EPISODE 137
How to Craft a Message That Resonates
with Tim Fung
Up to 80% of your conversion rate is determined by your messaging.
Without a clear message, your audience won’t understand what you do or how you can help them. But with the right words to mobilize your mission, your customers won’t just buy from you once–they’ll tell their friends, too.
Tim Fung is the co-founder and CEO of Airtasker, a trusted online marketplace that connects people who need work done with people who want to work and have the skills to do the job.
Airtasker’s mission is to empower people to realize the full value of their skills–to create jobs, income, and purpose, and have a positive impact on the future of work on a global scale. The company’s powerful messaging has paved the way for rapid growth and expansion.
Prior to starting Airtasker, Tim was a founding team member and investor in telco startup Amaysim, playing a key role in strategy and capital raising. He is a founder and director of several web startups, including online custom shirt design business Joe Button and motorsport event management group Circuit Club.
A Compelling Reason to Change
When developing Airtasker, Tim knew their biggest challenge would be to get people on the platform. Once they started using it, they would see the value–but getting people to adopt any new technology can be difficult. The solution was to offer users a compelling reason to change their behavior.
Most taskers (the people on Airtasker who offer services) were used to a pay-per-lead model, where they paid for advertising in the hopes that it would lead to a job. Airtasker flipped that model on its head: taskers can use the platform for free, see what jobs are available, and apply for as many as they want. Airtasker only takes a percentage fee once the job is booked.
They also came up with a compelling reason for customers to try the platform. Unlike other gig economy apps, Airtasker starts by asking their customers to describe their problem (however niche it might be). Then taskers are free to suggest creative solutions. For example, if someone accidentally flies their drone into a tree, they can post on Airtasker for help getting it down.
The community-driven model means there are also very few disputes between customers and taskers. Out of hundreds of thousands of tasks completed each month, less than one in 10,000 become disputes.
Building a Brand People Resonate With
Since Airtasker’s inception, Tim and his co-founder have been intentional about building a brand around their mission: to empower people to realize the value of their skills. For example, their “like a boss” campaign featured a variety of taskers who don’t fit the traditional model of what a “boss” looks like, but have been able to create a business for themselves using Airtasker.
It’s a message that resonates with their target audience–both taskers, who enjoy having control over their income, and customers, who appreciate the contribution to the local community. The result is happy customers and powerful word-of-mouth marketing.
Enjoy this episode with co-founder & CEO Tim Fung…
Quotes
“Why do we ask friends and family to do these kinds of jobs when there are so many people out there who want to earn a living?”
“There’s nothing more motivating than knowing this is your thing and you have to make it work.”
“It’s kind of like the world’s oldest business model in some sense. It’s not an innovative business model but it’s actually something that hasn’t existed yet.”
“Having more people in the marketplace makes it a better business for everyone.”
“Every place across the world has the commonality of: you need people who have skills and you need to get stuff done. The great thing about the business model is that the local people decide what that thing is.”
Links mentioned in this episode:
Podcast Resources
Airtasker website: http://www.airtasker.com
Connect with Tim on LinkedIn: https://www.linkedin.com/in/timjfung
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