funnel.
Build Trust with Prospects:
According to the 2019 Edelman Trust Barometer, building consumer trusts more than doubles the sales of a product—and the buyers are 2x more likely to stay loyal. A sales funnel provides room for you to win over your customers and earn their trust through features such as automated email series.
Increase Lifetime Value:
Sure, you’ve made a sale—but what now? Do you move on to the next customer or do you work to retain existing ones? Industry statistics point to the latter. Loyal returning customers are 4 times more likely to refer your business and 7 times more willing to try out a new product/offer. As you advance down the sales funnel, you tend to focus on retaining buyers and offering upsells—allowing you to increase the lifetime value of your customers.
Consistent Revenue and Profits:
Why do we use physical funnels in the first place? To avoid messy situations and facilitate a consistent flow of fluid, right? The same idea applies to business sales funnel—they bring sanity and order to your lead capturing and revenue-generating efforts.
Time to Focus on Other Business Activities:
If well-designed and structured, a sales funnel facilitates an automated process. Measures are put in place to pull traffic, nurture leads, and make sales. This allows you to divert your attention to other activities that help grow your business.
Sales funnels are great! That’s a fact that should be set in stone by now. But how do you go about building one?
Unless you have an understanding of how the gears fit, the concepts of a sales funnel can be complicated. It typically involves several features, concepts, and customization options that can be overwhelming to a beginner. Not to mention the possibility that a poorly-designed funnel could do more harm than good.
Luckily, there are tons of courses to help you make the most of sales funnels—while steering clear of the risks. Here are some of the best sales training courses available today:
The One Funnel Away Challenge is a 30-day plan that details the steps online entrepreneurs need to build and launch a sales funnel. The primary aim of the sales training course is to help businesses push products and convert prospects into customers. This includes writing amazing sales copy, upselling your products, maintaining high conversion rates, and addressing common objections (more on this later).
Motivational speaker, best-selling author, sales coach, and real estate mogul – Grant Cardone has quite a rapport. And he shares some of the tips that propelled him into the success he is today through his sales training course. It includes everything from the selling basics, understanding the buyer, to industry-leading strategies to master the sales process. Although it’s not explicitly a sales funnel course, you get to learn most—if not all—of the processes/steps in a typical sales funnel.
This is a Udemy-hosted rigorous course by Nathan Williams in which he dives deep into every imaginable detail about sales funnels. With thousands of students in his roaster, it’s easy to see why this is one of the best sales funnel training courses. Williams walks you through the entire process of building and maintaining a sales funnel—including the best way to design and launch an optimized landing page. Keep in mind that the entire course is hinged on the ClickFunnels SaaS software.
Quoting the Kellogg School of Management course description, “In this online program you will gain a comprehensive view of the entire sales process – from preparation through contact and on to scaling – by building the necessary sales and management habits that lead to success.” The course is ideal for new and established entrepreneurs looking to acquire the best tools and practices in sales.
The course targets both professionals and entrepreneurs who are new to the world of traffic and funnels. It takes a generalized viewpoint that helps it reach a larger target audience. As Russell Brunson—the man behind the course—put it, the One Funnel Away Challenge is meant to give you “The life you want, the marriage you want… The family that you want.” And all this is going to be “fueled by the business you build.”
As much as a sales funnel could potentially turn your struggling business into a well-oiled money-making machine, the claim by OFA is far-fetched—and rather bold at best. Not to throw shade at Russell Brunson and his team—but you will need a truckload of “rabbits’ feet” and an alignment of all your star for one funnel to turn your business into an overnight success. Here’s the basis of this argument.
A funnel is just one piece on the business chessboard. Yes, it may open a path for you to attack the opposing king—but it demands the coordinated movement of other pieces if you’re to navigate your way to success.
Chess references aside, it’s unlikely that a single funnel will address all your problems as an entrepreneur. There a product to develop, a target audience to understand, traffic to generate, and an offer to deliver. Each of these steps requires its own level of attention—and in some cases, a different funnel.
There’s a lot of work that goes into building, launching, and maintaining funnels. A 30-day course will not automatically change this. If anything, the title “One Funnel Away Challenge” is bait to capture your attention. But things only get interesting when you take this bait.
While it’s hard to condone the approach by OFAC to attract students, I respect the habits and knowledge that the course instills. More specifically, it fires you up to take initiative and overcome some common barriers—including lack of technical knowledge, reluctance/laziness to learn new skills, and lack of a well-defined sales structure.
The One Funnel Away Challenge is brought to you courtesy of 3 highly-regarded digital marketing experts—i.e. Russell Brunson, Julie Stoian, and Stephen Larsen. All of these coaches are proven experts in online business and they’ve all leveraged sales funnel along their journey. Get to know more about who they are below.
Russell Brunson – The Strategist
At this point, Russell Brunson doesn’t really need an introduction. He’s a staple name in the world of digital marketing—and even nicknamed the “funnel guy,” owing to his nearly-inseparable association with funnels.
But for the sake of those who are new to sales funnels, Brunson is the co-founder of ClickFunnels (one of the leading funnel building software). He burst onto the scene nearly a decade ago—and quickly changed how digital marketers approach the concept of traffic and funnels. He’s also the author of best-selling books such as DotCom Secrets, Expert Secrets, and Traffic Secrets.
In the One Funnel Away Challenge, he takes up the role of “The Strategist”—guiding users on the best mindset and strategies to build sales funnels that actually work. He lays down the groundwork based on his experience and in-depth knowledge of the industry. Expect informative daily coaching videos from the strategist.
Julie Stoian – The Transformer
Ambitions are merely dreams—and it’s up to you to turn them into a reality. This is the role of Julie Stoian—the Vice President of Marketing at ClickFunnels. As a Two Comma Club Winner, she more than understands how to make the most of funnels. She also has an enviable growth-hacking track record. Some of the brands she has helped create include Digital Insider, Funnel Gorgeous, and Create Your Laptop Life.
She takes you through the “grind”—showing you everything you need to know about turning the strategies by Russell Brunson into actionable lessons. If your main goal is to turn your business plans, goals, and ambitions into a running funnel, Stoian’s lessons will be a wonderful resource.
Stephen Larsen – The Executioner
Completing the trio of funnel experts is Stephen Larsen. Also a Two Comma Club Winner, Larsen is the guy who riles you up and pushes you forward to complete your daily tasks—hence his nickname, The Executioner.
Larsen is actually an alumnus of Russell Brunson’s work. His journey into ClickFunnels started with a copy of DotCom Secrets, attending Funnel Hacking events…and the rest is history. He is characterized by his trademark enthusiasm and fun demeanor that helps liven the One Funnel Away Challenge.
Brunson strategizes, Stoian transforms, and Larsen executes. In addition to these three coaches, the One Funnel Away Challenge also gives you access to interviews with several Two Comma Club winners.
We’re all different—and what works for you may not work for another. For this reason, here’s a breakdown of who the OFA challenge is best suited for and who it’s not.
People Who Should Enroll
The lessons from the One Funnel Away Challenge are delivered in a weekly sequence—with each week building on the last. Think of it as one 30-day journey with weekly milestones (and homework) that complement the main goal. Read on for a breakdown of what each week covers and what you should expect to learn from the coaches.
At this stage, you’re being prepped for the journey ahead. Pre-training focuses on helping you develop the mindset. The underlying idea is that the mind can either be the cause of your downfall or drive you to success. It all depends on the mindset you choose to embrace.
“If you believe you can, you probably can. If you believe you won’t, you most assuredly won’t. Belief is the ignition switch that gets you off the launching pad.” — Denis Waitley
The specific content covered in Week 0 includes:
If you followed the guidelines in Pre-Training, you should be rearing to go by Week 1. This is when you learn how to present your offers and brand. According to the coaches, people are more interested in the benefits give and stories you tell than the features of your product/service.
You’ll learn how to create irresistible offers and lead magnets that pull your potential customers by the masses. The lessons in Week 1 are summarized into three core processes: developing a hook, telling a story, and selling your offer – in that order.
The specific content covered in Week 1 includes:
Time for a test run! Week 2 is all about putting the lessons you learnt in Week 1 (i.e., hook, story, offer) into practice. You’re required to create your own unique story and test your hooks to see if they capture the attention of your target audience. You’ll also learn how to make people identify with/feel connected with you and your offering.
The specific content covered in Week 2 includes:
Mindset (check), hooks/stories (check), testing hooks/stories (check) – now it’s time to transform all this into a funnel. Week 3 teaches you how to build sales funnels based on your hooks/stories from the previous week. This is when you get your hands dirty as you learn how to actually use ClickFunnels—including creating landing pages, writing catchy headlines, and creating sales.
The specific content covered in Week 3 includes:
Traffic is the backbone of any online business. It’s the lifeline that keeps your business running—and any loss of traffic directly affects your sales. With this in mind, Russel and his team will teach you the “secrets” to mastering traffic and funnels. Expect in-depth explanations on different types of traffic (i.e., ads, social media, email lists), generating more traffic, and increasing the number of quality leads. Week 4 training also includes the steps to optimize your sales funnels for maximum benefits.
The specific content covered in Week 4 includes:
Week 5 – Post-Training (Next 90 Days)
The final week of the One Funnel Away Challenge is where the coaches send you out into the world—equipped with the tools, armed with the strategies, and driven by the mindset. The coaches teach you how to maintain the mindset and improve your business through funnels for the foreseeable future. Simply put, they answer the question: What next?
The specific content covered in Week 4 includes:
One Funnel Away Challenge will set you back $100 for the digital version. But if you want the physical OFA Challenge Kit, you’ll also need to cover the shipping costs ($19.95 in the U.S. or $29.95 internationally).
The $100 package comes with:
30 day of video missions from Russell Brunson, Stephen Larsen, and Julie Stoian (Valued at
A customized One Funnel Away Challenge Kit (Valued at
You also get free bonuses which ClickFunnels claims are collectively valued $885.
This is a 550-page manual containing detailed descriptions of strategies used by Two Comma Club members. It includes the full funnel plans that each of the individuals used to succeed. They answer the question and premise of the book: “If you just lost everything, how would you get your wealth back in 30 days as an unknown newbie?”
Members of the Two Comma Club share their funnel plans to help you build effective sales funnels.
This Mp3 player contains more than 50 voice recording of Russell and Stephen from the first Once Funnel Away Challenge. It includes daily training recordings for the 30 days and live-coaching calls. If you order the digital version, you’ll get downloadable recordings rather than an Mp3 player.
By ordering the physical version of the One Funnel Away Challenge course, you get a spiral-bound workbook—but if you opt for the digital offer, you’ll have an option to download and print. The Workbook helps you put down your ideas or key points into writing.
Step-by-step walk-through inside the funnels of Two Comma Club Members.
Like Ying and Yang, Light and Darkness – there’s always a good and bad side to things. In the case of the One Funnel Away Challenge, here are its pros and cons.
The challenge is engaging: It’s designed in such a manner that you have to participate and take a proactive role in the training.
Value for Money: Judging by the credibility/expert status of the coaches and the content offered in the course, the $100 price tag is reasonable. Not cheap, but reasonable.
Easy to Follow: The lessons are taught in a step-by-step process that makes the concepts a lot easier to understand—even for beginners.
Practicability: Most of the traffic and funnel ideas taught in the Challenge draw from real-life examples—making it more applicable for students.
Guarantee: The fact that the ClickFunnels guys are willing to fully reimburse you if you decide the course is not for you, is the ultimate sign of their confidence in the training.
Learn from Proven Experts: Quoting Tony Robbins, “If you want to be successful, find someone who has achieved the results you want and copy what they do and you’ll achieve the same results.” I’ll leave it at that!
ClickFunnels Promotion: Depending on the way you look at it, this may be a con or a pro. If you’re planning to leverage the features of the funnel building software, you’ll love the approach. But if you’re not planning to subscribe to ClickFunnels, you may find it rather annoying.
Misleading Claim: As highlighted earlier, the idea that you’re one funnel away from the success you desire is audacious. The actual process is complex and it involves several gears to function properly.
Fast-Paced: Tie you lace and brace yourselves. The One Funnel Away Challenge is intense! You have to go through videos, missions, and homework every day for 30 days. They don’t really give you an option but to adjust your schedule and accommodate the course.
The answer to this question is relative to your needs as an entrepreneur and the direction you plan to take your business. If you want to grind your way to the top—riding on a well-structured sales funnels—then joining the One Funnel Away Challenge will offer immense value. You’ll get to learn the fundamentals of traffic and funnels from people who actually know what they’re doing.
If you decide that the One Funnel Away Challenge is not for you, it’s understandable and no one should hold anything against you. But if you’re interested in leveraging the lessons taught by Brunson and his team—and you’re okay with investing $100 for a worthy cause—read on for more on how to enroll in the traffic and funnels course.
When Can I Join the One Funnel Away Challenge?
Due to the hands-on nature of the OFA challenge, it’s available seasonably. It’s advisable to continually check the official website for real-time updates on registration.
Do I Need Any Special Skills to Make the Most of the course?
Not really! As long as you’re willing and you have an internet-connected computer, you’re good to go. The One Funnel Away Challenge is designed to cater to the needs of beginners and professionals alike.
Do I Need to Subscribe to ClickFunnels?
No, you don’t – but it helps. The main goal of the course is to help you build and optimize your sales funnels. To put this into practice, you’ll need a platform—and since the funnel templates in the One Funnel Away challenge as based on ClickFunnels, it may prove useful.
Does the One Funnel Away Challenge have an Affiliate Program?
Yes, it does. By becoming an affiliate, you earn 100% of the commission from your referrals. With this in mind, you can quickly and easily cover the costs of your purchase.
Please note that this One Funnel Away Challenge review contains affiliate links. I am an independent affiliate of One Funnel Away Challenge products and not an employee. The review and opinion highlighted in this article are my own and they are in no way official statements by eBusiness4us or One Funnel Away Challenge.