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Day 1 Digital Marketing for Women: Content Creation · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. It's available on YouTube, Apple
• 0:05
  Podcast and Spotify. I'm your host, Tavish Shiman
• 0:07
  IED. Today's going to be a noisy
• 0:09
  episode because I'm up in the car.
• 0:11
  I'm up and about. So I expect to hear some
• 0:12
  interruptions in the background, you know, people just seeing and
• 0:15
  stuff like that. But then we have all out the
• 0:17
  windows. So hopefully the interruptions
• 0:19
  are not going to be too much. Then if you'd love to connect
• 0:23
  and explore opportunities with me, then call me on 08064662140.
• 0:29
  You can also WhatsApp me on the same number.
• 0:31
  The country code is +234. For those of you who are not
• 0:34
  Nigerian, then for social media, connect with me on LinkedIn.
• 0:39
  For today's episode, I'm going to give a little bit of a
• 0:42
  summary. And that's because I've been
• 0:44
  doing some work with Avon and that's one of the incubation
• 0:48
  hubs, tech hubs in Abuja. I do some work with them every
• 0:51
  now and every now and then. So the folks reached out to me
• 0:56
  last week, OK, not last week, actually, more like two or three
• 0:58
  weeks ago, but only finalized everything last week.
• 1:02
  And now it's for a digital marketing boot camp for women.
• 1:06
  Now, the idea behind the program was to have women who are
• 1:09
  business owners, you know, young women aged between, I think, 18
• 1:13
  and 35. The aim was to have women 18 to
• 1:18
  35, business owners, employees who are responsible for
• 1:21
  marketing, people who are out of school who want to consider a
• 1:24
  career in marketing, you know, those sorts of things.
• 1:27
  I was supposed to open them up to the world of digital
• 1:30
  marketing and expose the kind of skills and the knowledge base
• 1:34
  that they're going to need to move their, their businesses and
• 1:38
  their careers forward. So it was going to be built
• 1:41
  around content, content marketing or content creation
• 1:46
  rather around SEO and around social media marketing.
• 1:50
  So that was the crux of what we were supposed to achieve.
• 1:53
  And of course, I told the young ladies that, and I told the
• 1:59
  young lady that even though this thing was built around content
• 2:02
  SU on social media marketing, I was there pretty much to answer
• 2:05
  whatever questions that they had around marketing and to see how
• 2:08
  we can, you know, move their businesses forward and help
• 2:11
  people get closer to the promised land.
• 2:13
  So we did the first session yesterday.
• 2:17
  At the time of this recording, that was the 18th of November
• 2:20
  2024. So whenever it is that you're
• 2:22
  listening to this, you know, know that this is something that
• 2:25
  happened a while ago, OK, not too long ago.
• 2:27
  Anyway, what was I? So yesterday we had the first
• 2:32
  session on the 18th of November and it was around content
• 2:36
  creation mastery then. OK, so this is a summary
• 2:42
  episode. Basically, just the ladies who
• 2:44
  are at the session would have something that they can refer to
• 2:46
  every now and then to remember the stuff that we discussed
• 2:49
  during the session, and then also a pointer about where to go
• 2:52
  and what to do next. So as I usually do, I pointed
• 2:57
  out to the ladies that since I'm a business development
• 3:00
  consultant and a sales coach, I was always going to be looking
• 3:02
  at things from a sales and business development
• 3:04
  perspective. Now, one reason why this is
• 3:07
  important is this. When you talk to a traditional
• 3:09
  marketer, traditional marketers are much more concerned about
• 3:12
  reach and perfection. So they want a perfect campaign
• 3:17
  and they want something that was seen by millions of eyeballs.
• 3:20
  But then those of us who come from a more sales background, we
• 3:24
  are concerned with traction and we are concerned with
• 3:28
  conversions. So for those of us who have a
• 3:31
  background in sales, it doesn't matter if a million people saw
• 3:34
  the post, but I didn't get, you know, 1 lick of business, you
• 3:37
  know, it doesn't make sense. So, and that was the backdrop at
• 3:43
  which I was looking at these sorts of things with my
• 3:45
  conversation with these women that it's not about being
• 3:51
  perfect. Let's make sure that we have
• 3:53
  enough to get started. We can reiterate over time, get
• 3:57
  feedback from the market, change our campaigns, change our
• 4:00
  messaging. But the most important thing is
• 4:02
  we need to start. We need to start with something.
• 4:05
  And we also need to be concerned about the effect that these
• 4:09
  sorts of things are having. We need to be concerned about
• 4:13
  conversions. So let's see.
• 4:17
  OK, So with that out of the way, we went straight into
• 4:19
  understanding your brand, your audience and your brand
• 4:22
  identity. Now, the reason why that was the
• 4:24
  first thing that we had to look into is because when it comes to
• 4:28
  content creation or when it comes to any other form of
• 4:31
  marketing outreach where you're putting things out there into
• 4:34
  the world, putting things out there into the market, it's
• 4:37
  something I'm trying to stress upon them.
• 4:38
  That is not about what you think.
• 4:40
  And that's the problem that traditional marketers have.
• 4:43
  Traditional marketers sit in the room, they sit with the CEO,
• 4:47
  they sit with the marketing people, and you come up with a
• 4:49
  brilliant plan. But the problem is you come up
• 4:52
  with a plan that you think is brilliant.
• 4:54
  And so I was at pains to get this woman to understand that
• 4:57
  it's not about what you think it's brilliant.
• 4:58
  It's about what your audience wants to hear, what your
• 5:01
  audience thinks is brilliant, what your audience is going to
• 5:04
  engage with, what your audience is going to relate with.
• 5:07
  And so that's how we should start off our journey.
• 5:10
  And that is why understanding your audience is key because if
• 5:14
  you understand them, if you know what is choking them, if you
• 5:17
  know what their problems are, if you know what their aspirations
• 5:20
  are, if you know the things that they like, it is then that
• 5:23
  you're going to be able to create engaging content, catchy
• 5:26
  content, no whatever. So we need to start off with
• 5:31
  knowing who our audience is. So of course, there was a
• 5:34
  question of identifying your target audience.
• 5:36
  And so with a woman, we toured around with a couple of ideas,
• 5:40
  But of course, I told them that it was contextual.
• 5:42
  It's highly contextual because in the room with us, we had one
• 5:46
  person who was in the nonprofit space who runs an NGO catering
• 5:51
  to adolescence, I think female, 10 to 15, I think, if I remember
• 5:55
  correctly. Then we had two employees from
• 5:59
  Radio Nigeria. One of them was in the programs
• 6:01
  department responsible for creating content over the radio
• 6:04
  that they hope will engage with young people.
• 6:07
  Another person was in region Nigeria.
• 6:10
  But the I think the social media departments where they're
• 6:12
  worried about engagement online. We had one other person who has
• 6:18
  who is the chef of six years who also wants to sell real estate.
• 6:22
  Then there was also another person who creates content,
• 6:27
  started creating content around marriage and fulfilling
• 6:30
  relationships. But actually she's a member of
• 6:32
  the judiciary and she also has a business in selling clothes and
• 6:37
  ready to made where? Let's see what else.
• 6:41
  I mean, we had was was not a large group.
• 6:43
  I don't think we're up to 20, but we had wonderful women doing
• 6:47
  different, really creative, interesting thing.
• 6:51
  Oh, and then there was one person who was at the ideation
• 6:53
  stage. We always have one or two people
• 6:55
  like that who have a bunch of ideas and who have tried out one
• 6:58
  or two things, but I'm not really sure about what to do and
• 7:01
  where to go next. So there's always someone like
• 7:03
  that in the crowd and always nice to help to have those
• 7:05
  people because I'd like to see how we can get someone going
• 7:07
  because I want people to be able to leave my events and know
• 7:10
  that, OK, this is the next thing that I'm going to do to move my
• 7:13
  business forward or to start this business journey.
• 7:16
  So identifying your target audience is contextual because
• 7:20
  those Radio Nigeria people, the people that are trying to
• 7:23
  connect with are not the same as the lady who is talking marriage
• 7:27
  and who has a boutique. You know, there might be some
• 7:30
  overlap. But The thing is your market
• 7:31
  communications, if you're on Radio Nigeria social media
• 7:34
  department, your ideal target audience is not the same thing
• 7:38
  as the person who has been a chef for six years.
• 7:40
  So it's contextual. So it depends who are you,
• 7:43
  what's your industry, what's your product, What's your
• 7:45
  service then? But I gave them one tip from a
• 7:51
  sales perspective that we use to figure out who your audience is
• 7:54
  because you can sit down and you can come up with wonderful ideas
• 7:57
  on ChatGPT and Gemini. Oh, Speaking of ChatGPT and
• 8:00
  Gemini, I decided to introduce the ladies to ChatGPT Gemini AI
• 8:05
  tools and I introduced it to them as their new boyfriends or
• 8:09
  as their new husbands because these are reliable ways to come
• 8:12
  up with ideas and to come up with strategy.
• 8:15
  And I told them that the benefit of using ChatGPT is is this your
• 8:19
  husband is not always going to be up for brainstorming with you
• 8:22
  and neither is your boyfriend. So you need a resource that you
• 8:26
  can refer to. I think a single any, any point
• 8:32
  or time in the day, whether it's morning, afternoon or evening
• 8:34
  and it doesn't get tired and it's always there.
• 8:39
  Yeah, we had, we had quite a laugh about that.
• 8:41
  And I think the ladies took my, what's the word?
• 8:45
  Was I a metaphor? I mean, and whatever it is,
• 8:48
  metaphor, analogy, whatever, they took to it quite well.
• 8:50
  So I was able to introduce these ladies to the new love of their
• 8:55
  lives who are going to help them in this, help them along in this
• 8:59
  business, this journey of business that we have all
• 9:02
  started together. So where did that come from?
• 9:06
  I had char GPT, yes. So you can use char GPT and
• 9:09
  Germany and all these kinds of things.
• 9:11
  You come up with wonderful ideas about who your target audience
• 9:13
  should be, but it is until you start relating with people
• 9:16
  one-on-one that you now get a sense of oh, OK, this person
• 9:21
  actually is my customer. These are the kind of people
• 9:23
  that I work well with or this is the kind of person that I should
• 9:26
  be targeting. So luckily for me, yes, there
• 9:30
  was that one person there who had not who had tried doubled in
• 9:33
  a few things and didn't have a business.
• 9:35
  But everybody else there, luckily for me had a trading
• 9:38
  history. So the chef have been doing this
• 9:41
  thing for six years. NGO woman have been doing this
• 9:44
  thing for close to a decade, if I remember correctly, Radio
• 9:47
  Nigeria, OK, one, I think I've been at the job, I can't
• 9:51
  remember anyway. But The thing is everybody had a
• 9:54
  trading history, OK. The youngest person that well,
• 9:57
  the youngest in the business sense was working for a, a
• 10:04
  what's it called? Like a social club, a business
• 10:07
  mastermind, networking kind of thing.
• 10:09
  And I think she had been with them for three months.
• 10:11
  But regardless, everybody there had some sort of trading
• 10:15
  history. So I told them, you pull up your
• 10:17
  invoice, you pull up your WhatsApp, you pull up your
• 10:20
  emails, you pull up something just so you can get a sense of
• 10:23
  who have I been talking with for the last six months, the last
• 10:25
  one year. And that now gives you an idea
• 10:29
  of who your target audience is. Because if you look at your
• 10:32
  WhatsApp and you look at your Instagram DM or whatever, you
• 10:36
  will notice that, OK, you did business with 20 customers in
• 10:40
  the last year. Of the 20 customers, this four
• 10:44
  of them were useless. So let's not pay attention to
• 10:46
  the useless ones. Or that's also another tip I
• 10:47
  told them when you're doing these sorts of things, you are
• 10:51
  paying attention to people who paid you well.
• 10:54
  There's no point in wasting time and money and effort in going
• 10:58
  after people who are going to be paying you rubbish and pricing
• 11:02
  like Groundnut. So when you're looking at your
• 11:03
  trading history, you're looking at people who paid you well.
• 11:07
  Then you're also looking at people that you had a good
• 11:09
  working relationship with because there's no point you
• 11:12
  doing business with someone who is paying you OK or decent, but
• 11:16
  then the person is giving you tons of stress.
• 11:19
  The the example that I gave them was one of my early
• 11:23
  documentaries and how my own share of the money at the end of
• 11:26
  the day was 300 K. That was my own share of the
• 11:28
  money, but it's a project that I ended up spending like six
• 11:32
  months on. And of course, you know, some of
• 11:34
  them were shaking their head because I mean, think about it,
• 11:36
  you're a business. What's the point of collecting
• 11:38
  300K and then spending six months on top of the matter?
• 11:41
  I mean, if you do the math, you're better off just taking a
• 11:43
  job because I don't know what's that.
• 11:46
  Is that like 50 KA month or something?
• 11:48
  You're better off just being in paid employment.
• 11:50
  So when you're looking through your trading history, those are
• 11:53
  the people they are looking at. Who paid me well and who did I
• 11:57
  have fun working with? Who did, Who was a pleasure
• 12:00
  working with? Those are the people they start
• 12:02
  looking at and after a while, you know, start getting a
• 12:04
  picture that. Oh, OK, At first I thought my
• 12:07
  target audience is everybody. But looking at this picture now,
• 12:11
  it looks as if my target audience is men aged between
• 12:14
  social and so who live in this part of the city and who are of
• 12:17
  this profession and this and this and that and that.
• 12:20
  If I'm one of the participants who came in late at the end of
• 12:22
  the day, let me see what was our business again, fashion.
• 12:28
  Yes, she was the fashion entrepreneur.
• 12:29
  OK, let me look at my notes. Sorry.
• 12:30
  One moment she was the fashion entrepreneur and she thought her
• 12:34
  her people were anyone, everyone like most business owners.
• 12:38
  And so I asked her a couple of questions live in the class
• 12:40
  because I was trying to use these sessions to show them, you
• 12:43
  know how we how we reason these things and how we planned it
• 12:46
  out. So we started asking this lady a
• 12:48
  couple of questions and then it turned out that even though she
• 12:50
  thinks she does business for everybody, it turns out that the
• 12:55
  sweetest business that she does happens to be female age between
• 13:00
  the ages of 20 to 50 and who buy work clothes for themselves and
• 13:08
  who. And OK, her business also
• 13:11
  happens to have an international and twist to it.
• 13:14
  So it's Lagos, it's Abuja and then it's London, it's Canada
• 13:17
  and then it's USA. So this is some of the clarity
• 13:20
  that we need when we're trying to come up with marketing
• 13:22
  communications and with content. You come in thinking you want to
• 13:26
  appeal to everybody, but by the time you sit down and you
• 13:28
  brainstorm small, you ask yourself a few questions and you
• 13:31
  realize that OK, based on invoices, based on WhatsApp
• 13:34
  messages, based on Instagram DM actually have been doing correct
• 13:39
  business with women more than men.
• 13:42
  Apart from that, it is not women who are buying clothes for
• 13:45
  fashion, fashion or for weekend weekend.
• 13:47
  It is women who are buying clothes for work and then OK
• 13:53
  when it came to buying power hast, whether it's poor people
• 13:57
  or middle class or upper middle class.
• 13:59
  By the way, I was just being flippant when I asked that
• 14:01
  question. Please, when I say poor people,
• 14:03
  I don't you guys to think that I'm saying some people are not
• 14:05
  worthy of respect. We are all human beings made in
• 14:08
  the image and likeness of God. So we are all worthy of respect.
• 14:11
  It's just unfortunate. It's a commercial reality that
• 14:14
  not everybody can afford what it is that we have to sell.
• 14:17
  So we respect everyone. But there's some things you sell
• 14:21
  like if you're a construction worker, for instance, a low
• 14:25
  income worker is not going to be able to engage your services to
• 14:29
  build a house for them. Is is just a fact of life.
• 14:31
  So when I say poor people, I'm not trying to put anybody put
• 14:36
  anybody down. It's not as if I'm a a
• 14:38
  millionaire myself. Where was I?
• 14:41
  I was when I asked her about the the economic standing of our
• 14:46
  clients, of course she thought everybody.
• 14:48
  But then I looked at, I asked it this way, that OK, when people
• 14:51
  come to your store, what kind of cars do they drive?
• 14:54
  Is it Toyota Camry or is it like Toyota Jeep or is it, you know,
• 15:02
  from the kind of car she called, everybody laughed and I said no,
• 15:05
  that you know, clearly you're not dealing with average clients
• 15:08
  because from the car she was calling, you see that was a
• 15:10
  correct people that come and do business with her.
• 15:13
  So there's quite a bit of brainstorming that you can do.
• 15:17
  But The thing is, if you look at your trading history, if you've
• 15:19
  even been in business six months, three years, 10 years,
• 15:22
  it doesn't matter. You can look at your WhatsApp
• 15:25
  messages, you can look at your contacts on your phone, you can
• 15:28
  look at your e-mail exchanges. You can look at your invoice.
• 15:30
  You can call our bank statements and look at bank transfers and
• 15:34
  all those big, big, big transfer, OK, who paid me this,
• 15:37
  who paid me this, who paid me that?
• 15:38
  And you can start to reason it and get a sense of who your
• 15:41
  ideal audience is. So that is the activity that one
• 15:46
  of the activities that we did yesterday on the 18th of
• 15:50
  November. And I would implore for you guys
• 15:53
  to do when it comes to understanding your audience, do
• 15:55
  this and let this be your guiding light when it comes to
• 15:59
  creating content and when it comes to your marketing and
• 16:02
  everything you need to know who you're marketing to.
• 16:06
  If you think everybody's your audience and you're marketing to
• 16:09
  everybody, but truly, truly, truly it is women between this
• 16:14
  age who earn this much, who live in this part of the world and
• 16:17
  who buy for this reasons, then you will just be wasting your
• 16:21
  money. You're better off doing this
• 16:23
  exercise. Know who it is that is your
• 16:24
  ideal audience. And then from the beginning,
• 16:28
  start to target them and start to go after them with your
• 16:30
  content, with the advertisements, with your
• 16:32
  messaging, with everything. Then on the thing of brand
• 16:39
  identity, what did I say again? Brand identity.
• 16:44
  Oh yes, for brand identity, I tried to explain to the woman
• 16:48
  that brand identity is beyond color, font, typeface, logo, and
• 16:54
  all those other things that yes, that they're important, but we
• 16:58
  need to pay attention to understanding.
• 17:00
  I know in our customers first because it's from interacting
• 17:03
  with our customers that we have all the information that we need
• 17:06
  to now create brand font, logo and stuff like that.
• 17:09
  OK, let me pull back my notes again back to the lady who's a
• 17:12
  fashion, who's a fashion entrepreneur.
• 17:15
  So in the beginning, when you think your audience is
• 17:17
  everybody, you will design your logo one way.
• 17:20
  You will get colours that you think are universal.
• 17:24
  But if you sit down and you can see clearly that it is women
• 17:28
  between 28 and 50 who have been buying corporate clothes for
• 17:32
  work, who are upper class or upper middle class and
• 17:38
  international audience of Lagos, Abuja, Canada, USA, London.
• 17:44
  Clearly the kind of logo, the kind of font, the kind of colors
• 17:49
  you need will be of a certain, you know, like you can't.
• 17:53
  My guess is looking at this, you can't use bubblegum pink in your
• 17:56
  logo because that bubble gum pink does not sound like or I my
• 18:00
  guess anyway. I'm not a brand specialist, but
• 18:03
  this is my guess anyway. So for those of you who are
• 18:05
  brand specialist, please forgive me.
• 18:07
  I'm just freestyling here. My guess is that bubble gum pink
• 18:10
  is not going to relate to a female 28 to 50 who is buying
• 18:14
  corporate work clothes and who has an international sense of
• 18:17
  style. That's my guess that you can
• 18:18
  have bubble gum pink in there. So this is the reason why I say
• 18:22
  business owners just stop starting your business journey
• 18:25
  by saying what is our logo? What is our color?
• 18:27
  What is our front? You want to enter into business,
• 18:29
  the first thing you do is you, you now go and hire a brand
• 18:31
  designer. Brand designer for what?
• 18:33
  Like what do you know that you're you're designing?
• 18:36
  You don't know what it is you need to design yet.
• 18:38
  So be coming down first get in there, enter the market, see
• 18:41
  who's there interact one or two people.
• 18:43
  You'll now get all the information that you need to
• 18:45
  create this brand. So this is the reason why I say
• 18:50
  I'm not saying Brandon is not important, though it's
• 18:52
  important. But you don't start with that.
• 18:54
  It's something that evolves later that comes later.
• 18:57
  So don't start with logo, start with fun, start with everything.
• 19:00
  Start with being a specialist, senior customer.
• 19:02
  Who am I going after? Who am I dealing with?
• 19:04
  What problems do they solve? What market can I reach?
• 19:06
  Start with all those questions first.
• 19:08
  Enter the field. By the time you have small
• 19:10
  experience, even if you do something for 2-3 months, you
• 19:13
  now have better information about what kind of logo you
• 19:16
  need, what kind of font you need, what kind of colours you
• 19:18
  need and things of that nature. So that was what we did on
• 19:24
  Sorry, Brand Identity. Then on the bit of creating a
• 19:29
  compelling brand story, let's see, what do we talk about?
• 19:35
  OK, a brand story. Yes, what I tried to tell the
• 19:37
  woman was this. A lot of us in business, we
• 19:39
  assume that the brand story is about us, but the brand story is
• 19:42
  not about us, it's about the customer.
• 19:46
  If all your communications are me, me, me, me, me, me, me, me,
• 19:48
  me, people will not pay attention in this podcast is
• 19:52
  over 980 something episodes. If I come here every day and I
• 19:55
  say I'm the I'm the best, I'm the greatest, I'm the brightest,
• 19:58
  I'm the smartest, I'm the smoothest, I am the this, you
• 20:01
  guys will get tired because there's a limit of how much me,
• 20:03
  me, me, me, me, the audience can tolerate.
• 20:07
  But I show here, I come up here and I try to provide value to
• 20:10
  you guys. And that's why some of you have
• 20:11
  been listening to me for the past four years.
• 20:13
  And that's the reason why the listener base of the show
• 20:15
  continues to grow, because I'm trying to deliver value to you
• 20:19
  guys. So I told him that the brand
• 20:22
  story is not me, me, me, me, me. Once in a while you will do that
• 20:26
  whole thing of this is me, I'm the founder of the business.
• 20:29
  I was inspired by this, blah, blah, blah, blah, blah, blah.
• 20:32
  Do business with us. Yeah, that's fine.
• 20:33
  You have to do that once in a while.
• 20:35
  But my brand story, first of all, is a story.
• 20:39
  So that means you need to have a narrative arc.
• 20:41
  Narrative arc just means beginning, middle and end.
• 20:44
  Because sometimes you guys put out pieces and the piece does
• 20:47
  not have a beginning. You just sort of start in the
• 20:50
  middle. There's no beginning.
• 20:52
  And where this piece is going to, you don't even know.
• 20:54
  You need to have that coherent structure, beginning, middle and
• 20:57
  end. And since it's a story, it means
• 20:59
  there has to be a character who had a problem, and this is how
• 21:03
  the problem was resolved. This is how your product or
• 21:05
  services helped to resolve that problem and this was the
• 21:08
  resolution. So beginning, middle and end
• 21:11
  character, character has biggie. This was the resolution.
• 21:14
  This is how you helped end of story.
• 21:16
  If you're using that simple arc, by the way, it's you can get
• 21:20
  more complicated when you're coming talking about story
• 21:23
  structure and things like that. But this is just a simple thing
• 21:25
  that you can work with. You don't have to write anything
• 21:27
  that you don't have to remember anything.
• 21:29
  Everybody can remember beginning, middle and end and
• 21:31
  everybody can remember main character was fine, then they
• 21:35
  had a problem, problem was resolved.
• 21:37
  This is how I helped, end of story.
• 21:40
  So with that, you can see how the branding and the marketing
• 21:43
  things that we put out there, consider if you can follow this
• 21:46
  structure, you can't go too wrong.
• 21:49
  So for the, I think it was the point where I addressed NGO
• 21:53
  lady. So for the NGO lady, now this is
• 21:55
  where I spoke about like you don't just go and say we
• 21:58
  commissioned this project in Guarempa on 18th of November and
• 22:03
  then that's it post on Instagram.
• 22:06
  No, you put the picture and then you make it a narrative
• 22:11
  adolescent, you make a narrative.
• 22:13
  What did we come up with again? So I'm coming, I didn't write
• 22:17
  all these things down. So I'm working from memory, OK.
• 22:21
  I think this was what we came up for for as an example.
• 22:25
  So you paste the picture on Instagram, but then the
• 22:28
  narrative more is more like because of the political crisis
• 22:31
  in Nigeria from so, so, so to so period.
• 22:37
  We have had an explosion of, of what are they called something
• 22:41
  camps, IDP camps. We've had, we've had an
• 22:44
  explosion of ID camps all over the country with, you know,
• 22:48
  1000. And so, so, so camps as of so,
• 22:50
  so, so and so date because of that, it has led to 1234 social
• 22:55
  problems or environmental problems or developmental
• 22:58
  problems in our vulnerable girls age between 10 and 15.
• 23:04
  Because of these social and political conditions, these
• 23:07
  young girls are exposed to this and this and this and that and
• 23:09
  that and that for this particular community, we noticed
• 23:12
  that this was the problem. And so we came in here with an
• 23:15
  intervention so that we can solve this and this and that.
• 23:19
  And by the end of the intervention, we're able to
• 23:21
  provide this, we're able to provide that, and we're able to
• 23:23
  help these people. In fact, if you can make it more
• 23:26
  personal, I say we're able to help Amina and her friends to be
• 23:29
  able to achieve this and this and that and that, then you can
• 23:32
  now put call to action, you know, support this important
• 23:35
  work we do contribute to us at. So, so and so become a fond
• 23:40
  contribution, become a fond donor and you know, blah, blah,
• 23:44
  blah and all that sort of thing. So you can see now that in this
• 23:47
  case, the second one is going to be much more effective than just
• 23:50
  putting up a picture and saying wearing power would deliver 50
• 23:53
  bags of rice. So I told her that that kind of
• 23:56
  communication, wearing power would deliver 50 bags of rice.
• 23:59
  That is good for showing accountability to your board so
• 24:03
  that they will know that, OK, the millions that they gave you
• 24:05
  last year, this is how you spent it.
• 24:07
  But then when you're trying to talk to your target audiences,
• 24:10
  you know it's different. So narrative arc, the story,
• 24:16
  branding, all those things, you see how it all ties together,
• 24:20
  beginning, middle, end. Somebody was fine, then there
• 24:24
  was a problem. This is the resolution of the
• 24:25
  problem. This is how we fit into the
• 24:27
  picture. So that's just the overall
• 24:29
  structure for now. Well, like I said, you can find
• 24:32
  much more complicated, rather much more in depth frameworks
• 24:39
  when it comes to branding, storytelling and all those sorts
• 24:41
  of things. Then the final thing that we did
• 24:43
  on the 18th of November was around content planning and
• 24:46
  content strategy. And I think that was a part of
• 24:49
  the session where I had the most fun.
• 24:50
  So I started off with the chef and I asked because she's been
• 24:52
  in business six years. I said how do you decide what to
• 24:54
  post? And she said that she posts when
• 24:58
  she feels like and I should post when she's broke.
• 25:00
  And everybody had a good laugh. And it's something I can't
• 25:02
  relate to because I remember back in my wedding photography
• 25:05
  days, you know, it's just normal.
• 25:06
  You wake up, I don't feel like posting, so you don't post.
• 25:09
  You wake up tomorrow, you feel like posting and then you post
• 25:11
  and then you wake up one day and like, I haven't had the customer
• 25:14
  in two months. What's going on?
• 25:15
  And then he's now start posting frantically.
• 25:17
  So I, I, I, I remember we've all been there.
• 25:21
  So we had a good laugh. There was another person that I
• 25:23
  asked, She was a medical student.
• 25:25
  She wants to, OK, she doesn't have a business yet, but what
• 25:32
  she's doing is what is she doing.
• 25:34
  Again, she wants to create, OK. She does YouTube videos.
• 25:39
  She's much more focused on millennials and she gives social
• 25:43
  commentary on trending topics and things like that.
• 25:45
  She just wants to create these assets online because you never
• 25:49
  know what kind of opportunities you can explore later on.
• 25:53
  So yes, that is not bad. There's some people who do that
• 25:55
  and they think what they're doing is bad.
• 25:56
  You know, it's not, it's, it's not bad.
• 25:58
  It makes sense having a visible brand or having visible online
• 26:03
  assets, It helps in whatever it is you want to do, whether you
• 26:07
  decide you want to be a pastor or a politician or a business
• 26:09
  person. So if you're not quite sure what
• 26:11
  you start off in the beginning clearly using a documenting
• 26:15
  strategy. There are people who are long
• 26:16
  for the right and there are people who want to learn and
• 26:18
  watch what you grow and grow along with you.
• 26:21
  So it's perfectly fine. So for what was I talking about?
• 26:28
  I had a content calendar. So for our content calendar, she
• 26:31
  said that for hires just vibes. So you know, that's how she does
• 26:34
  it when she feels like and Josh vibes.
• 26:36
  And then we also had a good laugh.
• 26:38
  But truth is, that is the reality of everybody or for most
• 26:41
  people, most of us are just posting when we feel like or
• 26:45
  when we're broke. Because I told you guys, it
• 26:48
  happens. You wake up in March and realize
• 26:51
  that I didn't shoot a single wedding in general.
• 26:53
  I didn't suit. They shoot a single wedding in
• 26:55
  February. You now start posting
• 26:57
  frantically every single day, just posting.
• 26:59
  So I told them the solution to this is you come up with a
• 27:01
  content calendar. The content calendar is there,
• 27:05
  it's the safety, it's a fall back.
• 27:08
  You just make sure that you're producing content steadily all
• 27:11
  through the year. So whether is you want to post
• 27:15
  every single day or every two days or every three days, what
• 27:19
  The thing is, it is there. So you wake up in the morning
• 27:21
  and you don't have to think, what am I supposed to post next?
• 27:24
  You just go ahead and do it. So I have a content calendar.
• 27:28
  I've been following the content calendar, but you can see
• 27:31
  clearly my content calendar has been interrupted by something
• 27:33
  because we had this session and of course, I promise to do audio
• 27:36
  summaries for them. So I'm now doing the audio
• 27:38
  summary. But The thing is, when I'm done
• 27:39
  with all these audio summaries, I will fall back to my content
• 27:43
  calendar. And I told them that's the
• 27:45
  reason why I've had over 900 episodes, 980 episodes so far.
• 27:49
  Because I don't wake up every day thinking what am I going to
• 27:51
  do? I wake up and the thing that I'm
• 27:54
  going to create content on is already there.
• 27:58
  I decided upon it weeks, months, sometimes years ago.
• 28:02
  So in this case, all I had to do was bring out the lesson notes
• 28:08
  from yesterday and then record a summary on that.
• 28:13
  It's, it's not simple. So this is how a content
• 28:16
  calendar frees you up to be able to create content every single
• 28:21
  day or every single, I don't know, 2 * a week or whatever.
• 28:27
  It frees you up, it's liberating, it removes the
• 28:30
  anxiety, and it also allows you to conduct good business because
• 28:33
  you finish with your content, you put it out there, and then
• 28:36
  you go ahead and you start talking to customers and doing
• 28:38
  your thing because that is done. You do it.
• 28:41
  Do you know, do it, dust it, move on.
• 28:44
  So everybody, please, we all need a content calendar.
• 28:47
  And so we wrapped up that part of the day trying to talk about
• 28:49
  strategies for coming up with the content calendar.
• 28:51
  And this is where their new boyfriends came in handy.
• 28:54
  I was able to hook up I think half the ladies with Gemini.
• 28:58
  There were a few of them who had Gemini already preinstalled on
• 29:02
  their phones. Because remember I tell you
• 29:03
  guys, especially those of you who have bought brand new
• 29:05
  phones, if you bought an iPhone this year, Copilot is default is
• 29:09
  on your system. So you don't have to go and look
• 29:11
  for any AI. If you bought Samsung brand new
• 29:14
  Samsung this year, Gemini is already there by default.
• 29:16
  No need for you to go and look for it.
• 29:19
  Let's see what else. If you bought MacBook, MacBook
• 29:21
  Pro by default ChatGPT is already preinstalled.
• 29:25
  I'm not sure if Copilot is preinstalled, but whatever I'm
• 29:28
  saying is if you bought phone this year, if you bought
• 29:30
  computer this year, you bought laptop this year, it's already
• 29:33
  there. There's no need to look my own
• 29:35
  opinion. Whatever is on your phone,
• 29:36
  whatever is on your laptop, whatever is on your, your
• 29:39
  desktop is fine. Just carry.
• 29:41
  Go start with what is there and be moving.
• 29:45
  It is only if as you're moving with it, you realize that I
• 29:48
  wanted to do this, it's not doing this.
• 29:50
  I wanted to do that, it's not doing that.
• 29:51
  Then you start looking for something else.
• 29:54
  But on start of this journey, looking for the perfect AI
• 29:56
  assistant, you will just be wasting your time.
• 29:59
  There are too many, there are too many.
• 30:02
  There's ChatGPT, there's Claude, there's copilot, there's
• 30:08
  perplexity. Somebody told me about Claude
• 30:13
  what again? And those are just the normal
• 30:15
  ones that people talk about. If you go and do a search on
• 30:17
  Google Now, you see them plenty as in it's too much.
• 30:21
  So start with the free one that is on your phone that's on your
• 30:24
  laptop. Just start with that and just be
• 30:25
  moving when you run into problems.
• 30:27
  You can also asking people, I wanted to do this using AI.
• 30:30
  The thing did not work. What do you use?
• 30:33
  And then you brought them from there.
• 30:35
  So that was where we, So that's how we wrapped it up.
• 30:40
  And I told them how you can use chargeability to come up with
• 30:44
  content. I taught them the the way to
• 30:47
  prompt and I gave them the formula that I've been talking
• 30:50
  about over here on the podcast, which is you come up with the
• 30:53
  context, say a bit about you say a bit about the problem.
• 30:57
  Let's see what else before you ask the question.
• 31:00
  So in this case, so let me go back to this lady fashionista.
• 31:05
  So the only reason why I'm going back to fashionista is to be
• 31:07
  honest, I think she's the one that I made the most detailed
• 31:10
  notes on because for her understanding target market, OK,
• 31:16
  there were two people OK. We also did the exercise with
• 31:19
  Amara OK. But let me stick with
• 31:22
  fashionista because you guys know fashionista.
• 31:24
  So creating content now for the fashionista would be this.
• 31:30
  I am a fashion entrepreneur based in Abuja, Nigeria.
• 31:34
  My target audience, my ideal target audience is women between
• 31:38
  the ages of 25 to 50 who would like to buy work clothes for
• 31:41
  themselves. My clients are typically upper
• 31:44
  class or wealthy individuals who have an international sense of
• 31:47
  style and who live in different markets in Lagos, Abuja, London,
• 31:52
  Canada and America. That is context #1 context,
• 31:56
  background. Then #2 we start entering into
• 31:58
  the problem. I would like to create content
• 32:01
  that these group of individuals would find captivating,
• 32:06
  engaging, useful, helpful, you know, blah, blah, blah.
• 32:10
  Then you know, give the instruction.
• 32:13
  The instruction will now be using this information provided.
• 32:17
  Help me come up with the content calendar for 52 weeks of the
• 32:21
  year, assuming a posting schedule of twice a week, come
• 32:27
  up with content ideas that would be relevant to such a group and
• 32:33
  then you hit send. So this is the proper way to use
• 32:38
  these AI tools. The problem is a lot of you just
• 32:40
  go to AI tool and then you say give me content calendar and
• 32:42
  then you hit send. And if it will come up with
• 32:44
  rubbish that is just that is just general.
• 32:49
  Of course you'll be rubbish because you didn't give it any
• 32:51
  context. But if you do something like
• 32:53
  this, this is me, these are my, this is the audience I'm trying
• 32:58
  to target. This is the problem I have.
• 33:00
  I want to create content, give me content for this length of
• 33:03
  time, for this schedule. It will now give you something
• 33:06
  and it give you something that makes sense.
• 33:08
  And we did the exercise with two or three people and some of the
• 33:11
  ideas that came up made sense. Oh, by the way, there is no such
• 33:14
  thing as 100% perfect. Don't expect that it's going to
• 33:17
  give you something and you like every single idea.
• 33:20
  But The thing is this for the ideas that you like.
• 33:23
  In fact, for the lady who was doing content on marketing, it's
• 33:26
  spat out like 5 ideas, 5, a list of five topics.
• 33:31
  And I showed how for the list of for the first idea, if you just
• 33:37
  take the first idea and you take each idea and break it down into
• 33:41
  three, I was able to show how the lady would have content
• 33:45
  assuming she wants to start this thing in January of next year
• 33:48
  because we're in November already that she wants to start
• 33:51
  in January because of what we did on ChatGPT for the first
• 33:56
  five weeks of the year. So the first four weeks of
• 34:00
  January and then the first week of February already covered
• 34:03
  easy, just like that. Or the lady, she prefers
• 34:06
  Instagram live. So we talked about that when it
• 34:09
  came to content format. Are you going to do blog post?
• 34:12
  Are you going to do Instagram live?
• 34:15
  Are you going to do podcast? Are you going to do what else?
• 34:20
  Any of the, the different formats that are out there.
• 34:24
  So, so hold on, Let me get back to my class notes.
• 34:28
  What was I? So that's what we wrapped up.
• 34:32
  Basically any one of the ladies there wanted to know about the
• 34:38
  content calendar, the format it needs to take.
• 34:40
  And so I exposed them to the different philosophies.
• 34:42
  Basically the philosophies for now or the best practice for now
• 34:45
  is there are people who have a running list For me, that's what
• 34:48
  I have running list. There's a sheet of paper, all
• 34:50
  the questions are there. Once I finish one, I cross it
• 34:53
  off. I finish another one, I cross it
• 34:55
  off and it's a running list. So it never ends.
• 34:58
  Questions just keep being added and added and added.
• 35:00
  In fact, some of the questions that some of the ladies asked
• 35:02
  yesterday, they are already put them on the list.
• 35:06
  So I'm not going to record the podcast episode now, but it's
• 35:08
  theirs on the list and the list is always growing.
• 35:11
  And that's why I'm never going to run out of podcast episodes
• 35:14
  because at every single engagement, whether I'm talking
• 35:17
  or every single coaching session or whatever, somebody has a
• 35:20
  question and I'm like, oh, that'll be a good podcast
• 35:23
  episode. I just put it on the list, put
• 35:25
  it on the list, put it on the list.
• 35:26
  So that's my philosophy for content calendar.
• 35:29
  That's to have a running list. But surprisingly, only three of
• 35:34
  us in the group. Like the idea of running lists.
• 35:36
  I just assumed that people would like running lists as per less
• 35:38
  stress. So it looks like most of the
• 35:40
  ladies wanted something much more detailed, you know, with a
• 35:44
  table, I would say January 1st, January 7th, January 8th, you
• 35:50
  know, with the different topic ideas and you know, stuff like
• 35:53
  that. And and this is the beauty of
• 35:56
  using these artificial intelligence tools while I was
• 35:59
  there trying to come up with a prompt for how you could make
• 36:03
  it, make it put the content in a table format.
• 36:10
  Two people, sorry, three people just sharply with some very
• 36:14
  simple prompts. One lady, I think the way she
• 36:16
  put it, what she said, put this in a tabular format or
• 36:19
  something. And then Jim and I just did
• 36:22
  that. They created a table, you know,
• 36:24
  serial number 12345 date, date is there topic, the topic is
• 36:30
  there format, format is there and just put everything in a
• 36:33
  nice table format. There's another person who used
• 36:36
  the prompt, I think for ChatGPT, because ChatGPT has more
• 36:42
  features like that. So I think you ChatGPT to make
• 36:45
  it create a table, but to create the table in Excel sheet format,
• 36:50
  Abby, is it Excel sheet? Yeah, Excel.
• 36:52
  So there's a is a Word document and it's something that you can
• 36:56
  tweak and edit on your own. So live and direct as the ladies
• 37:01
  were there and they were freestanding with this thing,
• 37:03
  they were coming up with different things.
• 37:05
  Another thing, please, not just for those of you ladies who are
• 37:09
  the session, those of you listening now, these things only
• 37:11
  make sense the more you play with them.
• 37:13
  So play with them or fool around with them.
• 37:15
  You discover new things and you discover new ways that you can
• 37:18
  do stuff. You know for me, since I use a
• 37:20
  running list, I have I had no reason to create tables with
• 37:22
  them. So I'd never bothered trying to
• 37:24
  use an AI tool to create a table.
• 37:27
  But you can do that. And not only that, I saw it live
• 37:30
  with my own two eyes. You can also use to create an
• 37:32
  Excel sheet. So yeah, so that's on the format
• 37:38
  that your content calendar should make.
• 37:39
  So it can be something very planned out, like an Excel sheet
• 37:43
  with dates and everything scheduled that on January 1st,
• 37:47
  you're doing this, January 14th you're doing this.
• 37:50
  Or you can keep it loose like I do, which is you have a running
• 37:53
  list. You just know that.
• 37:54
  OK, there's a list of 100 topics that I need to post about.
• 37:59
  I posted about topic one, I cross it off tomorrow I wake up.
• 38:03
  Topic 2, cross it off. Next tomorrow I wake up, topic
• 38:06
  3, cross it off. So that was just it.
• 38:09
  So that's the summary basically of all the stuff that we spoke
• 38:12
  about. So if there's any of you ladies
• 38:14
  from the session, sorry women, I don't want to run into problems.
• 38:18
  I'm not using respectful terms. So if any of the women who are
• 38:22
  listening to this zombie episode, I really, really had
• 38:25
  fun hanging out with you guys. I'm looking forward to day 2 and
• 38:29
  day three so that we can talk about SCO and social media
• 38:33
  marketing. It's my prayers.
• 38:35
  It's my prayer that we're all going to thrive in our chosen
• 38:38
  careers and in our chosen businesses.
• 38:41
  And I'm hoping that those of you who are not at the session who
• 38:45
  I've listened to this, I've gotten value out of this.
• 38:49
  And of course, in due course, there will be the summary
• 38:51
  sessions that will be available for the other episodes as well.
• 38:55
  So that's all for today pretty much.
• 38:58
  And remember, if you would love to connect with me to explore
• 39:01
  opportunities, then call me. The phone number is 08064662140
• 39:07
  or WhatsApp me on the same number.
• 39:09
  Again, the country code is +234. For those of you who are not
• 39:12
  Nigerian and for social media, connect with me on LinkedIn.
• 39:15
  So thanks for your time and attention.
• 39:17
  I'll catch you guys tomorrow.