What Is Your Secret “Melon Extract”?
An Educational Report for Coaches, Consultants and Other Experts on the “Secret-Seller” Ingredient Your Business MUST Have.
From: Lizabeth Phelps
Founder, Inspired Leaders’ Academy
An Educational Report for Coaches, Consultants and Other Experts on the “Secret-Seller” Ingredient Your Business MUST Have.
From: Lizabeth Phelps
Founder, Inspired Leaders’ Academy
I was completely hooked by an infomercial recently. I’m sure you know what I mean. They’re masterfully constructed.
As a branding and marketing consultant, my brain is always trained to spot creative marketing and as I watched this 30-minute odyssey, it sent out wild signals to me, screaming: Pay attention! Everyone needs to do what they’re doing!!
So, this letter is for you: to take a microscope into what marketers did for Cindy Crawford’s “Meaningful Beauty” line of skin care products, and highlight the single “secret-seller” ingredient that set them apart immediately—so you can adapt the idea for your own business! It is a “must”!
Note: I do not use this product nor do I have any affiliation with it or know anyone who does.
I extracted a portion of the website copy for this product line, which was the same content I heard on the TV advertisement. You’ll find it below. Can you detect what jumped out at me and why?
“The secret behind Meaningful Beauty® lies in a remote region in the south of France, where scientists have cultivated a rare melon containing a powerful super-antioxidant called “superoxide dismutase” (SOD). Sometimes referred to as the "youth molecule" for its miraculous age-defying properties, SOD is believed to be one of the most powerful antioxidants known to science.”
So, consider this: “Meaningful Beauty” has a full line of products--just as you should: your business funnel.
In describing what makes her line special, their marketing department could have pointed to any number of things: the antioxidant benefits, the vitamins and minerals. But how many others could do the same? Hundreds.
So, instead, they took their microscope and magnified a single, tiny element—the most salient, most potent element: "extract from a rare melon from the South of France."
Why did my brain jump into full-alertness when I heard this? A few reasons: my brain (like yours) loves what is novel.
Now, products are not often going to have a secret ingredient.
But we don’t sell products: we sell programs and services. And here’s the GREAT NEWS: You and I are in a better position than those who sell products. Why?
Because “melon extracts” can be created and developed because programs/services are fluid, always changing, always improving—sometimes quite dramatically. Products rarely undergo such changes—without huge risk financially and otherwise.
Lucky for us, we can develop our secret melon extracts (if we’re great at what we do and with a trained eye helping to detect it.)
So, let me show you what I mean by using my own business as an example.
Below is the full copy about Cheryl’s "Youth-Enhancing Secret."
Read each line carefully, knowing that you want to be able to duplicate it - then go on to see how I have done that further below:
Meaningful Beauty® is a comprehensive skin care kit designed to: Moisturize Protect Hydrate Rejuvenate
It feeds your skin what it needs on a daily basis, which is essential for helping your skin look youthful and radiant.
The secret behind Meaningful Beauty® lies in a remote region in the south of France, where scientists have cultivated a rare melon containing a powerful super-antioxidant called superoxide dismutase (SOD). Sometimes referred to as the "youth molecule" for its miraculous age-defying properties, SOD is believed to be one of the most powerful antioxidants known to science.
Meaningful Beauty® is formulated with a "first generation" antioxidant complex that includes SOD along with such skin rejuvenating ingredients as coenzyme Q10, lipoic acid, and minerals designed to help restore skin's youthful radiance.
"It's been a very difficult process to extract the enzyme from this melon, and we’ve been the first ones to use this melon extract in a very high concentration, which is exclusive to Meaningful Beauty," says Dr. Sebagh.
Dr. Sebagh is known for his breakthrough efforts in helping preserve skin's youthful vibrancy without surgery. By nourishing skin with powerful antioxidants like SOD, Dr. Sebagh has made it his mission to delay the visible signs of aging while helping his clients restore the appearance of youth and radiance to their skin.
The Powerhouse Method™ is a 7-session process that turns coaches and consultants into stand-out, Inspired Thought Leaders. The development of nine rigorous, must-have messages produces an urgently wanted business and compelling brand, which is essential for success in today’s market.
The secret behind The Powerhouse Method™ lies in the super-message, developed half-way through, called "Breaking Their Schema." Also known as the "world-shifter" for its powerful ability to shatter out-dated world-views and replace them with cutting-edge thinking, the “Breaking Their Schema” super-message is one of the most powerful elements known on the business landscape for producing Thought Leaders.
The PHM™ is formulated with additional “influencer” messages and one-of-a-kind branding elements, such as a business’s single argument, prescription for humanity, inspirational “tribe-builder” message, promise, and ultimate “teaching story”--all designed to establish a first-class entrepreneurial thinker, leader and a one-of-a-kind brand.
"It took thirteen years in business and over six years of in-the-trenches-experience with countless coaches and consultants to develop the ‘Breaking Their Schema’ active ingredient, exclusive to the PHM™," says founder, Lizabeth Phelps. Lizabeth is known for her unique creativity and breakthrough processes for producing truly original expert businesses—without a trace of the superficiality so prevalent on the internet.
By developing Inspired Thought Leaders with powerful messages, powerfully delivered, Lizabeth has made it her mission to end mediocrity and raise the consciousness of the planet by ensuring that her clients do the same.
Let’s examine this: I have a full line of 1-1 programs I offer (as Cindy has her full line of products). The Powerhouse Method™ is the first and most foundational program—but is actually just ¼ of the total line.
In describing my differentiation, I could go a couple of different routes. I could:
But how much more Brain-Sticky (my term for what is compelling, memorable and original) is it to focus on a single element--the “Breaking Their Schema” super-message—and its uniqueness?
One way to frame this is to think of nesting dolls:
What Cheryl has done, and what I have done in my equivalent message,
is focus on the small doll deep inside OF great potency.
…it “pings” our emotions and creates urgency to at least discover more, if not want it right now
I happen to have a skin care line I love and have been using for over a decade that is not Cindy’s,
but were it not for that, after that infomercial, I would be doing two things:
In researching others, I will be looking out for something as unique and rare. If they don’t have it, I don’t want them.
Of course, who wouldn’t!
Here are some rules of thumb from my own experience:
Because this is so difficult for so many business owners, I recommend hiring a trained, outside “eye” that can scan all of your material and pick out the “secret ingredient” gem.
Have you figured it out in reading this special report?
Or do you feel deflated because you know you don’t have one and fear you just don’t have it in you?
You know, there really is nothing to worry about. This is what I do. It’s what I do with exceptional skill.
You deserve that.
It’s an investment. You can’t get this kind of result at a discount.
But think about it: if you possess something rare, exclusive and even miracle-producing for those who use it—like a rare antique on the Road Show, it will sell at top-dollar.
An investment now to obtain that “super-seller ingredient” will be long-forgotten once you have clients paying you well for your one-of-a-kind value.
I am opening my schedule to admit a few Powerhouse Method™ clients in the month of May. On this no-cost call, I will ask you many questions about your current work, your vision and mission, and we’ll talk about the possibility of having your own “melon-extract.” It is time. Don’t sell yourself out by closing this document and going back to the status quo.
I hope, if nothing else, I’ve given you a whole new perspective on what you must have in your business!!
Here’s to changing the world with your message!
Lizabeth Phelps
Inspired Leaders’ Academy
Building thought leader brands that shatter the status quo with powerful messages, powerfully delivered.