Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Stop Wasting Your LinkedIn Ads: The Secret to Smart Prospecting

Transcript

Stop Wasting Your LinkedIn Ads: The Secret to Smart Prospecting · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. I'm taking today's recording at
• 0:05
  an undisclosed location. And yes, I am also in the car
• 0:08
  park before I head off for another engagement.
• 0:13
  Now if you want to learn about things, sales and marketing,
• 0:16
  things that are business related, then you are at the
• 0:18
  right place. Don't worry, this is not a show
• 0:21
  about my travel schedule. And if by the time we're done
• 0:25
  with this podcast, you find the things here, elements that are
• 0:28
  useful, then do me a favour, share, promote and talk about
• 0:31
  the show so that your friends and family members in Nigeria
• 0:34
  and abroad can benefit from the questions that we tackle.
• 0:37
  They can do that by subscribing on Spotify, YouTube, Apple or
• 0:40
  any player of their choice. And if you in particular, dear
• 0:43
  listener, if you have any sales and marketing questions, bring
• 0:46
  them to me. You can call, you can SMS and
• 0:48
  WhatsApp me on 08064662140. Now today on the show, I want us
• 0:56
  to look into other popular methods of business outreach and
• 1:01
  then also discuss principles on how to make our outreach better
• 1:05
  for those of you who are just discovering the show For today,
• 1:08
  outreach was just a way of reaching out obviously to other
• 1:12
  people so that you can get more customers, more clients for your
• 1:16
  business. So that's what we're going to be
• 1:18
  discussing today. And today we're going to be
• 1:20
  looking as LinkedIn as a method of drumming up business.
• 1:24
  It's a method that is becoming more popular, becoming
• 1:28
  increasingly popular as more people jump on LinkedIn.
• 1:32
  So I've done lots of WhatsApp episodes where I'm going to do a
• 1:36
  LinkedIn episode today. And by the time we're done,
• 1:39
  you're going to see what I've been saying.
• 1:41
  You know time and time again that whenever we're talking
• 1:44
  about business outreach and we use one particular case study or
• 1:47
  one particular method, you will find that the principles that we
• 1:51
  discuss can apply to other scenarios as well.
• 1:54
  So whenever you're listening, you know, get the information,
• 1:59
  take dressing and apply it to whatever situation it is.
• 2:02
  So if you like to use Snapchat to draw more business or
• 2:05
  Instagram to draw more business, the fact that I have not done a
• 2:09
  Snapchat episode yet or an Instagram episode yet does not
• 2:15
  mean that because I've only discussed WhatsApp and LinkedIn
• 2:18
  that you can take something good and apply from there.
• 2:22
  Now First off, let us define LinkedIn because to be honest,
• 2:26
  until I did that show, I think was like 2 years back, that was
• 2:33
  the NBC thing on how to use AI to improve your careers on
• 2:36
  business. And to be honest, until I did
• 2:38
  that show, I just assumed that everybody in Nigeria knows what
• 2:42
  LinkedIn is. I just assumed.
• 2:44
  So it was a shocker down more stage and I'm yawning and
• 2:49
  clearly, you know, people are not picking up what I'm putting
• 2:51
  down. I asked one or two questions and
• 2:53
  lo and behold, they are people who in 20.
• 2:56
  OK, no, that was two years ago, so 2023.
• 2:59
  So there were people in 2023 who had never heard about LinkedIn.
• 3:04
  And the thing that shocked me the most was I thought would be
• 3:06
  the old people. You know, like my mom sees age
• 3:08
  up who I've never heard about LinkedIn was young, young
• 3:11
  people. And I'm thinking, what the hell?
• 3:13
  Now you guys want to build careers, You want to build
• 3:15
  businesses. You've never heard of LinkedIn,
• 3:17
  Not to talk of even putting a profile on LinkedIn.
• 3:21
  One guy even called it in Linked.
• 3:23
  I said, hey, anyway, so let me define LinkedIn since now
• 3:27
  everybody knows it. Now LinkedIn is just a social
• 3:29
  media platform, in case you've never heard about it.
• 3:31
  But the focus of LinkedIn is online networking.
• 3:35
  So for those of us who came on Facebook when Facebook was brand
• 3:39
  new, you know, those of us who are like 20 something, you know,
• 3:44
  20 something, almost 30 when LinkedIn, when Facebook first
• 3:47
  came out, remember back then we used to go there and it was a
• 3:50
  nice place to look at babes. You know, you check out your
• 3:52
  classmates, you know that girl in your class that was cute, you
• 3:55
  know, you had, you went to America.
• 3:56
  OK, now you can find her, you can start conversations again,
• 4:00
  you know, that kind of thing. So that's why some of us were on
• 4:02
  Facebook. So different social media apps
• 4:05
  have different purposes. But when we're on LinkedIn, it's
• 4:08
  not to check our past girlfriends and it's not to look
• 4:10
  for husband or wife. LinkedIn is built around online
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  networking for career and business.
• 4:17
  Let me repeat, LinkedIn very serious, which is one reason why
• 4:21
  lots of Nigerians don't like it. They say LinkedIn is very
• 4:24
  serious. What am I going to be doing
• 4:25
  there? LinkedIn is not fun and yes,
• 4:27
  you're correct, LinkedIn is not fun.
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  I'm not on LinkedIn to be entertained.
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  I'm there to make some money. So LinkedIn, that's where
• 4:35
  everybody gathers for online networking, career and business.
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  That is the focus and that is the reason why I scratch my head
• 4:43
  when I run into another Nigerian person who doesn't have a
• 4:46
  LinkedIn account. Every single person in Nigeria
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  who is self-employed or in SME space.
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  You have a small and medium scale enterprise, you have a
• 4:56
  micro, nano, whatever, but you should be on that space.
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  Create your account today. Start joining relevant groups
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  because whether it is bakers groups or I don't know, oil and
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  gas group, whatever the group is, you will find a group.
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  Start joining the group. Start having conversations,
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  start hooking up with stakeholders in your in your
• 5:17
  space. Don't just stay on the Internet
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  for entertainment. Use the Internet for career and
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  business development. Everybody should be on LinkedIn.
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  Everyone and it's not linked is LinkedIn in case I run into
• 5:32
  another one of you. So like most social media
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  platforms, LinkedIn has a free account that allows you to post
• 5:40
  content. You can send connection requests
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  or by the way, you have weekly limits.
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  So it's not like Facebook that you can just be adding, adding,
• 5:46
  adding sense and sense. And after a while, LinkedIn will
• 5:49
  tell you that look, Bros, you know, you've been sending too
• 5:51
  many too many connection requests or a pipe low.
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  That's enough. Stop there.
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  So yes, there are limits and depending on who you are,
• 6:00
  because me, I post like a beast, you know, every day.
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  Well, in the past, sometimes I used to post like 10 times a
• 6:06
  day. So you know, they started
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  limiting how much I could post. So you know, there will be some
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  limits that you are not used to if you're coming from Facebook
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  and if you're coming from Instagram, nobody on Instagram
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  will tell you that hey bro, you don't post like 20 times this
• 6:21
  week or I'll stop. But actually it can happen on
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  LinkedIn where they will send you a message, they'll say,
• 6:26
  look, you've been posting too much or I'll stop.
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  You're only limited to XYZ number of posts per week, so
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  that's the free account. Now with the free account, you
• 6:35
  also can send messages to people privately in the inbox and that
• 6:41
  is the feature that most people are trying to use to draw more
• 6:44
  businesses. People try and connect with one
• 6:47
  or two people who might be potential clients.
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  Then when they agree, you will now send them something in the
• 6:52
  DM to try and get them to be a customer on the free account.
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  There's also a limit on the number of messages that you can
• 7:01
  send to people and you can only send messages to people that you
• 7:05
  are connected to, which is why on LinkedIn somebody will send
• 7:09
  you a a connection request first.
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  Then when you accept, that's why they will now send you the
• 7:14
  message that oh, I have this for sale, I have that for sale, come
• 7:18
  and buy. So now there are also paid
• 7:22
  accounts that are available on LinkedIn.
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  And the benefit is that it allows you to send messages to a
• 7:27
  wider selection of people and to get connect, get connected to
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  more people. So with the paid accounts, you
• 7:33
  don't have to be connected with someone on LinkedIn before you
• 7:36
  send them a message. This is also a feature that lots
• 7:40
  of Nigerian businesses are exploring.
• 7:42
  You get on LinkedIn, get the paid account and if you want to
• 7:45
  send downloading a message, you send him a message.
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  So like now for instance, if I want to send down with a message
• 7:50
  and say uncle uncle D how far now please raise me like 500 MI
• 7:54
  can't send him a message because him and me we are not connected.
• 7:58
  But if I get the paid account on LinkedIn, I might.
• 8:04
  It doesn't mean that when down with this is the message he will
• 8:07
  send me 500 M but you know, at least I should be able to get
• 8:10
  access to uncle down with it once I get my paid LinkedIn
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  account. So the case study that we're
• 8:18
  going to do today is this I received the message from
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  someone that I am not personally connected with.
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  So this is not somebody who has sent me a connection request.
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  We're not connected, we're not friends, we're not nothing.
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  And apart from online, even in real life, I don't I don't know
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  this guy. So one moment, let me open this
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  message. Let me scroll, scroll, scroll,
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  scroll and get to the top. OK, Now this is the message.
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  So how will I do this in now? OK, let me just read the
• 8:46
  message. Work forward.
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  Hi Tavajima, if managing multiple currency accounts and
• 8:51
  dealing with high foreign exchange fees are paying for
• 8:54
  your business, XYZ Organization is here to help.
• 8:58
  With our multi currency account, you can hold and transfer Naira,
• 9:04
  U.S. dollars, Euro, EUR, the Great British pound.
• 9:09
  KES. What's that?
• 9:11
  Is KES, is that Kenya? TZS, is that one Tanzania?
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  UGX I mean that one is Uganda. ZAR I don't know, is that
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  Zambia? And that's my guess.
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  You know what, let me just have from the beginning.
• 9:23
  So this is the message. Hi Tava Shima, if managing
• 9:25
  multiple currency accounts and dealing with high foreign
• 9:28
  exchange fees are paying for your business, XYZ Organization
• 9:31
  is here to help. With our multi currency account,
• 9:34
  you can hold and transfer NGNUSDEURGPBKESTZS, UGX and zer
• 9:44
  all from one account while avoiding hefty bank fees and
• 9:49
  reducing the hassle of cross-border transactions.
• 9:52
  Let's jump on a free call to explore how much your business
• 9:54
  could save or if you're ready to streamline your payments today,
• 9:59
  sign up here. Best regards blah blah blah, FX
• 10:02
  specialist this at that that organization.
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  So that is the message that I received.
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  Now let's go into our usual, you know, our usual usual tear down.
• 10:14
  So while I put it, OK, now some of you probably didn't get the
• 10:20
  gist of what the message was, which is one of the reasons why
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  I say people when you're sending messages, I know that they look
• 10:28
  brilliant on paper, but they're too long, too many words, too
• 10:31
  many buzzwords, too many this, too many that the average person
• 10:34
  will read it the first time and not get a clear sense of what it
• 10:38
  is that you do. So let me tap things down and
• 10:40
  just highlight some some elements from the message.
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  So number one, this message is a sponsored advertise
• 10:51
  advertisement. Now sponsored advertisements.
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  This is also a regular. This is also a feature of paid
• 10:58
  LinkedIn. Now when you pay, you can also
• 11:01
  pay extra and you send messages to somebody's inbox, but the
• 11:04
  message is more or less is an, is an ad more or less.
• 11:08
  So this message was a sponsored ad and the thing landed straight
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  in my inbox. So if you want to use LinkedIn
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  for business, this is something that this is a feature that you
• 11:18
  can explore for your business. Then #2 The sender is obviously
• 11:23
  some sort of FX specialist, you know FX as per Forex, you know,
• 11:27
  foreign exchange. So that's the guy's jam.
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  That's what he does. Now the problem he solves is
• 11:32
  that people who have problems with multiple currency accounts,
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  you know, you have a dumb account for dollar, you have
• 11:40
  this account for China, you have this account for Kenya, you have
• 11:44
  this account for Canada, you know multiple currency accounts.
• 11:47
  The pro. That's part of the problem that
• 11:49
  he solves. If you're juggling too many
• 11:51
  accounts, you try and solve you how you can do everything one
• 11:53
  account easy one hand for all your transactions.
• 11:57
  Then he also promises that if you're getting plenty bank fees
• 12:02
  and you have plenty of hassle when you're trying to do
• 12:04
  cross-border transaction. You know you want to send money
• 12:07
  to your side piece in Zimbabwe, it's a problem.
• 12:09
  You want to receive money from your brother in Canada, it's a
• 12:11
  problem. You want to send money to mumsy
• 12:16
  in America is a problem. And you know you want to receive
• 12:21
  money from your sugar mummy in Australia is a problem.
• 12:25
  If that is your situation, then these are the problems that he
• 12:28
  can help you solve. So the guy's call to action now
• 12:32
  was that he said I should just get on the free consultation
• 12:34
  call with him and explore how much money my business will save
• 12:39
  and let's see how he can streamline my payments.
• 12:42
  Now for those of you who listened to the last 2-3
• 12:45
  episodes, just reason with me. Now.
• 12:46
  Let's let's be thinking, what is the problem with this outreach?
• 12:51
  You know the number one thing I'm going to say this message is
• 12:54
  too long. It's too many flicks.
• 12:56
  I've been telling you guys, you people are sending paragraph
• 12:58
  upon paragraph upon paragraph and you think that somebody will
• 13:01
  flick, flick, flick, flick, flick, be reading like they
• 13:04
  don't have problem, they don't know you, they don't care about
• 13:07
  you. Like I don't know who The Who
• 13:09
  the F this guy is. I'm sure he has sent this
• 13:11
  message to like 1,000,000 people and in his mind now he'll
• 13:14
  congratulate himself that he has no work.
• 13:16
  You haven't done work. What's the point of sending
• 13:19
  1,000,000 messages if 9,999,999 people don't even read the
• 13:28
  message? Now what's the point?
• 13:29
  You've wasted your money. You opened paid account for
• 13:34
  LinkedIn. You now paid for sponsored
• 13:36
  advertisements. You now sent message.
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  Message was now ignored by 99.99999999999998% of the people
• 13:46
  who opened it. And you think you don't work
• 13:48
  guy, you've wasted money so message is too long.
• 13:53
  The message is also built around too many ideas.
• 13:56
  When you're sending messages, remember people are on their
• 13:59
  phone. People are busy.
• 14:00
  Build it around 1 message. Only confirm if they're
• 14:03
  interested. If they're interested, try and
• 14:05
  tease them into a conversation. Full stop.
• 14:08
  If you chalk too many things into a message, people are not
• 14:13
  going to read. Of course, this one is
• 14:15
  contextual. You know, contextual to the
• 14:17
  medium. Like this is a podcast.
• 14:18
  Podcast is long form. People listen to to long form.
• 14:23
  Joe Rogan. In fact, some of his episodes
• 14:25
  are five hours. And I say, me, how will I listen
• 14:27
  to five hours? But you know, there are people
• 14:29
  who listen to five hours. But bottom line is podcasting is
• 14:33
  long form. So if it is relevant, people
• 14:37
  might stick with you. Messages inbox is not long form,
• 14:44
  it is short form. So one key idea.
• 14:48
  Gauge whether the person is interested.
• 14:51
  Try and tease out a conversation over a sequence of several
• 14:56
  messages. Don't craft 1 long message and
• 15:00
  then throw everything inside that message and hope that
• 15:04
  somebody will will now take action at the end.
• 15:08
  Then another thing, this message assumes that I'm going to get on
• 15:13
  a call with a total stranger. Think about it, how many of you
• 15:17
  listening to this show now you just get on a call with a total
• 15:22
  stranger. Think about it, especially
• 15:26
  nowadays in Niger that spamming and identity theft and all kinds
• 15:31
  of things. Then people just be sending
• 15:33
  link. Click on this link to jump on
• 15:34
  the call and you and your right together send these messages in
• 15:37
  Nigeria in your right mind. You think Nigerians will be
• 15:40
  jumping at the chance to click on this your message so that
• 15:43
  they can jump on the call with you.
• 15:45
  Anyway, the biggest scene of this message is my guy.
• 15:49
  He assumes, even though there is absolutely nothing on my profile
• 15:56
  that assumes I am interested in FX, foreign exchange, forex
• 16:01
  trading, currency, anything. Go on.
• 16:04
  I mean, check it. My name is Tavish Shima IED.
• 16:07
  That's my profile on LinkedIn. Go and check.
• 16:09
  You will not see a single thing that even gives a small hint, a
• 16:13
  small whiff, that I might be interested in any of these
• 16:17
  issues or that I am engaged in a business that has any kind of FX
• 16:21
  consideration at all. That is the chief scene.
• 16:25
  You're sending a message to someone when you have absolutely
• 16:28
  no reason to think he might be interested in your product or
• 16:32
  your service. So this is a perfect example of
• 16:36
  why when people say prospecting is hard, advertising is hard,
• 16:41
  sponsored messages don't work. This doesn't work.
• 16:44
  This is the reason why I say, look, you are wrong.
• 16:47
  The tactic works. The problem is too many of you
• 16:51
  are doing it wrong. Advertising works.
• 16:55
  Sponsored messaging works. Prospecting works.
• 16:58
  The problem is you don't work. You are not putting in the work.
• 17:02
  Prospecting, advertising, sponsored messaging, whatever.
• 17:06
  This thing only works when you're going after a relevant
• 17:09
  audience. Underline that, please.
• 17:12
  Relevant audience relevance. You can't sell baby diapers to a
• 17:19
  couple that does not have a baby.
• 17:20
  It's not possible except if the couple is looking for, you know,
• 17:25
  to buy diapers for a family member or a friend who has just
• 17:27
  had a baby. So I mean, in other words, if
• 17:30
  you're looking online, you want to send messages to people
• 17:32
  because you want them to buy baby diapers.
• 17:34
  You know, why the hell would you send a message to people who are
• 17:38
  single and say, OK, single people have babies.
• 17:40
  But I mean, it's too much of A stretch.
• 17:43
  At the very least, we're looking for people that you know that
• 17:46
  OK, they're married or you've seen something that OK, they had
• 17:49
  a baby recently. You can see how when you start
• 17:52
  doing that, the chances of you closing a deal start to go up.
• 17:58
  But this whole thing of open my phone, select 1000 contacts send
• 18:02
  or open my e-mail box, select 1,000,000 contacts send or open
• 18:07
  my LinkedIn, pay for it to be sent to 1,000,000 contacts send.
• 18:10
  That does not work. Prospecting, sponsored
• 18:15
  advertisements, you know, whatever, sliding into D and all
• 18:19
  this. It only works when you're going
• 18:21
  after a relevant audience. If you sell adult diapers, you
• 18:26
  cannot sell adult diapers to a young, healthy couple.
• 18:29
  It's not going to work. The only people who buy adult
• 18:32
  diapers are people who have incontinence or who have
• 18:35
  prostate or who have prolapse issues.
• 18:39
  So if you want to sell your adult diapers, you need to look
• 18:41
  for a way of figuring out who has incontinence or who has
• 18:45
  prostate or who has prolapse or who is a young couple that is
• 18:50
  dealing with elderly parents who have these issues.
• 18:55
  You will now start to target all these people whether on LinkedIn
• 18:58
  or WhatsApp or Instagram or whatever.
• 19:02
  If you're messaging everybody about these, your products, your
• 19:06
  campaign, your messaging, your prospecting, your whatever will
• 19:10
  be ineffective and you will waste time and money.
• 19:13
  And you will be one of those people who will complain and who
• 19:15
  will say that sponsored ad does not work in 2025 or if you're
• 19:20
  listening to this in 2037, it's still the same thing.
• 19:23
  You'll be complaining does not work in 2037.
• 19:25
  The problem, The thing is, it's not that it doesn't work, it is
• 19:28
  that you don't work. You're not doing it right.
• 19:32
  So if you sell these kind of program products, you have to
• 19:36
  focus on messaging people that you have reason to believe have
• 19:40
  met the following conditions. Number one, they have a baby.
• 19:44
  Number 2, they know someone who has a baby or #3 they have
• 19:47
  prostate issues #4 they have prolapse issues.
• 19:50
  Number six, they'll be #5 they have elderly parents who might
• 19:53
  be dealing with these issues, or they're interested in buying
• 19:56
  diapers so that they can become a distributor.
• 20:00
  These are the things you'll be looking for.
• 20:02
  Before you start targeting people so that when you now send
• 20:05
  your sponsored ad, when you now send your sponsored message,
• 20:10
  when you now do your sliding to DM, when you now do your sliding
• 20:14
  to LinkedIn inbox, the chances of your messaging bringing you
• 20:20
  some money, it goes up. Summary.
• 20:23
  What I'm trying to say is stop blanket messaging people.
• 20:27
  If you're going to try and use LinkedIn to draw more business,
• 20:30
  WhatsApp to draw more business, well, which one?
• 20:33
  Instagram or I don't know, Tiktok or whatever.
• 20:36
  Stop blanket messaging people. Try and message people you have
• 20:43
  reason to believe might be interested or might have a need
• 20:48
  for your product or your service.
• 20:49
  Now let's move away from diaper. I'm just trying to be extreme.
• 20:53
  That's why I said diaper. Let's move from diaper.
• 20:55
  Now this our case study, now our FX guy, who are the people that
• 20:59
  you should be mess messaging? The answer is very, very simple,
• 21:01
  straightforward, which is why I'm surprised that I received
• 21:03
  this message. Any individual or any company
• 21:07
  that deals with international payments or that receives
• 21:12
  foreign income or does cross-border business, those are
• 21:18
  the people that my guys should be sending these messages to.
• 21:21
  Maybe there's some other classes of people, but for now that is
• 21:25
  all I can think with anybody that does that deals in
• 21:28
  international payments, my guy should be hitting them up.
• 21:32
  Anybody who receives foreign income and is that why he sent
• 21:35
  it to me? He thinks I'm receiving foreign.
• 21:37
  OK, well maybe he thinks I'm receiving foreign income or
• 21:40
  people who conduct cross-border business, somebody like him.
• 21:44
  This, my guy, should not be sending messages to consultant
• 21:48
  podcasters because what do you know, what have you seen?
• 21:52
  What has given you the reason to believe they might need your
• 21:55
  product or your service? I really think when he was
• 21:58
  sending out these messages, the people who should have been
• 22:00
  targeting on LinkedIn are CFO's, chief financial officers or
• 22:04
  financial directors or head of finance, people like that, OK.
• 22:09
  Even if we don't know anything about the company, you know we
• 22:12
  can reason it that they might be close Treasury managers and
• 22:15
  heads of treasury. 2 days ago somebody came over to the house
• 22:20
  to try and set up an investment account for Mumsy.
• 22:25
  So I won't say what our business is, not be as if I'm giving them
• 22:27
  free advert. But bottom line, if you reach
• 22:30
  out to treasury managers or heads of Treasury Department,
• 22:33
  Zenith Bank or you know access wealth management or something,
• 22:38
  it makes sense. These are the kind of problems
• 22:40
  that they will have while multiple managing multiple
• 22:44
  accounts was sending out too much dollar or receiving too
• 22:46
  much yen or sending out too much Canadian, you know whatever, too
• 22:50
  many accounts. We need to manage all these
• 22:52
  things, accountants, financial controllers, these are people
• 22:56
  who should have been targeting e-commerce businesses,
• 22:59
  especially people who sell international.
• 23:02
  They are the ones that deal with multiple currencies, different
• 23:04
  sales platforms, different suppliers, companies that do
• 23:07
  import, export. Those are people that my guy
• 23:09
  should have been reaching out to because businesses like this,
• 23:13
  for some of them the entire business model is built around
• 23:17
  cross-border transaction. You know as per I'm here in
• 23:20
  Nigeria, I will send something to Ghana, I will see payment in
• 23:23
  cities or I want to buy something in America, I will
• 23:28
  send payment in dollar and on and on.
• 23:32
  Then let's see what else. Let me get my list, OK, tech
• 23:34
  startups, maybe, maybe tech startups, OK manufacturing
• 23:39
  companies, especially companies that source raw materials from
• 23:42
  abroad. So let's see anyway, I came up
• 23:47
  with a list, OK, Companies with remote teams, international
• 23:51
  teams, yes. And then the list was plenty
• 23:55
  because I need to show that with some small common sense and with
• 24:00
  some small Google skills, just use Google and do some small
• 24:04
  research. You can come up with a list of
• 24:05
  people that you should be looking for to target.
• 24:08
  So by targeting these kinds of roles, these kinds of
• 24:11
  industries, the guide sponsored messages most likely will reach
• 24:14
  individuals who face this kind of pain that he's trying to
• 24:18
  solve. And it will increase the chance
• 24:21
  of getting your free consultation call instead of
• 24:23
  saying to somebody like me that realistically speaking, looking
• 24:27
  for my profile, you have no reason to believe that I face
• 24:30
  these sorts of problems. So my solution, just like I
• 24:35
  recommended with the last message, number one, you see in
• 24:37
  the shorter message, the skeleton of the message should
• 24:39
  be this, hi, do you face any of these problems in your business?
• 24:42
  Then you now insert the problem and then you confirm that
• 24:48
  they're interested. That's all.
• 24:50
  For the people who reply, you engage with them in the
• 24:52
  conversation, but then you don't just send one message to
• 24:56
  everybody. What you're going to do is
• 24:59
  you're going to segment your audiences.
• 25:02
  The message that you go to people who are accountants and
• 25:07
  financial managers and stuff like that should be different
• 25:10
  from the kind of message that will go to that will go to who?
• 25:16
  Who. Let me see.
• 25:17
  Let me look at my list. OK, Let's say people are also in
• 25:21
  hospitality and tourism business.
• 25:23
  So they're sending money in dollars for locations or they're
• 25:26
  receiving payment in dollars. So the money, the message that
• 25:29
  will go to the accountants will be different from the one that
• 25:31
  will go to people who are in hospitality and the tourism
• 25:34
  industry. So that is what we mean when we
• 25:37
  say segmenting this message is supposed to go to different
• 25:41
  people, different classes of people.
• 25:43
  Let me separate them, the blanket message that I will send
• 25:46
  to them. Let me send different messages
• 25:48
  to all of them. Let me craft different messages,
• 25:51
  see how I can engage them in conversation.
• 25:53
  So now the main segment of the messages or the, the UVP,
• 25:57
  remember, UVP unique value proposition just means why do
• 26:01
  people do business with you or why should someone do business
• 26:03
  with you? So the core things, the UVP that
• 26:07
  he's going to build this messaging around, one of them is
• 26:10
  going to be excessive international fees.
• 26:13
  So it'd be one set of messages to them.
• 26:15
  So if you're, if he's writing to people in Access Bank, Wealth
• 26:17
  Management or something, 1 you, you could send a message like
• 26:22
  that. You know, are you tired of
• 26:24
  excessive fees on international transfers?
• 26:26
  You know, send here, here what you have to say, here what they
• 26:29
  have to say. Another sort of message is going
• 26:32
  to be on complexity, this whole thing of managing different
• 26:35
  accounts, you know, so you reach out to some of these people.
• 26:38
  Do you have a problem with managing multiple accounts in FX
• 26:41
  transactions send, it's not flick, flick, flick.
• 26:45
  You open the eye will see it one time.
• 26:49
  And for some people it won't make sense.
• 26:50
  They will close no problem. But for some people it will make
• 26:53
  sense and maybe they have nothing else better to do with
• 26:56
  their time. They will look at your profile
• 26:59
  of the person who is sending it and you know, might respond, you
• 27:02
  know, yes or no or not at the moment or I'm something I'm
• 27:06
  curious about or whatever. But the people who respond, you
• 27:09
  engage with them. Then another set of message is
• 27:12
  going to be for those who are experiencing difficulties with
• 27:15
  cross-border transactions. I don't know if these are issues
• 27:19
  that I've been solved, but back when my brother and I were
• 27:22
  involved in export, you know, stuff like this that we used to
• 27:25
  hear about that. OK, yeah.
• 27:26
  If you're sending it to USA, Canada, yes, you can expect, you
• 27:29
  know, Papadia money will go quick.
• 27:31
  But then if it's some inter regional something like you want
• 27:34
  to send to Ghana or you want to send to Malawi or you know, all
• 27:38
  those kind of things will now be taking time.
• 27:41
  You don't know how to get the transaction to just go through
• 27:44
  quick, quick, quick. So maybe he can now send another
• 27:48
  one to freight forwarders, you know, things like that.
• 27:52
  And the question will be whether they're dealing with inefficient
• 27:54
  or slow cross-border transactions.
• 27:57
  Then let's see what else. OK, another set of messages
• 28:00
  could be around poor exchange rates.
• 28:04
  You know, let me stop here because I came up with too many.
• 28:06
  But the point that I'm trying to make is that with some small
• 28:08
  common sense and some small Google research, you can segment
• 28:13
  your audiences. Instead of sending one message,
• 28:16
  I should be sending 10 different messages to 10 different groups
• 28:19
  of people. And then you can also try and
• 28:22
  figure out what kind of messages should I even be sending and it
• 28:26
  is 30 minutes, so let me not overdo it.
• 28:29
  Summary Like I said a couple of episodes ago, I'm repeating
• 28:33
  again. Stop expecting that you will
• 28:36
  craft one magic message and it will solve all your business
• 28:38
  problems. That is not going to happen.
• 28:41
  Think in terms of a sequence of messages.
• 28:43
  Sequence. I will send one, I will send
• 28:46
  two, I will send three. I will send a follow up, a
• 28:48
  sequence of messages that will draw people into a conversation.
• 28:53
  That is what will give you a chance of talking to serious
• 28:55
  customers instead of dealing with worker pass and dealing
• 28:57
  with time wasters. Because I can assure you that
• 29:00
  you send this kind of magic messages.
• 29:02
  Somebody clicks, they go for the call and you will now see that,
• 29:06
  excuse me, you will now see that this person that I spoke to, I
• 29:08
  just wasted my time that the person was not even close to
• 29:12
  buying my product or my service. This is how you reduce your
• 29:15
  chance of reduce the chance of dealing your workout pass and
• 29:19
  dealing with time wasters. Draw them into a conversation.
• 29:22
  From the things people say, from the questions that you ask,
• 29:24
  you'll be able to see that this guy, no need, no need for phone
• 29:27
  call. I can see that he's not serious,
• 29:32
  but the main message that was supposed to get today if you're
• 29:34
  trying to use LinkedIn to promote your business is please
• 29:37
  stop sending messages to people on LinkedIn.
• 29:39
  If you can't see anything from their profile, excuse me, to
• 29:43
  show that they might be interested in your product or
• 29:45
  service. You're wasting your money.
• 29:47
  You're wasted the excuse me, you're wasting the money that
• 29:49
  you spent on sponsored messages. And please, I keep saying it and
• 29:53
  I'll repeat it again. It's not about sending 1,000,000
• 29:55
  messages in a day. It's about how many people we
• 29:57
  can get to take action on the messages that we send in sales.
• 30:03
  We call that conversion. It's not about deliverability.
• 30:08
  How many people was it delivered to?
• 30:09
  It's about conversion of the people that it was delivered to.
• 30:13
  How many people took the desired action.
• 30:15
  That's your focus. So I repeat it and I say it
• 30:19
  again. If you send a million people and
• 30:21
  only 6, a million messages and only six people take action,
• 30:25
  that is bad. But if you send 20 messages and
• 30:28
  only six people take action, that is good because on the
• 30:33
  subset of 20, you got six people to take action.
• 30:36
  The person on a subset of 1,000,000 who got 6 to take
• 30:40
  action is wasting a lot of money.
• 30:42
  The reason why the other person is better 6 out of 20 is because
• 30:46
  if you're getting 6 out of 20 and then you now sent to a
• 30:50
  million, think about how many people would take action.
• 30:53
  So that's the goal con version. We should also be looking at re
• 30:58
  levance. Check somebody's profile before
• 31:01
  you send the person a message or come up with segmented audiences
• 31:06
  who might be interested in this thing before you send the
• 31:09
  message. You will are paying for this
• 31:11
  LinkedIn thing in dollars. You're not paying in naira.
• 31:14
  There's not 500 naira every month.
• 31:17
  So stop wasting your dollars or just call me.
• 31:23
  I give my contact details at the end of the show.
• 31:25
  Send the dollars to me instead. So that's all for the for the
• 31:30
  show today. If you have any sales or
• 31:31
  marketing questions, bring them to me.
• 31:33
  You can call, you can SMS, you can WhatsApp me on 08064662140.
• 31:39
  Thank you very much for your time and attention.
• 31:41
  I'll catch you, dear listener, at the next episode.