Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Stop Chasing Fame: Build a Business with Educational Content
Transcript
- 0:00Hello and welcome to the show. Apologies for the noise coming
- 0:03in through the background because I'm going to audio booth
- 0:06and of course it's a full house. So, you know, people watching
- 0:10TV, you know, computers, you know, that sort of thing.
- 0:12So I expect interruptions every once in a while.
- 0:16Now, today's episode, I'd like us to look at the question.
- 0:19Sorry, let me see, Let me look at my list.
- 0:22OK, so there's a question that I get a lot and my question is,
- 0:25are you a content creator? And the answer that I give is
- 0:30no. And I consider that to be a very
- 0:33confusing question because there are very few people who make a
- 0:35living just by producing content alone.
- 0:38Which is why I get confused when people ask, are you a content
- 0:40creator? Because most of us who create
- 0:43content actually create content in the service of selling
- 0:47something else or marketing something else, which is the
- 0:50reason why I answered the question are you a content
- 0:52creator? And I just answer people no,
- 0:55because, well, yes, I'm creating content.
- 0:57It just that doesn't mean automatically I'm a content
- 1:01creator. Now some of you are wondering,
- 1:03you know, why the semantics and it will get into that.
- 1:06But for those of you who are listening to the show for the
- 1:08first time, if you'd love to connect with me for a strategy
- 1:11session, a business audit, or you want me to answer some
- 1:14business questions that you have, then connect with me over
- 1:17on WhatsApp. The phone number is 080
- 1:1964662140. The country code is +234.
- 1:24If you are not Nigerian then you can also connect with me on
- 1:28LinkedIn the name to look for establishing my IED.
- 1:31I also have a YouTube channel by the same name.
- 1:35So I was telling you guys about how whenever people ask me a
- 1:38content creator because they see all the content I create, I
- 1:41answer no. The reason, like I said was
- 1:44because I don't make a living just by creating content alone.
- 1:48I'm creating content that is in the service of selling or
- 1:51marketing something else that I do.
- 1:53So back in my wedding photography days, I was creating
- 1:56content that was in the service of selling my photography and
- 2:02video services. Now that I'm full time into
- 2:05business consulting, I'm creating content that is selling
- 2:09my business consultancy services.
- 2:13And back in the days when my brother and I were in
- 2:17commodities trading that's exporting charcoal and sesame
- 2:20seed and things like that, The little content that we did put
- 2:23up on YouTube actually was in the service of trying to promote
- 2:27us selling charcoal, selling sesame, and you know, stuff like
- 2:30that. But yes, I do know that there
- 2:32are some people who produce content and make a living off
- 2:35that content alone. So for instance, there's Pastor
- 2:39Jerry is a now this one I'm giving you guys, I haven't
- 2:43confirmed. I've just heard it as per gist.
- 2:47So I'm just telling you guys, if it turns out to be correct, then
- 2:51he's one of those people who produces content and he makes a
- 2:55living because the content is monetized in itself because of
- 2:59the views that they receive, because he puts up these praise
- 3:03and worship stuff and prayer sessions and apparently millions
- 3:06of Nigerians, TuneIn and on YouTube and watch it every
- 3:10single day. And then of course, he's getting
- 3:12a percentage of the, excuse me, he's getting a percentage of the
- 3:16dollars that they're receiving. And of course, with the exchange
- 3:21rate. So excuse me, forgive me, the
- 3:25weather here in Abuja, the Hamilton, I can't wait for the
- 3:28rainy season. So, so with the number of views
- 3:33that he's getting and you know, the small, small dollars and
- 3:36cents that they're receiving, by the time he takes his percentage
- 3:39and you convert it into naira, you can see how, you know,
- 3:42somebody, especially Nigerians, how we can make a living off of
- 3:46these things. Because in American terms, you
- 3:49know, let's say you have a successful YouTube channel.
- 3:52And then like I hear other people complain like, what's
- 3:57this guy's name? He's in the real estate space.
- 3:59I can't remember his name. Young guy, Christian guy, former
- 4:02baseball player. I think on his YouTube he said
- 4:05he makes just like $40,000 US. And in his in his own opinion,
- 4:10you know, $40,000 US is, is not, is not much money.
- 4:14But whenever it is, you're listening to this podcast, just
- 4:18take your calculator or go and check on the website and do
- 4:20$40,000. Then multiply that.
- 4:24Use the Nigerian exchange rate. Even if you pay half of it in
- 4:26taxes, you can see that or more is not is not bad.
- 4:31So yes, there are people like Pastor Jerry.
- 4:33Is he? I heard, I have not confirmed
- 4:37and he's not my guy, so I don't know him, but this is the gist
- 4:40that I've been hearing on the streets that he is making a
- 4:43killing off of the content that he's producing.
- 4:45So someone like Jerry Easy. OK, yeah, content creator, even
- 4:49though I thought of him more as a pastor and a youth, youth,
- 4:53youth and worship leader, you know, rather than the content
- 4:56creator. But I hear right now that these
- 4:57days he's a content creator, so he's not producing content so
- 5:02that more people will go to his church and so that they can
- 5:04increase revenue. So maybe that was the game in
- 5:08the beginning, but right now he's making a living off the
- 5:09content. Then.
- 5:11Now let me see who else. OK, I can't remember.
- 5:14I just keep my mind. So apart from Pastor Jerry,
- 5:19Izzy, if I'm correct, then other people like us, regular people
- 5:25like us who are creating content that we're going to use to sell
- 5:29something else. And that's the reason why I
- 5:31don't consider myself a content creator, even though all of us
- 5:35share that content. Really create.
- 5:38Now some of you are going to ask me, what about influencers?
- 5:40OK, yes, I agree. That's also a different category
- 5:43because we have people like Kim Kardashian and then we have
- 5:45people like Bob Risky or is it Bob or Risky?
- 5:48I'm never sure what his name is. So we have people like Kim
- 5:51Kardashian and Bob Risky people. These people exist.
- 5:55And what they do is they create lifestyle content, you know,
- 5:58lifestyle in quote. So with the lifestyle content,
- 6:01it allows them to achieve fame and then notoriety.
- 6:04And then it now leads to endorsement deals for brands or
- 6:08businesses who are trying to hack popular attention in the
- 6:12media and over on the Internet. So yeah, those sorts of things
- 6:16exist. Although people call them
- 6:18influencers, people don't call them content creators.
- 6:22But you can see that, you know, there are some slight
- 6:24differences. So if you ask me what do I do or
- 6:27what am I closer to, I would say I'm more like Mr. Macaroni.
- 6:32For those of you who are familiar with his videos, or
- 6:34rather if you're familiar with his videos, you really know who
- 6:36he is. Now, if you're not familiar, Mr.
- 6:38Macaroni, he's an actor and he's a comedian, but he puts out
- 6:41these kids where he's like a sugar daddy and he's trying to,
- 6:44you know, chase one or two runs. The runs don't always click
- 6:48well. And you know, stuff like that
- 6:49shall but, you know, funny stuff.
- 6:53But The thing is, he's a comedian and he's an actor and
- 6:57he has used these skits to he has leveraged that to appear in
- 7:02Netflix movies and he now headlines in comedy festivals
- 7:05and comedy shows. So I would say I'm closer to Mr.
- 7:08Macaroni because the content I'm producing is not the main thing.
- 7:12Gong gong. It's not like it's not the, it's
- 7:14not the, it's not the bread and butter.
- 7:18It is the things, it is the opportunities that the content
- 7:21will open up for me. That is the main thing.
- 7:22So I'll say I'm closer to Mr. Macaroni, although I'll say I'm
- 7:26better looking. But yeah, he has more money than
- 7:28me, you know, for now. So I'm similar to him because I
- 7:32make content around sales, sometimes marketing, and it
- 7:35helps me to build my credibility as a speaker and as a trainer.
- 7:38And I use that to leverage for paid speaking, paid coaching and
- 7:42paid consulting gigs. So that's the reason why I
- 7:45answered the question. Nope, I'm not a content creator
- 7:48because to be honest, I'm not like any of these folks.
- 7:50I'm not like Bob Risky. I'm not like Kim Kardashian.
- 7:53I'm not like Pastor Jerry is a if you say I must speak inside,
- 7:58I'll say I'm closer to Mr. Macaroni because Macaroni is
- 8:01producing content. But Mr. well, Mr. Macaroni is, I
- 8:04suspect that he even wants to appear in international movies
- 8:06at some point. That's the way I read the
- 8:09gesture. I think that's where he's
- 8:10heading, you know, like to be in some Oscar nominated movies and
- 8:12things like that. So if I must pick a stand, I'll
- 8:16say I'm closer to Mr. Macaroni. Now leads to a bigger question.
- 8:22Should you be a content creator? That is you right now listening
- 8:27to this podcast. You be a content creator.
- 8:31With the way we have defined content creator, honestly, I
- 8:35would not advise you to be a content creator because the odds
- 8:38of success are surprisingly low, even though it appears that
- 8:43those people live a much more glamorous life.
- 8:47Kim Kardashian and her sisters and her family, like obviously
- 8:50they're paid like mad paid. Bob Risky is mad paid and he's
- 8:57living, he's living a life. But The thing is that game is
- 9:01hard to try and out Kardashian, the Kardashians is is hard to
- 9:06try and out Risky. Bob Risky is I mean, it's hard,
- 9:11you know, so Bob risky is out there and you know, rumours and
- 9:15then gist and then the cross dressing and then the this and
- 9:17the that. And if you want to do to say
- 9:21you're going to be mad and Bob risky is it's hard.
- 9:24I'm just being real with you. Not everybody has that level of
- 9:29what was it called? Not everybody has that level of,
- 9:32you know, whatever it is, you know, to make it happen.
- 9:35In fact, in this part of the world, if you if somebody
- 9:37releases your sex tape, you know, you go and hide and pray
- 9:40that you know the ground should swallow you, you know, so it's
- 9:42not for everybody really. It's hard to build Kardashian
- 9:47cloud and it's hard to build a Bob risky reputation.
- 9:51So in my own opinion, should you be a content creator listening
- 9:54to this thing, I'll say don't do it.
- 9:56I'll break it looks glamorous, but the odds of success are
- 9:59very, very, very low. But yes, for the people who hit,
- 10:06hit it big, they hit very, very well, but the odds are low.
- 10:10So in my own opinion, I think it is better to create content
- 10:13around a skill set or around an interest that you have then now
- 10:18try and monetize that that whole thing.
- 10:23That is what I recommend because it is easier to make a living or
- 10:27to win doing that sort of thing. If I say I want to compete with
- 10:30Bob Riskie, it's going to be hard, you know, because First
- 10:34off, I'm going to have to bleach.
- 10:36I'll have to lose my potbelly. What else?
- 10:39You know, all the other things that he's trying to do.
- 10:41I need to look for some scandalous angle and then mean
- 10:44like that's plenty of work. But you can see that with me
- 10:46coming up here to create educational content, you know,
- 10:492-3 times a week, you know, is doable.
- 10:53I've been doing this for close to five years and it's looks
- 10:56like it's the kind of thing I can do for another 20.
- 10:58And it doesn't depend on me being scandalous or me going
- 11:04viral or, you know, stuff like that.
- 11:06So I really think this is a much more easier lifestyle and it's
- 11:09something that's more achievable for everybody else.
- 11:12So create content around the skill set that you have or
- 11:16around an interest that you have.
- 11:18Eventually we'll try and figure out a way to monetize that.
- 11:21Then I also think that creating educational content is the
- 11:24easiest path. Whenever I'm speaking, I tell
- 11:27people about this sort of thing, especially ladies.
- 11:32So I'm not picking on you ladies because you know, there's been a
- 11:38couple of sessions, you know, where I'm addressing specific
- 11:42female audiences. Like last year when I did the
- 11:46woman in marketing thing with Avon Hobb.
- 11:48And then I think the year before when I was talking to the Abuja
- 11:53business women's networking thing, I can't remember what it
- 11:56is that was called. And then these kind of questions
- 11:58always come up because they're worried about going viral and
- 12:01producing entertaining content and things like that.
- 12:03So please, my dear lovely sisters, please, my sisters, my
- 12:09mommies, my aunties, I'm begging you guys.
- 12:12Yes, it'll be nice to go viral and to do and to dance and to
- 12:17point and to twerk and to everything and to do whatever it
- 12:20is that is raining. But I honestly think creating
- 12:23educational content is the easiest path.
- 12:26Because it didn't. It does not require much talent
- 12:29and it does not require much XYZ.
- 12:31Like for the pointing and the dancing and the twerking thing.
- 12:34Obviously, if you're not yellow, the thing won't fly.
- 12:36If you don't have hips, the thing won't fly.
- 12:39If you don't have boobs, the thing won't fly.
- 12:42If you don't. I mean, you, you see where I'm
- 12:44heading? But if it's going to be
- 12:46educational content, it doesn't matter if you're tall or short,
- 12:50yellow or black, if I watch you look like and all the extra
- 12:56stuff is even by the way. So you guys listen to me right
- 13:00now. You guys don't care whether I'm
- 13:02handsome or I'm ugly. If you see me and I'm handsome,
- 13:04I'm like, oh, OK, it's a plus. If you see me and I'm ugly, you
- 13:07say try this guy. No, try, try.
- 13:09But at least you still continue to to flow with me because what
- 13:12I'm saying is making sense. We'll still keep vibing.
- 13:15And it's the same thing like Abuja, what's her name?
- 13:18Niger brand, Niger Brand, what's her name?
- 13:22Niger Brand Sheikh. I can't remember her name Shah.
- 13:25So like Niger brand Sheikh, if you like them small and slim,
- 13:30then she's not your type. But The thing is, she's
- 13:32producing educational business content.
- 13:34So regardless of how she looks, you will still have to be
- 13:37flirting with her because she's dropping business gems, she's
- 13:41dropping Nuggets that will move your business, move your
- 13:45business forward. So me personally, or that's what
- 13:49I advise, this educational content thing is the easiest
- 13:53path. You don't have to be funny.
- 13:56You don't have to be fine. You don't have to be fit.
- 13:59You don't have to be trendy. You don't have to court
- 14:02controversy. You don't have to.
- 14:05What's that word? You don't have to go viral.
- 14:07You don't have to whatever, whatever, whatever.
- 14:09You can just be doing your educational content steady,
- 14:12generally just be doing your thing, continue to promote,
- 14:17continue to iterate, continue to refine, eventually find your
- 14:20audiences, start trying to build communities around it.
- 14:23You can just be doing this in small, small, small, small,
- 14:25small. Just take it in your style and
- 14:26just be moving. So for me, educational content,
- 14:30or I'll say that as the one that you should do.
- 14:32So with my podcast, I set out to educate people primarily if any
- 14:37of you are entertained because of things that I see that
- 14:40entertainment is just a byproduct.
- 14:44It was not me deciding that look to them when they make you guys
- 14:47laugh like Mr. Macaron. It just happened to be a by
- 14:50product that you guys are feeling me or you're feeling my
- 14:53humor. But primarily I came here to
- 14:56entertain. Sorry, not to entertain, to
- 14:58educate. If I want to do the Mr. Macaroni
- 15:03thing, I mean, think about it. Think about the number of videos
- 15:05that the guy drops in a year and every single video he has to
- 15:09make you guys laugh. Think about how hard that thing
- 15:13must be, the level of talent that is required, the level of
- 15:16scripting that is required. Then of course he has to pay
- 15:20actresses to show up in the video.
- 15:22So casting is also a problem. You need to make sure that you
- 15:26cast the right people, the people who have the right
- 15:28talent. You know that and understand
- 15:31your vision, who can flow with you.
- 15:32Think about how I had that thing.
- 15:33That thing must be. So if he makes 100 videos every
- 15:36year in 100 video, he in 100 videos, he has to make all of
- 15:39you laugh or else he's off point.
- 15:43But for me, I can show up quietly everyday, just pick up
- 15:48my phone, make some educational content.
- 15:51So long as I know that I'm spitting truth and I'm spitting
- 15:53value, I'm fine. And it's OK if some things are.
- 16:00Maybe it's kind of like a flop. It's not a problem.
- 16:03You guys won't punish me. You say, OK, that episode was
- 16:06half mark, but you still be here for people like Mr. Macron.
- 16:12If he drops 100 videos in a year, he can't afford to have
- 16:16pass mark. You know, more than, I don't
- 16:18know, 20 or 30% of the time For me, if I have 30 or 40% pass
- 16:23mark on my videos, you know, it's OK.
- 16:26You guys will still be back so long as you think I'm dropping
- 16:28value. So the thing that Mister Macroni
- 16:31does very hard. The thing that Mister Beast does
- 16:35very hard. Kim Kardashian, very hard.
- 16:38Bob Risky, very hard. Not everybody has the skill set
- 16:41of the talents to pull those sorts of things off.
- 16:45Sorry, One moment. Sorry about that.
- 16:50I had to attend to one of the kids, Where was I?
- 16:54So basically the reason why I say educational content is a way
- 16:57forward is because anybody can do what I do to take your phone,
- 17:00explain what you do, teach people how to do it, show them
- 17:04how it can benefit their personal life or to benefit
- 17:07their business life. Sorry, one moment.
- 17:12OK, now sorry about that. This time it was my wife who
- 17:15walked in because she needed bathroom slippers.
- 17:18Luckily I was able to hit pause just on time before she came in.
- 17:21So if not, you guys would have heard what my wife sounds like.
- 17:26But only most of the times I want hanging out, our
- 17:28conversation is inappropriate. So it's a good thing that I
- 17:30pause the microphone anyway. So why was I blah, blah, blah.
- 17:35OK, yeah. So basically what I'm trying to
- 17:37say is educational content. That's the way to go.
- 17:39Anybody can do what I do. Just pull out your phone,
- 17:42explain what you do. Teach people.
- 17:43This is how it will benefit your business.
- 17:45This is how it will benefit your life.
- 17:46So I recommend, yes, people do what I do.
- 17:49Don't be a content creator. So summary, am IA content
- 17:52creator. The answer is no.
- 17:55I don't like to think of myself as one, but should we all be
- 17:58creating content as business people?
- 18:00This is a separate question. If you're a business person,
- 18:03should you be creating content on Instagram, on TikTok, on
- 18:06LinkedIn, on YouTube, on your website, on your whatever?
- 18:09My answer is a very, very big yes.
- 18:12YES. Capital yes, because it is the
- 18:15easiest and the cheapest way that people are going to be able
- 18:17to know. This is who we are.
- 18:19This is what we can do. These are the services and the
- 18:21products that we have that we're putting out in the market and
- 18:24that people can buy. And this is how our product or
- 18:27services can help them. So should we all be creating
- 18:30content? My answer, capital YES.
- 18:35And just in case I haven't emphasized enough, let me
- 18:38emphasize it again. What kind of content should we
- 18:41be creating as business people? In my own opinion, we should be
- 18:44creating educational content because it requires less charm
- 18:48and it requires less talent. Anybody can do it.
- 18:51House, IBO, Yoruba, tall, fat, slim, short.
- 18:55You can be black like me or yellow like Token Mark.
- 18:58You know nobody cares. Educational content, easy to do.
- 19:06Another reason why we should all be doing educational content is
- 19:09because when you're doing entertaining content, it is
- 19:12trendy and it doesn't age well. Like the Abuja business, the
- 19:17Abuja woman networking thing from two years ago, the thing
- 19:21that was raining there was pointing and twerking.
- 19:23Now pointing and twerking is it raining?
- 19:26Pointing and twerking has passed.
- 19:31So the videos that you did back then of the pointing and the
- 19:34twerking that made you seem go viral or something like that.
- 19:38That video now is consigned to that part of history.
- 19:40You cannot do anything again for you tomorrow but me that I'm
- 19:47trying to do educational content.
- 19:49Educational content is Evergreen.
- 19:51It lasts forever. It lasts for always.
- 19:55My oldest episodes from five years ago are the ones that are
- 19:58the most popular. Those of you who are doing
- 20:01entertainment stuff, the videos, the content, the podcast, the
- 20:07blogs that you guys put out five years ago, you can't use it for
- 20:11nothing. But me, I can take a podcast
- 20:15episode that I created five years ago and I can share it
- 20:18again. In fact, if you follow me on
- 20:20LinkedIn, you will see that lots of the times that's what I'm
- 20:23doing. I'm taking past episodes and I'm
- 20:25sharing them every day. Somebody will listen and say,
- 20:28oh, I agree. I don't agree.
- 20:30I like this. I don't like this in the
- 20:32comment. We can start debating it.
- 20:33You can see that I'm gaining engagement from stuff that I
- 20:36produced 345 years ago. If you're doing the entertaining
- 20:41content thing, you know, once you've done the pointing at the
- 20:43twerking or whatever was raining, like OK, what challenge
- 20:50again? Ice water challenge.
- 20:52This challenge, that challenge. Once you do the challenge, once
- 20:54challenge has finished and another trend comes, it's gone.
- 20:57It's gone. You can't use it for anything
- 20:59again. But for me, I have Evergreen
- 21:01content. Evergreen just means it will
- 21:03always work. I can always use it.
- 21:06In fact, you know, we're not in control of our lives.
- 21:12So, you know, we don't know what happens, but, you know, God
- 21:14granting us good life and a long life.
- 21:17I won't be surprised if somebody is listening to this podcast
- 21:20now. But 30 years have passed since
- 21:23the day that I recorded this thing.
- 21:25So it is 2025 + 30. Should be 55.
- 21:29Yeah. So it's possible that there's
- 21:31somebody listening to this episode right now in the year
- 21:332050. Twenty.
- 21:35I'll be 2055 and the thing will still make sense because I set
- 21:40out to make educational content. So it's Evergreen.
- 21:44So that is my recommendation. No, I'm not a content creator.
- 21:49You ma listening to this podcast, please do not become a
- 21:52content creator, but as a business person, yes, produce
- 21:55content. The kind of content you should
- 21:57produce should be educational content because it's the easiest
- 22:00and it's Evergreen. It doesn't require too much to
- 22:04do. But anyway, that's my own
- 22:06opinion. If you think you can cause your
- 22:08business to blow or to whatever I'm doing, entertaining, trendy
- 22:13lifestyle, whatever content, yeah, sure, how about it?
- 22:17And if it works, please let me know so that I can even
- 22:20interview you and come and share the secret over here on the
- 22:24podcast so that other people who don't like all these things that
- 22:27I say about educational content, other people can get to know
- 22:31another way that you can use to use content to help build your
- 22:36business. So that's it pretty much for
- 22:39today. Thank you very much for your
- 22:40time and attention. If you'd love to connect for
- 22:42strategy session, the business audit, they want me to answer
- 22:45some questions that you have, connect with me on WhatsApp.
- 22:49The phone number is 08064662140. The country code is +234.
- 22:55Also connect with me on LinkedIn, the name to look for
- 22:58establishing my IED. I have a YouTube channel with
- 23:01the same name. I'll catch you guys at the next
- 23:03episode.