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Channel Posts
We're running a Mini Mastermind on June 25
(Mel & Bryan. Live in Singapore. Small room.)
Folks, Mel here.
Quick one. Bryan and I are getting a small room together on June 25, and I want you in it.
Here's the truth most people won't say out loud.
You're not stuck because you need more information. You're drowning in it. Courses, funnels, AI tools... and still the same ceiling.
The problem? Most of what's being taught is at least three years behind.
This business is a relay race. Character, Content, Cultivation, Conversion, Client Success. Drop the baton on one runner and the whole thing stalls.
On June 25 we put the whole system on the table. Plus what's actually working right now. Plus a live Q&A where we look at your business, not a slide.
One afternoon. 1 to 4 PM. Lifelong Learning Institute, Singapore. S$100 a seat.
The room is small on purpose. Once it's full, it's full.
>> Reserve your seat
Rock on,
Mel
PS: This isn't a webinar. It's a real room, in person, with both of us. If you've been meaning to fix that "stuck" feeling, this is the cheapest S$100 you'll spend this year.
| 2 | You already know what you need to do
Folks - Mel here...
You already know what you need to do.
You've watched the videos.
Read the posts.
Consumed the content.
You're not lacking information.
But listen...
Knowing isn't the same as doing.
And doing alone isn't the same as doing it RIGHT.
Most people find themselves stuck in that gap.
Between knowing what needs to happen...
And actually making it happen in a way that creates real results.
That's where we step in.
Bryan and I work with people who are done thinking about it.
People who want a breakthrough... but aren't sure where to start.
People who are ready to be guided.
If you're committed to closing that gap...
If you want someone in your corner who's done this before...
If you're ready to turn what you know into what you DO...
[BOOK A CONSULTATION HERE]
Or reach out directly:
DM me: @thegreatmelvinsoh
DM Bryan: @bryanangzw
Let's talk.
Rock on,
-Mel | 116 |
| 3 | The ugliest ad I've ever seen (that still works)
I saw an ad that made me laugh.
Because it was ugly as hell.
Just a screenshot of a PDF. No design. No fancy copy.
And the headline?
"Looking for 5 people who want [X]."
What's good is it was pulling RESULTS.
The person running it? Booked out.
Because the ad was clear.
What most people misunderstand about ads:
They think it needs to be pretty.
Polished graphics. Branded colors. Professional design.
Like you need some Madison Avenue agency behind it.
You know what converts? Clarity.
When someone sees your ad and knows within seconds:
→ What you're offering
→ Who it's for
→ What to do next.
This ugly-ass PDF ad did those three things flawlessly.
"Looking for 5 people who want [specific result]."
If you want it → grab it quick.
Simple. No fluff. No mystery. No bullshit.
Meanwhile I see people running these "artsy" ads.
Beautiful imagery. Vague copy.
"Unlock your potential."
"Transform your career."
"Join the revolution."
Cool yeah…
But what the fuck are you actually selling?
Nobody knows. So nobody responds.
And then they come crying about how "ads don't work."
Ads work fine. But your MESSAGE is broken.
Because you're prioritizing aesthetics over communication.
You're trying to have design awards instead of clients.
And I'm not saying you should deliberately make your ads ugly.
(Though it doesn't hurt to test it.)
I'm saying most people obsess over the WRONG things.
They spend hours picking fonts. Tweaking colors.
Making sure the logo placement is just right.
But the actual proposition is buried. The next step is weak.
And the target audience has no idea if this is even relevant to them.
So they scroll past.
Quit trying to make your ads pretty.
Ugly + clear > pretty + vague.
Make it CLEAR. Tell people exactly what you do.
The easiest strategies sometimes create the biggest results.
Nobody cares how pretty your ad is if they don't understand it.
Rock on,
-Mel | 171 |
| 4 | Will I get to talk to you or Bryan?
When people work with us, they are like will I get to talk to Mel and Bryan?
Are you guys really there for me?
What happens after is actually we are the ones that chase them.
Did you post the video?
Did you do the work?
Did you survey your audience?
Launch the fucking event alr.
Yes - don't worry about whether you can reach us.
I do this 7 days a week, 8-9am to 2am.
Last 2 days I took calls IN THE ANYTIME FITNESS GYM till 1245am.
Don't worry about me.
Worry about whether you do what is needed to win.
And when you join us, YOU WILL.
We will make sure you do.
Uncomfortable forward action leads to progress.
Remember -> it's not what you know ... it's what YOU DO that makes you succeed.
- Mel
P.S. Whenever you are ready, come for my events or talk to me/Bryan. @thegreatmelvinsoh. | 202 |
| 5 | The referral question that actually works
Some coaches are terrible at this.
They finish a solid meeting...
Then completely blow it with: "Can you give me names of people who might need my help?"
How many times have YOU given names when asked that?
Probably zero.
It's a "hard ask."
You're asking them to convince their colleague to meet a stranger.
Risk their relationship if you do a bad job.
What works instead: Easy asks.
Don't ask for appointments.
Ask them to refer people to something beneficial.
Instead of: "Know anyone who needs planning?"
Try: "I'm hosting a tax workshop next month. Know any business owners who'd find that valuable?"
One feels like you're using them. The other feels like you're offering value.
When you make someone put their reputation on the line, they hesitate.
They worry about what happens if things go wrong.
But when you give them something genuinely useful to share?
They look good for knowing about it.
Their contacts thank them for the intro.
Here's the framework:
Step 1: Create something valuable to refer to
Workshops, networking events, exclusive content.
Step 2: Make the referral benefit them
"Your colleague will learn X"
"Solid networking for business owners."
Frame it around what they gain.
Step 3: Give them simple language
"Bryan runs quarterly business meetups. Solid way to meet other entrepreneurs."
Make it stupid-easy to explain.
Step 4: Follow up with value, not pitches
Send insights. Share resources. Build trust first.
Most people fail at referrals because they're focused on themselves.
They want introductions. They want meetings. They want deals closed.
But successful people flip this.
They focus on what's in it for everyone else.
When you give people low-risk ways to look good... they'll keep sending opportunities your way.
Those referrals convert at 10x higher than cold outreach.
Because trust was already established before you showed up.
Give them easy ways to share your value.
Without putting their relationships at risk.
Plant the seeds of trust,
Bryan
P.S. Stop asking people to risk their reputation. Start giving them reasons to look good instead. | 174 |
| 6 | Shamefully easy content formats to try
(You have no excuse not to do it)
Folks, it’s me Mel.
You know what kills me?
People who say they "I don't know what to post..."
Like content is some mystical art. Except It's not.
You're just overthinking it.
Let me give you three stupid-simple formats that work.
FORMAT #1: "X things in 60 seconds"
You pick a topic. You list 5-7 quick points.
Then you deliver it rapid-fire.
Example:
"6 lies coaches tell themselves in 60 seconds. Go."
People love this because it's efficient.
It feels like they're absorbing tons of value in a short window.
FORMAT #2: Borrowed movie/show structures
You know that scene in Interstellar...
Where Matthew McConaughey is watching videos of his kids aging?
Hits you right in the chest, of course.
Well, comedian Jimmy O Yang borrowed that exact structure.
He did a bit where he's on a Ferris wheel with his girl going around and around...
And every time they come back to the bottom...
She's aged.But he hasn't.
Same emotional structure. Simply different context.
What you do: Find a movie scene or show format you love.
Adapt it to your content. Borrow the structure.
Make it your own.
FORMAT #3: "What's in my Notes App"
You literally just flip through your Notes app.
Screenshot random thoughts you've written.
Add some B-roll. Overlay the text.
Done.
People eat this up because it feels AUTHENTIC.
My point is you don't need a Hollywood budget.
You just need a format. Something repeatable.
Pick one of these and do it this WEEK.
You’ll be excited to try even more content once you start.
Rock on,
-Mel | 211 |
| 7 | Last Sunday, I met a Propnex millionaire agent 40+ … lovely lady … already successful who wants to work with us.
“Why you come and find us? Why do this content/branding/ai stuff? Aren’t you already good?”
I asked.
She said - I don’t want to be phased out. I want to be relevant and current.
As I meet TOT producers and millionaire agents, I realise this is why they are the top.
- Mel | 222 |
| 8 | You don't need another content idea (Did you check your current ones?)
This is something that's gonna cut your content workload in half.
You don't need fresh content ideas.
You just need to repurpose the ones that already worked.
Go look at your content from the last 6 months.
Find the posts that received the most:
Engagement
Shares
Comments
DMs
Those are your winners.
Ask yourself:
“Have I turned this into a video yet?”
“Have I turned this into a carousel?”
“Have I turned this into an email?”
Probably not.
Most people create something once…
See good results then move on to the "next idea."
But that's leaving revenue on the table.
If a text post drove engagement...
A video on the same topic will do even better.
If a carousel worked...
A reel will reach more people.
You're not being repetitive. You're being strategic.
Because different formats reach different people.
And here's what most creators miss:
Your audience didn't see everything you posted.
Algorithm didn't show it to everyone.
Some people prefer video over text.
Others scroll past reels but read carousals.
When you repurpose your winners across multiple formats...
You're maximizing the reach of proven ideas. You're not starting from scratch every time.
You already know what resonates. You already know what makes people stop scrolling.
What you're doing is delivering that same value in different ways.
Netflix doesn't create a hit show, then abandon it after one season.
They milk it. Sequels. Spin-offs. Merchandise.
Because they know what works.
You should do the same with your content.
Find your hits. Then squeeze every drop of value out of them.
So before you stress about coming up with brilliant ideas...
Just remix what already worked.
It's easier. It's faster.
Perhaps it will perform better than something they haven't seen before.
Repurpose like a pro,
- Bryan | 216 |
| 9 | The "better" vs. "different" game
(Don't get obsessed with comparison)
Folks, it’s me Mel.
A mistake I see constantly.
Someone's trying to build their service, product, or consultancy
So they look at what their competitors are doing.
And they think: "How can I make this better?"
More modules. Longer sessions. Lower amount.
It's not the move.
Because "better" is subjective.
And even if you are better...
You're still playing the same game as everyone else.
What I do instead is I play a different game.
Example: The speaking industry
There are a ton of programs that teach people how to speak.
How to structure a talk. How to use storytelling.
If I wanted to compete with them...
I'd have to prove my speaking training is superior.
But how? They teach similar shit.
So instead I made my program about something else entirely.
I don't teach speaking. I teach the BUSINESS of speaking.
How to land gigs. How to command fees.
And instead of doing it myself...
I brought in three world-class speakers to teach their expertise.
We do the whole thing on a real stage.
Other speaking programs aren't my competitors anymore.
They're my FEEDERS.
People take their programs… Learn how to speak...
And then come to me to learn how to monetize it.
I'm not in competition. I'm in a completely different CATEGORY.
The lesson is if everyone in your space is selling black coffee...
Don't try to sell better black coffee.
Sell something else entirely.
Change the format. Change the outcome. Change the experience.
Because "better" is a dogfight.
But "different" is a blue ocean.
Stand out and be unforgettable.
Rock on,
-Mel | 200 |
| 10 | Why your team isn't performing (Do this instead to see results)
Let me tell you why your team isn't giving you their best.
It's not because they're lazy. It's not because they don't care.
It's because their incentives aren't aligned with your goals.
I'll give you an example.
Let's say you hire a VA to help with client onboarding.
You pay them a flat monthly fee.
What happens if they onboard clients faster?
Nothing. They receive the same salary.
What happens if they onboard clients slower?
Also nothing. They still receive the same salary.
So where's the motivation to optimize?
There isn't one.
This is why I recommend results-based incentives.
Not for everything.
But for roles where results matter.
Simple example:
Your VA receives a bump if they onboard clients in under 8 weeks...
And keep revisions under 3 rounds.
They're incentivized to move quickly but also maintain quality.
Suddenly, they're not just "doing tasks."
They're solving for the outcome you actually want.
This works across different functions.
Any role where you can tie comp to results.
When you structure this right then you don't have to micromanage.
Because they're chasing the same goal you are.
Most business owners hire people, then wonder why they lack initiative.
But initiative comes from clear incentives.
When someone knows exactly how their effort translates to reward...
They show up differently. They problem-solve instead of waiting for direction.
They take ownership instead of just checking boxes.
Think about your own behavior.
You hustle harder when there's something on the line, right?
Same logic applies to your team.
Align the incentives and watch how quickly things shift.
You'll stop feeling like you're dragging people along.
They'll start pulling the business forward with you.
Start aligning incentives,
- Bryan | 194 |
| 11 | My calendar's open (for now)
Folks - Mel here...
I keep my calendar pretty tight.
Most of the time, I'm booked solid with clients.
But if you've been on the fence...
Watching from the sidelines...
Thinking about making a move...
This is your opening.
We work with coaches, consultants, and entrepreneurs who want a breakthrough.
People who are tired of being stuck at the same revenue level.
People who want to build authority in their market.
People who are ready to do the work... but need clarity on what that work actually is.
If you're interested in working with Market Leaders...
Or if you just want to talk through where you're at and see if we're a fit...
[BOOK A CONSULTATION HERE]
You can also DM me directly: @thegreatmelvinsoh
Or hit up Bryan: @bryanangzw
Rock on,
Mel | 233 |
| 12 | Tomorrow is the class. Door closes tonight.
(Last email. Two paths from here.)
Folks, Mel here.
Tomorrow is the X-Factor class.
Friday, June 12. Singapore Shopping Centre. 10am to 6pm. One room. 80 seats.
If you've been on the fence all week, this is the last email.
Two paths from here.
Path one. You keep tuning the product everyone else is selling. Another quarter of new tactics. Another agency that can't explain the numbers. Another 2am wondering why the math stopped working.
Path two. You spend one day with me building the thing that puts you in the 1%. You walk out at 6pm with your character, narrative, positioning, and propaganda built. The foundation that everything else compounds on top of, for the next decade.
S$300. 80 seats. Door closes tonight.
I'll see you in the room tomorrow.
[SAVE YOUR SPOT HERE]
Rock on,
Mel | 257 |
| 13 | 2 days to the X-Factor class. Should you actually be in the room?
(Honest gut check before you book.)
Folks, Mel here.
Two days out. Class is Friday.
Let me be direct about who should be in the room. And who should not.
Book a seat if you can already execute. You're posting, selling, closing. You've got real clients and real revenue. But the compounding isn't happening the way you thought it would.
Book a seat if you've felt the ceiling of "doing the activity" and you suspect the gap is upstream of tactics. You're right. It is.
Book a seat if you're a coach, consultant, agency owner, or service-based business owner in an industry where everyone sells the same product. And you're tired of competing on price.
Book a seat if you're already in the Market Leaders community and you want the foundation underneath the 5Cs language you already speak.
Do not book a seat if you're looking for a content hack or a hook
formula. This is the opposite of that.
Do not book a seat if you haven't put in the reps yet. Learn to execute first. Come back when you need to differentiate.
Do not book a seat if you want surface positioning. I will not teach you to swap your shirt colour.
If you're in the first list, this Friday will pay back for the next decade. If you're in the second list, save your S$300 and come back when you're ready.
Tomorrow is the final call.
[GET THE DETAILS HERE]
Rock on,
Mel | 276 |
| 14 | Up at 2am tweaking ad copy?
(This one might hit close. Read to the end.)
Folks, Mel here.
This one might hit close. If it does, read to the end.
You're three to ten years into your business. You've built something real. Clients you're proud of. Revenue that used to come easy.
Used to.
Somewhere in the last 18 months, the math stopped working.
Ad costs went up. Conversions went down. The webinar funnel that printed money in 2022 now barely covers itself. The agency you've been paying $4K a month can't explain why your CPL tripled. Competitors you'd never heard of are eating your lunch with strategies you don't understand.
And the worst part is, you can't say any of this out loud.
Not at the mastermind. Not to your spouse. Not to your team.
So you stay up until 2am tweaking ad copy. Telling yourself the next test is the one.
It's not.
You are not losing because your tactics are outdated. You are losing because you are competing on the wrong layer. The 1% in your industry already moved up to the X-Factor layer.
You're still tuning the beer.
The class on Friday, June 12 is built specifically for this moment. Not for beginners. Not for people who haven't put in the reps. For people who can already execute and have hit the ceiling of execution alone.
Tomorrow I'll tell you exactly what you walk out with at 6pm.
[CLICK HERE]
Rock on,
Mel | 261 |
| 15 | The most expensive beer I've ever bought
(Same can. Different price. The reason matters.)
Folks, Mel here.
Promised you a beer story today. Here it is.
A few years back I was at Marina Bay Sands, on the 52nd floor. Beautiful view. Took a few photos. Ordered a beer.
The beer came. Cost me $20.
And the part that matters?
The exact same beer, in the 7-Eleven downstairs, is $3.30. Same can. Same liquid. Same brand. Same expiry date.
So what was the extra $16.70 actually paying for?
It was paying for the view. The prestige. The picture I sent home. The story I told my wife when I got back. It was paying for the intangible.
Now think about your own business.
You sell a service that other people in your industry also sell. Same coaching framework. Same consulting model. Same agency offer.
Maybe a slightly different angle, but at the level of the actual product, it's the same.
So the question becomes the same one as the beer.
Is your customer paying you for the $3.30 part, or the $20 part?
If you're charging like everyone else, you're selling them the beer. You're leaving the intangible value on the table. Quarter after quarter.
This is one of the modules we go deep on at the class on Friday, June 12. Most people in our space have never actually built their intangible deliberately. They've never charged for the view.
Tomorrow I want to be direct about something you might be feeling at 2am.
[CLICK HERE]
Rock on,
-Mel | 248 |
| 16 | The live demo most positioning consultants can't run
(What happens when I pull a volunteer out of their seat on Friday.)
Folks, Mel here.
Said yesterday I'd tell you about the live extraction part of the class. So here it is.
On Friday, June 12, I'm going to pull a volunteer or two out of their seats and extract their X-Factor in front of the room.
Character. Narrative. The works. Live.
This is the part of the class no other positioning consultant in this market runs. Because most of them can't.
The extraction work takes hours, not slides. It takes an ability that most people in our space have not built. And it takes a willingness to sit in front of a real human and pull their actual story out, instead of teaching a framework off a deck.
For the person on stage, they walk away with the foundation of their next ten years of marketing. Character brief. Core narratives.
A positioning statement that goes past category and into worldview. Built live, in the room.
For everyone watching, you get to see exactly how this work gets done. So you can apply it to yourself the moment you leave the room.
This single demonstration is worth the price of the seat.
If you'd want me to consider you as a volunteer, reply to this email and tell me a bit about your business.
Tomorrow I want to tell you about the most expensive $20 beer I've ever bought.
[CLICK HERE]
Rock on,
Mel | 234 |
| 17 | Why most "find your unique angle" classes don't actually work
(That's not positioning. That's a costume change.)
Folks, Mel here.
Promised yesterday I'd say something most marketers will not.
So here goes.
Most positioning workshops on the market right now do not understand what positioning actually is.
Their definition of differentiation is surface. This person has a different look. She wears white, you wear black. She has brown hair, you have black.
That's not positioning. That's a costume change.
No core values. No vision. No depth.
Two reasons almost nobody teaches this properly.
One. They can't dive in. Pulling out what actually makes someone different takes a level of ability most consultants have not built. That includes character, narrative, propaganda, and worldview. So they teach the surface version. Because it's all they can see.
Two. They will not. The work is hard. Sitting down with someone and extracting their real story takes hours, not slides. Most people in this space will not put in the work.
By the way, some of them are now using my term "X-Factor" in their own material. Borrowed it from years of work I've been doing.
Most of them do not understand what it actually means.
The X-Factor class goes very deep. Not at the costume-change level. Into the actual process of what positioning and differentiation mean when done well.
Tomorrow I'll tell you about the live extraction part of the class.
The proof the rest of the market can't run.
[CLICK HERE]
Rock on,
Mel | 270 |
| 18 | The Mark Joyner conversation that started X-Factor
(Seven bits. That's it. That's what your brain holds.)
Folks, Mel here.
Promised I'd tell you the Mark Joyner story today. Here it is.
Years ago, Mark and I were talking about why some people in any industry quietly run the room while others doing the exact same thing make almost nothing.
He said something to me that I still think about every week.
He said the human brain can only hold seven bits of information at a time. That's it. Seven.
Which means your brain is constantly budgeting where it spends attention. Common things get filtered out. Different things get noticed. You only get paid for what gets noticed.
That single line reorganised how I think about marketing.
The 1% in your industry figured out how to be noticed. The other 97% are blending in.
Working harder every year. Getting paid less. Fighting for a shrinking share of a market that no longer sees them.
That's not their fault. Nobody ever taught them this.
But once you know it, you can't unknow it.
This is the law underneath everything we're going to cover on Friday, June 12.
Character. Narrative. Positioning. Propaganda. Every module in the class traces back to this one idea.
Tomorrow I want to say something most marketers will not say out loud about why most "find your unique angle" classes do not actually work.
Full breakdown here
Rock on,
Mel | 259 |
| 19 | The X-Factor 1-Day Class is back. Friday, June 12.
(Why I'm bringing it back right now, and what's inside.)
Folks, Mel here.
A coaching client asked me something last week that stopped me mid-sentence.
He said: "Mel, I do exactly what everyone else in my industry does. Same content. Same offers. Same plays.
But I'm working harder than three years ago and making less. What am I missing?"
I hear that question every week now. From coaches. Consultants. Agency owners. Service-based business owners.
In every industry I've ever studied, there's a 1% at the top that quietly makes almost all the money.
Everyone else does the same activity and stays broke. The difference isn't the product. They all sell the same thing.
The difference is the X-Factor.
It's a term I coined years ago after a conversation with Mark Joyner.
The conversation reorganised everything I knew about marketing. I'll tell you that story tomorrow.
I'm running this class again because right now it matters more than it ever has.
Tactics are dying faster than ever. AI is rewriting how people buy. Algorithms shift every quarter.
Most people in this space are stuck in a cycle of buying new tactics that work for three months and die.
X-Factor is the layer underneath all of that. The one thing that doesn't decay. The thing you build once and compound on for the next decade.
Friday, June 12. Singapore. One room. 80 seats. S$300.
If you've ever wondered why some people in your industry quietly run the room while you're posting harder and converting less, this is exactly what the day is built for.
Full breakdown here
Rock on,
-Mel | 229 |
| 20 | The 4 elements of psychological readiness
Folks - Mel here.
There's a reason I spend so much time talking about psychology in our coaching calls.
Most business challenges aren't tactical, they're psychological.
You can have a solid strategy, advanced AI tools, and a proven business model...
But if you're not psychologically ready, none of it matters.
I've identified four psychological elements that determine your business success:
1️⃣ CLARITY
Do you know exactly what you want to achieve? Are your goals specific and compelling?
Clarity means you wake up each day knowing precisely what you're working toward.
2️⃣ MOTIVATION
Are you willing to think about your goals when you wake up and when you go to sleep?
True motivation means your objectives occupy your mind consistently not just when you're actively working.
3️⃣ SELF-WORTH
Do you believe you deserve success? Do you feel comfortable putting yourself out there?
Self-worth manifests as a willingness to be visible, to share your message, and to stand behind your expertise.
4️⃣ VALUE-WORTH
Do you believe in the value you provide without flinching? This shows up as confidence with charging appropriately and asking directly for commitment.
These four elements are far more predictive of business success than any tactical knowledge.
How to diagnose where you stand:
CLARITY: If you can't articulate exactly what you're building and why, you lack clarity.
MOTIVATION: If you find yourself consistently procrastinating on important tasks, you lack motivation.
SELF-WORTH: If you rarely post content or reach out to potential clients, you likely have self-worth issues.
VALUE-WORTH: If you undercharge, give excessive discounts, or feel uncomfortable discussing fees, you have challenges here.
What's interesting is once identified, these issues can be addressed.
But they can't be solved by learning more tactics or tools.
They require honest self-reflection and deliberate psychological work.
I encourage you to reflect on which of these areas might be holding you back.
Because once you strengthen your psychological foundation, the tactical stuff becomes much easier.
And that's when business gets fun.
Rock on,
-Mel | 235 |
