The One Funnel Away Challenge Week 2 – The Attractive Character and Publishing

Adventures In Digital Marketing Episode 14

It’s true – People across the board love good storytelling. It’s at the center of human cultures worldwide. People relate to stories. And even more, people love a good story that teaches us about how someone overcame great challenges and difficulties to achieve something substantial for their lives. And that’s what week two of the One Funnel Away Challenge is all about. This week you’re going to learn about the importance of having a daily publishing schedule (yes, daily!), learning how to tell your epiphany bridge and origin stories, and learning how to write hooks that grab the attention of readers. This is a pivotal week in the One Funnel Away Challenge – and so full of good stuff! And it’s what I’m talking about in today’s episode.


Good morning and welcome back everyone. This is Rob Orr and this is The Adventures of Digital Marketing Podcast. This week, we are talking about The One Funnel Away Challenge.

On Monday, we talked about zero week and all that went into that and trying to get your belief patterns straight, get your mindset straight, all those kinds of things because that’s so important as you go into this. Because if you’re new to The One Funnel Away Challenge, you’re not necessarily going to be 100% prepared for the work that’s coming in the weeks to come.
So getting your head right and getting your mind right is such a huge staple for what you need to do to be successful in the challenge. You don’t want to be one of those people that starts the challenge and isn’t going to finish.

So getting your mind right and getting some things in order to make sure that you’re going to be able to progress through this thing is going to be crucial in week zero. Then for week one, we talked about that on the last episode. That’s all about offers and products and trying to figure out a way for you to take your skills, your knowledge, your abilities, and to come up with something that’s going to be valuable for your target audience and to put something together that’s unique that you feel great about selling and that your target audience will feel great about purchasing.

Today is talking about—this is kind of the publishing week. The really kind of the Week Two is all about becoming what Russell Brunson calls The Attractive Character.

In my interactions with my colleagues and friends when I talk about this, I’ve been calling this a known entity for a long time where basically you become somebody who is known for being an expert on a subject and that you are basically becoming a personal brand. I mean, Russell Brunson has become a personal brand that’s associated with ClickFunnels.

I think that that’s really kind of a huge thing and then you think about people like Rick Mulready who is an attractive character that is known for being a Facebook ads expert. Amy Porterfield is known for being an online marketing expert and course expert. Pat Flynn is known for being the Smart Passive Income guy.

This week is about taking the first steps that you need to take to become that person. The first lesson for this week on week two is really one of the biggest and most challenging and it’s simply titled publishing.

The idea behind this publishing aspect to this is that Russell wants people in The One Funnel Away Challenge to be publishing every single day.

The first time I heard this, I’m not going to lie. I completely dismissed it because I was absolutely blown away at the thought of doing some kind of publishing every single day. And just in my mind, I automatically knew—see, and it’s one of those mindset things, that there was no way that I would be able to keep up with it.

And after having got my mind right, I started to understand what the value behind that was. The idea behind this publishing thing is twofold. It’s to create your attractive character as Russell describes in expert secrets, but it’s also to get used to the reality of publishing content and building an ongoing habit of creation.

And what you want to cover is kind of the big question, right? That was that was like, “Okay, I figure I know how to write. I know how to podcast. I know how to do all these different things, but what does it mean for me to do this every day.”

Well, the good thing is about the rest of this week is there are a couple other things that are going to be crucial this week that you’re going to learn that you’re going to practice doing in your publication process. The things that you’re going to be practicing are telling your epiphany bridge story and telling your origin story.

The final day of this week is about hooks and we’ll talk about that later, but the concept is you use publishing every day to find your voice. You are going through the steps every day so that you get used to telling your epiphany bridge story.

You get used to telling your origin story. You can refine those skills as you go. The daily practice is such a crucial component to that because you’ll get better at it as you go along. You’re not going to be awesome the first time that you create your podcast or the first time that you create a Facebook Live video or Instagram Live or, any of those things. I like this because this is another one of those frank moments in the course that just kind of make it real for everybody.

Russell talks about, he said, “Your first episodes are going to suck so just get comfortable with that.” And for me, it kind of gave me permission to say, “Hey, you know what, the first few times that I do this thing. It’s not going to be any good, but it gives me the opportunity to practice and get better.”

That’s what this week is all about is trying to get better at telling your story. What was it that got you started that got you excited about the possibility of the opportunity that you’re trying to create? The important link between week one and week two is that your epiphany bridge story and your origin story are both related back to the offer that you started to put together in week one.

What is the origin story for why you decided to create the product that you decided on from week one? What was the story behind it? There’s a story that he tells it’s so important I think because it makes so much sense. He talks about, when you get excited about something. You talk to people about how it made you feel and what’s got you excited about it. You don’t get bogged down in a lot of technobabble.

If there’s the technical component, you’re not talking through the specs of the product. You’re not talking about, the way and the range and the battery life those kinds of things. You’re talking about the things that get you excited about.

For instance, if it was an iPhone, I was able to do a FaceTime video with my grandma for the first time I haven’t seen her in years or I was able to start tracking my health on my app. I love that because I’ve been struggling with my weight or whatever the thing may be.

You start telling that part of the story. That’s where the hooks come in that I mentioned before is the hooks are those things that drive the drive curiosity and get people excited and able to relate to your story.

And so when you start telling stories like a human and start putting together copy for a website like a human and you’re communicating the excitement and you’re communicating the value and you’re telling the story about how it was that you came up with this idea or product to begin with.

What was the epiphany that led you to this solution? It will help people to relate to you if you get excited about the product or service that you’re going to be offering in your funnel. That’s what this week is all about.

Week two, that is for publishing in the attractive character for The One Funnel Away Challenge. It was something that like I said, my mindset, I thought I had right going into week two and I had to check myself personally because when he started talking about publishing every day— he gives you opportunities obviously you can do it however you want. He has ways that he recommends that you do this.

If you’re a writer, you should write. If you’re a podcaster then you should podcast, if you are good at doing Facebook Live then you should do Facebook Live. Then you help to build your attractive character that way. And what I did with this personally, one of the biggest things that I saw in this was that I had opportunities to do all those things so I started a podcast.
I started a YouTube channel and I had been blogging for forever. I’ve got tons of web development and web design stuff on my blog. It was it was something that I had to get comfortable with doing. I just decided to do it.

What I did also was it kind of a trick for me was I looked around to see what Russell Brunson was doing and seeing where he was doing it. Russell puts out new videos probably once a week. I know that he he’s got the Marketing Secrets Podcast that he does in his car that he publishes, if not every day then almost every day which is incredible when you think about a guy who’s got as much going on in his life as he does.

Then all of that gets transcribed out to his various different publishing platforms. I started thinking about it. I was like, “Man, why am I not doing this?” I have these conversations with people all the time with my clients and customers and colleagues, co-workers and whatnot.

I’m like, “I should just be capturing these things as I’m doing this.” When I saw that Russell was doing his podcast from his car because he originally started out calling it marketing in your car which is a great kind of catchy title but for me, I’m like, I’ve got this 15, 20 minutes every day on the way into the office, why should I not use that time to have these conversations and have these talks about what I’m doing, what I’m working on and documenting everything along the way.

Do just like if Russell can do it by podcasting from his car, recording it in his phone so can I. Now obviously, I don’t carry the same the same way that Russell Brunson does and I totally get that and I understand that. But for me, what it does is it gives me the opportunity to talk to you every day and to talk to you about what’s going on and to help you to learn about what I’m working on in my business.

I get to work on building my attractive character. I get to work on becoming that “known entity” and I get to work on refining the way I tell my story. I get to refine the way I tell my origin story.

I get to refine the way I tell the epiphany bridge stories for the various different things that I’ve created like my WordPress Blueprint book.

So this is a critical week and Steven Larson, who’s one of the coaches in The One Funnel Away Challenge talks about, he says, if you don’t take anything else away from The One Funnel Away Challenge, take away the fact that publishing every day will change your life.

That really hit me hard. I’m like, “Man, that’s a big statement coming from him.” And then for me, I’m always like, “Okay, well, what is the proof in the pudding?” What are you doing that is out there that is doing similar kinds of things that you’re preaching about.

I look around and I see what people like Spencer Mecham are doing and what Steven Larson’s doing. These people are practicing what they preach and it encourages me because what I do is I go back to their first podcast episodes and I go back to their first YouTube videos and see where they started.

It encourages me because one thing that is crucial to all of this is that yes, you are just one funnel away, but it’s always a learning process. It may not necessarily be this one funnel that is going to be the breakthrough funnel for you.

It is the next step and you are setting yourself up for a refinement process when you engage in the activities that are part of The One Funnel Away Challenge. You’re going to work on getting better at telling your epiphany bridge story.

You’re going to work at getting better on telling your origin story. You’re going to get better at creating hooks and offers and offers stacks. You’re going to get better at these things as you learn about this because at the beginning of all of this, you don’t know what you don’t know.

That’s really the biggest challenge I think with all of this is that you don’t know what you don’t know. You have to learn and you have to start somewhere. That’s all I’ve got for today. Like I said, Week Two is all about publishing attractive character and being able to tell your story.

Once again, if you’re interested in The One Funnel Away Challenge, I would love for you to go check it out on my blog at http://roborr.net/. I’ve got links there where you can get signed up.
am including my OFA challenge checklist for those folks that are signing up through my link to join The One Funnel Away Challenge. I’ve been working on building a group of my own that kind of work as a mentors group to help those who are going through The One Funnel Away Challenge to be able to find the help that they need.

You get the official one funnel away group invite when you sign up for the course. That only lasts for 30 days. My group I am creating is to be there not only for that first 30 days, but also to give you my take and be able to help you through and give you my notes and those things.
It’s an ongoing group. It’s a group of people who are interested in learning about online marketing and getting started building their own business online.

That’s what I’ve got for today. Next up, we will be talking about week three which is also very exciting. I hope that you will tune in next time. Until then. I’ve been Rob Orr. I’m still Rob Orr but we will talk to you next time. Bye, bye

See Also:

Join The