Founder & CEO at Omni Digital | Growth Hacker | Performance Marketer | I help my clients scale their businesses 🚀 | Tennis & football fan 🎾⚽

In 2017, I was an investment advisor in a private bank. Although I was comfortable and safe in this job, I wanted more adventure in my career.

I knew that I had a unique set of skills and talents. As an accountant by training, I was comfortable working with numbers and crunching data. But I always enjoyed writing and communicating stories to the world. 

That year, I decided to leave banking and become an entrepreneur. Along the way, I dabbled in a bunch of businesses and learned by trial and error how to harness Facebook & Google to drive leads and sales to these businesses. When my campaigns didn’t work, I’d keep testing until it did. 

After spending hundreds of hours learning copywriting and marketing strategy, I accumulated valuable skills and experience in performance marketing. I realised I could help my clients scale their businesses by implementing these strategies.

In 2022, I decided to take the plunge and pursue my passion for growing businesses by founding Omni Digital, a performance marketing agency that helps clients scale through digital marketing.

Now, I work with e-commerce, home & renovation, and education businesses in Singapore to accelerate their growth using paid Facebook & Google ads.

My goal is to build a world-class team of performance marketers that has the same work ethic as me, which is to continuously test and optimize our client campaigns until they succeed.

Some of our past and present clients include Gain City, Lumens, and Bounceback.

I would love to find out more about your business with a 1:1 chat.

👉🏻👉🏻 Reach out to me on LinkedIn or email alex@omnidigital.com.sg

Alex Chan, CFA

When you spend 5 figures a month on ads and still can’t scale, 9 times out of 10 the problem shows up in the first 3 seconds.

I’ve been thinking about this a lot lately, especially after sitting through reviews, audits, and creative breakdowns across different brands.

The same pattern keeps showing up no matter the industry or spend level.

Most ads don’t fail because the product is bad, they fail because nobody ever really notices them in the first place.

That sounds obvious, but it’s surprisingly easy to forget when you’re deep in ROAS, CTR, CPA, and all the dashboards we stare at every day.

The truth is, people don’t decide to ignore your ad.

They scroll past it automatically.

And that decision happens insanely fast:
 👉 in the first 2–3 seconds
 👉 before your offer, benefits, or testimonials even have a chance to show up.

At Omni, we’ve worked with e-commerce brands doing anywhere from 6 to 9 figures in revenue.

And one thing has been consistent across accounts:

 👉 growth doesn’t unlock when brands spend more, it unlocks when they fix what’s broken in their creative strategy.

Most brands jump straight to persuasion; better copy, stronger offers, more social proof .

But persuasion only works if attention is earned first.

That’s why we keep coming back to one simple formula that explains almost everything we see in paid ads:

Attention + persuasion = conversion.

🔐 Attention is the gatekeeper.

If you don’t stop the scroll, persuasion never gets a chance to do its job.
This is where most ads quietly lose.

They look polished, branded, and “correct”, but they blend into the feed because they follow the same visual language everyone else is using — the same product shots, captions, and safe angles.

When everything looks familiar, nothing feels urgent.

That’s why attention isn’t about being louder, it’s about:
 👉 being interruptive in a way that still feels native
 👉 hooks that punch early
 👉 visuals that break pattern
 👉 formats that don’t immediately scream “ad”.

When both sides of the formula work together, conversion stops feeling random.

At Omni Digital, we’ve used this exact framework to help brands move from around $40K a month to $100K+ per month in as little as 30 days.

Not by reinventing the business, but by fixing how attention and persuasion show up inside the ads.

If you’re spending money on ads and things feel stuck, it’s worth asking one simple question before changing anything else:

Are people even watching long enough for your message to land?

Share this with a business owner friend who’s trying to scale 📈🤝

Alex Chan

Founder & CEO at Omni Digital | Helping SMEs Scale to 7-8 Figures With Paid Meta, Google and TikTok Ads 🚀 | Lead Gen & Ecom Ads | Tennis & football fan 🎾⚽

Tuition centres, stop making these 4 marketing mistakes if you want to double your enrolment (Part 2)

As a former tuition centre owner, I know the stress of empty seats, the frustration of bad leads, and the fear of scaling the wrong way.

That’s why I’m writing this 4-part series — to share the things I wish someone told me before running a tuition centre more than 10 years ago.

Mistake #2 is a subtle one, but it quietly kills enrolments:

👉 Being so generic that parents can’t tell why they should choose you.

This isn’t about bad teaching. And it’s not even about bad marketing.

It’s about being interchangeable.

Here’s what I see happening very often.

A parent enquires. They attend a trial. They say, “Thanks, we’ll think about it.”

Days pass. Then weeks. And eventually… nothing.

Not because they lost interest. But because they were also looking at 3–5 other centres.

And in their mind, all of them sounded… similar.

Most tuition centres say things like:

“Experienced teachers”
“Small group classes”
“Proven track record”
“Caring environment”

None of these are wrong.

But when everyone says the same thing, parents don’t know how to decide.

So they default to:

distance 📍
price 💰
convenience ⏳

Not because those matter most, but because nothing else helped them choose.

Here’s the key idea most centres miss 👇
Generic marketing doesn’t push parents away. It makes them delay decisions.

When there’s no contrast, the safest move is to wait.

That’s when you hear:
“We’ll see how first.”
“Let us discuss at home.”

Not rejection. Just indecision.

What works better (different lens)

Instead of trying to appeal to everyone, give parents a reason to eliminate other options.

Clarity beats claims.

For example:

Instead of:
❌ “Suitable for all students”
Try:
✅ “For students who already go tuition — but still don’t see improvement.”

Instead of:
❌ “Comprehensive programme”
Try:
✅ “Not for last-minute exam cramming.”

Instead of:
❌ “Trusted by many parents”
Try:
✅ “Best fit for parents who want consistency, not shortcuts.”

You’re not trying to be liked by everyone.

You’re trying to be clearly right for someone. 🎯

That clarity reduces comparison. And reduced comparison speeds up decisions.

Why I’m confident saying this

I used to run a tuition centre myself.

Today, at Omni Digital, I’ve spent 10+ years in education marketing, managing 7-figure ad budgets across Facebook, Instagram, and TikTok for tuition centres in Singapore.

Across hundreds of campaigns, we see the same pattern:

Ads get attention. Enquiries come in.

But enrolments stall when parents can’t tell why this centre.

The centres that grow aren’t louder.

They’re clearer.

They give parents a reason to choose — and a reason to decide.

If you know a tuition centre owner whose parents keep saying “we’ll think about it”…

➡️ Share this with them.

Part 3 (Mistake #3) is coming — and it’s about trying to market to everyone at once.

Tuition centres, if parents ghost you after enquiry, this is why (Part 4)

As a former tuition centre owner, I know the stress of empty seats, the frustration of bad leads, and the fear of scaling the wrong way.

That’s why I’m writing this 4-part series, to share the things I wish someone told me before running a tuition centre more than 10 years ago.

Mistake #4 is the one that hurts conversion the most:

👉 Giving up on leads too early.

I hear this all the time from tuition centre owners:

“I get many enquiries… But after one or two messages, they just disappear.”

It feels like rejection.

But most of the time, it’s not.

It’s timing. ⏳

Here’s what’s really happening in the parent’s mind 🧠

Parents don’t enquire when urgency is at its peak.

They enquire when:
👉concern starts forming
👉pressure is building, but not urgent yet
👉they’re “just exploring options”

At that moment, they’re interested, but not ready to commit.

So when you send: one follow-up, then stop

You’re assuming the decision window has closed.

In reality, it hasn’t even opened yet.

This is the part many centres misunderstand:

Silence doesn’t mean “no”.

It usually means:
👉“not now”
👉“need to think”
👉“something more urgent came up”

And when urgency finally hits; exam results, teacher feedback, panic before tests…

Parents don’t go back to who messaged first.

They go back to who stayed visible.

What works better (longer-view mindset)

Instead of treating enquiries like one-time conversations, treat them like relationships.

This doesn’t mean spamming.

It means staying relevant.

Simple examples 👇

✅gentle check-ins during peak periods
✅useful reminders before exams
✅free webinars or short workshops
✅helpful content that proves expertise
✅consistent, calm follow-up

The goal isn’t to pressure.

The goal is to be top-of-mind when the timing is right.

Most enrolments don’t happen because of one perfect message.

They happen because:
✅trust was built over time
✅familiarity reduced hesitation
✅consistency created confidence

That’s why follow-up isn’t admin work. It’s part of marketing.

Why I’m confident saying this

I used to run a tuition centre myself.

Today, at Omni Digital, I’ve spent 10+ years in education marketing, managing 7-figure ad budgets across Facebook, Instagram, and TikTok for tuition centres in Singapore.

Across hundreds of campaigns, the same pattern shows up:

Centres don’t lose parents because of bad ads. They lose them because they disappear too early.

The centres that grow are patient, consistent, and present, especially during peak periods.

If you know a tuition centre owner who says “Leads always ghost me”…

➡️ Share this with them.

That’s the end of the series! Hope you liked it!

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Writer and Editor -- Nikkei Business Magazine

Writer and Editor -- Nikkei Communicatons Magazine

18 years of experience in research and interview based business story writing and editing. Also developed digital media, and worked as media project manager. 3 smartphone and tablet news apps are launched from our team. Special interest in innovation, organizational behavior, sustainability issues.

Specialties: Research, Writing professional articles(Japanese), Speech writing, Storytelling, Editing, Publishing, Developing digital&print media, Media management

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