Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Drive Sales FAST: The Power of Direct Response Marketing

Transcript

Drive Sales FAST: The Power of Direct Response Marketing · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Today is going to be a noisy
• 0:04
  episode because I'm not in the audio booth.
• 0:06
  So expect to hear some noise in the background.
• 0:08
  Today we're going to look at direct response marketing.
• 0:12
  Now before I continue my caveat, direct response marketing or any
• 0:18
  other kind of marketing for that matter, is not my area of
• 0:20
  speciality. My area of speciality is sales,
• 0:24
  especially personal selling. So that means what I do best is
• 0:28
  when you're directly in front of one customer and you guys are
• 0:30
  having a conversation and it looks like things are all
• 0:33
  aligning. I'm the guy that you call to
• 0:35
  help break things down. So if there's a problem with
• 0:38
  sales communications and sales conversations per SE, that's
• 0:42
  what I fix. But marketing problems is not
• 0:45
  what I fix. But of course, you know that
• 0:47
  marketing is our mother and then sales is the begin.
• 0:51
  So it still doesn't stop me from giving comments on marketing
• 0:54
  related stuff every now and then.
• 0:57
  Now, the reason why we're looking at direct response
• 0:59
  marketing today is precisely because of the last case study
• 1:03
  that we did over here on the podcast.
• 1:04
  If I remember correctly, that was the episode with Spider Man,
• 1:08
  Peter Parker. And this is your first time of
• 1:11
  listening to the show? Don't worry, it's not the real
• 1:13
  Spider Man. I don't deal with fictional
• 1:16
  superheroes. It's just that when I don't have
• 1:18
  permission to use people's real names, I talk about the case
• 1:21
  anyway and then I just use the code name.
• 1:23
  So, but still, it gives you guys the opportunity to share from
• 1:27
  the goodness for some of the ideas that we toss around.
• 1:30
  So Spider Man, Peter Parker, if I remember correctly, the
• 1:34
  previous episode is a graphic designer based in Lagos who
• 1:38
  tried reaching out to me with a risk reversal strategy.
• 1:42
  Only pay for what you like. And I thought it was a bad idea,
• 1:47
  or rather it was a good idea, but badly executed and maybe not
• 1:52
  the best way for him to go around trying to drum up
• 1:54
  business because it looked like Peter Parker, who actually was
• 1:58
  in need of cash, like now, now, now like quick cash.
• 2:02
  And this is also a label intensive strategy.
• 2:04
  And I think was also going to give him poor returns, giving
• 2:08
  that the pricing that he was quoting was low.
• 2:10
  Now, if all of this sounds like Greek to you, that's because you
• 2:14
  haven't listened to the last episode.
• 2:15
  So listen to the last episode. It's close to 14 minutes, but
• 2:19
  don't get discouraged because we discussed a lot there.
• 2:22
  You know, what is a risk reversal strategy?
• 2:24
  How do you remove friction in the sales process?
• 2:28
  Friction is just anything that you put that might, you know,
• 2:30
  annoy people, turn people off or make it harder for people to
• 2:35
  become buyers at the end of the day.
• 2:37
  So what is risk reversal? How do you remove friction?
• 2:41
  And then also how should Spider Man and Peter Parker, Spider
• 2:45
  Man, Peter Parker, excuse me, how should he have done his
• 2:48
  outreach better? So that's what we did in the
• 2:52
  episode yesterday. So I wrapped up yesterday's
• 2:55
  episode by saying that my recommendation was how people
• 2:59
  who need money now, now, now, now, now like you need quick
• 3:01
  cash, then you shouldn't be doing any of this fancy
• 3:06
  complicated outreach strategies, you know, that depend on you
• 3:11
  showing up the right way and somebody's WhatsApp inbox or
• 3:17
  Instagram DM or something like that.
• 3:19
  Now what you need to do is direct response marketing.
• 3:21
  And so that's why we're looking at direct response marketing
• 3:24
  today. So that was the background
• 3:26
  basically why we're looking at direct response marketing.
• 3:29
  But remember, direct response marketing, not my area of
• 3:32
  specialty. So after you're done listening
• 3:34
  to this episode, if you hear anything that you like, please
• 3:36
  come up with a marketing specialist and they will bring
• 3:40
  you up to speed on what you have to do next.
• 3:44
  OK, so before we continue the shout outs, today we're going to
• 3:47
  be shouting out Dami Larry Imole Ayo Fashola, who reached out to
• 3:53
  me on LinkedIn as a listener of the show on Spotify.
• 3:57
  And he likes the podcast because it's highly business parked.
• 4:04
  So Dami, Larry Imole, Ayo Fashola, thank you very much for
• 4:08
  listening to the show. If you are the child of the man
• 4:12
  of Harshala himself as a former governor and the former
• 4:14
  minister, then why don't you hook your brother up, call your
• 4:18
  popsy and tell him that look, there's a sharp guy in Abuja.
• 4:21
  This is his name. He runs his podcast.
• 4:23
  It looks like he's going to be a very good purveyor of progress
• 4:29
  and somebody that he should have as as part of your crew so that,
• 4:34
  you know, the next time you're in government, you know, these
• 4:36
  are the young people that you should be keeping around to help
• 4:38
  move the country forward. So just call up your popsy if
• 4:41
  Fashola is your popsy, and tell him exactly what it is that I
• 4:45
  have just said right now in the podcast.
• 4:48
  And yeah, hook me up so that I'll come and join you guys.
• 4:50
  I'm enjoying all that government money.
• 4:53
  Then the second shout out is to Faith Gambos upon pronouncing
• 4:59
  our part right. So Faith is a cinematographer.
• 5:02
  So she's my sister, my very personal person, you know,
• 5:06
  making money from behind the camera, creating, creating art,
• 5:10
  creating beautiful things. So yeah, yeah.
• 5:14
  So she's my person. And she likes the podcast
• 5:16
  because she says it's insightful.
• 5:18
  She's also at least now the podcast on Spotify and also
• 5:21
  reached out to me on LinkedIn. So Dami, Larry and Faith, thank
• 5:26
  you very much for listening to the podcast.
• 5:28
  Dami, Larry, if you're related to Fashala, especially, Fashala
• 5:30
  is your popsy. Just call him up, tell him
• 5:33
  exactly what it is that I said, and let's say we can hook a
• 5:35
  brother up. So yeah.
• 5:40
  So back to Direct Response magazine.
• 5:42
  So like yesterday's episode now when we're looking at Spider Man
• 5:45
  Peter Parker, I've already told you what it is.
• 5:47
  I recommended the first time. So no, no need going over all of
• 5:50
  that. OK.
• 5:53
  But I remember in yesterday's episode, I said that what the
• 5:56
  guy should have done was after reaching out on WhatsApp, he
• 5:58
  should have tried to do a qualification and discovery or
• 6:03
  elicitation. That's if you listen to the
• 6:04
  episode about how to sell like a spike, which basically is when
• 6:08
  you do information gathering, you're trying to figure out the
• 6:13
  potential customer that you're talking to.
• 6:14
  You know, who's what spending much more time with.
• 6:17
  He should have engaged in conversations to try and figure
• 6:19
  out who is the person of substance, who is somebody who
• 6:22
  is cheap, Is there correct person to do business with or is
• 6:25
  it somebody looking for Osho free.
• 6:27
  So those will be though how Peter Parker will determine the
• 6:31
  right kind of person to design for free for.
• 6:35
  That's if you want to use the land and expand strategy.
• 6:38
  That is when basically you just anyhow shall enter into an
• 6:41
  account. Just get the person as a
• 6:43
  customer first, then after that, you see how you now try and sell
• 6:46
  the person on much more expensive services.
• 6:52
  So that's part of the stuff that we discussed today, sorry, that
• 6:55
  we discussed on yesterday's episode.
• 6:56
  So if this is the first time listening, go back, listen, it
• 6:59
  will all make sense now for those of us who have been
• 7:01
  following from yesterday and the day before, we will now.
• 7:05
  OK, well, let's just go straight into direct response marketing.
• 7:12
  Now let's define direct response marketing.
• 7:14
  Like I say on the podcast, the definitions that I give here are
• 7:17
  not technically precise. So the definition I'm going to
• 7:21
  give here is just a simple everyday, every woman working
• 7:24
  definition because I want you guys to understand the main
• 7:26
  concepts so that you can apply it.
• 7:28
  So if you want the proper definition, go and check your
• 7:30
  business books or go and check your websites or you know,
• 7:34
  whatever, you can find the exact definition somewhere.
• 7:37
  But for the purposes of the show, every single time you hear
• 7:39
  direct response marketing, it just means any kind of marketing
• 7:43
  that you do that is designed so that people will answer you.
• 7:47
  Now, now, now, now you want the answer from the client.
• 7:50
  Now, now, because there's lots of stuff that we put out over on
• 7:53
  the Internet, all kinds of content marketing, all kinds of
• 7:55
  different kinds of marketing, branded related content that you
• 7:58
  put out. They're not expecting people to
• 8:01
  respond to. Like this podcast.
• 8:04
  I give my contact details at the end of every show and at the
• 8:07
  beginning. In fact, let me give my contact
• 8:09
  details now. If you'd love to connect the
• 8:11
  phone number is 0806466 2140. The country code is +234.
• 8:17
  For those of you who are not Nigerian, then you can hit me up
• 8:20
  on LinkedIn, the name to look for establishing my ID and also
• 8:24
  on YouTube as well. So I do that every single
• 8:27
  episode, but I do not expect a whole bunch of you to reach out
• 8:30
  to me because I think on Spotify, I think we're over 2000
• 8:33
  subscribers now and quite honestly, I'll be overwhelmed if
• 8:37
  all of you were to reach out to me at the same point in time.
• 8:40
  So the whole point of, excuse me, the whole point of the of
• 8:43
  the podcast is entirely something else.
• 8:45
  So this is not direct response marketing.
• 8:47
  This is content marketing. I'm not expecting all of you to
• 8:51
  hit me up immediately. I'm trying to build a
• 8:53
  relationship with you guys so that when you guys are ready to
• 8:55
  take that step to start diagnosing your sales problems
• 8:59
  or to try and work on one or two things, you pick up the phone
• 9:01
  and you call me because you've been having a relationship with
• 9:04
  this guy, you know, over the last 2-3 years, you know, so
• 9:07
  that's, that's the scope of contact marketing.
• 9:11
  Direct response marketing, on the other hand, is you want the
• 9:13
  person to answer you now, now, now, now, now you want the
• 9:16
  person to do something. So typically you want the person
• 9:20
  to buy something immediately or you want the person to drop
• 9:24
  their contact details. Now the whole point of buying
• 9:27
  something immediately. Well, of course, it's obvious,
• 9:29
  buy now. So I can make money now or like
• 9:32
  content marketing what I'm doing, which is consume the
• 9:35
  podcast now and then maybe be my client next year or in two
• 9:38
  years. So you can see that the
• 9:40
  expectations are different. And let me see also the same
• 9:45
  with the WhatsApp strategy that Spider Man Peter Parker was
• 9:47
  using in yesterday's episode. So you might get some, you might
• 9:51
  not get some, but the whole point of that was land and
• 9:53
  expand. So try our luck, maybe get some
• 9:56
  plans, but direct response, you want somebody to buy now.
• 9:59
  Now, if you can get somebody to buy right now, another option
• 10:04
  for direct response is to get the person to drop their contact
• 10:07
  details. A whole bunch of contact details
• 10:09
  is so that, you know, I have a WhatsApp number, a phone number,
• 10:14
  an e-mail address or a physical address.
• 10:17
  You know, like in the UK, for instance, where physical address
• 10:21
  is still part of the part of the mix.
• 10:24
  You know, here in Niger, we don't really bother people's
• 10:26
  addresses anyway. It's not as if we have a
• 10:28
  reliable address system and then people move all the time.
• 10:34
  So if you're going to use address, you know, you just miss
• 10:36
  Rd. because, OK, let me give you let me give myself as an
• 10:41
  example. I've been driving since I was 18
• 10:44
  and I learned how to drive when I was in Lagos and I lived on a
• 10:48
  certain St. in Lagos. So the address that is on my
• 10:52
  driver's license is the address of the place where I lived when
• 10:56
  I was 18 in Lagos. It's been a couple of decades
• 11:00
  since then. Well, the problem is this, every
• 11:02
  time I go to drivers to the federal Rd. safety and it's time
• 11:07
  to renew my license and I say, OK, how far, let me change the
• 11:10
  address. By the time they give me all the
• 11:12
  conditions that are involved. It's not just the money, it's
• 11:15
  just all the condition. This step, this step, this
• 11:17
  steps. One affidavit did that.
• 11:18
  I'm like, you know what, just leave the old address.
• 11:21
  I'm cool. Just leave the old address and
• 11:23
  we'll just renew it like that. And then once in a while I'm
• 11:26
  like, hi, what? This address is old now, let me
• 11:28
  update you with the new address. And then I go and ask them, OK,
• 11:31
  are we ready to do this thing? And then by the time they give
• 11:33
  me all the conditions again, I just remembered that, OK,
• 11:35
  there's a reason why I decided to just leave the address and I
• 11:38
  just leave it. So because of Niger factor and
• 11:42
  these sorts of complications, if you want to rely on people's
• 11:44
  addresses to target them and market to them, you miss Rd.,
• 11:49
  you find out that you're sending something to an e-mail address
• 11:52
  where somebody has not lived there for the last 20 something
• 11:55
  years. So in Niger address not part of
• 11:58
  the mix. My own recommendation, don't
• 12:00
  even bother. If you get phone number, that's
• 12:03
  good. If you get e-mail address,
• 12:05
  that's good. What was I?
• 12:09
  So that's the whole point of direct response marketing.
• 12:13
  Get somebody to buy now, now, now, now, now.
• 12:15
  So that money you enter your account or collect contact
• 12:18
  details now, now, now, now so that hopefully you chase them
• 12:21
  tomorrow and then Monday will enter your account next week.
• 12:25
  So the characteristics of direct response marketing is they give
• 12:31
  very strong and very clear call to actions.
• 12:34
  And that's what I love about direct response marketing, very
• 12:36
  clear call to action by now. Click here to learn more.
• 12:44
  Click here to sign up. Click this to download that.
• 12:51
  As in it's very, very clear. So direct response done well
• 12:56
  doesn't give any confusion. The buyer will read the
• 12:58
  something is nice and short and the buyer, the viewer, the
• 13:02
  audience, whoever it is, is reading it.
• 13:03
  The person understands clearly. This is the next step.
• 13:07
  So excuse me, throat infection still recovering from that.
• 13:12
  Then sorry about the noise in the background.
• 13:14
  That's the call to prayer. It's almost 1:00 at the time of
• 13:17
  this recording. Then let's see.
• 13:26
  So I said that a strong call to actions.
• 13:28
  Yes, by now. Learn more sign up, click here
• 13:31
  to download, click here to join community.
• 13:33
  You know, whatever. Very strong call to action and
• 13:36
  whether you're doing direct response marketing or not, it's
• 13:39
  something that we business people ought to get into the
• 13:41
  habit of doing. We need to be putting call to
• 13:44
  actions because we write stuff, LinkedIn, Instagram, all kinds
• 13:48
  of things, but we're not putting any call to action and we're not
• 13:50
  putting call to actions. We're not giving instructions
• 13:52
  for people to do something. We're not sending them
• 13:54
  something, sending them somewhere.
• 13:56
  So, you know, it'll be somewhere for you to put calls to action
• 14:00
  on every single content that you put.
• 14:01
  But once in a while you put on your Instagram post, you know,
• 14:06
  you know, click here to no Instagram.
• 14:08
  Let me see. OK, on Instagram, maybe you're
• 14:11
  trying to grow your what are they called?
• 14:13
  No subscribers followers. If you like what you're reading,
• 14:20
  you know, follow Yeah, follow me at Yeah.
• 14:25
  So that's that could be a call to action.
• 14:27
  If you like the content you've been receiving so far, follow me
• 14:29
  on my Instagram handle. That's a call to action.
• 14:33
  Let's see, what else if you love the last series that we've done,
• 14:39
  slide into DMS for a free consultation.
• 14:42
  That's also a call to action. So anyhow, sure, that's
• 14:46
  something we can borrow from direct response marketing
• 14:48
  people. We should always be putting
• 14:49
  calls to actions in stuff that we put out there because to be
• 14:52
  honest, you don't ask and you don't get.
• 14:57
  So we should learn to ask and don't worry, you will not get
• 15:01
  overwhelmed because let's use me again as an example.
• 15:05
  Every single episode I give up my phone number and I tell you
• 15:08
  guys where you can hit me up. But the number of people that
• 15:11
  hit me up, to be honest, if it's much will be like, I don't know
• 15:18
  10 people a week. If it is much, if it's been a
• 15:20
  busy week, maybe 10 people hit me up and what, 28,000
• 15:24
  downloads. So don't worry, you're not going
• 15:27
  to be overwhelmed knowing about it.
• 15:29
  You're not going to be overwhelmed.
• 15:31
  You have to. And I put it, if someone like a
• 15:37
  Booker, Big Brother drops his phone number and hey, you'll be
• 15:39
  overwhelmed, he's on NTA. Big Brother is showing every
• 15:43
  single weekend, millions of people watch Big Brother.
• 15:47
  So even if just 5% of the people follow his call to action, yes,
• 15:51
  we'll be overwhelmed. But until you get to that level
• 15:54
  of until you get to that level of a Booker or who else is the
• 16:02
  superstar? Well, who else?
• 16:05
  Sorry, forgive me. Or some of you might even say
• 16:06
  Abuka is not a superstar. Boy, I had to watch TV.
• 16:09
  So The thing is, I'm not even sure who's reigning like right
• 16:11
  now by Abuka. At least I remember him.
• 16:14
  And then plus we went to the same school.
• 16:16
  So we're proud of him. He's a CKC boy.
• 16:19
  So Abuka, if you're listening to the show, keep doing your thing.
• 16:21
  We're proud of you. Holla at your boy.
• 16:25
  Let's see, where am I? That's OK.
• 16:28
  So 6 now. So that response marketing, they
• 16:30
  always do call to action. Now another thing that direct
• 16:33
  response people do is they focus on ROYROY just means return on
• 16:36
  investment. That just means how much money
• 16:38
  am I getting back? So last week I did marketing
• 16:42
  campaign, I dropped I dropped 100K.
• 16:47
  How much money did I make back? OK, only made back 150.
• 16:50
  Was that good? Was that bad?
• 16:51
  So direct response marketers, they're always thinking naira
• 16:54
  and Cobo very, very hard, very, very precise, like I want money
• 17:00
  now, now, now, now, now if I'm dropping one naira, I expect to
• 17:02
  see one naira 20 cobalt to come back, you know, that kind of
• 17:05
  thing. So that's also a nice focus that
• 17:07
  we can take as well for our businesses.
• 17:09
  Then direct response marketers, they're obsessed about
• 17:14
  targeting. So they're the ones that always
• 17:17
  worry about customer segments and trying to create unique
• 17:22
  custom messaging for each segments.
• 17:25
  So people like you and me, you know, with general marketing
• 17:28
  idea, if we're trying to put up something on LinkedIn or on
• 17:32
  Instagram or whatever, you know, we'll just make it broad.
• 17:35
  But directors, most marketers like no, no, no, no, no, we need
• 17:39
  to make this thing much more targeted.
• 17:41
  We need to make this post for 50 year old, for 50 to 60 year old
• 17:46
  women living between Ikeja and Ijesha and who like Wamba every
• 17:53
  Saturday. So their stuff is targeted,
• 17:55
  targeted, targeted like that. And of course it has to be
• 17:58
  targeted because if you're at the end of the, you're going to
• 18:00
  say buy now. You want to be sure that the
• 18:03
  offer is relevant to a specific person and that the offer has
• 18:07
  been communicated to that person.
• 18:08
  That is what increases your chances of buying now.
• 18:11
  So if you create a post and the post is around, let's see, let
• 18:16
  me think of something. OK, eyeshadow, the post is
• 18:19
  around the eyeshadow and they put buy now.
• 18:22
  But the problem is the people who receive all that messaging
• 18:25
  and the advertisements. Let's say people like me.
• 18:28
  Of course, obviously I don't use eyeshadow.
• 18:30
  So for a direct response marketer, you have wasted your
• 18:32
  money. If you paid Zuckerberg 700 naira
• 18:36
  for that advert to be showed to me, you will get 0.
• 18:40
  On the other hand, if it's eyeliner and the corporation is
• 18:45
  by now but it reaches my wife. Female listeners of the show,
• 18:51
  who else? You know, people shout out user
• 18:53
  airliner. Then the possibility that the
• 18:55
  700 naira that you pay to Zuckerberg per advertisement,
• 18:59
  the chances that it will convert into business at the end of the
• 19:02
  day is much more goes up. So that's why I direct
• 19:06
  marketers, you know, they're very, very particular about this
• 19:10
  whole thing about targeting. But yeah, but this is stuff that
• 19:12
  we can do in our business, Isha. As I'm putting out stuff, let's
• 19:15
  pull calls to action. Let's ask people to do
• 19:18
  something, engage with us somehow become a part of our
• 19:22
  community, you know, somehow somehow as any which wish we
• 19:25
  should be asking for something, Let's make it a good habit.
• 19:27
  Let's also focus on on the return of investment.
• 19:31
  For every 55 naira that we drop, how much are we getting back?
• 19:34
  If we're dropping 5 naira and we're getting 3 naira in return,
• 19:39
  then something is not working. If we're dropping 55 naira and
• 19:42
  we're getting 7-8 naira, OK, something is working because
• 19:45
  you're getting 3 Nair profits on every five naira that you drop.
• 19:48
  So we actually get, we actually be thinking that way as well and
• 19:52
  then make sure that our marketing is targeted and our
• 19:58
  messaging is targeted as well. So that essentially is what
• 20:02
  online direct response marketing is and how you know the way that
• 20:06
  direct response marketers see the world, how we can use that
• 20:09
  to improve our businesses. Now, the common online channels
• 20:12
  that direct response marketing people would use would be direct
• 20:17
  mail. OK, well direct mail is not
• 20:20
  online. But anyway, this thing started
• 20:22
  old school anyway with people sending out physical copies.
• 20:25
  Now for those of us who had who went to school abroad, you'd be
• 20:29
  familiar with some of these runs.
• 20:31
  So direct mail is, you know, letters that enter into your
• 20:34
  post box. Yes.
• 20:35
  Nigerians listening to the podcast right now in 2025, you'd
• 20:39
  be surprised to hear that. But yeah, there are people who
• 20:42
  live with post boxes. In fact, those of us who are 80s
• 20:45
  children, you know, early 80s, late 70s, even even ourself, we
• 20:49
  grew up with post boxes. So I remember back then, you
• 20:52
  know, I follow my father, he will go to the post office or
• 20:54
  unlock the post office, the PO Box and see what else that he
• 20:57
  has got there. There's never anything exciting
• 20:59
  for the children anyway, but stuff aimed at adults, you know,
• 21:02
  maybe like people trying to sell insurance or maybe companies
• 21:06
  paying our dividends and things like that.
• 21:08
  So by anyway, that was that was back then, I can't remember the
• 21:12
  last time I saw a post office in Nigeria, not to talk of somebody
• 21:15
  having APO box outside their own house.
• 21:19
  Busha in other places where post office is still a thing and PO
• 21:23
  boxes are still a thing. Letters you can get a if I let
• 21:28
  me use that example. So like my father, he told you
• 21:32
  that one of the businesses that he started doing was he started
• 21:35
  selling cement. So let's say there's another
• 21:39
  cement company that was coming in new into town, let's say Oka
• 21:41
  Chuka and Sons decides Oka Chuka and Sons, they start
• 21:46
  manufacturing cement or something and they're looking
• 21:48
  for distributors. They do their research and then
• 21:50
  they find out that in Abuja there are 5000 people who are
• 21:54
  cement distributors and they get their contact details, unless my
• 21:58
  father is one of them and they get the PO Box, just drop a
• 22:01
  message there and that could be some direct response marketing.
• 22:05
  So the message would be, are you tired of the poor returns that
• 22:07
  you get from Dangote? Connect with Okochuku and sons
• 22:11
  Now call this number for the opportunity to make 5000 naira
• 22:16
  more off of every single cement bag you sell.
• 22:19
  Call now that could be the message.
• 22:22
  So my father goes, remember, we're pretending that this is
• 22:26
  back in the 1980s. Opens the the box, you see the
• 22:30
  letter like OK, 5000 and more person meant back.
• 22:33
  OK, that sounds like it's a good deal.
• 22:35
  And then goes back to the house. 1 unlock the phone because back
• 22:39
  then we used to have to lock the phone because if you just leave
• 22:41
  the phone there like that, you know, the girls in the house,
• 22:44
  the waste, all those just rack up the bills, you know, calling
• 22:47
  boyfriends and stuff like that. So, so you lock the phone.
• 22:50
  So now you unlock the phone and then you punch in the number.
• 22:53
  Boom, boom, boom, boom. And then you call, hello, I got
• 22:56
  your Mailer, blah, blah blah, I'm interested.
• 22:58
  Then the conversation starts. So you see that that is direct
• 23:02
  response marketing. Send this thing to this
• 23:06
  particular person and get him to call his number.
• 23:08
  Now let's see how this person can become a distributor.
• 23:11
  So direct mail, that's a channel that used to be used back in the
• 23:14
  old days. And then for those of you who
• 23:17
  are still in the UK or in America, catalogues, postcards
• 23:22
  like Asda, for instance, those things that Asda will send to
• 23:25
  your house close to Christmas, they will send it straight to
• 23:28
  you that oh, for the Christmas season 3000 new products in
• 23:33
  store, something, something 20% off with this coupon, you know,
• 23:37
  by now before so, so and so for, you know, all those sorts of
• 23:41
  things. And then in Nigeria, businesses
• 23:44
  like what's this thing called spa, yes, spa.
• 23:50
  Then there's this South African one, I can't remember what is it
• 23:52
  game or something. We are in this.
• 23:56
  They're in ShopRite. No, Yeah, ShopRite.
• 23:58
  I think that's what it's called. So like spa and ShopRite.
• 24:00
  So they do that as well. But instead of direct mail, what
• 24:04
  they do is when you're going into the the shops during busy
• 24:07
  periods, they will now hand you the, the magazine that now has
• 24:13
  everything, the magazine that has everything there.
• 24:15
  And you now see that, OK, 50 percent, 20% off fridges, if you
• 24:20
  buy a fridge before, you know, November 35th or something like
• 24:23
  that. So all of this, this is all
• 24:26
  direct mail, direct mail stuff. But you can see that it's all
• 24:31
  direct response. The idea is you give the person
• 24:34
  this thing and there's a promise that if the person should act
• 24:37
  now, now this is what the person will benefit.
• 24:41
  Then for direct marketing, people also use e-mail.
• 24:44
  You can send these messages to people in their e-mail, you
• 24:47
  know, buy now, subscribe, download this Click to learn
• 24:51
  more all of that and then telemarketing when you call
• 24:53
  people up. I don't think you should try
• 24:57
  telemarketing in Nigeria because we are currently dealing with a
• 25:02
  419 problem right now. So I think if you try
• 25:07
  telemarketing in Nigeria, when they outside the phone, I don't
• 25:12
  know. I don't think we're ready for
• 25:13
  telemarketing yet because the person like this is camera is
• 25:17
  this or whatever, they will just cut the phone and then just
• 25:19
  block you. So I don't think it's worth it.
• 25:22
  We're probably not there yet. Then of course, paid search in
• 25:26
  Google or social media advertising.
• 25:28
  So these are things that people do for direct response.
• 25:33
  So all of these things that we've said now regarding direct
• 25:37
  response, the big question is how does all this relate to
• 25:40
  Spider Man, to Peter Parker, a boy who is in Lagos, a graphic
• 25:44
  designer who's trying to make some money?
• 25:46
  How does all this relate? So like I said at the top of the
• 25:51
  show and I'm repeating again, direct response marketing is not
• 25:55
  my area of specialty. So consult and marketing for
• 26:00
  professional because at this point, me, I'm just freestyling.
• 26:04
  So if you want much more targeted advice, go on
• 26:06
  consulting marketing professional.
• 26:07
  Tell him now look, I was listening to my boys podcast and
• 26:11
  this is what I heard about direct response marketing.
• 26:13
  Is it true? The guy will say yes, and you
• 26:16
  can now discuss and say, OK, this is a business that I do.
• 26:19
  This is what I'm trying to achieve.
• 26:20
  If I want to do direct response marketing, how we apply to my
• 26:23
  business. So go and talk to direct
• 26:25
  response marketing specialist. However, we can talk around with
• 26:29
  the principles and let's all we can figure out.
• 26:31
  So First off, I think that our boy Peter Parker, Spider man,
• 26:39
  graphic designer, remember the whole thing was about Flyers
• 26:44
  that I will design 3 Flyers for you for free.
• 26:48
  If you like, you pay. If you don't like, don't pay.
• 26:52
  But of course you know, whatever how risk reversal is good, but
• 26:55
  the whole thing is labor intensive.
• 26:57
  You might not make a lot of money, all those sorts of
• 26:58
  things, but this is what I think.
• 27:01
  I think that our guy, our boy Peter Parker, remember
• 27:06
  targeting, he should have been more targeted.
• 27:09
  So he sent this thing out to me because he got my contact number
• 27:13
  on the Internet and because he thought I was a photographer.
• 27:19
  Even though I'm no longer in the business.
• 27:23
  I think Peter Parker should have been targeting people who use
• 27:27
  Flyers like, every, every every day.
• 27:30
  Yeah, photographers need Flyers. But true of the matter is
• 27:33
  photographers make Flyers once in a while.
• 27:35
  The photographer might make flyer in January and then use
• 27:38
  the rest of the year to distribute.
• 27:41
  That's not people like that don't really value value Flyers
• 27:45
  in my own opinion. My guess, I could be wrong, and
• 27:49
  if I'm wrong, you guys let me know.
• 27:52
  My guess is that maybe people in the restaurant business are
• 27:55
  people who need Flyers. You know, you go and drop your
• 27:59
  Flyers. Like what's this place called?
• 28:02
  Amala Hot. Yeah.
• 28:02
  There's one place in in Apple, not far from where we live,
• 28:08
  Amala Hot. And truly, truly the place, for
• 28:11
  example, is Amala Hot. It's is a book.
• 28:14
  It's just that it was made in a modern setting where it's
• 28:17
  basically Booker setting. So, so people like Amala Hot,
• 28:22
  you know, creating Flyers because they need to drum up
• 28:26
  publicity. People need to know that they
• 28:28
  are there. So like I think I'm a hot is in
• 28:30
  Lagos but you know people will not know that.
• 28:33
  OK then I have branch in Abuja so I'm gonna hot those people.
• 28:36
  They need Flyers. This is me guessing by the way.
• 28:39
  You know I don't know everything and I don't pretend to know
• 28:41
  everything. So my guess is that people like
• 28:43
  I'm a hot restaurants, they need that.
• 28:47
  Even if Peter Parker was going to do the people in the event
• 28:52
  space, I think event planners do Flyers more than photographers.
• 28:56
  That's just my guess. So restaurant people, caterers,
• 29:00
  event planners, I'm thinking Peter Parker should have been
• 29:03
  targeting those people instead of targeting people like me who
• 29:06
  might make Flyers in January of 2024 and not bother again on to
• 29:13
  2025 or 2026. In fact, I've seen some
• 29:16
  photographers who have Flyers that like up to like five years
• 29:21
  old. It happens.
• 29:24
  So in any way, sit down, talk to your spouse, talk to your
• 29:29
  boyfriend or girlfriend, talk to Mumsy Popsy, talk to your
• 29:31
  mentor, do some AI research, but either way, try and be more
• 29:35
  targeted. Don't just get the contact
• 29:37
  details of every single business person that you can find and
• 29:39
  then throw up this offer. So that is one thing that Peter
• 29:43
  Parker should have been doing. Should I be much more targeted
• 29:46
  then? Once you target these people and
• 29:48
  get their contact details, in my own opinion, I think you should
• 29:52
  have designed a flyer, whether this flyer was physical or not.
• 29:55
  OK, Well, he reached out to me on WhatsApp, so the design
• 29:58
  should have been digital, OK? No, most people are not going to
• 30:02
  click on a link to download something, at least in Nigeria
• 30:07
  anyway. They don't know you, so they're
• 30:09
  not going to click on the link. OK, You know what, like I said,
• 30:15
  I'm not a direct marketing especially, so just ignore.
• 30:17
  But The thing is you should have reached out, OK, if it's a
• 30:23
  physical, if it's a business, yes, it will be physical Flyers
• 30:26
  that he will take to those businesses, I think.
• 30:28
  And of course, you know, catchy messaging, you know, boost your
• 30:31
  businesses with eye-catching Flyers, get a free quote +3 free
• 30:35
  designs, you know, something like that, you know, direct
• 30:38
  response marketing, their messaging is always short,
• 30:40
  short, short boss. You know, I'm straight to the
• 30:43
  point and always benefit benefits because they want
• 30:46
  people to see one time and understand and get what the
• 30:50
  whole thing is about. So nothing flowery flowery.
• 30:53
  I'm a graphic designer, something 15 years experienced
• 30:56
  is that that that specialize in this and aesthetic this and no,
• 30:59
  no, no, no, no, as in just, you know, as in just straight to the
• 31:03
  point. Boost your business eye-catching
• 31:05
  Flyers, get a free quote 3 designs, blah, blah, blah.
• 31:08
  You know, click here now call this you know, call this e-mail
• 31:15
  this just straight to the point then I think now the scope you
• 31:21
  should have been using is like I said now three designs for free.
• 31:28
  But however, I think they should have been the catch.
• 31:31
  You should have said these designs that we're making are
• 31:35
  for free, but however you have to pay for the cost of printing
• 31:41
  the actual Flyers and then you'd have now done a cost plus
• 31:47
  pricing strategy on the Flyers. So in other words, if printing
• 31:50
  one individual flyer costs five naira, then maybe he will say
• 31:55
  each flyer costs seven naira, 50 cobo, and then minimum print is
• 32:03
  maybe 1000 copies. Then the money who will get will
• 32:06
  now be two naira, 50 cobo multiplied by 1000.
• 32:10
  So I forgive me, I'm not sure how much that's supposed to be.
• 32:12
  And then so run the math. So that would be that kind of
• 32:15
  thing. So that way you'll be seeing
• 32:18
  some returns, you know, no matter how small.
• 32:21
  And then also that would also be make more sense as a land and
• 32:26
  expand strategy so that the person does the designs for now
• 32:30
  and the three designs in quote were free.
• 32:34
  But then for the printing of the Flyers, you make some cobo, cobo
• 32:38
  or some naira naira on the Flyers, but not too much at a
• 32:40
  loss. But then later on when this
• 32:44
  person has seen the wonderful work that you do, you guys are
• 32:49
  now cool, you guys are now friendly.
• 32:50
  Hopefully we can now do future work for the person at full
• 32:54
  value. Where the person will now pay
• 32:56
  you your. I'm not sure how much people
• 32:59
  charge now. OK, let me just say 30K per
• 33:01
  design or maybe 50K person will now charge you your 50K, you
• 33:05
  know, per design. So that next year if you design
• 33:07
  3 designs for the person, that'll be 150K instead of doing
• 33:10
  it for free. Then of course, another thing
• 33:14
  that I would recommend that our boy Peter Parker do if you're
• 33:18
  trying this direct marketing approach, of course, because
• 33:21
  there's some people, it's not everybody that you end up doing
• 33:23
  business with. But sure, remember what I said
• 33:26
  at the top of the episode that for direct response people, what
• 33:29
  they want to do is not to collect money now, now, now, or
• 33:32
  they want to collect contact details so that they will chase
• 33:35
  you for money tomorrow. So of course for Peter Parker,
• 33:39
  who makes sense to keep all the phone numbers, all the e-mail
• 33:43
  addresses, all the whatever that you're able to generate as you
• 33:47
  are going from office to office or as you're hitting up people
• 33:50
  in WhatsApp and things like that.
• 33:51
  So, you know, so you can chase for your future marketing
• 33:54
  efforts. Then apart from direct response
• 33:57
  marketing, since it seemed to me like Peter Parker, Sorry, one
• 34:00
  moment. OK, sorry, notification came up
• 34:04
  my phone. I just wanted to see who it was.
• 34:08
  I was hoping it was credit alert, but I know it wasn't,
• 34:11
  unfortunately. Where was I?
• 34:14
  So apart from direct marketing, there's also a couple of couple
• 34:17
  of things that Peter Parker could have done since he needs
• 34:21
  money now. Now, Now how do I call this
• 34:26
  thing OK, like a referral strategy or channel?
• 34:31
  OK channel. Channel is better.
• 34:33
  Channel strategy is a better way of doing it.
• 34:35
  Now they're there behind the referral strategy or channel
• 34:37
  strategy is you have a certain customer and the customer in
• 34:41
  using your product or service usually has to deal with some
• 34:44
  people before or to deal with some people after.
• 34:46
  You just partner up with those people so that you guys can
• 34:49
  chase the market together. So back when I was in the game,
• 34:53
  wedding photographers would look for wedding planners to team up
• 34:56
  with. That is a channel strategy.
• 34:58
  It's something that Peter Parker could have done as well since he
• 35:02
  needs money now, now, now. So Peter Packer could also have
• 35:08
  been sending messages to marketing agencies or marketing
• 35:13
  influencers and try and come up with some referrals, something
• 35:16
  that look, you, you talk about marketing or you have customers
• 35:19
  who are trying to work on marketing, whatever.
• 35:21
  So when it comes to the designs, why don't you call me up so that
• 35:24
  I'm the one that will do all the graphic designs for the
• 35:27
  something, you know, I won't charge you much or you give me a
• 35:30
  Commission or I will give you a Commission or something.
• 35:32
  But all those conversations, so marketing agencies, marketing
• 35:36
  influencers, you reach out to them like, hey, this is me, this
• 35:39
  is what I do, I'm your boy, I'm available.
• 35:41
  Let's see how we can run things. Then also printers.
• 35:45
  When I was in Lagos, that is something that I saw a lot.
• 35:47
  So graphic design people were affiliated with printers.
• 35:51
  So like you go to a printer shop and the guy might look at your
• 35:55
  designers. OK, this is good, this is good.
• 35:57
  But this one what? This one what?
• 35:59
  How about you change this design?
• 36:00
  Change that design, you say, but I don't have any graphic
• 36:04
  designer saying no problem, I'll give you some numbers.
• 36:06
  Call this guy, call quickly or call Kemi or Keller or call
• 36:11
  adequately. The three of them, they're
• 36:12
  equally good here. That's a phone number.
• 36:14
  Now, of course, when you call Kemi adequately or for me or
• 36:18
  whoever, and you end up doing business with one of them, those
• 36:21
  guys give a cut back to the printer.
• 36:23
  So that's something I saw back when I used to live in Lagos
• 36:26
  when I was donkey years ago. So Peter Parker could have done
• 36:30
  something like that as well. I think I've thrown enough
• 36:36
  around ideas, but when it comes to the direct response marketing
• 36:41
  thing, remember to talk to a specialist.
• 36:43
  But bottom line, these are some ideas that Peter Parker could
• 36:47
  have tried out that are less labour intensive than hitting up
• 36:53
  people on WhatsApp and then you end up designing five designs
• 36:57
  for free for each person. I mean, that is a lot of work.
• 37:01
  Except if he's doing all his designs exclusively using AI I'm
• 37:05
  using, I'm thinking that it would take at least 30 minutes
• 37:08
  to do 5 designs for each people. So even if you hit up people on
• 37:12
  WhatsApp and then five people say yes, and then you're using
• 37:17
  30 minutes for each person. So 30 minutes, that is 5 * 50.
• 37:22
  That's 150 minutes. 150 minutes is how many hours is that any?
• 37:27
  Do the math. You see that show that's a whole
• 37:29
  lot of work. So these are some other things
• 37:31
  that you could have done that might have been less labor
• 37:34
  intensive. And whether these ideas are good
• 37:36
  ideas or not good ideas, at least hopefully some of you
• 37:40
  might have learnt a little bit about direct response marketing.
• 37:43
  And I hope that the the gears are now beginning to turn in
• 37:46
  your head so you can see how you can apply this to your business.
• 37:50
  But whether you do direct response marketing or not.
• 37:52
  So three things that we can do apply to our businesses that
• 37:56
  direct response marketing people like to do is this whole thing
• 37:58
  of call to action. Please, please, please in your
• 38:00
  contact keep putting call to action in them.
• 38:03
  And this is my own call to action connect with me.
• 38:05
  The phone number is 08064662140, country code +234 for those of
• 38:12
  you who are not Nigerian and then connect with me on
• 38:14
  LinkedIn, the name to look for establishing my IED.
• 38:17
  I'm on YouTube under the same name as well.
• 38:19
  Also, you can focus on your ROI. Always make sure that if you're
• 38:24
  dropping money, if you're dropping 11 naira, at least let
• 38:27
  us be seen. You know, 22 naira enter or 1
• 38:30
  naira 50 gobo enter. In return, we should be focused
• 38:33
  on ROI. Then we also have a targeted
• 38:37
  approach because no direct response marketer is going to
• 38:40
  send out general message. They won't.
• 38:42
  So like the example that I gave about my father, no direct
• 38:46
  spokesperson is going to start putting out Flyers in the
• 38:48
  streets that there's a new cement company in town.
• 38:51
  Are you interested? Call this number.
• 38:53
  Direct response marketers who do their research will get their
• 38:56
  phone number and they would have made sure that that thing would
• 38:58
  have ended up directly in my father's PO Box so that when he
• 39:02
  opens it, the message is targeted and relevant is not
• 39:06
  wasted. Because if that kind of master,
• 39:09
  sorry, I say master, if that kind of e-mail ends up in Pastor
• 39:13
  Adabc's box, you know, Pastor Adabc is a pastor.
• 39:17
  So him receiving this thing makes no sense person.
• 39:20
  He won't even know if it's a good deal or a bad deal.
• 39:23
  But if it ends up in Mr. Ades Inbox because my father did
• 39:27
  cement distribution or ends up in Malam Donami's PO Box, goes
• 39:33
  Malam Donami makes breaks or maybe he also distributes
• 39:38
  cement. Those kind of people when they
• 39:40
  open it and they say OK, 5000 per extra bag, they know whether
• 39:44
  this is a good offer or that's a bad offer.
• 39:47
  And those are the kind of people that will be much more likely to
• 39:49
  pick up the phone and take action or go to the office and
• 39:53
  take action or visit the factory and take action.
• 39:57
  So let's keep our communications targeted.
• 40:01
  Let's look at different customer segments.
• 40:03
  Let's make sure that our messaging is relevant.
• 40:04
  That's what it is. That's what makes it easier or
• 40:08
  much more probable for people to take action when we put calls to
• 40:12
  action at the end of our at the end of whatever messages that we
• 40:16
  send out. So that's all for today.
• 40:18
  Thank you very much for listening to the show.
• 40:20
  I'll catch you guys at the next episode.