Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / The Power of Precise Targeting: Online Ads That Hit the Mark

Transcript

The Power of Precise Targeting: Online Ads That Hit the Mark · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Sorry.
• 0:03
  Today's episode is also an out and about episode, so expect to
• 0:06
  hear a noise coming in from the background, especially some
• 0:09
  music from around the neighbourhood.
• 0:12
  And today's episode is not going to be a very coordinated one.
• 0:15
  It's kind of a rambling 1 because I just finished a
• 0:18
  strategy session with one of the Oriflame ladies now.
• 0:22
  Have you been listening to previous podcast episodes?
• 0:24
  You'd have noted how a couple of people have left comments on the
• 0:31
  podcasts on Spotify, some of them who are health and Wellness
• 0:37
  professionals from the Oriflame brand and a couple of them
• 0:41
  asking questions. So I just had a strategic
• 0:44
  session with one of them. Her name is Blessing, who is
• 0:46
  based out of Lagos. And so I figured, let me just
• 0:51
  make this podcast recording real quick because if I say I want to
• 0:55
  sit down, digest my thoughts and make everything organized, you
• 0:57
  know, this might be one of those episodes that, you know, will
• 0:59
  just get lost and never get made.
• 1:02
  So yeah, so that's it. So the, what we were trying to
• 1:09
  achieve right now in the strategy session was this
• 1:12
  Blessing says that lots of people hit up and the
• 1:14
  conversation goes from high to a very long explanation session
• 1:21
  where Blessing is trying to educate them on the benefits of
• 1:23
  the product. And then after that, the session
• 1:25
  now ends with them saying that they can't afford the product or
• 1:27
  the service. So she's trying to figure out
• 1:29
  how do I get out of this jam where I run these
• 1:31
  advertisements? So somebody says, hi, we start
• 1:34
  chatting for 2-3 hours and then they say, oh, they're not
• 1:36
  interested. Now, this is not a trivial
• 1:38
  matter because let's face it, if you're chatting with each
• 1:41
  person, you know, two to three hours and then they say they're
• 1:44
  not interested. And each week you're talking to
• 1:46
  four people, then 4 * 4 * 2 is eight, 4 * 3 is 12.
• 1:52
  So you're looking at 8 to 12 hours that you're talking to
• 1:55
  people only for them to hear that they are not interested.
• 1:58
  Now, this is the reason why on the podcast, I've always been
• 2:01
  stressing that our job is not to educate per SE, but our job
• 2:04
  actually is to qualify or disqualify.
• 2:06
  You're trying to figure out who might be interested.
• 2:08
  If you're going to hear no, the goal is to hear no as quickly as
• 2:11
  possible so that you can move time on and invest in other
• 2:14
  people who might be interested in actually buying your product
• 2:18
  or your service. So these are some of the things
• 2:20
  that we looked at in the conversation with Blessing.
• 2:26
  Now if you would love to connect either for a strategy session or
• 2:31
  for a business audit or because they have a bunch of questions,
• 2:33
  the number to call is 08064662140.
• 2:39
  The country code is +234. That's my WhatsApp number as
• 2:42
  well. Or you can connect with me on
• 2:44
  LinkedIn. Excuse me, the name to look for
• 2:46
  establishing my IED. So we started off the session by
• 2:51
  looking at the source of the leads because that also
• 2:54
  determines how it is that we're going to respond.
• 2:56
  And so she had been running advertisements on Facebook.
• 2:59
  And the terms of the advert basically was the problem
• 3:03
  statement in the advert was something like, are you
• 3:04
  struggling with sleep with no energy, fatigue, general
• 3:08
  malaise, body weakness, you know, blah, blah, blah.
• 3:11
  So of course, the first concern that I had for her was that, you
• 3:15
  know, that statement is too broad.
• 3:16
  You're capturing too many, too many people because when it
• 3:19
  comes to advertising, the more targeted that you are, the
• 3:22
  better. So if you're running an advert
• 3:24
  that is targeting only people who have sleep related problems,
• 3:28
  you're going to see a better performance than if you try to
• 3:30
  capture people who have sleep and who have low energy and who
• 3:33
  have weakness and who have body pains and who have.
• 3:36
  You know, it's getting wide and wide and wider and wider.
• 3:40
  So sorry if there are children listening to the podcast.
• 3:44
  Parents, if you're listening to the podcast and your children
• 3:45
  are there, this is the point where you tell them to go to the
• 3:49
  room or you put your headphones on.
• 3:52
  Now let's learn from people who sell products for sexual
• 3:56
  dysfunction. If you notice people who are
• 3:58
  selling products for sexual dysfunction on the Internet,
• 4:01
  they don't say, are you suffering from this and this and
• 4:04
  this and this and that. They just go straight to the
• 4:07
  point. You know, are you having
• 4:08
  problems getting it up? You know, are you fighting with
• 4:10
  your wife? Is your girlfriend laughing at
• 4:12
  you? You know, the problem statement
• 4:14
  is straight. The goal is that somebody should
• 4:17
  see the advert and the person should feel like, man, this is
• 4:20
  me. This thing is targeting me by
• 4:23
  any God forbid that you know, men listening to the program, to
• 4:27
  the podcast, God forbid that we'll have those problems.
• 4:30
  But as you go, the person should just hear it.
• 4:31
  I know that this is me. So even if your product can help
• 4:36
  with sleep and help with energy and help with acne and help with
• 4:40
  whatever by advertising all those things is is going to be
• 4:45
  work. But if the advert just says, do
• 4:48
  you have a problem with chronic acne, every single babe who sees
• 4:52
  that advert that has been using what's this thing called skinny
• 4:57
  on her face and has been using the white one, What's that white
• 5:00
  one called? I can't remember using all those
• 5:03
  products. The people just catch our
• 5:05
  attention. Sharp because it is relating to
• 5:09
  a problem that she can deal with.
• 5:10
  So when it comes to advertising, our messaging has to be dialled
• 5:13
  in. We have to know who it is that
• 5:14
  we're targeting. And so that's what we try to
• 5:18
  solve basically with the strategy session.
• 5:19
  We need to figure out who is it that we're targeting.
• 5:22
  So I told her I didn't suggest, but I told her we need to pick a
• 5:25
  cohort, we need to pick a class, we need to pick a customer
• 5:29
  segment and then go after that. Is it people who are sleep
• 5:32
  deprived go after them? Is it people who have stress go
• 5:35
  after them? Is it people who have low energy
• 5:37
  go after them? Is it people who have general
• 5:39
  weakness and body pains go after them?
• 5:41
  So some of them might be related like maybe stress people and
• 5:45
  sleep people. Maybe there's some overlap.
• 5:47
  So you can the messaging can be, you know, are you struggling
• 5:49
  with, are you sleep deprived? Are you struggling with stress?
• 5:53
  So maybe that one, the messages can go hand in hand, but don't
• 5:57
  just throw everything inside. It's too much acne is there,
• 6:00
  sleep is there, body pain is there, this is there.
• 6:05
  You know, it's also the reason why like those of us who grew up
• 6:07
  in Lagos, when those guys come on the bus and then they start
• 6:10
  selling, Do you struggle from this, from that, from this?
• 6:13
  You just tune out was kind of noise.
• 6:16
  But the person who comes and says that men on this bus, you
• 6:21
  have Potbelly, your wife is not happy with you, girlfriends are
• 6:25
  not happy with you. You don't feel like you're a
• 6:27
  man. Something, something, something,
• 6:29
  you know, they start saying all that thing on the bus and you
• 6:34
  know, already it catches your attention.
• 6:36
  I mean, of course, I was in secondary school then.
• 6:38
  So, you know, I didn't have any of those problems and I still
• 6:41
  don't. We thank God.
• 6:43
  But The thing is, if nothing else, you made for entertaining
• 6:46
  listening and you were, you were communicating directly to
• 6:49
  somebody. And always by the time the guy
• 6:52
  finishes his presentation, there's always two or three
• 6:54
  people in the bus that will say, bro, how much?
• 6:57
  Give me two? That's because they're being
• 7:00
  real honed in on their messaging.
• 7:02
  So if you're having problems with, let's say you're also in
• 7:06
  this Oriflame space and you're having problems with converting
• 7:12
  leads from advertising the messaging, you need to work on
• 7:15
  that. Then we also had to look at the
• 7:18
  targeting because the advertising that she was doing
• 7:22
  is on Facebook. And when it comes to Facebook
• 7:24
  and Instagram, it's about demographics and psychographics.
• 7:28
  When you're advertising on Google and on Bing, it's about
• 7:33
  keywords because you're trying to get people who are in the
• 7:35
  mood to buy something. So it's about keyword, keyword
• 7:39
  research. But then when it comes to
• 7:40
  Facebook and Facebook and Instagram and what's the other
• 7:48
  one not, Not Telegram. What's it called?
• 7:49
  What's it called? TikTok, TikTok.
• 7:51
  So TikTok, Facebook and Instagram.
• 7:55
  It's about your targeting, your demographics and psychographics.
• 7:58
  You have to be very clear. You have to tell Zuckerberg that
• 8:00
  looks zucky. I have this thing I'm selling.
• 8:04
  I want people to buy my own reflame.
• 8:06
  Send this advertisement to these people only.
• 8:09
  So we had to narrow it down now for blessing the psychographics
• 8:15
  that she was using. So the demographics was women
• 8:18
  aged 35 to 60 and in my own opinion was like, man, that was
• 8:21
  broad. I understand that you're trying
• 8:23
  to capture a lot, but The thing is the more precise the better.
• 8:27
  And let's face it, I mean, with little that we know in Niger, I
• 8:32
  mean like what does the 35 year old babe have to do, the 60 year
• 8:34
  old woman? Like the difference in interests
• 8:37
  and in any capacity and whatever is broad.
• 8:40
  So I think that's too broad. And then I asked her that, OK,
• 8:43
  look, when you go for your reflame meeting, like don't you
• 8:46
  discuss customers who buy and stuff like that?
• 8:50
  And she said, Oh yes, that from the research that they have so
• 8:52
  far, they know that is mostly women.
• 8:54
  So I told her, OK, if you know that is mostly women, stop this
• 8:57
  whole thing of targeting men and women in the advertising.
• 9:01
  Go straight and target women. Lots of people don't want to
• 9:05
  hear it. But The thing is when it comes
• 9:06
  to targeting, the more precise, the more narrow you are, the
• 9:11
  better. Stop worrying about capturing
• 9:14
  everybody, the normal posting that you do on social media, the
• 9:19
  normal content marketing you do. And I want you can try and
• 9:22
  capture as wide as possible for, for advertising.
• 9:25
  The thing is you're spending money and you want to get a
• 9:26
  return on the money. So the more targeted the better.
• 9:31
  So if it's mostly women that are buying your product, 80% women,
• 9:34
  90% women, please, by all means target only women.
• 9:40
  We'll have that conversation later on in another episode.
• 9:44
  So I told her that she needs to have a conversation with her
• 9:46
  offline, you know, reflame have a conversation with her offline
• 9:49
  and tell her I'm look trying to sell this thing.
• 9:51
  These are the problems that I'm having.
• 9:52
  I need you guys to help me out with It would be my ICP with the
• 9:55
  ideal customer base. So you whose experience is women
• 10:01
  usually like what age or like usually what location or let's
• 10:07
  see what else age, location. What did we discuss again for
• 10:11
  demographics? But you need to know those sorts
• 10:13
  of things so that if you're going on Facebook, you now just
• 10:17
  type it there into the ads manager.
• 10:20
  I don't run ads anymore, but when I used to, I think was
• 10:22
  called ads manager. The ads manager, the ad platform
• 10:26
  that you just entered there targeting women 100% age range
• 10:30
  55 to 60, location, Inugu, Port Harcourt, Lagos, Abuja, you
• 10:36
  know, targeted sharp, sharp, sharp, sharp, sharp based on the
• 10:39
  information that people in her offline give her.
• 10:41
  So that's what I told her that she needs to do.
• 10:44
  She needs to do some offline research, research with her
• 10:47
  offline so they can figure out the demographics.
• 10:50
  Now demographics are the things that they taught us in primary
• 10:52
  school, name, age, sex, location, heights, salary, you
• 10:57
  know, all those sorts of things. Really, really important when it
• 10:59
  comes to advertising. That is the reason why you won't
• 11:03
  find any advertising for erectile dysfunction on Teenage
• 11:07
  Mutant Hero Turtles or on SpongeBob SquarePants.
• 11:11
  Because people who watch Teenage Mutant Hero Turtles and
• 11:14
  SpongeBob SquarePants are children and teenagers and
• 11:16
  teenagers don't have that those problems and teenagers don't
• 11:19
  have that money. So you will only find those kind
• 11:22
  of advertisements on the adult belts at certain times of the
• 11:26
  day and on certain kinds of programs.
• 11:28
  So that's how it works. Advertising, you have to be
• 11:31
  targeted, whether it's TV or radio or online, the targeted,
• 11:36
  the better. Then we now did some research to
• 11:41
  figure out the psychographics, things that people might be
• 11:44
  interested in. Now I keep telling you guys how
• 11:47
  your tools, the AI tools that you have on your phones are
• 11:50
  very, very good research starting off points.
• 11:54
  And so from the research that we're able to do, we just came
• 11:57
  up with one Prompto. We're able to find a couple of
• 12:00
  things that women in this situation might be interested
• 12:02
  in. Because when you're targeting on
• 12:06
  Facebook or Instagram or targeting on Tiktok, there's
• 12:10
  also a space where you have to key in things that these people
• 12:12
  might be interested in. So we came up with a couple of
• 12:17
  things. We found health and fitness and
• 12:20
  exercise. We found family, we found
• 12:23
  career. There's women who buy these
• 12:25
  sorts of things, you know, pills that help with sleep, low
• 12:29
  energy, weakness and all this stuff like that.
• 12:31
  They're usually interested in health and fitness and exercise,
• 12:34
  in family, in career, in self improvement, in community, in
• 12:39
  healthy cooking, mindfulness and meditation, travel and
• 12:42
  adventure, fashion and style, home decor, yoga, Pilates,
• 12:47
  dancing, arts and crafts. If I don't find all ones when I
• 12:50
  saw it, I was like, OK, a blessing.
• 12:52
  I hope you can see it now because the way she was
• 12:55
  advertising before the primary school teacher in the local
• 12:59
  government can click on it that she's interested because of
• 13:01
  course she's interested and she's having problems with
• 13:03
  sleep. But it's a primary school
• 13:05
  teacher going to be able to afford supplements that cost
• 13:09
  upwards of 10s of thousands of naira, sometimes hundreds of
• 13:14
  thousands of naira. There's not realistic.
• 13:16
  But then when you put in the psychographics now people who
• 13:20
  are interested in yoga and Pilates, of course yoga and
• 13:23
  Pilates, you know, there is not anyhow, anyhow, Nigerian women
• 13:25
  that are into that sort of stuff, you know, like, OK, well
• 13:28
  my sister-in-law is interested in all those things and she's
• 13:31
  she's on the youngish end. But you can see that these
• 13:33
  people that have a certain kind of, and I put it a certain kind
• 13:38
  of worldview and who value certain kinds of things.
• 13:41
  So that kind of person, if you tell the person that, OK, this
• 13:44
  pill, this omega-3, I see this Omega, whatever, whatever, this,
• 13:47
  this, that, that, that, that that comes at the affordable
• 13:51
  packages of 50,000 a month. You know, they might say, OK, no
• 13:54
  problem, 50,000 a year and then they buy.
• 13:58
  So This is why targeting is important because if you leave
• 14:01
  it open, 35 to 60 men or women, blah blah, the advertisement
• 14:05
  will now come to me. Now for me, I don't give a hoot
• 14:07
  about this kind of stuff or I might be curious and just click
• 14:11
  on it and then say hi. And then you try and educate me
• 14:14
  for three hours and then I say I'm not interested.
• 14:17
  The thing that I never was going to buy in the 1st place, the
• 14:20
  targeting was off. So your targeting has to be
• 14:22
  really, really narrowed down. So other or refilling people who
• 14:26
  are listening to this show, and by the way, I'm curious in the
• 14:29
  last couple of days, it must be like four or five or refilling
• 14:33
  people that have reached out. So I'm curious, how has my name
• 14:37
  entered into the Oriflame community?
• 14:39
  I'm, I'm just curious. So yeah, you reach out.
• 14:43
  Let me know how do you guys come across the podcast and any I'm
• 14:49
  just curious. I want to know how I've entered
• 14:50
  the Oriflame community. Now then let's see what else.
• 14:58
  OK, so summary with the strategy session I have with Blessing.
• 15:02
  What she has right now is a targeting problem because she's
• 15:06
  trying to get leads by running ads.
• 15:07
  So we need to sort out the advertising problem first and
• 15:11
  foremost before we can even solve the sales conversion
• 15:14
  problem. We need to be sure that we're
• 15:16
  targeting the right people in the 1st place before we even
• 15:18
  know whether we have come up with the right framework to have
• 15:21
  conversations with them. But when then one thing that I
• 15:23
  told her, and I want to stress to you guys listening to the
• 15:26
  show right now is when people hit you up, it is not your job
• 15:30
  to educate. There's some people who think
• 15:32
  that educating is part of sales and well, in a sense, yes, but
• 15:36
  education is not your primary role.
• 15:38
  Your primary role is to figure out somebody who is interested
• 15:41
  in the 1st place. The person who is already
• 15:43
  interested will have one or two questions and needs to be
• 15:46
  clarified on one or two things. That is when you do the whole
• 15:49
  process of education. You don't start educating at the
• 15:51
  beginning when you don't know if the person is interested in the
• 15:53
  1st place. So that's what I told her.
• 15:57
  Let's work on the advertising, let's change the targeting.
• 16:01
  And then when people hit you up, the first part of your
• 16:03
  conversation is, oh, thank you very much for reaching out.
• 16:06
  I can see you responded to our ad.
• 16:09
  Which products are you interested in or which problem
• 16:11
  have you been dealing with? And then just general
• 16:13
  conversations. Oh, so you're sleep deprived.
• 16:16
  How long has that been going on? What have you done to try and
• 16:20
  avoid that in the past? I mean, to try and solve that in
• 16:22
  the past, what worked, What didn't work?
• 16:24
  So from the general questions, you're not going to be able to
• 16:26
  figure out if this person has a serious problem, if they've been
• 16:29
  dealing with it for a very long time and if they're willing to
• 16:31
  put money behind it. And because like I told her, if
• 16:34
  somebody has a problem with sleep deprivation and the person
• 16:38
  has been living with it for six years and the person has not
• 16:40
  done anything, I can assure you it's not to do that.
• 16:42
  The person is going to try and do something.
• 16:43
  It's not. If the person thought it was a
• 16:46
  problem, the person would have started trying to solve it six
• 16:48
  years ago. But if you talk to someone on
• 16:51
  the other hand, and the person has this problem, it's been
• 16:53
  happening to her for the last three or five months.
• 16:55
  And in three or five months she has spoken to a native doctor,
• 16:58
  she has gone to her medical doctor, she has seen a
• 17:01
  cardiologist, and she's trying to go to bed at eight, 8:00 PM
• 17:06
  every day. This person is motivated and is
• 17:08
  trying to solve a problem. You would have a much more
• 17:10
  fruitful conversation with that person who has actually done
• 17:12
  something in the past to try and solve the problem.
• 17:14
  That somebody who has been leaving me for six years, eight
• 17:16
  years, 10 years and has done nothing.
• 17:19
  And I know that because I'm speaking from experience.
• 17:24
  Apparently I've been snoring since I was in university.
• 17:27
  So I've been snoring since I was 18.
• 17:29
  But to be honest, since 18 till now, I haven't done anything.
• 17:32
  I haven't gone to see a doctor, I haven't done nothing.
• 17:35
  So the chances that someone like me is motivated enough to buy
• 17:39
  your product or to do your remedy, the chances are it's
• 17:42
  very slim. But then there are some people
• 17:45
  who find out today that so me, I'm snoring, hey, God forbid,
• 17:49
  and then they're running all over the place, seeing sleep,
• 17:51
  specially seeing the scene that those are the people that you
• 17:53
  need to be running after. So get your targeting down
• 17:57
  correct and precise. This is advertise advertising
• 18:00
  here. Just get the targeting down and
• 18:04
  be precise. And then stop trying to educate
• 18:06
  people Instead of trying to figure, spend your time trying
• 18:09
  to figure out who is interested, whatever it is that is
• 18:11
  interested to spend your time educating them, explaining all
• 18:14
  the whatever. And always remember that you
• 18:16
  always have to gain an advancement.
• 18:18
  So that OK, if you don't have any questions, then the next
• 18:22
  step for us to begin is we have a trial sample that is available
• 18:25
  for 50,000 or for whatever. When would you like to begin
• 18:28
  your when would you like to begin your treatment period?
• 18:31
  When would you like to begin your, you know, speak to people
• 18:34
  in your offline. They will tell you what the
• 18:36
  effective, the effective closing are.
• 18:39
  Oh, and by the way, now I hope you guys have been to appreciate
• 18:41
  when I see on the podcast that there's a difference between
• 18:44
  multi level marketing and what's going on in Nigeria.
• 18:47
  So Oriflame, this is multi level marketing.
• 18:49
  You can see that they have a product that they're selling
• 18:51
  that taking people and teaching people how to sell the products
• 18:54
  so that you can become a distributor or a whatever it is
• 18:59
  that they're called consultant distributor or whatever it is.
• 19:02
  Not like other people like Tiashi, for instance, when I was
• 19:06
  a kid, that's the one that we caught then in the 80s, Tianchi.
• 19:08
  So it's not like Tianchi where it's OK, buy this one and be
• 19:12
  part of my downline, Buy this one, be part of my downline, buy
• 19:15
  this one, be part of my everybody just buying, buying,
• 19:17
  buying. And somehow you think that just
• 19:18
  by joining a downline, everybody become a billionaire, you know?
• 19:22
  But if there's a genuine product that people are selling, they're
• 19:24
  teaching you to be a distributor, they're giving you
• 19:26
  training support that giving you sales and advertising support
• 19:31
  and things like that. You know, those are the kind of
• 19:33
  things that you should pursue, but if it's Tiashi them and
• 19:36
  they're calling you and they say join my join my down line, join
• 19:39
  my down line, please, please, please and please and please
• 19:41
  run. It's not going to end up
• 19:44
  anywhere. Oh, and by the way, this kinds
• 19:47
  of businesses is not for everybody.
• 19:48
  So caveat emptor, you know, buyer beware.
• 19:52
  Attend a couple of meetings, talk to a couple of people who
• 19:54
  are already in the business trying to figure out if this is
• 19:57
  the sort of business for you, because it's it's not for
• 20:01
  everyone. Let me just put it that way.
• 20:03
  So. That's all for today.
• 20:04
  Remember, if you'd love to connect with me for a strategy
• 20:08
  session, for a business audit, or because you have a bunch of
• 20:11
  questions, the phone number is 08064662140.
• 20:16
  The country code is +234. The name to look for on LinkedIn
• 20:20
  if you want to connect is Tavishima Aidi, and a whole
• 20:23
  bunch of my stuff is available on YouTube as well, just in case
• 20:26
  you don't like Spotify. So thank you very much for your
• 20:29
  time and attention. I'll catch you guys up the next
• 20:30
  episode.