Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Human + AI: The Future of Lead Generation

Transcript

Human + AI: The Future of Lead Generation · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:00
Hello and welcome to the show. I'm making today's recording at
0:04
home, so expect to hear some interruptions in the background,
0:06
whether from neighbors or from the kids because they're home
0:09
and they're watching TV. So for today's episode, I'm
0:14
going to go over, I'm going to recall the conversation that I
0:17
had with effort or Sai Yogi. Sorry, I'm not pronouncing your
0:21
name properly. In fact, I know I'm not
0:22
pronouncing your name properly. He's from been in state
0:25
obviously with a surname like or Sai Yogi.
0:28
My father-in-law is Isha. So you know, when I see them,
0:33
them when I see those names, you know, I know.
0:36
So yeah. He's a listener of the podcast
0:40
on Spotify. He got in touch because he
0:41
wanted us to discuss lead generation in his business.
0:45
And he is a realtor, a real estate agent, or, you know,
0:48
whatever it is that you guys call yourselves.
0:50
Now, of course, if you've been listening to the podcast for any
0:52
length of time, you know that when we say lead generation
0:55
here, we just mean anything that you do to get people to raise
1:00
their hand, to show that they might be interested in your
1:03
product or your service. Let me repeat that again.
1:07
The most important function that we have in business is
1:10
marketing, at least according to Professor Peter Drucker.
1:15
Now, marketing is the business function that lets the whole
1:17
world know that you exist, what you do while you're here, the
1:21
problems that you solve, how you can help, you know, you get the
1:24
picture. So that is marketing.
1:26
Now, sales is a subset of marketing.
1:30
So that's why I like to say marketing is our mother.
1:32
And for those of us who are sales professionals, you know,
1:34
we are the children. So marketing is a mother, sales
1:37
is the bikini, advertising is the bikini, and then, you know,
1:41
on and on and on. So marketing is the mother.
1:43
She has many children. So part of that art of getting
1:49
people to know that we exist and trying to spark curiosity and
1:53
spark conversations is lead generation.
1:56
Now, lead generation is when we do something, whether
2:00
physically, online or offline, to get people to raise their
2:03
hands to say, oh, I might be interested.
2:06
The reason why lead generation is a good thing to do in your
2:08
business is because if people raise their hand, and of course,
2:12
you know that, OK, this might be a useful somebody to talk to,
2:17
that this trans, this conversation might lead to some
2:19
money at the end of the day, because we waste, we spend a lot
2:23
of time and resources trying to spark off conversations with
2:26
people. And it's not every conversation
2:28
that is going to yield a fruitful result.
2:30
So of course, if you can't do something that'll make the
2:33
people opt in, show themselves, raise their hand and say, look,
2:38
I might be interested and that might be a fruitful conversation
2:40
to have. So that is what lead generation
2:42
is all about. Now, the oldest example that
2:44
I've been given over here on my podcast is the fellow who went
2:47
outside my son's school and was handing out Flyers.
2:52
Anybody who picked the flyer and who sends Adm or who sends a
2:57
WhatsApp or who calls that person has given some indication
3:02
that they are interested in either buying back to school
3:06
shoe or bag or textbook or whatever all the stuff that the
3:11
fellow was selling. So these, that is an example of
3:14
some of the things that we do to spark conversations because we
3:21
throw something out into the world or into the universe as
3:23
people like to say nowadays. And then somebody does something
3:26
back and then he gives us a sign that OK, maybe this person is
3:30
interested. Let me follow this guy, be
3:33
yawning. Let me see what good to come out
3:34
of it. Now, a lot of times when you
3:37
hear lead generation, a lot of people are going to be talking
3:39
about stuff exclusively online. But I'm here to let you guys
3:42
know that even though it's mostly online, people who say
3:46
lead generation, really lead generation can be done anyhow,
3:50
any which way, if you go to a business fair like I used to do
3:54
back in the day when I was still a wedding photographer, we go to
3:58
the bridal Expo. We have the register there, we
4:01
have the sheets of paper there, and somebody comes and leaves
4:04
their name. That is lead generation because
4:07
the babe who drops her name and who drops her husband's name,
4:12
that could be an indication that they might be interested in my
4:15
product, my service, which was wedding photography.
4:18
Now, it doesn't mean that is a done deal, which is where
4:21
qualification and discovery comes in.
4:24
You know, as I'm talking with these people, I'm trying to
4:26
figure out who they are, what they're about, what are their
4:29
tastes, what are they trying to achieve.
4:31
You know, the extra information that I get is what is going to
4:34
help me to close the deal, especially if I do a good job of
4:38
relationship nurturing. But anyhow, share whatever
4:42
business you do, you need to be thinking about lead generation.
4:46
And so that's why effort or say Yogi broadcast listener got in
4:50
touch and that was the conversation that we had.
4:53
Now, unfortunately, I didn't take lots of notes.
4:55
So lots of what I'm going to talk about now will be from
4:57
memory as at the day of this recording, I think we've spoken
5:01
maybe like that kind 3-4 days, maybe one week.
5:05
So I'm just running this from memory now.
5:08
The reason why I couldn't make lots of notes was because at
5:10
some point in the conversation, I tried helping him work on his
5:14
copy. And whenever I'm having sessions
5:17
with people and I'm making AI recommendations, I like to do
5:20
the thing live and in the flesh. So as I'm on the phone, you're
5:24
on the phone, you know, share video screen and then, you know,
5:28
begin to type as in we prompt this thing out, we flesh this
5:32
thing out so that you might, you can see yourself as everything
5:34
is evolving, as everything is just taking shape.
5:37
So because there was a lot of looking at the prompts, changing
5:43
the prompts, looking at the results, editing this, editing
5:47
that, that's why I didn't make lots of notes because I was on
5:49
the phone and I was on the keyboard and we were looking
5:52
back and forth to see what it is that works.
5:54
But I'll try and remember some of the stuff that we spoke
5:57
about, even though today I'm not going to be able to share some
6:00
of the some of the copy. So well, I sent the copy to him
6:04
on WhatsApp. But to be honest, if I want to
6:07
copy and paste from WhatsApp and then print out the paper, it
6:10
will just be extra work to for making the podcast.
6:13
So bear with me. Anyway, whoever gets in touch
6:16
and you have a similar problem will be a similar thought
6:18
process anyway. So that is no problem.
6:22
OK, Now, before I start with the conversation that we had shout
6:27
outs, Yeah. So today I want to shout out
6:29
Mike Emmy, who made comments on Spotify, who said that the
6:33
podcast is insightful and he asked for my contact details in
6:36
case he has any questions. And I always give my contact
6:40
details at the end of the show. I guess I should start putting
6:42
it at the beginning for those people like Mike Emmy who don't
6:45
listen to the end. Because Mike, if you had been
6:49
listening, you would have gotten my phone number.
6:51
But anyway, Sha, I gave it to him in the comment section on
6:55
Spotify and I'm putting it here again for those of you who are
6:58
like Mike Emmy who have questions or for those of you
7:01
who are like Effort or star Yogi, as in you want to come and
7:04
discuss something specific about your business.
7:07
So the number is 08064662140. Again, the phone number 0806466
7:19
2140, the country code is +234. That is my WhatsApp number.
7:27
So send me a WhatsApp message and let's have a chat.
7:31
Although only one person since I started the broadcast has been
7:34
bold enough and that is her Margaret.
7:36
She commented on Spotify as Margaret Spicy.
7:39
So shout out to Margaret Spicy. And I gave her the phone number
7:42
and surprisingly yesterday she called me and we had a lovely
7:45
chat and then we now reschedule to have a proper phone call, you
7:49
know, some other time 'cause you know, I was on the move.
7:51
And apart from that, I like getting some information from
7:56
you guys, you know, before we have a proper session.
8:01
Because you can't just be given advice, you know, just in
8:03
general. It has to be particular and
8:06
specific to the person's problems, to the person's
8:10
contacts, context. So those are my contact details.
8:14
Thank you very much, Mike Emmy for the comments on Spotify.
8:16
Then also a shout out to Ukaji Cynthia, from your surname, I'm
8:21
assuming you are one of us. You know our own, you know, like
8:24
Benmi people, you know, Benmi Nasawa Taraba.
8:27
I'm assuming you're family. So she's my sister.
8:31
I'm assuming. If you're not one of us, please
8:33
let me know. It'll be nice to know where
8:34
you're from because I haven't heard that surname Ukaji before,
8:37
but it sounds almost like a tea surname almost then.
8:44
OK. She also found a particular
8:46
episode to be insightful, especially the one around
8:49
business financing. I think that was one way I spoke
8:51
about business finance options for women, for female
8:56
entrepreneurs. So shout out to you guys.
8:58
Margaret Spicy, thanks for listening and commenting.
9:01
And also thank you for calling the first person who was brave
9:04
enough to just call directly instead of sending a message
9:06
first. Then also shout out to Mike Emmy
9:11
and then shout out to Kaji Cynthia.
9:13
Then, of course, shout out to Effort OSA.
9:16
Yo gay. OK, then let's see.
9:22
So now we're talking about lead generation.
9:25
Oh, before I get into that, you know, I mentioned about how the
9:27
kids were at home. So just interesting fact, my
9:30
older son has discovered the Discovery Channel.
9:34
I'll be National Geographic one of these things.
9:37
So I just went out to tell them I look, I'm about to record the
9:40
podcast. So I beg you guys, pipe low.
9:42
Nobody should run into nobody should except if it's an
9:46
emergency. Just allow me, let me finish
9:48
this recording and you believe what those boys are watching.
9:52
There's an episode going on right now about snakes, about
9:56
constrictors. So boy constrictors in Amazon
9:59
and then African pythons, of course, in this part of the
10:02
world. And man, those snakes are huge.
10:05
I mean, when we're kids, they used to give us gist about, you
10:07
know, to say the snake can swallow you, the snake can
10:09
swallow you. And I've seen it live myself.
10:12
I just watched an African Python swallow a deer as in a popped
10:20
out of the river. You know how they show
10:21
everything in National Geographic?
10:23
You know that. So that's why my wife says they
10:25
should stop watching National Geographic.
10:26
She says it's demonic. Now, are you going to be
10:28
watching a lion killing something or you know, so any
10:32
that's our own point of view. But for me, I think it's just
10:34
good healthy knowledge about the world.
10:37
So if you're curious, yeah, watch some of these channels,
10:40
history channels, National Geographic.
10:42
If you have kids, I really think it's OK to allow children to
10:44
watch these sorts of things. It's just the the facts of life,
10:48
especially if your children are, I mean, like once they're past,
10:52
I don't know, like 5 or 6 years old, like, so they see a lion
10:55
killing something. What's the big deal?
10:57
So, yeah, I just saw a snake eat a whole deer and of course, you
11:04
know that deers are bigger than ram.
11:06
So the thing came out from the water, He grabbed the thing, he
11:08
squeezed. You know, like when you're
11:10
washing cloth, how you squeeze the cloth to remove the water.
11:13
It squeezed the thing and started swallowing from the
11:16
head, including the horns and swallowed the whole thing and
11:22
man, now something else. So yeah, that's it.
11:26
I just said, let me share that just to you people that well,
11:28
nothing is real. So if you grew up in Nigeria at
11:32
a time when people still used to tell children those things
11:35
because they used to give us all those, just like, where did you
11:37
go? Oh, I was playing at the back of
11:38
the house. No, next time don't enter the
11:40
Bush. You enter the Bush.
11:42
Python will swallow you. This da da, da, da, da da.
11:44
So I'm just letting you know if your parents told you those
11:46
sorts of things when you were little, they were not lying.
11:49
It's real. This thing exists.
11:51
All right now. Lead generation effort or SAG
11:55
Yogi then? OK, so of course I have to look
12:00
at stuff that he was doing already to generate leads.
12:04
Now, the reason why even if you reach out to me, I'm going to
12:07
ask, So what have you been working?
12:09
What have you been doing so far is because traditionally when it
12:13
comes to sales and business development, before we start
12:15
coming up with any kind of fancy strategy, we have to sit down
12:18
and look at what you've been doing and figure out what is
12:20
working. Because except if you're an
12:22
absolute dance or maybe your people in your father's village
12:25
really hate you and they're praying against your progress.
12:29
Definitely you would have tried like 5 or 6 things and one or
12:32
two of them are working. And of course there's nobody
12:34
who's an absolute Dons. And I've told you people that
12:38
the people who in your father's village that God is in control
12:41
of anything. So you know God punish devil.
12:43
They can try to throw out your progress all you want, but as
12:46
long as they have a clean mind, you trust in God, you're trying
12:48
to do your own business clean, everything will be fine.
12:51
So we try and figure out what it is that you have been doing so
12:55
that when we see the one that works with my knowledge about
12:59
selling principles and selling frameworks, I'll teach you how
13:02
to optimise that process. And then we will now double down
13:05
on the one that is already working.
13:08
It is only when we have maxed out what it work, what is
13:11
working, then we can now start doing creative strategy.
13:15
There are too many of you who want to grow your businesses who
13:17
are looking for some ground breaking strategic something
13:20
something something like there's no need for any ground breaking
13:24
magic as a matter of what has been working now or is it Flyers
13:29
that has been working And last month I did 1000 Flyers.
13:33
The goal for this month will now be 1500 Flyers or 2500 Flyers.
13:38
That's how it works. Is it Instagram ads that I ran
13:42
last week and it is working and my budget for last week was only
13:46
7 K OK, maybe this week I'll make my budget, you know, 8K200.
13:52
So that's how you do it. Then, as also explained to
13:56
Effort and a couple of other people, I'm explaining now that
13:59
when it comes to sales and business development, when it
14:03
comes to growth, growing your profits, you're going to face 3
14:07
challenges roughly. In the first stage, all your
14:11
challenges can be overcome by Effort.
14:13
Let me repeat, If you've been listening to this podcast for a
14:16
while, you already know it. But please allow me to repeat
14:18
the host bill for people who are discovering the show for the
14:20
first time. In the early days, all your
14:24
problems can be solved by effort.
14:27
Effort just means, am I doing the right thing?
14:30
And let me do more of that. Finding the right thing to do
14:36
and doing more of it will solve a lot of your problems in the
14:39
early days. Now, after you have figured out
14:43
the right things to do and you're doing enough of it, the
14:46
next set of business challenges, excuse me, will be overcome by
14:50
scale. What scale means is I have found
14:54
what works and I am doing it. But the problem is I am a one
14:57
man show. How can I stop myself from being
14:59
a one man or a one woman show? How can I start multiplying the
15:06
effects of my labour? Whether I'm going to use
15:08
technology to multiply the effects of my labour or whether
15:11
I'm going to hire other people to sell on my behalf to multiply
15:14
the effects of my labour. That is what scale is about.
15:17
I figured out what works. But I'm I'm a one man team.
15:20
I'm a one woman squad. How do I go beyond one woman
15:23
squad that stage 2? After you've gone beyond one man
15:27
squad, one woman squad, the next set of challenges you will have
15:31
to overcome will be problems of strategy.
15:35
It is then you can now start thinking, do I enter a new
15:38
market? Do I open a new product line?
15:41
Do I do a strategic alliance with this person?
15:44
Do I buy another person's business?
15:45
Do I, you know, all that fancy stuff?
15:48
Unfortunately, lots of people in the beginning, they start with
15:51
strategy. No, the time for strategy is not
15:54
the beginning. In the beginning we're just
15:55
trying to figure out is this a good business idea, is this
16:00
thing profitable and do I know how to sell the damn thing when
16:05
I figure that out, Effort, more effort, more effort, more effort
16:10
because we are human and we are limited in capability.
16:13
Eventually you have to have made that look as a one woman squad,
16:16
I have gone as far as I can go. So now the issue of leverage
16:20
will now come up. How can I use technology or how
16:22
can I use other people to now scale out the selling.
16:28
It is after that that we can now start thinking strategic.
16:31
So that's the proper order. So for effort or Siyogi or for
16:35
people who are in a similar situation who reach out, the
16:38
number one thing is going to be OK, what are you doing?
16:40
What has been working? How are we going to optimize
16:42
this thing and then do more of it?
16:44
Now what he has been doing for Lead Generation was sponsored
16:47
ads, sponsored ads on Facebook, sponsored ads on Instagram.
16:52
Now for those of you who are absolutely new to the business
16:55
thing, this is the way it works. You put up content on Facebook
17:00
or Instagram or wherever. When we say content, we mean
17:03
words, posts, photos, video, audio, anything they put out on
17:10
the Internet. And then sponsored ad just means
17:12
you give Zuckerberg some money and you say well Zuckerberg take
17:16
this thing and show it to 5000 other people or 10,000 other
17:20
people who might be interested in ABC and XYZ.
17:23
So that's what you're doing essentially.
17:25
So he was running sponsored ads then he was also sending direct
17:29
messages occasionally to people and he was trying to, he came up
17:34
with a plan for hitting 30 people roughly three times
17:38
weekly. By the way, this is beautiful,
17:42
not the strategy in itself, but the fact that he has a plan and
17:46
that he's executing. And when you keep your plan
17:48
concrete is easy to motivate yourself and not burn out.
17:52
If you decide that you're going to be D Ming people, but you
17:54
don't have a plan. And then you sit down Monday,
17:56
you're just D Ming, D Ming, D Ming.
17:58
You my DM maybe 200 people today and then tomorrow you're tired.
18:02
And then you maybe you DM only 5.
18:04
And then you know, Wednesday you say, I beg, it's not only me
18:07
that killed Jesus Christ. And then you stop.
18:10
You want to rest for one day. Before you know it, you've
18:11
rested for the whole week. And really that week you only
18:14
did maybe like 1 1/2 days of work.
18:17
So it's a lot. It's, it's better.
18:21
And it's much more feasible to say, you know what, I'm only
18:24
going to DM 30 people this week and I'm going to DM them three
18:30
times. Can you say that 30 is workable?
18:32
30 Let's say you only work Monday to Friday. 30 / 5 that is
18:38
Abby. 6 I think that should be 6.
18:40
Please if I am wrong take it up with my math teacher.
18:44
That means she didn't teach me well.
18:46
So to say a word to be hit up 30 people three times a week, that
18:50
means 6 contacts. You're only going to do 6
18:52
contacts every day. Can you see how the thing makes
18:54
sense? It's not stress.
18:57
You can wake up. Look at your list of six people.
19:01
Do your list and then mentally you're free.
19:04
Like I've done today's whatever. I know doing 6 seems small, but
19:08
The thing is 30 people every week, 4 weeks in a month, that
19:13
is 120 people. So you can see how you just take
19:20
an approach to work where you're going to take things small,
19:22
small, small and break things down.
19:23
You can see how you can be taking it easy, easy easy easy
19:27
easy every day but at the end of the month cumulatively you have
19:31
done plenty because I can assure you your competition is not
19:35
reaching out to 120 people a month.
19:37
I can assure you average person is lazy or doesn't come up with
19:42
a plan. Like I said the average person
19:44
means well so they won. They will go hard, message like
19:48
80 people and then get tired, like I said, and before you know
19:53
it, maybe something happens. Then there's public holiday and
19:59
you know all kinds of things. And before you know it, you see
20:01
that maybe the person only did two or three days of D Ming in
20:06
the whole month. So the first day he did 80, he
20:08
felt like he did something. And then, you know, you just did
20:12
overtime. You're not really doing much.
20:14
But the person who says I'm going to be doing 66666 every
20:17
day, that's 120 a month in a year.
20:22
How many is that? I don't know.
20:24
Is that 1000? 200 and I'll be 1400 and
20:28
something. And those of you who are good at
20:30
math, you do the number and let me know.
20:32
So it's beautiful when people take this approach. 30 people
20:36
every week, three times weekly. That means I'm only hitting up
20:39
five people every day. Then let's see what else.
20:43
And then his strategy for DME people was to look at the
20:47
handles and content around certain kinds of people and
20:51
places that are luxurious because he's looking for clients
20:53
that are luxurious. So he was hanging around content
20:56
from Airpiece. I mean, that was interesting.
20:58
I haven't heard this before. And that is the benefit of
21:00
working with you guys because it's a two way thing.
21:03
I'm teaching you guys what I know.
21:05
You guys are also teaching me what you know.
21:06
They also teach me what works in the field because to be honest,
21:10
I never would have thought of this by myself, that I can go to
21:13
the LinkedIn handle of Airpiece and pay attention there and see
21:16
who's commenting. And then from there be DM ING
21:19
people to see if I can get business.
21:23
Let's see. So airpiece hotels, you know,
21:25
clubs, clubs in Benin effort. Well, of course, you know,
21:28
Osayogi. So of course he's based in Benin
21:31
then. OK, well, he's a Benin boy, but
21:35
he actually is based in Benin. Not not to say that Benin boys
21:37
won't leave Benin, but anyway, you get the point.
21:42
So where was I now? And so that was the that was the
21:46
strategy. Some of the things that I've
21:47
tried in the past and then the substance of his message
21:49
whenever he reached out to people basically was, oh, good
21:52
day, he introduced himself, This is what I do.
21:54
Are you interested now? If you've been listening to the
21:56
podcast for the length of time, you already know that this is
22:00
not the right way to do things because nobody gives an F about
22:04
you. Nobody cares who you are.
22:05
Nobody cares what the company is.
22:07
That is the reason why I say, look, if you're going to do this
22:09
whole direct messaging strategy, you're better off starting with
22:14
your unique value proposition or a problem statement.
22:17
So I'm a realtor who specializes in that kind of property.
22:22
Is this the sort of thing you're interested in?
22:24
You know, straight to the point. Some people will say yes, some
22:27
people will say no. Oh, sorry guys.
22:30
You remember the time I spoke about Bush burning in Abuja and
22:33
how it's a problem. You will not believe what some
22:37
idiot has actually set fire outside the apartments.
22:40
They're doing Bush burning right now.
22:43
Let me have a look and see that it is controlled.
22:47
Well, it looks like it's a controlled fire.
22:49
But anyway, now, so we see him in Abuja, some of us carry our
22:57
village habits and then we bring it to the city.
22:59
So yeah, that's it. Bush burning going on right now.
23:02
I heard what was I now forgive me.
23:09
That was a distraction. And so you better starting,
23:14
starting off with a problem statement or your unique value
23:17
proposition and then see if the person is interested.
23:20
Go straight to the point because most people are not reading this
23:22
whole thing of who you are, what you do while you're special,
23:26
while you're unique. No, no, no, no, no.
23:27
That's that's too. You're wasting too much time,
23:32
especially since I've been saying it time and time again.
23:35
Nowadays, people are scheming, they're not reading.
23:38
So if you start off with hello, this is me, I'm the best,
23:42
brightest whatever in Abuja and we specialize in this dot dot
23:44
dot dot and this dot dot. I mean, most people just, if
23:48
they open the message at all, most people just close and move
23:50
on to something else or hit block or spam, then I'm not
23:55
going to go into that because I've already done lots of
23:57
episodes about that. Then OK.
24:00
He was also doing organic posts and he's posting once daily on
24:04
social media and then for him the social media is a Facebook
24:09
and then LinkedIn groups, posting in groups.
24:11
Now this is also something that is beautiful.
24:14
Now I'm not saying the strategy in itself, but this whole thing
24:17
of planning your work, truncating your work, giving a
24:21
cadence, you can say it makes your life easy.
24:23
So he wakes up every day and he knows that I am going to DM5
24:28
people today. After he DM 5 people, he also
24:31
knows that I'm going to create one post today.
24:34
When I create that one post, I'm going to share it on on the
24:36
Facebook group. When I'm done, I'll share that
24:39
same post in the LinkedIn group. You can see how you can organize
24:42
and plan your day and give yourself space to breathe.
24:48
One post a day. So you might say it's not much,
24:51
but think about it. One post a day.
24:53
If you're working Monday through Friday, that means you have done
24:56
5 posts in a week. 5 posts in a week means that you have reached
25:00
out to Sorry, you have put out 20 posts a month if I'm correct.
25:07
Now think about it. And This is why I say that even
25:11
if except if you're an absolute Dons or except if people from
25:14
your father's village really mean you, like they want to
25:16
finish you on your lineage. Can you see how if you're
25:19
contacting 120 people every single month in DMS and then
25:24
putting out 20 posts every single month on social media,
25:29
can you see that like the devil really has to be against you for
25:33
something not to work really. If anyway, let me know if I'm
25:42
stressing. But basically, if you take the
25:46
right approach, you're giving yourself a cadence, you're
25:49
giving yourself some realistic targets and goals.
25:52
Because this thing, what we're looking at here is very
25:54
realistic. 5 DMS in a day is not that's, that's realistic.
25:59
Worst case scenario, two hours is enough for you to do 5 DMS
26:02
every single day. Then content production.
26:05
OK, let's say you're slowing content production.
26:07
Maybe another two hours, you see?
26:09
But you know, 4 hours you can be done.
26:12
And then you can go off and do some other things, you know,
26:14
play PS with your boys or something, or go and hang out
26:19
with your girlfriend. So where was I then?
26:26
He also was going to go and meet people and I think that was
26:30
bold. And I like that because too many
26:32
people like to hide behind a keyboard.
26:33
So when I meet people who are brave enough to go and talk to
26:38
strangers, I really applaud them.
26:40
I see. Look, this is a secret.
26:43
For those of you who are afraid of talking to strangers, let me
26:45
let you know something. I have not heard of anyone in
26:51
Nigeria or abroad who has died or who has been killed or who
26:57
has been arrested or who has been shot because he spoke to a
26:59
stranger. For business purposes, if you're
27:03
trying to go and toast a babe and you know your game is weak
27:06
or you're a creepy fellow and that's a different thing, you
27:09
might end up being arrested or something.
27:11
But for business purposes, I have not heard of a single
27:14
person who has ended up in jail or who has ended up being beaten
27:18
because everybody knows that you're just looking for a daily
27:21
bread, so nobody will beef you even if you're an interruption.
27:23
So it's perfectly fine to talk to strangers for business
27:26
purposes, an effort or say Yogi has not been harassed or thrown
27:29
into jail. Even though he walks up to
27:32
people in restaurants, public places, and he starts talking
27:36
about his business as a realtor and how he can help people.
27:38
He has never gotten into trouble.
27:40
I have never gotten into trouble.
27:42
I have never heard of anyone who has gotten into trouble.
27:45
So it might be scary, but don't worry, that is part of the
27:49
reason why I have this podcast and I talk about things like
27:52
this. And if you notice, I skew more
27:55
towards the real life interaction thing.
27:57
I'm not necessarily the online online thing because to be
28:00
honest, you know, every single whatever you want to call them
28:03
guru or business consultant or whatever, in Nigeria,
28:06
everybody's talking online, online, online.
28:09
So they're not too many of us are talking about what to do
28:11
offline. So let's see.
28:16
OK, so now the question now was, OK, effort, you said you're
28:20
doing all these things now, which one has been giving you
28:22
the best results? And then he said, oh, that's
28:25
simple, sponsored ads now because sponsored ads have been
28:31
working for him. I am not telling you that
28:33
sponsored ads is the best business strategy.
28:37
Sometimes it's a matter of who you are, your skill sets, your
28:41
interest base, what you're working hard at, things like
28:44
that. So for him, in his own context,
28:47
sponsored ads is what has been bringing in the naira and Kobo.
28:53
It may be possible that for someone else, it might be the
28:56
DMS that is bringing in the naira and Kobo and therefore
28:59
another person. It's impossible that it is a
29:01
talking to total strangers that is bringing the naira and the
29:04
Kobo. So please do not leave this
29:06
episode thinking that I'm saying everybody must run sponsored
29:11
ads. That is not what I'm saying.
29:12
I'm just saying go out and try a bunch of stuff.
29:14
Let's figure out what's working and how we can optimize it.
29:17
So sponsored ads is what has been working for him.
29:20
Now we have to now go into this conversation like look, oh boy,
29:23
sponsored ads, very, very good. But let me have a look at the
29:28
copy of your sponsored ads. This whole thing or focusing on
29:31
your company, you, you, you, you, your company, you, your
29:33
company is, is not the best way. So it has been working the way
29:38
you're doing it, but now we need to tweak it and optimize it.
29:40
We need to make it about the other people.
29:43
All the outreach has to be about the other people.
29:46
But then we now went into the copy of the advert, the
29:50
advertisement and the advertisement.
29:51
I liked it. It was OK.
29:55
OK, initially it started off with how did it go again?
29:59
Like, do you know that 9 out of 10 people become billionaires
30:02
through real estate? Something, something, something,
30:04
you know, you went straight in. And for that I have to applaud
30:07
him. It's fantastic because he's
30:09
coming out with a strong hook, stating the nature of the
30:11
problem and showing what it is that he's going to solve.
30:13
Although for me, honestly working because First off, I
30:18
think you should reflect his value proposition.
30:20
And also because that kind of grammar of, you know, do you
30:23
know that 9 out of 10 millionaires something,
30:24
something you're attracting a particular kind of person.
30:28
And maybe we should try and broaden the appeal also, because
30:36
when you attract these kind of boys and girls who are coming in
30:39
quick, quick, because I want quick wins.
30:41
You know, it's easy to get frustrated customers from that
30:45
kind of people. Because if you come up with this
30:47
kind of language in that 9 out of 10 people become millionaires
30:50
to real estate, then they do deals with you two or three
30:54
deals. And then after like one year,
30:56
they're not yet the millionaire. You know, it's the kind of thing
30:58
that they'll say this guy, he doesn't know what he's doing,
31:01
blah, blah, blah. You know, my badmouth you
31:03
because they didn't get those kind of results.
31:05
So I also think that sometimes when we're trying to attract
31:08
business, we should attract business with more realistic
31:13
expectations. You know, which is why I never
31:16
say that you people should call me and your life would never be
31:19
the same and I will turn next your business.
31:21
I will never give that kind of talk.
31:24
The best I can say is, look, let's have a conversation.
31:27
I can share with you a couple of perspectives about what's
31:29
working, what's not working. When we figure out what is
31:32
working, I can show you how to optimize it.
31:35
And if we apply these things consistently for the next 4-5,
31:42
six months, you should be able to see some results like, you
31:45
know, 30% more business or something like that, you know,
31:48
keep it realistic. So what was I sorry, I'm running
31:56
this one from from memory. So it's I get off on a tangent.
32:01
And so yeah, so I said, now let's tweak his copy around the
32:05
unique value proposition, around the problem statement.
32:07
So I asked him, effort, what is your UVP?
32:10
By the way, if this is your first time listening to the
32:11
show, UVP means unique value proposition, unique value
32:15
proposition, it means many things, but the definition, the
32:18
way I like to define it is UV. PS What did your customers tell
32:22
you about why they're doing business with you?
32:26
That is the best way to inform your market, your market
32:31
messaging, because if you have 25 customers and 18 of them
32:39
said, OK, let's say you're, you're a cake Baker and 18 of
32:42
them said, we love your creamy butter.
32:49
Sorry, what is it called again? Butter.
32:51
Is it butter font? I'll be butter something butter
32:54
icing and I can't remember. I've been out of the event space
32:56
for a while. So if you have 25 customers in
32:59
2024 and 18 of the 25 said we love you because of your creamy
33:04
butter something, something, something, then you have to be
33:08
an idiot to not know that what you reflect in your messaging
33:12
should be that you know you have the creamiest, butteriest
33:15
something, something, something basha.
33:17
You should be using the words that your customers have given
33:21
you. The rationale behind this is if
33:23
18 out of 25 of your customers have said this, the chances are
33:27
that there are other people who are thinking in those terms as
33:30
well. So putting out your marketing
33:33
and advertising copy in those terms will relate to other
33:36
people who are like them. And this is the beginning of how
33:41
we start attracting certain kinds of people that will be
33:43
easy and profitable to do business with.
33:47
So we should always be having conversations with our
33:48
customers. Because when I asked him about
33:51
his UVP, he started talking about Trustworthy.
33:53
I wrote Trustworthy Downshot and he mentioned a couple of things,
33:55
but I said no, no, no, no, no. So yeah, I thought, look, this
33:58
this is what I mean. The people that have done
34:00
business with you, what did they tell you?
34:03
Not what you think. And this is something I can
34:05
speak about first hand because when I started off in business,
34:09
I assumed as a wedding photographer that people don't
34:15
like Photoshop. They want to see that natural
34:17
face. And I assumed that that was my
34:19
unique value proposition. And in my marketing, I kept on
34:23
talking about that, about how I keep things candid.
34:25
And then no Photoshop when I started asking my brides, not
34:31
that I have multiple wives. I mean in the wedding space when
34:33
you, your client, you, you call her, you know, my bride or my
34:36
groom. That's just where we talk in
34:38
Abuja, at least back then in the wedding space, I don't know
34:42
about now. So then somebody would say, oh,
34:44
I had 20 brides this year. It's not that the guy married 20
34:47
babes. Is that the guy?
34:50
Wait, let's say you are MC, for instance.
34:52
He means he emceed the weddings for 20 babes that year.
34:56
So when I anytime I say my bride or my brides, that's that's what
35:00
I mean. I don't have multiple wives.
35:02
I only have one wife. God willing, I will only have
35:07
one wife and I don't know if my father-in-law is listening.
35:10
So let me let me behave myself on this podcast.
35:13
All right, I was like. So when I started asking my
35:17
brides now about why they do business with me, the answer
35:20
surprised me. People are talking about my
35:22
professionalism. People are talking about me
35:24
being on time. People spoke about me being
35:28
courteous. People spoke about me being
35:29
trustworthy. A few brides said I was the only
35:33
vendor that they never had to worry about.
35:36
People spoke about all kinds of things except my photography.
35:40
And to be honest, as an artist, nothing broke my heart because I
35:44
wanted people to say your photos are wonderful, your photos are
35:47
amazing, Your photos are this, your photos are that.
35:50
Your photos are, you know, on and on and on and on and on.
35:52
And oh, they're candid and they're beautiful.
35:56
That no Photoshop. But, you know, people was
35:58
talking about other things, else other things.
36:01
And that is part of the reason why I am where I am today.
36:06
I've given up the wedding stuff. If corporate organisations call
36:10
me, yeah, I'll handle it because when it comes to corporate
36:13
organizations, I can talk in those terms.
36:15
And they appreciate those terms of being timely, on point,
36:20
timelines, being professional, you know, they get all of that,
36:25
especially in the documentary space.
36:28
You know, people like the fact that you're dealing with
36:30
somebody and the person says, OK, you know what if you
36:33
transfer by so, so and so date, we'll be in the field by this
36:35
and this date. And if we do that, I can assure
36:38
you that your documentary will be delivered by December 27th.
36:43
So people appreciate that kind of stuff, especially in Nigeria
36:45
where nobody can give you a timeline on anything.
36:50
So I assume that my unique value proposition was one thing.
36:54
When I started talking to my brides, to my customers, I
36:57
realized that people are doing business with me for a whole
36:59
host of reasons that has absolutely nothing to do with my
37:02
photography. Of course, if my photos were
37:05
useless, don't be doing business with me.
37:06
But just to show that sometimes what you think is the unique
37:11
value proposition is not exactly what you think it is.
37:14
Like I know of a cake person who kept on talking about how sweet
37:18
her cakes were because she baked the cake for my own wedding.
37:22
Well, actually the reason why we did business with her, my wife
37:25
and a couple of other people that referred to later on was
37:28
because she was a master at sugar craft.
37:32
She's the kind of person that will make a cake for you.
37:34
I'm sorry, one moment, looks like the call is coming in.
37:39
Sorry. Hold on one more, let me attend
37:41
to this and I'll get back real quick.
37:48
OK, So sorry about that. I just had to attend to that
37:51
real quick. And don't worry, eventually I'm
37:54
going to set up a proper recording space, you know, so I
37:56
don't have to record out of my phone anymore and have all these
37:59
interruptions. So, OK, bottom line, what I was
38:05
trying to say was talk to your customers, know what your unique
38:07
value proposition is, What is the reason why people are doing
38:10
business with you. When you figure that out, take
38:13
those exact words as much as possible and see how you can
38:16
make that a part of your marketing and a part of your
38:18
messaging. It is going to appeal to those
38:21
kinds of people who are already thinking in those terms.
38:23
So that's the scope. So he now said that, well, from
38:27
talking to customers, they like the fact that he has flexible
38:30
payments and everybody is happy with his locations.
38:34
And I said fantastic, that is what we need to be putting
38:36
there. Now the trustworthy thing, he
38:38
said it himself, but Shah, I left trustworthy.
38:40
So I said, now we have to reflect trustworthy.
38:43
We have to reflect flexible payments and we have to reflect
38:47
good locations. I put down one aside because
38:51
what we're going to do was to use Google Gemini or char GBT to
38:56
come up with good marketing copy.
38:59
Now the best way to get results from these tools is to give
39:03
detailed prompts. You have to say something about
39:05
you, You have to say something about the problem or the
39:07
context. You have to say your goals, and
39:09
then you now give you the instruction.
39:11
So am I having conversations with effort or say Yogi, I'm
39:14
trying to tease out the key terms that we're going to use
39:17
and feed it into Gemini or char GBT or copilot or whatever
39:21
you're using to now give us a decent copy that we can start
39:25
with. Of course, you will always take
39:27
the text, always take the copy that these tools give you and
39:30
you will tweak it. You will use your own words, you
39:32
use your own verbiage. Because if you're a Yoruba
39:37
realtor in Ibadan, you know, that kind of copy, like how do I
39:44
put it? If you're a Yoruba realtor in
39:46
Ibadan and then you're a Benny boy in Benin, like my guess is,
39:52
you know, maybe your copy doesn't necessarily have to flow
39:55
the same way. I don't know.
39:56
But anyway, while different people all have different
39:59
styles, we sound different ways. So we take whatever it is that
40:01
these things say and then we now tweak it and make it sound more
40:06
like us. So trustworthy, flexible
40:09
payments, good location. That is going to be part of the
40:11
unique value proposition that should be reflected in this
40:13
copy. Then we also had to break down
40:17
the amount of opinion. People do real estate because
40:19
they either want to do home ownership or investment.
40:22
So remember the first part of the copy where he said, do you
40:25
know that 9 out of 10 people become millionaires through real
40:28
estate? Something, something, something.
40:30
By writing that kind of thing, you're only focusing on people
40:33
who are buying real estate for investment purposes.
40:36
And you're missing out of people who are going to buy real estate
40:40
for home ownership. People who are tired of being
40:43
tenants, they want to become landlord.
40:45
Now, it's also a good market. And he admitted that yes, he has
40:47
some of those clients, but writing 9 out of 10 people
40:50
become millionaires to real estate might be leaving out
40:52
those people. So the next set now was Occupy
40:57
gotten value proposition down, trustworthy, flexible payments,
41:00
good location. Then we're looking for people
41:04
who are interested in home ownership or investments.
41:07
So using that now from here on, I can't remember because it was
41:10
the whole process of taking things step by step.
41:13
We now did this thing live. I typed out a prompt.
41:18
I send it to him. Have a look at it.
41:21
You know, we ran it. This is what he generated.
41:24
This is what we're going to change.
41:25
And then we now did some copy and paste because the calls to
41:28
action that were on ChatGPT were not as good as his own.
41:33
I can't remember what his own call to action was.
41:35
I can't remember. Call to action is the next step
41:37
that you want somebody to take. But yes, hands down, his own
41:40
call to action was the best. So as a matter of cut and paste,
41:43
we cut and paste option one from CHA GBT, we cop and paste his
41:48
own call to action. We slammed it together.
41:51
Bam, one prompt. As I sent it to him, he looked
41:54
at it. His response was wow, the reason
42:00
why I have OK we should be using these tools is because of the
42:03
time that it saves us. This was a sharp, short
42:08
conversation between two guys, total strangers, some quick
42:13
brainstorming in 20 minutes and he got copy that he looked at
42:17
and he said wow. Now in his own time he would
42:21
take that copy and tweak it how it is that he wants.
42:24
But it is a good place to start. Oh, sorry, one moment I have to
42:28
take this call and I'll be back. OK, sorry about that.
42:33
It actually is the mechanic. Yes, it's my car again.
42:36
You know, this time is the I'll send some noise.
42:38
And I thought was something to do with the fan belt because I
42:43
had that replaced and then by turns out now, which the also I
42:47
think called the compressor. Yeah, the mechanism in the
42:50
compressor is acting up. So yeah, that's what we're
42:53
sorting right now. So can you see the reason why
42:56
you all should be praying for your boy that I'll buy a brand
43:00
new car next year? I want to be driving SLK next
43:02
year. I can't be doing this second
43:04
hand car thing again. Also beg I'm tired, where was I?
43:12
So these are the benefits of using artificial intelligence.
43:17
Quick, quick, quick, quick, quick, quick, quick ideation,
43:19
quick ideas and useful ideas that we can work with.
43:23
But Please remember, the reason why I'm recommending these
43:27
tools, char, GBT, Gemini and all whatnot, is not because I'm
43:32
saying we should be lazy and I'm asking them to do the thinking
43:34
for us. You know, the thinking has to
43:36
come from you, the strategy has to come from you, the idea has
43:39
to come from you, the direction has to come from you.
43:43
Just think of it like back in the good old days, my first, I
43:47
started off in law. So back in those days, you go
43:51
and you work in a chamber with your organ, your principal, the
43:54
senior lawyer. You can go and attend a meeting
43:56
with the client and people are listening to what it is that the
43:59
client says. You, the junior, you're the one.
44:01
I'll be writing down the notes now.
44:02
OK, This is what Mrs. Ogden said and Mr. Combi said this and
44:06
Mallam Roof, I said that you don't want to write everything.
44:09
When you now go to the office, you will now take all those your
44:12
notes. You will now prepare a proper
44:13
report and then give it to your guy.
44:15
Your guy will look at it and say OK, oh, Travis Schumer, you did
44:17
well, but change this one to this, change this one to this,
44:20
change this one to this. Rewrite it like this.
44:22
Go and do it for me and then come back.
44:24
I'll now come back and give my OK, my guy will look at it and
44:27
say OK, very good. And then he will now sign the
44:30
letter, sign it, and then will now send the letter out or send
44:33
the document out or send the contract out.
44:38
As far as the client is concerned, this document has
44:41
come from, OK, let's say the law firm is Malcolm Gladwell
44:46
Associates. By the way, that firm doesn't
44:48
exist. Malcolm Gladwell is he's an
44:50
author. And I'm doing, I'm getting ready
44:52
to do a book review for you guys.
44:53
Already done 11 on that. So let's say it's Malcolm
44:57
Gladwell Associates. As far as the client knows, this
44:59
thing that has this document they received, this contract,
45:02
they received it came from Malcolm Gladwell Associates.
45:05
They are not really concerned whether the senior lawyer
45:08
Malcolm Gladwell is the one that wrote it by himself.
45:13
Those of us who are on the inside, we now we know that it
45:15
is the junior lawyer Tavi Schumer who prepared it.
45:19
So when we're talking about using AI, it's exactly the same
45:22
thing. The AI tools that we have can be
45:28
there in your Google meeting or let's say, OK, let's say one of
45:32
you calls in and we agree to have this thing over Google
45:36
Meet. We can have this meeting over
45:38
Google Meet. And then I have an AI tool in
45:41
the background transcribing everything that we say that
45:44
keeps the minutes of the meeting.
45:45
The most important thing is at the end of the day, I'll look at
45:49
the minutes of the meeting and I'll delete the parts that are
45:52
inaccurate and you know, tidy everything up, shorten it here
45:55
or maybe explain something better.
45:57
The most important thing for the end client is the summary that I
46:00
submitted. Did it adequately reflect what
46:02
happened at the meeting or not? The outcomes we agreed to, are
46:06
they there or not? So please, let's not worry too
46:10
much about how to use these things in our business.
46:12
We should be using them in our business, other tools because
46:17
they make life easier. And don't overthink it.
46:22
It's the same as when things were done old school.
46:26
It's just that in the old school day, I will become an auger in
46:30
the office and now designated to a secretary or designated to a
46:34
junior lawyer. Now you don't have money to have
46:38
a junior copywriter in your office or something.
46:41
You can use ChatGPT to do that junior work for you, for Gemini,
46:44
for you. Anyway, that's subject for
46:46
another episode. But OK.
46:50
So what is the point of today's episode now?
46:54
OK, the point of today's episode or my interaction with them
46:57
Effort or Sergey is this go and do a bunch of things.
47:01
Try and figure out what works. The thing that works, try and
47:04
optimize it. That's why you should be
47:05
spending most of your time. So if the money is coming in
47:07
from sponsored ads, perhaps you should be spending more time
47:10
doing sponsored ads and spending less time D Ming or less time
47:15
talking to strangers. But it is all context dependent.
47:18
It depends on you. If you have been making much
47:20
more money talking to strangers, not sending sponsored ads, then
47:23
my own approach would be, you know what sponsored ads DM less
47:26
free, less free it talking to strangers.
47:28
That's the one that works. Good.
47:30
Let's now sit down, come up with a framework, come up with a game
47:34
plan. How are we going to find the
47:36
right people to talk to when we talk to them?
47:38
How are we going to be able to figure out what their needs are?
47:41
How are we going to be able to figure out if we have the skill
47:44
set or the inventory to fulfil those needs to match those
47:46
needs? Then how are we going to be able
47:48
to make an effective proposal or presentation?
47:51
How are we going to do relationship building?
47:53
How are we going to do relationship nurturing?
47:55
How are we going to get them to take the next step?
47:57
How are we going to get them to close?
47:59
When we close the deal and we deliver, how are we going to
48:02
figure out who is happy? For the ones that we figured out
48:04
that they're happy, how are we going to be able to get them to
48:06
buy again or to be fair, new business to us?
48:09
For the ones that are unhappy, what game plan are we going to
48:12
come up with to resolve the problem so that when we resolve
48:15
it satisfactory and they're happy, we also get them to come
48:18
back and buy from us or to bring friends, family members and
48:20
associates. So if talking to strangers is
48:26
what has been working over sponsored As for you, then when
48:29
we talk, that'll be the game plan.
48:30
OK, Talking to people now, how are we going to figure out all
48:33
these whole things? So that's just it.
48:36
But especially effort to say, I'll say you again, I didn't
48:39
tell you this, but I'm saying it now and all the other people to
48:42
hear the way that you've been trying to break things into
48:45
small, small chunks absolutely works.
48:47
And that is standard practice when it comes to sales.
48:50
If it is phone calls, you decide, OK, I'm going to be
48:52
calling 10 people every day, five people every day, 100
48:55
people every day. I mean, it depends on you and
48:58
what you can handle. But you have just come up with
49:00
this small, small, small list. This is what I'm going to be
49:03
doing. Monday I'll do it.
49:05
Tuesday I'll do it. Wednesday, I'll do it Thursday,
49:07
Friday, I'll do it. The result is that you might not
49:10
see progress on Monday, on a Friday or Wednesday, but
49:14
overtime, cumulatively, every single thing will yield returns.
49:19
And don't worry, just keep doing what it is that you're doing.
49:23
You'll be fine. The thing is, you're doing lots
49:25
of stuff. Most people but are not taking
49:26
time to reflect. So keep sending out the 30
49:32
WhatsApp messages. Sorry, I'll be keep reaching out
49:35
to five people every day. At the end of the month, that
49:38
would have been 120 people. You now sit down and say, OK,
49:41
how did this work, How did this work, How did this work?
49:44
That gives you a fair idea of where to look next.
49:46
So that's it for today. Thank you very much for your
49:49
time and attention. Again, thanks to our efforts for
49:53
reaching out to Margaret, Margaret Spicy for reaching out,
49:58
Mike, Emmy, and Ukaji. Cynthia, again, if you missed
50:03
it, if you'd like to reach out to me because you have questions
50:05
or you'd like to book a session with me, the number to call is
50:09
08064662140. Again, call WhatsApp or SMS
50:17
08064662140. Thank you very much for your
50:23
time and attention. You can also follow me on
50:26
LinkedIn, so I'll catch you guys in the next episode.