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The New Paradigm: Thinking Like a Media Company in a Social Media World · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. I'm just sitting here on a
• 0:04
  Saturday morning trying to think of what Nuggets to split for you
• 0:07
  guys. And the next thing on the list
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  is how to think like a media company for maximum impact.
• 0:14
  Yes, now I know that those of you who signed up to this
• 0:17
  podcast because you wanted hardcore tips and tricks and
• 0:20
  frameworks on sales, you might be getting pretty frustrated
• 0:23
  right now because I keep going on about this whole content
• 0:25
  thing. But don't worry, it's going to
• 0:27
  come to an end very soon and I will head back to the questions
• 0:31
  from members of the audiences where I speak, people that I'm
• 0:36
  offering coaching and training for, or those of you who are
• 0:39
  listeners to the podcast who hit me up on LinkedIn or on WhatsApp
• 0:43
  with more questions. By the way, this is the first
• 0:46
  time I'm listening to the show. At the end of the show, I give
• 0:48
  up my contact details. So get in touch, let's say your
• 0:52
  questions and I might address some of them on future episodes
• 0:57
  of the podcast if we discuss some useful Nuggets that I think
• 1:01
  people ought to people can learn from.
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  So how do you think like a media company for maximum impact?
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  Well, the old way or the old paradigm of doing things.
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  When I say old now, what I mean is I'm doing business without
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  social networks. I'm trying to be contextual
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  here. So I'm speaking in terms of
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  social media, social networks versus no social media, no
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  social networks. So back in the old days, if you
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  were a painter, what you would try to do is to open a store or
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  to keep the buckets of paint in your house or in your room or
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  your warehouse or your whatever. You'd have a bunch of staff,
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  some painters, you'd have to worry about inventory
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  management. And then he would try to
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  advertise to promote your business, whether it's
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  advertising on TV or radio or the church bulletin or whatever.
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  You would also attend business Expos, housing Expos, all those
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  sorts of things. That's what you would do to
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  promote your business. In the old days without social
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  networks. But now that we have social
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  networks, the dynamic in play is this.
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  There's the decentralisation of TV and radio because a lot of
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  people are spending all their time on mobile, on tablets,
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  laptops, you know, blah, blah, blah, whatever.
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  For instance, take your favorite radio station.
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  In my own case, that's Sound City in Abuja.
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  So Sound City radio station, they're on the air, but they
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  also have the app because they know that a bunch of folks are
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  listening to all the things that they put out over on mobile and
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  are not necessarily tuning into their car radios anymore.
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  So with this new paradigm and with TV and radio and all the
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  other kinds of traditional media being decentralized, if you're a
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  painter or whatever business it is that you're trying to do,
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  what is the new way of going about things?
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  Now, I'm not one of those people who's going to say, let's ditch
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  the old way. So the whole things are still
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  important. If you're a painter, still open
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  up a store or keep your paint in your room.
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  OK, Well, I don't know if it's safe for you to keep paint in
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  the house where you live with your with your wife and children
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  or with your husband and children if you're a female
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  painter because we're equal opportunity over here.
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  But I haven't met any female painters before.
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  Oh, by the way, when I say painter, I don't mean painter
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  like artist. I mean painters like you get a
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  ladder, you climb up the side of the house and you start painting
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  the whole building. So still do the old stuff, open
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  up a store, open up a market shop in Kara Market or will say
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  market or allow some market or whichever market you are in,
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  whichever part of the world. And then yes, you still have to
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  do your inventory management. You still have to hire staff,
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  you know, boys and girls that are going to follow climb the
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  building with you as well. Or if you don't do the climbing,
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  people who will actually climb and paint the buildings and
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  still advertise to promote your business in the church bulletin
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  or whatever, also attend business Expos, housing Expos.
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  Like I think there's the Nigerian Housing Trade Fair or
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  something like that that goes on in Abuja I think on an annual
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  basis. So yeah, you should attend those
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  sorts of things because that is where you're going to meet
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  possible customers. And you're also going to be able
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  to build good alliances from there.
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  Because let's say you attend one of those things and you have
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  conversations with five property developers and maybe you really
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  get cool with one of them. And one of them is building
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  handling a property development in Abuja or maybe in Asaba or
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  whatever. And they invite you to put in a
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  quote for a couple of units. You know, it could be, it could
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  be a sizable deal. So still do all this old
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  paradigm stuff, but because media networks have been
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  decentralized, now you should also be using content to build
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  an audience for future sales. And I'm highlighting that part
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  for future sales because lots of us get on the Internet and we
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  think that we're there to just have a good time.
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  Yes, we should have a good time, connect with our family members
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  abroad, connect with people from our school that we lost touch
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  with. Yes, all that is important.
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  But primarily, the main reason why you should be on social
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  media if you're a painter is you're trying to use it to build
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  an audience for future sales. Yes, brand play is also
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  important and all those other things, But still, I'm only
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  saying one more time. The emphasis is to use content
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  to build an audience for future sales.
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  So people are now watching mobile as the new TV.
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  They're now using mobile as the new radio for those of you who
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  listen to Spotify or who listen to your favorite radio station
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  on the app or who listen to podcasts, you know, so that's
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  essentially TV watching is the same TV watching habit in a new
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  format, all the same radio listening habit in the new
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  format. So what you should do as a
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  painter or any other business person is to create content that
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  educates or create content that entertains or create content
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  that does both, which is infotainment by the way.
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  If you think you're really cool at infotainment, hit me up.
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  Let's have a chat. Let's see what principles you
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  can share about how people can create infotaining content.
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  Because for me, I'm all about that educational content.
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  And typically I say no to entertaining content, especially
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  if it involves dancing, pointing, twerking, grinding,
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  and all that stuff on on Tiktok or Instagram reels.
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  So where was I? Yes.
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  So you should be creating content because that is this is
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  the new TV, this is the new radio.
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  Within the content that you create.
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  We should remember once in a while to put in calls to action.
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  Calls to action are the things that you are inviting other
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  people to do as they engage with your content.
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  So advertise your products, your services, advertise your new
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  glossy, whatever, whatever paint for the rainy season that stops
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  mould. Advertise it because it is
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  something that people are looking for.
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  I live in Abuja and I know that all the mothers I run into, I
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  haven't seen any single mom that I run into that is not concerned
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  that the house that they live in currently has mold.
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  I don't know if it's an Abuja thing or it's a national thing,
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  but in Abuja, it's like every single house has mold.
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  You paint the house, it's looking nice, it's looking
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  fresh. You live in it for a year.
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  By the time you entering into year two, you know, two or three
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  rainy seasons and then there's mold and the paint is peeling
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  and everything and it looks like it's an Abuja thing.
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  Now, I can assure you that mothers, Abuja mothers are
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  concerned about that. If you have the cure, then by
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  all means advertise this new paint of yours.
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  You can also try different ideas around experiential marketing.
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  Maybe I'm making podcast episode about that in the future.
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  Because there's an element of sales that is involved in it
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  because when you're doing things experiential, people are
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  interacting, having conversations with you, being
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  involved with you. So there's opportunity to have
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  really interesting business conversations there.
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  Then also calls to action around community, around engagement and
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  all these sorts of things. But remember that the focus is
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  we are using content to build an audience for future sales.
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  Let me repeat it again. Because we spend a lot of time
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  on social media, we get carried away.
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  Interesting video. Nigerian celebrity did this,
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  this person is sleeping with that person, Tinamu did this,
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  blah, blah blah. It's normal, we all get carried
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  away, but quickly refocus because you are using content to
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  build an audience for future sales.
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  OK, then when was I Now this whole thing of thinking like a
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  media company, it requires a new way of thinking.
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  You can't just think of yourself as a painter or XYZ business
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  that you're involved in. Remember the example that I've
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  been using since I started this episode is I've been using
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  painter example. So the new way of thinking is
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  you can't think of yourself as a painter.
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  Oh, sorry. One moment I have to quickly
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  attend to something. I'll be right back.
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  OK, I'm back. Sorry about that.
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  My attention was required elsewhere.
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  All right, Where was I? Yeah.
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  So I was talking about how now thinking like a media company,
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  it requires a new way of thinking.
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  So back to the painter example. If you are a painter, don't
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  think of yourself as a painter anymore.
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  May I have to explain this to your wife or your business
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  partner? That look, I know we started off
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  this business with me buying 500 buckets of paint and on it to be
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  the biggest painting company in Abuja.
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  But I've heard this guy on the podcast who says we need to
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  think like a media company. So instead of me being a painter
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  with social media, I think I'm going to think of myself as a
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  paint media company and I'm going to be producing media
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  across XYZ platforms. When producing audio or video or
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  photos or blog posts or whatever, whatever it is that
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  you think will work in the painting space because I'm
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  trying to build the biggest paint media company.
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  The trick is this, if you can actually build the biggest paint
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  media company in Nigeria in Abuja, in Orca, in Makudi, in
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  Ikeja, in wherever you are, you will end up selling the most
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  paint in XYZ said part of the city or said part of the globe
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  that you live in. So that is the new scope.
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  We are not just painters, we're not just wedding photographers,
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  we're not just makeup artists, we're not just fishmongers.
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  Oh, by the way, I thought it was hilarious when I found out that
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  people who sell fish actually fishmongers because I grew up in
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  my own school in this part of the world in Abuja, in Wusewan
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  Primary School. You know, people used to gospel
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  lot, we used to call them gossip mongers.
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  So I always thought a manga was a bad thing.
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  So it was hilarious for me to find out that people who sell
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  fish, fish mongers. So I guess not all mongering is
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  bad. So yeah, you're not a fish
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  person, you're not a pink person, you're not a photography
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  person, you're not a make up person, you're not a fashion
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  person. You are trying to build a media
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  company. And if you can build the
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  biggest, the brightest, the best, the most efficient media
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  company, then in theory, you should end up selling the most
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  paint, the most make up, the most, whatever it is that you
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  do. So yeah, that's it.
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  OK, 11 minutes. Let me wrap it up here.
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  Hopefully, this will be one of the shortest episodes ever.
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  So like I promised at the beginning, connect with me on
• 11:35
  LinkedIn. Here are my details.
• 11:37
  My name is Tavishima Aydi. I'm the host of the show.
• 11:39
  You can confirm the spelling of my name from this link.
• 11:43
  We're currently listening to this episode.
• 11:45
  My e-mail address is also there in case you're an e-mail person.
• 11:48
  So far, most people seem to be WhatsApp people because people
• 11:51
  hit me up on WhatsApp. A couple people seem to be
• 11:53
  LinkedIn people because I do get some LinkedIn connection
• 11:57
  requests where people say I heard you on the podcast.
• 12:00
  But so far I have not received any emails from people saying I
• 12:04
  heard you on the podcast. So yeah, those are my details.
• 12:07
  Oh yeah, WhatsApp, the phone number 08064662140.
• 12:14
  The country code is +234. For those of you who are not
• 12:17
  Nigerian, thank you very much for your time and attention.
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  I'll catch you guys at the next episode.
• 12:21
  And until then, you guys have a wonderful Saturday morning.
• 12:24
  Enjoy the rest of the enjoy the rest of the day and I'll catch
• 12:28
  you guys tomorrow.