“People should know your true value”
Will Chan, Founder of Scale Messaging
We’re so close to the market yet so disconnected from it.
Hi, this is Will, the founder of Scale Messaging. For the past 7 years, I’ve devoted my life to answer one question: “Why do people really buy from us?”.
As a young, solo immigrant from Hong Kong, I know how it feels when people just don’t get you. You always feel there’s a gap, a gap between what you can actually offer and what they think you can offer.
I arrived in Australia by myself when I was 21 with $2000 to my name. After years struggling and trying to adapt to a new world, I found myself sitting comfortably at my office, running my own web design business.
Somehow, I felt there’s was a disconnection.
I remember asking our designers and developers to spend days to deliver a world-class web design, the kind that was aiming for a design award, the kind that would “wow” the client.
The client was thrilled. We were proud.
Until one day, I opened the Google Analytics and saw there were absolutely zero improvements in their conversion rate after our 3-month long grand redesign.
Despite the client loved the new design and had no complaints, I knew we were lying to ourselves.
I had to ask myself again: “Why do people really buy from us?”
That led me to start paying attention to what we were actually saying on the website.
It was then, I realised, we’ve spent 3 months trying to impress the customers, yet created no meaningful connections with them whatsoever.
One by one, with my clients’ permission, I began making minor changes in the words on their website.
To my surprise, their conversion rates went up.
How is it possible that these tiny changes in words can outperform months of redesign effort from my whole team?
That was the beginning of my search. After hundreds of books, countless hours of honing my skills and thousands of lines of copy, I have settled for a temporarily answer.
Today, we’re all busy studying marketing, yet we spare no time to actually study the market.
Everyone is searching for the next marketing tool, algorithm change or Facebook tactic to get more exposure or to trick people to do things. We forget the fundamentals of why people take action.
It’s the value that they perceive from you.
It’s the message that resonates with them.
It’s time to put that connection back – between you and the customers.
“I’ve had my best month ever for the last four months in a row and now turn over 4x what I did”
Amy White, CleanClothNappyHire.com.au
“Someone found our website on Google and decided to ring us over the others because our website is clear and easy to understand.”
Jason Kuan, Kuone.com.au
This business exists for one simple reason.
So many amazing services and products that can truly change someone’s life are being ignored. Why? It’s simply because their messaging isn’t conveying their true value.
What if you can help people better perceive our value? What if you can drive a major revenue increase by making the right changes in your words? What if you can help more people who truly need what you have?
There’s always a better way to convey your value.
Help your customers perceive your value so they will choose you.