Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Content That Sells: Education over Promotion

Transcript

Content That Sells: Education over Promotion · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the podcast.
• 0:04
  Today's podcast episode is going to be a part, I don't know, part
• 0:08
  4 or part 5. Honestly, I've lost track.
• 0:10
  But we're going to continue with podcasting with content
• 0:14
  marketing and establishing a personal brand so that you can
• 0:18
  grow your sales. So for those of you who've been
• 0:22
  listening to the series, this particular series, it's based on
• 0:27
  the conversations that I've been having with the podcast
• 0:29
  listener. We will call him Shino Rambo, of
• 0:33
  course, not his real name. Now, the reason why I'm calling
• 0:35
  him Shino Rambo, I can't remember.
• 0:37
  But anyway, so this is the conversation with Shino Rambo
• 0:40
  wants to start the podcast. He's in the financial services
• 0:44
  and advisory space and he and his business partners hoping to
• 0:48
  start with a podcast to be able to break into that segment,
• 0:53
  break into that market. So like I said, this is a part 4
• 0:56
  or part 5, maybe even a part 6 where we've been looking at
• 0:59
  different matters arising in his own particular circumstance, you
• 1:03
  know, for wanting to start a podcast for the business, just
• 1:06
  in case there's any other person who is listening to the podcast
• 1:09
  right now who is also considering something similar
• 1:14
  for your business. So that's what we're doing.
• 1:16
  So we're talking all things podcasting, content marketing,
• 1:19
  establishing a personal brand and growing your sales.
• 1:24
  My apologies because today's a Tuesday.
• 1:28
  For those of you who are regular listeners, the house gets clean
• 1:30
  on Tuesdays. So there's going to be some
• 1:32
  noise in the background. And then of course, an emprasm
• 1:34
  is behaving as usual. So all my my neighbors are
• 1:38
  blasting generator up and down. So in case you hear any noise
• 1:42
  coming in through the recording. Now, this is your first time of
• 1:44
  listening to the podcast. My name is Tavi Shima Ayede, I'm
• 1:47
  a former lawyer turned business consultant and I'm your host.
• 1:51
  Everyday I show up here trying to give you all some business
• 1:53
  goodness. We'll try and solve some
• 1:55
  business problems, especially from a sales perspective.
• 1:59
  So that's what we do everyday. So if you love this kind of
• 2:02
  stuff and you'd love to connect with me, then you can call, send
• 2:06
  me a text message or a WhatsApp message on 08064662140.
• 2:13
  So if you want to be like Shino Rambo and get in touch and let's
• 2:16
  see if we can talk about your business situation, that's the
• 2:18
  phone number 08064662140. Now for those of you who do
• 2:26
  reach out and you want me to help you solve one or two
• 2:30
  business problems, I have absolutely no problem with
• 2:33
  giving advice for free. Just make sure you say so
• 2:37
  clearly in the first message that you send that you are
• 2:39
  looking for free business advice and you're looking for free
• 2:43
  business advice. That is not a problem.
• 2:45
  We will schedule a time, but I will answer one question and one
• 2:49
  question only. If you want us to go in depth,
• 2:53
  if you want us to do a deep dive, if you want us to work on
• 2:55
  a number of problems, like for instance, somebody who reached
• 2:58
  out, they are an auto what would I say now licensed distributor
• 3:05
  or implementation partner. Now auto ODOO is one of the free
• 3:10
  CRM solutions that I've been talking about on the past in the
• 3:12
  podcast because I've always been talking about how if you want to
• 3:16
  grow your business and you want to increase your sales, you need
• 3:19
  ACRM solution. That is a customer relationship
• 3:22
  management tool. That is the thing in your
• 3:24
  business that helps you keep track of all the conversations
• 3:27
  that you're having with your potential customers.
• 3:29
  Who are you talking to? Which of the customers are you
• 3:32
  talking to right now? What are the possible deals that
• 3:34
  you have in the pipeline? What was the last conversation
• 3:37
  that you had with this person? What is the next conversation
• 3:40
  that you should have? When you have this conversation,
• 3:42
  what are the issues that you're supposed to be discussing?
• 3:45
  Is there anybody that you're having a conversation with that
• 3:48
  there's something pending on your own end?
• 3:51
  So the deal is not moving because you haven't done one or
• 3:53
  two things. The customer relationship too,
• 3:55
  helps you keep track of all these things.
• 3:57
  And so we need it for our business.
• 3:59
  Now, of course, over here I talk about free solutions a lot
• 4:02
  because I don't want people to give me an excuse to say I don't
• 4:05
  have money, which is also the reason why I answer one question
• 4:08
  for free. Again, the number is 08064662140
• 4:14
  Call, send me a text message or WhatsApp message.
• 4:17
  Let's schedule a time and I'll answer your one question.
• 4:20
  So I've been talking about ODO a lot.
• 4:23
  Bomo, I goof. Seriously.
• 4:28
  Apparently Odo, yes, there's a free version, but apparently
• 4:31
  there's a paid version as well. About everything was, you know,
• 4:34
  all all free. So there's a free version.
• 4:37
  There's a paid version. Then I also thought that Odo was
• 4:41
  an African company, but this guy is telling me that Odo is a
• 4:45
  Swiss company, Abby, I think Switzerland or something.
• 4:47
  So let me go and check so that you know next time I'll be
• 4:50
  giving you guys 1/2 baked information.
• 4:53
  For those of you who have tried Odo and maybe you tried it and
• 4:57
  you saw that you have to pay, don't worry, there's a free
• 4:59
  version. Just keep asking around and
• 5:02
  you'll get links to the free version.
• 5:04
  But apparently it's not the African company that I that I
• 5:09
  thought it was. So again, it's ODOO.
• 5:12
  It's a free actually what they do is ERP, enterprise resource
• 5:17
  planning tool. So all kinds of things, CRM,
• 5:20
  accounting, blah, blah, blah, zin, you know, the these plenty,
• 5:25
  all the things that they do. But for the bosses of this
• 5:28
  podcast, if you search them out, just go and look for CRMCRM.
• 5:34
  Where was I? So I was talking about how,
• 5:37
  yeah, all for one question for free, answer one question for
• 5:40
  free. So this guy who is an auto
• 5:43
  implementation partner, he reached out.
• 5:45
  He said he wants free advice and that's not a problem.
• 5:48
  So we've scheduled a call and you know, we've got that going.
• 5:51
  So if you want to be like Shinarambo, who has asked some
• 5:54
  questions, if you want to be like audio guy who I scheduled a
• 5:57
  free session, reach out. The number is 08064662140.
• 6:04
  All right, where was I? So podcasting, content
• 6:09
  marketing, establishing a personal brand to grow your
• 6:12
  sales. I've already defined all those
• 6:14
  key terms before, so there's no need to go into everything in
• 6:17
  depth. Podcasting.
• 6:19
  Podcasting is just a radio show that is delivered over the
• 6:21
  Internet in a simple sense. I'm sure you already know
• 6:25
  because you're listening to the podcast.
• 6:26
  But for those of you who are discovering this for the first
• 6:28
  time, maybe you're listening on YouTube.
• 6:30
  That's what the podcast is. Technically speaking, the
• 6:33
  podcast needs to have an RSS feed, but I'm not going to get
• 6:36
  into all of that. Then content marketing, that is
• 6:41
  when you put out valuable content all over the Internet.
• 6:45
  Now when we say valuable, we don't mean valuable from your
• 6:48
  own point of view. We mean valuable from your
• 6:50
  customer's point of view. Now I currently have over 4200
• 6:54
  subscribers on Spotify alone. I can't track on the other
• 6:58
  platforms. Now the reason why 4000 of you
• 7:01
  are subscribing and you people listen to me almost on a daily
• 7:05
  because I met someone who found a podcast last week and the guy
• 7:09
  said that the first time he found my podcast, he said he
• 7:11
  listened to seven episodes straight.
• 7:14
  And I was shocked because, you know, my episodes ain't short
• 7:17
  because I do sometimes 30 minutes, sometimes 45 minutes,
• 7:20
  sometimes one hour. And the guy listened to seven
• 7:23
  straight. So the reason why people keep
• 7:26
  coming back again and again and again when they find this
• 7:29
  podcast is because I'm dropping value according to you, not
• 7:33
  according to me. I don't just come and talk about
• 7:36
  stuff that I want to talk about. OK, Well, yes, it is stuff I
• 7:39
  want to talk about. But it's also things that you
• 7:41
  find valuable, you deem invaluable because it's helping
• 7:44
  you grow your business. It's helping to arrange one or
• 7:46
  two things. So that is what content market
• 7:48
  isn't about. You're putting out valuable
• 7:50
  content, valuable according to the customer.
• 7:56
  And the hope is if you continue to do that, people engage, you
• 8:00
  start having conversations, and then from there you're able to
• 8:03
  close one or two business deals. That's the idea behind content
• 8:06
  marketing. And that is the reason why
• 8:08
  whenever we talk about content, putting content online, I keep
• 8:12
  on saying, forget all these entertainment, entertainment,
• 8:14
  entertainment stuff. Now, if you're funny naturally
• 8:18
  or you know you're sexy as hell and you know how to dance, no
• 8:23
  problem. Be funny and be dancing so long
• 8:26
  as you have a plan. Because all those people that
• 8:29
  we're looking at on social media, the social media
• 8:32
  influencers, the funny ones, brain jotter, brain jotter, he
• 8:37
  looks like he's an imbecile lobby, but the guy has a plan, a
• 8:41
  serious plan. Look at the amount of money that
• 8:43
  this guy is making endorsement, any small thing you see a car
• 8:47
  company is coming out, they're they're endorsing fintech
• 8:51
  companies in Nigeria are launching and they're reaching
• 8:53
  out to Brain Jotter to create adverts and stuff like that.
• 8:57
  Same thing with Mr. Macaroni, you know that this, this
• 9:00
  company, what's it called? Mikano, Mikano that used to make
• 9:02
  generator. They've been making some very
• 9:04
  sick cars like fine, fine cars. If you see their Jeeps, very
• 9:09
  sweet cars. I've been seeing them all over
• 9:11
  Abuja, Mikano product. And then lo and behold, I was
• 9:14
  watching Mr. Macaroni and it's this video where he went to go
• 9:19
  and see one of his side chicks and then he came out from one of
• 9:23
  those Mikano jeeps, correct Mikano Jeep, you know the one
• 9:26
  that is black and he has red, red detailing on the side.
• 9:29
  The car is mad. The car looks angry, like a
• 9:32
  correct car. So now, now that he came out, he
• 9:36
  saw the side chick. And what's that thing he says
• 9:38
  again? What does he say again?
• 9:41
  I can't remember. Anyway, so he saw one side
• 9:43
  pieces. I had to toast that.
• 9:43
  Then that's how the boot just opened from the inside.
• 9:47
  And then it was his wife, Mr. Macaroni's wife.
• 9:50
  Then she came out and then she started, she slapped her
• 9:53
  husband, that's Mr. Macaroni. And then she started attacking
• 9:56
  the side chick and blah, blah, blah.
• 9:57
  I know all of us will be laughing.
• 9:58
  You say Mr. Macaroni, ha ha ha, ha, ha, ha ha ha ha.
• 10:03
  But if you look clearly, that is what we call product placement.
• 10:07
  These people are released, releasing new cars into the
• 10:10
  market and they know that Toyota, Nissan, Hyundai, Honda,
• 10:15
  Mercedes-Benz, BMW, that these people already have a whole deal
• 10:18
  in Nigeria market. They've been here for years.
• 10:21
  So what are these people doing? They're going and paying
• 10:24
  Nigerian influencers, put replacement, put my product in
• 10:27
  your video, take this money. That's what they're doing.
• 10:31
  I looked at that video. I say is this how people are
• 10:33
  making money? See how Macron is making money,
• 10:37
  serious money anyway, so if you're one of those
• 10:42
  entertainment guys, don't just be making videos for the fun of
• 10:45
  it. They know what they're doing.
• 10:46
  They have a plan. There's a plan behind all that
• 10:49
  foolishness and jumping up and down and the stupid dances and
• 10:51
  the twerking and everything. There's a plan.
• 10:55
  So if you're talented and you know the plan and get on that
• 10:58
  level, but if you don't know, then stop all this jumping,
• 11:01
  dancing, twerking, making jokes and trends and everything.
• 11:04
  Start producing educational content, my friend.
• 11:07
  That is your best, the best chance that you have of, of
• 11:11
  breaking out. That's your best chance because
• 11:15
  you're doing something valuable. Somebody will listen to it and
• 11:18
  say, oh, so there's actually somebody valuable.
• 11:21
  They actually somebody knowledgeable on this thing in
• 11:23
  Niger. That's how you begin to make
• 11:25
  your reputation. And besides, everybody wants to
• 11:29
  be like Mr. Macaroni, like Brain Jotter and like all these other
• 11:31
  people. So everybody's trying to do The
• 11:33
  funny thing right now. Guess how many people are trying
• 11:35
  to do the educational thing? That is precisely the reason why
• 11:40
  when you checked, you only found two people.
• 11:43
  There's just me, my own podcast, and then there's Paul 4.
• 11:46
  Apart from the two of us, who else?
• 11:48
  Again, who? Everybody else is trying to do
• 11:52
  that funny stuff And then you only have two Niger boys trying
• 11:56
  to do this thing. It'll be a while before that
• 12:00
  people wake up and start trying to catch up with us.
• 12:03
  So whatever your field is, and that's why I think what
• 12:06
  Shinoambo is doing is really, really smart coming into the
• 12:10
  wealth advisory game and then wanting to start with a podcast,
• 12:13
  so long as he has the right expectations because podcasts
• 12:16
  cannot help you to hammer immediately.
• 12:18
  But that's why I think what he's doing is smart.
• 12:22
  He's trying to do long, long form content, valuable content,
• 12:25
  not quick tips on Instagram and quick tips on TikTok and or not
• 12:28
  quick, quick, quick financial advice, a podcast that people
• 12:32
  come and listen to and spend time with him, cultivate a
• 12:34
  relationship. And after a while, somebody will
• 12:37
  send him a message and say, oh boy, what do you think about
• 12:40
  investing in crypto? What do you think about
• 12:41
  investing in this? What do you think about
• 12:43
  investing in that? And then that is how
• 12:44
  conversations start. And then forgive me, I went on a
• 12:48
  rant. I haven't even started
• 12:50
  addressing the content for the day as a content, the question
• 12:54
  or the topic for today. So basically that's podcasting,
• 12:58
  that's content marketing. Of course, you engage in all
• 13:00
  these activities, you establish a personal brand, but remember,
• 13:03
  the goal is always to grow sales.
• 13:06
  I repeat, some of you are not driving, you know, understanding
• 13:10
  the goal is always to grow sales.
• 13:12
  When you see brain shorter doing go go go challenge and all those
• 13:17
  funny things that you're doing, the guy is growing sales.
• 13:20
  That is somebody's father that you're looking at.
• 13:23
  He's paying school fees. He's, you know, international
• 13:26
  travel, everything. Some of you look at.
• 13:29
  I think that this guy is so fun. You think he's being a fool.
• 13:31
  Now it is about sales. It's about money.
• 13:36
  Let's not lose sight of sight of that.
• 13:39
  And don't worry, you're not being a greedy bastard.
• 13:42
  We live in a world, unfortunately, that has scarce,
• 13:46
  scarce resources. And in the world with scarce
• 13:49
  resources, you need a medium of exchange.
• 13:51
  The medium of exchange that exists, excuse me, on this
• 13:54
  planet, in this other system, is money.
• 13:58
  So we need it. It's just that simple.
• 14:02
  All right now. So like I said, no, in my
• 14:05
  conversations with Shinorambo, there are a couple of things
• 14:07
  that came up and one of them was content calendar because I
• 14:11
  actually know she know Rambo. I said how far now what's the
• 14:14
  content calendar like? And then what he responded to me
• 14:16
  was he told me that he has about 10 to 15 episodes already pre
• 14:21
  recorded and his plan is to release those is to release 2
• 14:25
  episodes every single week. So what he has done starting out
• 14:28
  the podcast is he recorded. Well first of all he said 10 to
• 14:32
  15. I would like clarify because I
• 14:34
  don't like those kind wide ranges.
• 14:37
  If somebody's giving me a range when we're talking about
• 14:39
  thousands or hundreds, I can understand.
• 14:41
  If somebody says I think I have maybe 110 or 115, I can
• 14:45
  understand or somebody saying I think I have maybe 1100 or maybe
• 14:49
  1300, I can understand. But on a small normal like this,
• 14:53
  10 to 15 isn't, it's not that hard.
• 14:55
  Now, you know, it's either you have, you know, 13 to 15 or you
• 14:59
  have 11:50. What, 10 to 15, I don't know.
• 15:02
  But let's just assume that gear has 15 episodes locked and
• 15:04
  loaded. If you're recording to every
• 15:06
  single week, sorry, releasing to every single week, that means he
• 15:10
  has enough for seven Abby for seven weeks.
• 15:14
  And that is beautiful. It's very, very beautiful.
• 15:17
  It's beautiful because this thing that he's doing, some
• 15:22
  people call it pre recording, obviously some people call it
• 15:26
  batching. What that means is you're
• 15:28
  working on your podcast episodes or you're working on your
• 15:30
  content and then you got all of them together.
• 15:33
  You know, you record them like 10:10, 10/10, 10:10 and then be
• 15:36
  releasing their small small. Some other people call it
• 15:39
  sequencing. So whether you call it pre
• 15:41
  recording, batching, sequencing, whatever it is you want to call
• 15:43
  it, like I say on this podcast, the name is not important.
• 15:48
  On this podcast, we don't fight about names, right?
• 15:51
  On social media, people fight about names all the time.
• 15:53
  This technique is wrong, this technique is wrong, blah, blah,
• 15:55
  blah. And by the time you look at it,
• 15:57
  you'll see that these people are all saying the same thing,
• 15:59
  they're just using different names.
• 16:00
  So over here, we don't waste time, we don't fight over names.
• 16:02
  You hear me? But catching a view on the
• 16:04
  Internet, fighting about names, I will disown you if you say,
• 16:07
  ah, Tavi Shiman, that's my guy, That's my *** I'll say I don't
• 16:10
  know you, so I don't know you. So we don't fight over names,
• 16:13
  all right? So what we do is the principle,
• 16:19
  the substance, we do the substance, whether you call it
• 16:22
  pre recording, whether you call it batching, whether you call it
• 16:24
  sequencing doesn't matter. It is good because it keeps you
• 16:28
  consistent when you're on this podcasting game, when you're on
• 16:32
  this content marketing game. So whether it's a podcast, if
• 16:35
  you can be pre recording, batching, sequencing is good.
• 16:39
  If what you're doing is newsletter, no problem.
• 16:41
  If you can be pre writing, if you can be batching, if you can
• 16:44
  be sequencing, it's all good. Whether in a blog post, if you
• 16:48
  can be pre writing, be batching, the sequencing is all good
• 16:53
  because this batching, this pre whatever, it will keep you
• 16:58
  consistent because consistency. And I think where they kill most
• 17:02
  of us, you start and then you stop.
• 17:05
  You do one step forward, 2 step backward, you release 3 episodes
• 17:08
  and then you sleep for one month and then you come back again,
• 17:10
  drop 2 episodes. Meanwhile, while you're
• 17:12
  misbehaving like this, people are just moving.
• 17:15
  People wouldn't move. So if I wasn't consistent with
• 17:18
  this thing, for instance, you listen to this podcast now I
• 17:21
  disappear for like 3 months. What do you think you're going
• 17:23
  to do? You already think that this
• 17:26
  content is valuable. You need your fix.
• 17:28
  You're looking for good stuff. You go, they search up and down
• 17:31
  like ah, which one and hijack guy is out there.
• 17:34
  And then lo and behold, you will find another guy and what will
• 17:37
  happen? You will move.
• 17:39
  When I come back in three months, I'll not be like ah,
• 17:41
  we're my subscribers, we're ND. They have all gone, all of them.
• 17:46
  All of you will move, no loyalty.
• 17:50
  So that's the reason why if you can be consistent like me, OK,
• 17:55
  well, I'm not really consistent to be honest, because my goal is
• 17:57
  to do this every day. But you know, but you know, be
• 17:59
  good. So sometimes I do Monday,
• 18:01
  Tuesday and Wednesday. I wake up Thursday and I say no,
• 18:04
  be me key Jesus. I'll just relax.
• 18:06
  I won't do anything on Thursday, then maybe wake up and then
• 18:09
  record on Saturday, Sunday. But the good thing is because
• 18:12
  I'm trying to be here every single day.
• 18:13
  Know how know how? Every week you hear from me.
• 18:15
  Every single week for the last six years you hear from me.
• 18:20
  As long as I'm in good health, you continue to hear from me.
• 18:23
  So if you can't be consistent, then they pre record, they batch
• 18:27
  the sequence, Whatever it is, is good.
• 18:29
  It will keep you consistent. Consistency keeps people with
• 18:32
  you. The people like listening to
• 18:35
  your show every time they're at the gym and they can count on
• 18:38
  the fact that where I'm at a gym now is their new content.
• 18:41
  They will stay with you. If people listen to your podcast
• 18:45
  every single Monday 8:00 and you have new content available every
• 18:50
  single Monday 8:00, they will stay with you.
• 18:52
  So consistency is key. However, the question that I
• 18:58
  asked you in Orambo was content calendar.
• 19:00
  I didn't ask you in Orambo about pre recording and batching.
• 19:05
  So pre recording and matching these Goodwills will keep you
• 19:08
  consistent. Well, content calendar is what
• 19:11
  will stop you from running out of ideas over the long term.
• 19:15
  So people will be saying which one be content calendar.
• 19:17
  Again, it's very simple. Content is what any picture, any
• 19:22
  voice recording, any video, any photo, any graphic, any whatever
• 19:29
  that you put on the Internet for the purpose of promoting your
• 19:32
  business. That is content.
• 19:34
  Now calendar. What is calendar?
• 19:35
  Calendar is just, you know, something that helps you track
• 19:38
  day of the week, Abby. So content calendar just means
• 19:42
  something that is helping you track what are you going to be
• 19:44
  writing? What are you going to be
• 19:46
  posting? What are you going to be
• 19:48
  recording? What are you going to be
• 19:50
  designing for today, for this week, for next week, for next
• 19:55
  month? My own opinion, everybody should
• 19:59
  start with a content calendar for the whole year.
• 20:03
  Some of you will say, well listen, listen to where I'm
• 20:07
  where from. Some of you say it's extreme.
• 20:10
  It is not extreme. This creativity thing is noisy.
• 20:15
  There is nobody that is born with ideas just flowing out of
• 20:18
  there every day. If you understand what I'm
• 20:21
  saying, you understand it's not like eating food, you know, like
• 20:25
  you eat food and then you poop. So every day, you know, it's
• 20:28
  just coming out. It's not like that.
• 20:32
  That's why we need the content calendar.
• 20:35
  To come up with a content calendar, you actually have to
• 20:36
  sit down and reason a few things.
• 20:38
  The first thing where you go reason, you say, who is my
• 20:42
  audience? Who am I targeting?
• 20:44
  After that, the next thing you reason is what am I going to be
• 20:47
  telling them when I hop on this microphone, when I switch on the
• 20:49
  camera or when I begin the designing camera?
• 20:54
  Another thing you reason is what are the main, the key topics,
• 20:57
  the main things that I should be talking about or that these
• 20:59
  people want to hear. After you reason those things,
• 21:02
  you will now start to break it down on a week, week level, on a
• 21:05
  month, month level. So like for Shinarambo now maybe
• 21:10
  he can say crypto, that crypto the rain now.
• 21:14
  So so therefore, OK, I'm recording this thing in February
• 21:19
  of 2026. So planning ahead now he can say
• 21:23
  all of March, March of 2026 will be about crypto, crypto in
• 21:27
  Niger. So that would be the theme for
• 21:28
  March. Then part of the content
• 21:31
  calendar will now say week 1. What would they say about
• 21:33
  crypto? Maybe week one will be intro to
• 21:35
  crypto. Then maybe Week 2 will be, I
• 21:38
  don't know, crypto communities in a crypto exchanges in
• 21:40
  Nigeria. And maybe week 3 might be things
• 21:45
  to look at to avoid risky crypto investments.
• 21:48
  And then maybe Week 4 might be how to harmonize investing in
• 21:53
  crypto with your traditional investment portfolio, something
• 21:59
  like that. That's your content calendar.
• 22:03
  March, what are we saying? June, what are we saying?
• 22:07
  July, what are we saying? August, September, October, what
• 22:10
  are we saying? The inside that?
• 22:13
  June, July, March, inside that month.
• 22:16
  Week 1, what are we saying? Week 2, what are we saying?
• 22:18
  Week 3, what are we saying? Week 4, what are we saying?
• 22:21
  Now sit down and do this activity.
• 22:23
  AI tools are very good for helping you sort this thing out.
• 22:26
  Come up with this thing for one year.
• 22:28
  This is the reason why I say one year.
• 22:30
  Sometimes you wake up and then you look at March and you say
• 22:33
  ah, why did I ever think of crypto?
• 22:35
  Why did I ever think Nigerians are instant crypto?
• 22:37
  Crypto is a useless idea. You now use your person and then
• 22:40
  you cancel March PRPR. But The thing is, since you are
• 22:43
  prepared for a whole year, guess what, you still have 11 months
• 22:46
  to look at. That's the reason why I say one
• 22:49
  whole year because sometimes you wake up and you ask yourself
• 22:52
  what was I thinking and you get rid of some ideas and then
• 22:55
  sometimes things happen as some things become no longer relevant
• 22:59
  because you can wake up and say I want to record crypto as an
• 23:03
  investment tool for Nigerians. That's what you want to record
• 23:06
  for the month of March. But then if you wake up one day
• 23:08
  and then central bank say from today, henceforth crypto is
• 23:11
  illegal in Nigeria, you can record the episode again.
• 23:14
  Now, events don't supersede them.
• 23:18
  Something has happened and this thing is no longer relevant.
• 23:21
  So you now have to cancel crypto peer peer.
• 23:24
  But then guess what, you still have 11 months to fall back on.
• 23:27
  So I'm not being maniacal when I say get one year.
• 23:33
  It is necessary so that you never run out of ideas.
• 23:38
  So that's a question that I asked Shinorambo.
• 23:40
  So if you're in this in a Rambo situation and you're talking to
• 23:44
  someone like me and the person says content calendar and you
• 23:46
  start telling me that, oh, I have this number of episodes pre
• 23:48
  recorded. It's all well and good.
• 23:50
  It's good that you pre record, but still content calendar.
• 23:53
  Show me your calendar. The thing gives you freedom.
• 23:57
  It gives you confidence. Like me, for instance.
• 24:01
  I what I do basically is that I started off by just answering
• 24:06
  questions that I thought were essential.
• 24:08
  After a while, people started asking me questions, especially
• 24:11
  when I'm giving speeches during trainings and things like that.
• 24:14
  So I started writing those questions down.
• 24:16
  Before, what I used to use was Evernote.
• 24:18
  If you open my Evernote now, I have over 850 questions.
• 24:22
  I haven't even tackled 850. Now guess what?
• 24:27
  Do you think that gives me confidence or not?
• 24:30
  It gives me confidence that I would never run out of anything
• 24:32
  to say. Think about it.
• 24:35
  This is the beauty of your content calendar.
• 24:37
  Even if you're not following it, supreme confidence, you can wake
• 24:41
  up and say, Oh yeah, where's my calendar?
• 24:44
  What's next? So even if today everything dry
• 24:47
  up and I don't know what to say again, all after you just open
• 24:50
  Evernote. There you have it, 850
• 24:53
  questions. I'll start from the top.
• 24:55
  I'll start working my way down and assuming that I'm doing a
• 24:58
  1:00 every single day. And of course, you know, body
• 25:01
  not be wood, so I don't do it every single day, but assume I
• 25:04
  clock 1:00 every single day, 850.
• 25:06
  Now, how many years be that it's not two years or something.
• 25:11
  Can you see why everybody needs a content calendar?
• 25:14
  So whether it is newsletter that you want to be newslettering,
• 25:18
  whether it's podcast that you want to be podcasting, whether
• 25:21
  it's a blog that you want to be blogging, whether it is video on
• 25:25
  YouTube, you want to be videoing, whether it is TikTok
• 25:27
  that you want to be Tik toking, whether it's Snapchat that you
• 25:30
  want to be Snapchatting content calendar, please, this is a
• 25:37
  business. So let us get serious about
• 25:39
  this. How people are listening.
• 25:41
  It's a business is like work is like 9 to 5.
• 25:45
  You know, some of you say, oh, we're self-employed, everything
• 25:48
  relax and take things easy. No, look at our friends who work
• 25:52
  in Zenith Bank and all or not, they show up on time, they take
• 25:57
  their job seriously. So yes, we are entrepreneurs and
• 26:00
  we're self-employed, but we need to treat this thing as if it's
• 26:03
  nine to five. Show up and do your work.
• 26:07
  So content calendar please non negotiable.
• 26:10
  Any other thing you're doing no problem.
• 26:12
  But content calendar is a non negotiable.
• 26:16
  If you run into me in person, I will begin the year and how we
• 26:20
  are flowing and I say where's your content calendar?
• 26:23
  You say you don't have one. I will deny you if you introduce
• 26:27
  me to somebody. I say this my friend, I will say
• 26:28
  I know you not get thee behind me.
• 26:31
  So get your content calendar then.
• 26:34
  If you noticed, he had 10 to 15 episodes.
• 26:37
  National Rambo has 10 to 15 episodes and the guy is dropping
• 26:41
  them two every single week. That's not a bad idea, to be
• 26:50
  honest. But The thing is, for most
• 26:52
  people, I like to say start with a cadence that you can maintain.
• 26:56
  It's a lot better to start and be doing it once, once, once a
• 26:59
  week. And then you announce your
• 27:00
  followers, the followers. You know what?
• 27:03
  I'm going to be doing it two or three times a week.
• 27:05
  Don't be happy. Don't say, yeah, don't be happy
• 27:07
  for you. It's better to do that than to
• 27:10
  start four times a week. And they now tell people, you
• 27:15
  know what? I'm going to scale down now to
• 27:17
  1. So start with the one that is
• 27:20
  easy first. Now for Shinobu, you know, I
• 27:22
  don't know. He's all set up.
• 27:24
  I don't know if he has a content calendar.
• 27:26
  I don't know what the production process is like for him, but I
• 27:33
  also said because Shinarambo, his podcast, is high production
• 27:37
  value. High production value.
• 27:40
  Because for me, there's no production value on this
• 27:42
  podcast. I just grab my phone and I start
• 27:44
  talking. It's not simple.
• 27:47
  That is why sometimes you know, I'm talking and then you know,
• 27:50
  you hear my children fighting in the background.
• 27:52
  Because my own is low production value.
• 27:54
  I just make sure that the script, not the script, I just
• 27:57
  make sure that the thing we're talking about, it makes sense.
• 28:00
  That's my own focus. But then she knows most podcast
• 28:04
  has high production value. The thing starts with some nice
• 28:07
  cool jazz and then when he enters on the microphone is nice
• 28:11
  and mellow, very smooth, very professional.
• 28:14
  Everything is properly edited. No mistake.
• 28:17
  You know, on this podcast you can hear me coughing.
• 28:20
  If I wonder, I was recording. I just let out a loud mess and I
• 28:23
  was like, I all these people didn't hear that as it's also a
• 28:26
  good thing at Disney's audio because they won't smell
• 28:29
  anything. You know, before his own
• 28:31
  podcast, no mistake, no nothing. Good music, good pacing, good
• 28:35
  scripting, you know everything because he did a good job,
• 28:39
  professional job. Now the problem is this.
• 28:42
  For those of you who do podcasts with high production value, any
• 28:47
  podcast we get high production value.
• 28:49
  Nothing takes time and takes time.
• 28:51
  There are some people that take one whole week to produce 1
• 28:54
  hour's worth of audio footage. Some of you say no, no, no,
• 28:59
  really, really, really. I'm being real with you.
• 29:02
  Especially if you want video to not enter the mix.
• 29:04
  There's some people, depending on level of production value,
• 29:07
  there's some people who need one whole week, not, you know,
• 29:11
  Monday to Sunday. I mean like Monday to Friday,
• 29:14
  one week to produce 1 hour's worth of good quality.
• 29:17
  So if that's the case and you're using five days to produce 1
• 29:22
  hour's worth of quality, and you're batching and putting out
• 29:27
  twice a week, it means that what you're putting out in one week,
• 29:34
  actually you need 2 weeks worth of time to produce that kind of
• 29:38
  content. So basically what I'm just
• 29:40
  trying to say is that for someone who is in Shinarambo's
• 29:42
  situation, you might quickly run out of all the content you have.
• 29:46
  So if you did batch, give yourself some lead time and just
• 29:52
  be batching accordingly. So let's say you're recording,
• 29:54
  you're batching it, you're making it 1010 episodes every
• 29:58
  single month, then you'll be releasing it once a week.
• 30:01
  And then let's say you calculate and that gives you a lead time
• 30:03
  of let's say six weeks. So what that means basically is
• 30:06
  if something happens, you know, malaria catch you, you travel
• 30:08
  home or you know, let's say you get married, you for honeymoon,
• 30:12
  you know, that kind of thing. So long as you come back within
• 30:16
  six weeks, you'll be able to produce enough content to cover
• 30:19
  the next batch. So if you're like Shinarambo and
• 30:25
  your podcast is high production value, give yourself some lead
• 30:29
  time. So the fact that you don't
• 30:32
  record 1520 thirty, you know, you feel enthusiastic and you'll
• 30:36
  be dropping 3 every week, 4 every week, 5 every week.
• 30:38
  But you know, calm down, calm down because production time
• 30:42
  day, lead times day, you quickly run out and then you wake up one
• 30:46
  day and say my 30 podcast, they don't finish.
• 30:50
  Of course they are finished. Now you're feeling like a
• 30:53
  superstar because you have 30. So you are Shine 5 every week,
• 30:57
  but I share 5 every week. You only have six weeks worth
• 31:01
  and the last time you recorded anything was one month ago.
• 31:04
  So of course you're in the bind because you've woken up.
• 31:06
  Now you're in the habit of sharing ones every day, but now
• 31:10
  you only have two weeks worth of content available.
• 31:14
  So how you go doing? So start with a cadence that you
• 31:20
  can maintain. Look at your production schedule
• 31:22
  for those of you who do high production value.
• 31:24
  And yes, by the way, in case you haven't figured it out, this is
• 31:27
  precisely the reason why I can be on the mic every single day
• 31:30
  if I choose. Because all I do is I pick up my
• 31:32
  phone, I spit some knowledge, and then I hit stop recording
• 31:37
  and then I upload. That simple.
• 31:40
  If you see me with a 30 minute episode like today, recording
• 31:45
  time was exactly 30 minutes, then maybe coming up with the
• 31:50
  title and then all of that might be an extra maybe 15 minutes and
• 31:53
  then upload because Internet is very poor in Niger.
• 31:56
  So bottom line, if you see 30 minutes content here, total
• 32:01
  production time, everything 45 minutes flat.
• 32:05
  If Internet was really, really, really, really, really bad that
• 32:08
  day, OK, maybe one hour and I'm done.
• 32:12
  So that's the reason why I can't be here every day if I have to
• 32:15
  sit down, let's select music, let the lighting be OK, let
• 32:19
  everywhere be perfectly quiet. Let's go and rent out the studio
• 32:22
  space. Let's produce a script.
• 32:24
  We vet the script. Then we do research, make sure
• 32:27
  that there's no error in the script, which is absolutely
• 32:30
  important because you know, before I came out to you people
• 32:32
  that Ordo was an African company only to hear now somebody
• 32:35
  correct me and say, oh boy, your name is young, although it's
• 32:38
  actually Swedish. So there's the reason why
• 32:40
  scripting is important because it's from the scripting that you
• 32:43
  now discover the error. You write something and you'd be
• 32:45
  like, haha, this name makes sense.
• 32:47
  Or your production assistant would look at you and say, ah,
• 32:49
  boss, you'd be like, say by the time you should go and check one
• 32:51
  or two things, you know, you now know that OK, error is here,
• 32:54
  error is here. And then you straighten it out.
• 32:57
  So yeah, start with the cadence you can maintain.
• 33:01
  And just remember that for most people, there's some people who
• 33:04
  love these things. Like my brother loves audio
• 33:06
  stuff. We used to be music producers
• 33:09
  back in the day in uni. Yeah, I know.
• 33:11
  We were all over the place. I know, I know.
• 33:14
  So where was I? Some people love these things
• 33:17
  and can do overnight and you know, but if you're not one of
• 33:20
  these people, it actually feels like it's a full time job.
• 33:22
  So don't start twice weekly. Start with the cadence that you
• 33:25
  can maintain. Now, I will stop here because
• 33:28
  there's still other things to talk about when it comes to
• 33:32
  podcasting, content marketing, establishing a personal brand
• 33:35
  and trying to grow your sales. Like I said, the story is
• 33:40
  plenty. That's the reason why I didn't
• 33:41
  make it one episode. So we still have some things to
• 33:45
  talk about regarding personal branding and visuals.
• 33:48
  What else? What else?
• 33:49
  What else? And then I want to give you guys
• 33:51
  an example about how all of these things work live.
• 33:54
  An example because one of my students, I can't even call her
• 33:57
  my student. She's actually is my, my former
• 33:59
  classmate. And she told me she wanted to
• 34:00
  start the podcast and she wanted to talk to me.
• 34:02
  And I was like, hey, cool, no problem, let's talk.
• 34:04
  And I told her, look, this idea will be brilliant.
• 34:06
  Run with it. That's why I can't even call her
• 34:09
  a student because when I said wrong with it, she heard me as I
• 34:13
  said wrong with it. She ran.
• 34:15
  I didn't have to talk to her twice.
• 34:18
  And today where her podcast is, I won't lie, even me Sir, I did
• 34:22
  jealous him. I say am I not the master?
• 34:26
  And I taught her, Is she not the student?
• 34:28
  See her on the international stage?
• 34:30
  Me, I stayed there for Niger. So I'll also give an example
• 34:36
  about how this thing can work. I'll talk a bit about our
• 34:39
  podcast and it's a live something.
• 34:42
  So you will get to see you get to see that all these things I'm
• 34:46
  saying no be theory. No be theory is live and it's
• 34:49
  practical. And I even give you a podcast so
• 34:51
  you can go and have a look at it and you can see how all this is
• 34:55
  supposed to work when everything is put together.
• 34:59
  So if by the time we're done with this particular series and,
• 35:05
  and you want to start your podcasting journey and you feel
• 35:07
  like you want me to be a part of that journey, it's not a
• 35:09
  problem. Like I said, if you want free
• 35:12
  advice, it's not a problem, just say so excuse me, I'm done with
• 35:16
  that. Just call, send me a text
• 35:18
  message or a WhatsApp message on 08064662140.
• 35:25
  Then state it clearly in the message that what you're looking
• 35:27
  for is free advice. But by that, we're finished with
• 35:30
  our free advice. Now, if you want us to go in
• 35:32
  depth, you want us to work on something, you know, your
• 35:35
  positioning or your messaging, we need to figure out your ICP
• 35:39
  for the podcast, your target audience.
• 35:42
  You want us to figure out your cadence.
• 35:45
  You want us to figure out recording technology.
• 35:47
  You want to figure out, you want us to figure out anything,
• 35:50
  whatever it is. For now, we'll have to book a
• 35:53
  session and then we'll talk. And I have sessions available in
• 35:58
  time blocks. We can have hourly sessions.
• 36:00
  We can have weekly sessions. We can have monthly sessions.
• 36:03
  So far I don't do quarterly sessions because I haven't
• 36:06
  started working on projects that require anything that grand.
• 36:10
  The closest I would have done was somebody who wanted to start
• 36:12
  off a, what's it called, a refinery.
• 36:18
  That's a small scale refinery for producing marine engine oil.
• 36:22
  But anyway, I never heard from the guy again.
• 36:24
  So that one I had definitely would, would, would have been
• 36:27
  planning this thing in, in quarterly, like, OK, first
• 36:31
  quarter, this is our focus. Second quarter, this is our
• 36:33
  focus. Third quarter, this is our
• 36:34
  focus. But for now, monthly, weekly,
• 36:39
  hourly, yeah, we have options available.
• 36:43
  So I'd love to hear from you guys.
• 36:45
  And don't worry, I'm not going to start asking you for money
• 36:48
  immediately. Just tell me you want free
• 36:50
  advice. You can call, send me a text
• 36:52
  message or a WhatsApp message on 0806466 2140.
• 36:59
  So thank you very much for your time and time and attention.
• 37:02
  I'll catch you all some other time.
• 37:04
  Oh, by the way, today's the day for the radio show.
• 37:07
  The radio show is every single Tuesday on Radio Maria, 91.3 FM.
• 37:11
  So for those of you who are based in Abuja and you want to
• 37:13
  have a chat with your boy, you want to do it live, you call in
• 37:16
  on Radio Maria. So it's 91.3 FM, that's the
• 37:20
  dial. I'll be calling out the radio
• 37:21
  number to call for the radio station, you know, of course, on
• 37:25
  the radio show. Now, for those of you who are
• 37:27
  based, you know, in environs, you know, you're in NASA, our
• 37:30
  state, you can pick us up, you're in United States, you can
• 37:33
  still hear us where else, you know, all these areas around
• 37:37
  you. But if you just check the Radio
• 37:39
  Maria end site, I think it's Radio Maria dot Ng or something
• 37:43
  like that, we can live stream this.
• 37:44
  So there's some people who listen to the show from the UK.
• 37:47
  And last week on my radio show, I got one caller from Canada.
• 37:50
  I was like, Oh yeah, making progress.
• 37:53
  Those people in diaspora, they now hear me because those are
• 37:55
  the people that have serious money.
• 37:57
  You know, Nigerians, you want to charge them, you say why bring
• 37:59
  400K? They could be in the shake.
• 38:02
  They'll run, they'll ghost, they will miss.
• 38:04
  But at least all those people abroad, if you tell somebody
• 38:07
  bring $500 to them, $500 is just changed.
• 38:10
  By the time you convert that thing to Niger to to to naira,
• 38:13
  that's good money. So yes, I'm glad the Canadians
• 38:16
  are now listening. So yeah, so share this podcast,
• 38:22
  you know, let people know abroad so I can be collecting dollar,
• 38:24
  dollar, dollar as well. Alright, so that's it.
• 38:26
  I'll catch you all some other time.