The One Funnel Away Challenge, also known and the OFA Challenge or the 30 Day Challenge, is an intensive training program organised and run by successful online marketer Russell Brunson and his ClickFunnels team.
Accompanying Russell in teaching the training are two of his most successful colleagues, Stephen Larsen and Julie Stoian.
The Challenge is run over a 30 day period and promises to teach you everything you need to know to choose a niche, create a product, build a funnel and start driving traffic into your funnel so you can start making sales.
The Challenge is designed for both newbies and experienced internet marketers. However, since going through the Challenge myself and having around six years of experience working online, I can tell you that it is intense to try to get all the tasks done within the thirty days.
While they do give you training on choosing a niche and building an offer quickly, I would advise being clear on the niche you want to work in and the product or products you want to promote before the Challenge starts as it seems that this is the part where most people can come unstuck.
If you’ve already got this part nailed down or if you’re already running a business, you just want to create an irresistible offer, build a funnel and start driving traffic to it then you’re going to find it so much easier.
While I do not think the OFA Challenge is a scam at all, I can see two reasons why a person might think that it is:
Scam Reason 1:
The Challenge is run over a thirty day period with the intention of getting all those who sign up to be able to create an offer, build a funnel, launch it and start driving traffic within the time frame.
While this is quite a big ask for most people, it is more than possible if a person dedicates the time and attention to getting all the tasks done.
Each day a new training video and mission is released. However, at the end of the thirty days, you lose access to all the training videos in the Challenge. This is one part where I thought that some people might, therefore, think it’s a scam.
However, the reason they do this is to push you to actually get the tasks done rather than procrastinating on them and putting them off until another day, which might never come.
In my opinion, the training is extremely high quality and is pretty much everything you need to know to launch a successful business online. Since they’re offering the course for only $100 I definitely do not agree that it’s a scam.
The bonuses alone that you get when you sign up for the Challenge are also worth way more than $100.
When you take the Challenge, at some point you will need to start building a funnel and to do that, you will need to sign up for a 14-day trial account with ClickFunnels.
So, some people might think that it’s just a scam to get you signed up for ClickFunnels™!
While it is, of course, true that one big reason then is running the Challenge is to get people to sign up for ClickFunnels, they do also fully intend on doing everything they can to help you be successful.
The reason is, if they can make you successful with their methods using ClickFunnels™ then chances are you’re gonna keep using their software for the long-term and may even buy other products that they offer.
So, does this make it a scam..?
In my opinion, no, that’s just good marketing and is actually creating a win, win for you and them.
The level of training offered in this Challenge is probably worth a few thousand dollars by itself. Then, when you add on all the bonuses you also get when you sign up, they’re probably also worth close to one thousand dollars by themselves.
Even though I didn’t manage to finish the Challenge myself (due to not being clear on my offer from the beginning and also having a number of personal events happening over the scheduled thirty days, which caused me to misjudge how much time I would need to dedicate to it), I still do not think it is a scam.
ClickFunnels™ are offering massive value with this offer. Even though I did not complete the challenge, I feel I got way more value than the $100 I paid from going through the training videos, the 30 Day Summit videos and all the other bonuses that come with the course.
Personally, I am planning to take the Challenge again later in the year. However, next time I am going to to the following ahead of time:
Clear my diary of all social commitments for the 30 Days
Choose my niche and offer before the Challenge starts (already done)
Start creating my offer and products
While I have heard of a number of people having success with the Challenge on their first try, it seems that the majority of people succeed on their second or third try.
So, don’t lose heart if you don’t make it on the first go. At such a crazy low price of $100, it means that most people will be able to afford to go through the Challenge for a second time.
And for those who can’t afford to do it a second time, if you fall behind on the training, don’t worry. Still going through all the videos over the thirty days to learn the strategies, take notes and then implement in your own time.
You don’t have to launch your business at the end of the thirty days if you’re not ready. Just put your offer together, create your funnel and launch when you’re ready to go.
The One Funnel Away Challenge is 30 day of coaching to show you step-by-step exactly what you need to do to launch a successful and highly profitable online business.
You’ll be given daily missions from Russell Brunson where you’ll learn all about offer hacking, the fundamentals of direct response marketing, creating products, build a high converting funnel, testing hooks stories, offers and much more.
Russell Brunson, Stephen Larsen, and Julie Stoian take you through daily training videos with a daily mission to complete. You will need to get the missions done each day so you are ready for the next day.
One of the unique things about the Challenge is that the daily training videos and missions are not made available to you until the scheduled day.
At the end of the 30 days, if you have not completed the videos and missions then they disappear forever. The reason for this is to make sure that you actually DO the missions each day and get your business up and running (or be as close to that as possible) by the end of the thirty days.
The training is intense and it will stretch you if you. However, the methods are explained in such a way that absolutely anyone can take the Challenge and have a good chance of success, regardless if they are a newbie or experienced internet marketer.
You don’t even need your own product to sell, so if that’s your current situation but you would still like to start an online business then the One Funnel Away Challenge can help you too.
If at any point during the training you have any questions then you can log in to the active Facebook group to get help. Each day of the training also has live group calls held by Stephen Larsen to make sure you are getting all the important points of the training.
How Much Does The OFA Cost?
Insanely, this training only costs $100!!
I went through the training myself back in March 2019 and I couldn’t believe what they are offering at such low cost.
Personally, I’d say the training is worth well over $1,000.
So, why do they offer it so cheap?
The reason is that they wan to introduce you to using their landing page and funnel builder software, ClickFunnels™. They want to show you exactly how to use it to set up a profitable online business and they want to give you all the training you need to be successful.
If they can make you successful using ClickFunnels™ then it’s a very high chance that you will keep using their software program. It’s a win, win.
What Do I Get When I Sign Up?
When you sign up for the Challenge, you get the following in your One Funnel Away Challenge kit:
30 Days Book (physical copy) – This is the playbook of 30 online millionaires of exactly what they would do to earn back their millions if they lost it all
One Funnel Away Challenge Workbook (physical copy)
2 Comma Club guide (physical copy)
MP3 Player with all the OFA missions pre-recorded
Lifetime access to the 30 Days Summit
See my article here for more info on the infamous 30 Days book by Russell Brunson.
The 30 Days Summit is a members area that you will have lifetime access to. Inside the member’s area are recorded interviews with 30 people who have become millionaires through ClickFunnels™ and their training.
In my opinion, the Summit alone is worth several hundred dollars.
This week is all aimed at getting your mind right for success and helping you to have the right beliefs that will enable you to succeed.
In the pre-training week, you will also be offered the opportunity to purchase ClickFunnel’s only discounter offer, the Funnel Builder Secrets training package. However, Russell makes it clear that you do not need it to be successful in the Challenge. It is for people who are serious about building an online business and aspire to earn six and seven figures from their business.
You will, however, need to sign up for a 14-day trial of ClickFunnels™ to do the Challenge. I would advise waiting until the third week when you actually start to build ut your funnel.
However, if you want to get a head start on the course then you can sign up for a 14-day trial now and practice making funnels while you’re waiting for the course to begin.
The real training starts in the following week.
Each day of the Challenge will have one video by Russell Brunson, one live coaching call with Stephen Larsen and a large number of the days will also have training with Julie Stoian as well.
On average, you’re looking at about one to two hours watch time. While most of Russell’s videos are anything from 10-45 minutes long, Steve’s webinars are usually about an hour.
Julie also provides over the shoulder training when needed. Her videos are mostly between 12 minutes to 30 minutes. However, there are a few days where she does extensive training that lasts around an hour.
You will also need time to do the daily missions. While some of them won’t take you too much time at all, others will take you several hours to complete. These longer missions can be completed over a longer period of say, a week though while you are going through the rest of the training.
Personally, I’d say you’ll want to allow at least two hours per day, but preferably three.
The first weekend of the Challenge after week one is a catch-up week. Here you’ll have all weekend to catch up on any videos you missed or missions that need extra time. However, bear in mind that not every weekend is catch up time.
Are you ready to take your business and your life to the next level..?
A value ladder is basically a system in which you have an offer to get the customer in the door, followed by a series of additional products that you will offer the customer a little further down the line.
Each additional product you offer the customer is the next step up in your value ladder and must fulfil three requirements:
Be of value to the customer
Have a perceived value by the customer as more valuable than the previous offer
Have a higher ticket price than the previous offer
This way, you are introducing offerings with greater value to the customer in order to give them a greater experience with you and your business.
By doing this, it will be natural to then get the customer to purchase more from you, in turn making your business more profitable.
This article will give you a good understanding of the value ladder and some ideas of how you can use them too.
The first step of the ladder is an incentive, such as a free or heavily discounted offer. Jegen calls this the ‘bait’. It is also often called a lead magnet or a freebie. Such an offer is designed to woo your customers into doing business with you.
So, the next time you encounter a company offering free or discount coupons, then it could be part of their value ladder! If the offer attracts the attention of customers, then the ball is definitely rolling.
Since the video gives the example of a dentist, I will use it as well for the sake of simplicity.
The bait, in this case, will be free teeth cleaning offer. If the customer is satisfied with the offer and the service provided, this will lead to two things:
A level of trust will be established
Repeat business is likely
Those who return will take the next step on the value ladder when they are offered a higher priced product. Therefore, we can safely assume that the initial step of the value ladder is the most crucial one.
Now the first step of the value ladder should be clear with the help of the above video, I will tell you about the next steps on the ladder.
Entice Your Customers with the Next Steps on Your Value Ladder
Step 2: Initial Offer
If we continue with the dentistry example, then the second step might involve teeth cleanings twice a year.
If you are a dentist, then you can, of course, use your own offerings. These are just examples. This stage is also known as the ‘front end offer’ according to Jegen.
This step makes sense for a number of reasons. Firstly, it is a natural progression from the first step.
Secondly, offering teeth cleanings on a bi-annual basis ranks higher in terms of the price and the perceived value as well.
Thirdly, it is also likely to cover the costs of any promotions offered as bait. We can conclude that the reason for the customer’s second visit is the next step of the process.
This step may also be referred to as the ‘continuity program’. At this point, the services you are providing will not be average and the same can be said about your customers.
Only those who want more expensive services will call you.
For instance, if you’re a dentist, then patients may schedule an appointment because they need retainers. According to MedicineNet, retainers are custom made devices and often necessary after active orthodontic treatment. More importantly, they ensure that your teeth remain in position.
The reason I digressed is to show you that not every patient will require retainers. In fact, only a small number of customers will. This also means that they may rank higher on the price-value spectrum.
Step 5: Top Tier
The final step on the value ladder is known as the ‘high-end offer’ or the ‘back end’. As the title suggests, this is the uppermost service that a business can provide.
In the case of a dentist, it may be the filling of a cavity or a root canal procedure. The fifth step is where the price is the highest and so is the value. The patient will have a pressing need that the dentist will address and the dentist will be well compensated for this.
I believe the central aim of a value ladder is to maximize customer value. However, pricing plays an integral role in this equation as it increases the clients’ perception of value and also makes the business more profitable.
I will move away from the dentist example and use another business to illustrate the significance of pricing.
Imagine a scenario where you are looking for a gym membership. Also, presume that you will also look for a personal trainer once you are a member.
Now, if there is a gym that is offering an exciting package for a limited time, it may grab your interest. The bait might be a free training session with a personal trainer. Every step beyond that will include a new, higher price.
The initial offer may be something like a paid training plan for members whereas the first tier may involve a paid meal plan and nutritional advice as well.
By now I’m sure you get the gist of it: a second tier offer may include a subscription to classes while a top tier step might be a yearlong enrolment in training sessions.
What we need to understand about the value ladder is that the pricing is imperative. The price is directly proportional to the steps on the value ladder. It builds up with each step. However, what is very important is how the offers are prices as the value ladder progresses.
If you want to learn how to use a value ladder properly in your business then I highly recommend you get Russell Brunson’s book, Dotcom Secrets. Here are just a few of the things covered in his book:
We know that the lead magnet is a free offer. The price of the initial offer is where it gets interesting.
As an example, an initial offer could be less than $10 dollars. Like I mentioned earlier, the initial offer should cover the expense of advertising and also create customers.
The next step is the first tier and its corresponding price range might be less than $100 dollars. At this stage, the firm is able to generate profit. From the customer perspective, they are obtaining augmented value from the business and they have not parted with too much money. They get a chance to sample your products and services at an affordable price.
The first tier is a natural progression from the initial offer because not only do profits increase but a level of trust is also established between both parties at this stage.
The penultimate stage is the second tier. At this stage, a business may provide products that could fall into the $1,000 dollars range.
At this stage, the business viewpoint is that sales must yield profits and there must be some form of brand loyalty, which leads to recurring revenue.
This brings us to the last step of the value ladder. The top tier is where a firm sells its most expensive or high-end offers. The price point is likely to exceed the $1,000 dollars threshold.
Profits are at their highest at this stage. The service provided by the business may not have an overwhelming number of customers but the ones that stick around will be loyal. This will result in recurring profits in the long run.
Implement a Value Ladder in Your Business and Reap the Rewards
So, there is a ton of evidence above that suggests why your business needs a value ladder.
If you’re still wondering why your business needs a value ladder, let me simplify it for you.
Sarah Morrison argues that value ladders are pivotal because they accelerate the revenue a business can generate. She insists that the concept of a value ladder allows the business to see the bigger picture.
This is beneficial because the firm can tailor their services accordingly and usher their business towards new growth. Offering potential customers an incentive is a deliberate strategy that can produce profits in the long term.
So, a value ladder becomes lucrative when customers return for more business. This, of course, means more revenue for your business.
Furthermore, as James Thomson explains, utilizing a value ladder enables entrepreneurs to recognize the customer’s position and choices. It can lead to a better appreciation of the sequence of a value ladder. It also helps in their business decisions.
So, all this is basically the crux of a value ladder. If you want to massively increase your profits then you’re gonna need a value ladder.
Value ladders make it crystal clear that customers make purchases based on value and not prices. Therefore, you’re going to need to convince your customers that you’re offering them great value.
Following a value ladder also allows entrepreneurs to build trust with their customers. Simultaneously, it gives customers more buying options as well. This means the business can increase their sales.
All in all, a well-crafted value ladder has the power to transform your entire business! The value proposition or the free offer can enhance your business prospects. If you follow the value ladder model, the eventual outcome is a combination of more sales and greater improved customer satisfaction.
As long as you are able to tempt new customers with an exciting lead magnet, following a value ladder will ensure that your business is on track for success.
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