How this "restricted" market $39/mo offer prints cash

Google & Meta make it tough to advertise 2A & other “restricted” type products.

But there are ways around it…

And one of the funnels we broke down inside the the Funnel of the Week Members Area is having no problem scaling to over a million visits per month:

Not yet a member? Go here to claim access to the full funnel breakdown inside the Funnel of the Week Members Area

Let’s take a closer look at how they do it…

1. Lead with Storytelling & Emotional Hooks

• Story-based hooks: The VSLs grab attention right out of the gate.

  

  strong intros!

  From Jeremy’s traffic-stop nightmare, to Carrie Ann’s home-visit ordeal…

  …each story illustrates the core problem (legal jeopardy & personal safety) in visceral, relatable terms.

• SHOW, don’t just tell: They don’t just tell you USCCA membership is important; they show you real humans who almost lost everything, until the membership “saved” them.

2. Use a Logical “Before/During/After” Structure

• Before: Emphasize the confusion and risk of not having the product.

• During: Show how your solution solves the moment‑of‑truth problem (e.g., the self‑defense event, immediate legal support).

• After: Underscore the “second fight” or aftermath and how membership coverage or specialized help protects them.

• Key Takeaway: Structure your pitch around a timeline of where the customer is now and what happens next. This naturally moves them through the “why” and “how” of buying.

3. Stack the Value & Pile on Bonuses

• Main Offer + Upsell: The core membership focuses on legal coverage and training; the upsell (Marksmanship Mastery) adds practical skills so the member feels fully protected on all fronts.

  

• Referral Bonus: Deep in the sales funnel, they have a clever “add‑on” that gives shows an easy way to earn $200 for each friend referred.

• Risk‑Free Guarantee: A 30‑day money‑back “bulletproof” guarantee, plus multiple “freebies” (digital guides, ammo can, training kit, etc.).

• Key Takeaway: Show your prospect they are getting far more in benefits, bonuses, and peace of mind than the price suggests. Make it a “no-brainer” offer: obviously “too good to pass up.”

4. Personal, On-Camera CEO Welcome

• Credibility & Trust: Tim Schmidt (Founder/CEO) shows up again and again, throughout the funnel and post-purchase process. His personal invitation and thank‑you both humanize the brand and cement trust.

  

• Key Takeaway: Human faces + founder presence can increase authenticity. Whenever possible, let the buyer see who’s behind the offer.

5. Boost LTV with Membership Area “Back End” Offers

When it comes to cross-selling on the back end… If you’re like most businesses? You are probably leaving money on the table.

Watch how USCCA adds massive LTV with how they structure the membership area.

You’ll see the great content as promised in the marketing…

…But they’ve also added tasteful relevant offers like this insurance lead gen (looks like they own this offer which no doubt also prints cash)

Here’s a quick snapshot of that insurance lead gen lander the above ad drives to:

Takeaway? Think of as many (relevant) ways as possible to cross-sell your subscribers to boost LTV and provide more value.

6. Heavy Emphasis on Customer “Belonging”

• Language of “Family” & “Community”: Repeatedly calls the membership a “family,” points out a private social network, and leverages a “we’re in this together” mindset.

  

• Member‑Only Perks: They hype specialized attorneys, 24/7 support, and other resources exclusive to “members.”

• Key Takeaway: Tap into your market’s desire to join a cause or group that shares their values. Present your product as a way not just to buy something, but to belong to something bigger.

7. Post‑Purchase Onboarding = Reduce Refunds & Boost Satisfaction

• Immediate “Next Steps”: The final page shows exactly what to expect (membership card, training guides, future resources).

  

• Keep Momentum: The welcome video with Tim points them to “six life‑saving guides” and the member portal, so they quickly use the product.

• Key Takeaway: Good onboarding helps new buyers actually use their purchase, leading to fewer cancellations and more loyalty.

This funnel is a masterclass in creating an emotional, story‑driven direct response sequence that:

1. Hooks the reader with personal, relatable stories.

2. Differentiates the offer (legal coverage + advanced training) to solve an urgent, high‑stakes problem.

3. Stacks value with multiple offers, bonuses, and risk reversal.

4. Keeps the buyer engaged and feeling part of a community after they buy.

Go here to check out the full funnel breakdown inside the Funnel of the Week Members Area.

You’ll see…

• The Display Ad → Lead Gen funnel they’re using

• Detailed breakdowns of each of their cold traffic acquisition funnels (one is lead gen focused, another is straight-to-offer. Both have some great takeaways you can apply to your own funnels asap)

• in-depth breakdowns of their front end + upsell VSLs (see why these offers convert so well)

• Full analysis & breakdown of the upsell funnel

• (And much more)

Go here to check it out.

Have a great week!

The Funnel of the Week Team

PS - in case you’re wondering, what Funnel of the Week is all about…

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add a new funnel breakdown & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

PS: Not yet subscribed to our free Funnel of the Week newsletter? Join now for exclusive insights: https://funneloftheweek.com

PPS: What insights do YOU want in our funnel breakdowns? Hit reply and share your thoughts

PPPS: Got a funnel you think we should break down? We’d love to hear your suggestions!