Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Content Marketing vs. Direct Response: When to Use Each for Audience Monetization

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Content Marketing vs. Direct Response: When to Use Each for Audience Monetization · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:01
  Hello and welcome to the show. Before we begin, apologies
• 0:05
  because today is going to be a noisy episode, and that's
• 0:07
  because that time of the year is here again.
• 0:10
  The kids are on holiday and also because the house is being
• 0:12
  cleaned. But that has never stopped me
• 0:14
  from putting an episode out anyway.
• 0:16
  So let me just go ahead and get straight into business.
• 0:21
  OK? So First off, listener, shout
• 0:22
  out to Emmanuel at Debulu. I hope I pronounced your name
• 0:26
  correctly. He is a student in the
• 0:29
  University of Ibadan, a pharmacy 500 level student.
• 0:34
  And while we're chatting over on the WhatsApp, you know, I had to
• 0:36
  give him props because the University of Ibadan, we used to
• 0:39
  be the mother campus for for University of EFA as it was
• 0:48
  called back in the day before it later transitioned to Obafamil
• 0:51
  World War University. So yeah, I had to give him props
• 0:54
  because his school is the mother school of my university.
• 0:59
  And of course, University of Ibadan in turn was birthed by I
• 1:03
  think University College London or something like that or
• 1:05
  University of London or one of those schools.
• 1:07
  So yeah, I had to give him his props.
• 1:09
  But apart from that, I would never admit to a UI person face
• 1:12
  to face that their school in some way has preeminence or
• 1:16
  priority. OK, No, not priority.
• 1:19
  Let's say preeminence, preeminence over mine.
• 1:22
  But anyway, those are just part of the university wars that go
• 1:24
  on in this part of the world and happens everywhere.
• 1:27
  You know, Harvard versus MIT versus whatever.
• 1:29
  So the same thing happens over here.
• 1:31
  Unilab versus OAU versus Ibadan versus Abu and on and on.
• 1:36
  So he's a 500 level pharmacy student who recently landed a
• 1:40
  content creation gig. And this was an offshore thing
• 1:43
  because the client is in Kenya. And I like hearing about these
• 1:46
  sorts of stories because it shows the possibilities that are
• 1:50
  available now with the Internet and how people are becoming part
• 1:53
  of the gig economy. So yes, times might be hard and
• 1:58
  it's really hard to make an error these days.
• 2:00
  But there are opportunities. And you should be inspired by
• 2:03
  folks like Emmanuel Adebulu who are taking advantage of the
• 2:07
  skills that they have and the Internet to make money.
• 2:13
  How do I put it outside the shores of this country and put
• 2:15
  it that way since his the client in this case is in Kenya, so he
• 2:22
  has been doing content creation for this person in Kenya and I
• 2:28
  can't remember how he said he found the show but it's much
• 2:32
  appreciated. Anyway, whenever I get a new
• 2:34
  listener of the show and when you people reach out, so the
• 2:37
  listener shout out for today, Emmanuel Adebulu, University of
• 2:40
  Ibadan Pharmacy 500 level with hopes to transition into
• 2:45
  medicine. So yeah, that's it.
• 2:47
  Thank you very much, Emmanuel, for listening to the show.
• 2:50
  Also remember to share with people who are also going to
• 2:55
  find value from the show. That's if you've been getting
• 2:59
  value from the show then today still hopping on that whole
• 3:04
  content thing. Don't worry.
• 3:06
  For those of you who want us to get back to hardcore sales and
• 3:08
  business development, we'll be there soon.
• 3:10
  I'll almost be done with the content.
• 3:12
  So today we're going to look at monetizing your audience.
• 3:15
  How to do that? Now, unfortunately, some of us
• 3:19
  run to the monetizing the audience too quickly.
• 3:23
  In fact, you've been listening to the show over the past
• 3:25
  4:00-ish years. Because I think I've been doing
• 3:28
  this since March 2020. I think I should go and check.
• 3:33
  So if you check, you'll come across episodes where I try to
• 3:37
  monetize the audiences too quickly.
• 3:39
  And you know, I've given up on that anyway because that's not
• 3:41
  the whole point. I'm of the show.
• 3:43
  No, point of the show is much more of a content marketing play
• 3:46
  and to try and establish credibility with my audience.
• 3:50
  So, but if you want to monetize your audience, whether you have
• 3:53
  a podcast, you have a, A blog, you have a YouTube channel, you
• 3:58
  have a whatever it is that you have the, the goal.
• 4:04
  No, not the goal. I'll put it the mechanism, how
• 4:07
  it works is you provide value 1st and then you build trust,
• 4:10
  competence, credibility and all those other things before you
• 4:14
  start selling. So if you start your podcast
• 4:16
  today in where are we? OK, where in July?
• 4:22
  So if you start your podcast today, in July of 2024 and then
• 4:26
  you start trying to monetize it in August 2024, that's a bit too
• 4:31
  soon. You haven't provided value, you
• 4:33
  haven't built trust, you haven't showed that you're competent,
• 4:36
  you haven't shown that you're credible, you haven't shown that
• 4:38
  you're the top dog. Then you know what it is that
• 4:40
  you know it will be premature. So if we're talking about
• 4:45
  content marketing strategies and monetizing audiences, we provide
• 4:48
  value first. We build trust first before we
• 4:52
  start trying to sell. So those are the things that
• 4:55
  we're going to be talking about today.
• 4:57
  So the reason why this is topical is because, like I said,
• 5:00
  lots of people are trying to come up with content marketing
• 5:02
  campaigns for their businesses and then they try to monetize
• 5:07
  prematurely. They try to get money out of
• 5:09
  their audiences prematurely. If you've been listening to what
• 5:13
  I've been putting out for the last week, I hope it has
• 5:16
  registered by now in your noggin that content helps to establish,
• 5:22
  know, like and trust. People know you, they like you,
• 5:25
  they trust you. Content helps you to establish
• 5:27
  thought leadership. Whenever people think of XYZ,
• 5:30
  they think of you, which is what I'm trying to do with this
• 5:32
  podcast. The goal is that in 10 years,
• 5:34
  whenever people say sales in Nigeria, they will only think of
• 5:37
  Tavishima Aidi, They don't think of anybody else.
• 5:41
  Then it also helps you'd remain top of mind with potential
• 5:44
  customers so that when they are ready to take that next step,
• 5:48
  you are the only person that they can think of.
• 5:51
  And also, yes, content helps you to become a trusted brand.
• 5:56
  More like I've been hinting at since this episode began and
• 5:59
  with the other ones that I, I recorded previously, content,
• 6:02
  content marketing, you know any of these content XYZ things, no
• 6:06
  matter what people want to call it, it is a long term strategy
• 6:11
  build the audience first build trust first try selling later.
• 6:18
  If you start today, you start trying to sell next week, you're
• 6:22
  going to shoot yourself in the foot.
• 6:25
  Now some of you are going to wonder now look, I'm in this
• 6:27
  thing to make business. You can't say I'm going to be
• 6:29
  creating content for 2-3 years and I'm not going to try and
• 6:32
  sell anything now Mr. Mann, what are you saying?
• 6:34
  I'm in business, I need to make my money and you're absolutely
• 6:37
  correct. So if you're looking for near
• 6:40
  term strategies or if you're looking for short term
• 6:43
  strategies, the one that you can start today and then try and
• 6:46
  sell next week, you shouldn't be looking at content marketing
• 6:49
  strategies, content marketing, campaigns, content, whatever,
• 6:52
  whatever, whatever. You should be looking at
• 6:55
  copywriting or you should be looking at direct response
• 7:00
  marketing. That is a different discipline.
• 7:03
  Some people confuse the two or the three, depending how you
• 7:06
  want to look at it. Some people think content
• 7:08
  marketing, copywriting, direct response, they just say or join.
• 7:12
  Somebody's writing something, somebody's contenting something.
• 7:15
  It's all the same. No, it's not content marketing
• 7:19
  campaigns, they're on one end. Copywriting and direct response
• 7:23
  marketing is on another end. But that's not the focus of this
• 7:28
  podcast, which is why I don't talk about these sorts of
• 7:30
  things. But copywriting direct response
• 7:32
  marketing, these are skills that you need to have in your
• 7:37
  arsenal, especially when you're considering short term wins,
• 7:40
  short term money as per we're going to start in July 2024, by
• 7:45
  August 2024. Want to see somebody coming in.
• 7:49
  So copywriting direct response marketing, those are two
• 7:53
  disciplines that are built around a couple of things, a
• 7:57
  couple of principles, a couple of dynamics.
• 8:00
  One thing that these techniques have in common is we need to
• 8:03
  have the targeting right. Do I need to have the ICP right?
• 8:06
  You need to have the audience, right?
• 8:08
  You also need that for content marketing, Yes, but you will see
• 8:12
  why this is even more important when it comes to copywriting or
• 8:15
  when it comes to direct response marketing.
• 8:18
  Oh, let me try and do a lucid definition.
• 8:21
  Copywriting. OK, The OK, I will define
• 8:26
  copywriting as salesmanship. In print, you're writing
• 8:29
  something, you're typing something, you're drawing
• 8:32
  something, and the whole point of doing that thing is because
• 8:35
  you want somebody to part with their naira and Kobo to give you
• 8:37
  money. That is what copywriting is
• 8:39
  about. Direct response marketing is
• 8:43
  that you're putting out a piece of marketing with a very strong
• 8:46
  call to action. So you're doing A because you
• 8:48
  want to see B whether the person gives you money or not.
• 8:52
  So if you put out a piece of content, then when people see
• 8:55
  it, they're supposed to watch it, listen to it, like it, or
• 8:59
  whatever. And then from that they pick up
• 9:03
  the phone and come to your office for a meeting.
• 9:05
  That is direct response because it's in the name.
• 9:09
  You do something, you get a response when it comes to
• 9:12
  content marketing, branding, and all those other things, while
• 9:14
  throwing things out into the ether or putting things out into
• 9:17
  the universe, as people like to say these days, I'm throwing
• 9:21
  things out into the universe hoping to influence things maybe
• 9:24
  someday, but maybe not today. So copywriting, direct response
• 9:27
  marketing, the focus is on today.
• 9:30
  What are the returns that I'm going to get today?
• 9:32
  So the techniques or the principles, the frameworks that
• 9:34
  you need when you're thinking of copywriting and direct response
• 9:37
  marketing is you need to know your ICP.
• 9:40
  There's no guesswork as you need to know who the audience is.
• 9:44
  Spot on. You need to know because we
• 9:46
  can't waste time, we can't make waste money.
• 9:49
  You also need to make sure that you have a doubt in knowledge of
• 9:52
  what their problems are and what their goals are.
• 9:55
  No guesswork here. You need to be sure that you
• 9:57
  know who you're sending this message to.
• 9:59
  You know what is checking this person?
• 10:02
  The reason why I need to know what is choking them is because
• 10:05
  the next thing you're going to do is you have to craft a killer
• 10:08
  offer. You have to craft offer that
• 10:10
  anybody who is in that situation, that has that problem
• 10:13
  and their brain is working correctly in their right mind,
• 10:15
  they'll say Omond is a sweet deal.
• 10:17
  I guess they take this thing so you can see that the focus is
• 10:20
  different. Content marketing.
• 10:23
  I'm trying to show that I'm the expert.
• 10:27
  I'm trying to show that I'm a thought leader in this space,
• 10:30
  but if it's copywriting, direct marketing is a matter of look, I
• 10:33
  know who you are. I know that this is the problem
• 10:36
  that you solve. I have this thing that will
• 10:38
  solve that problem. And if you do this, do this, do
• 10:43
  this, this is wrong that you get and you have it all for the
• 10:45
  fancy price of XYZ naira book. Now you put out that kind of
• 10:51
  content in January 2024. The hope is if you did a good
• 10:55
  job by February 2024, you'd have started seeing some money.
• 10:59
  Now example, let's keep it to the paint thing.
• 11:02
  Since I just started with painter the painter like 2-3
• 11:05
  days ago, let me just continue. But for those of you who are new
• 11:08
  to the show, whenever I say paint example, that's within
• 11:12
  this whole content thing. I'm not talking about an artist.
• 11:15
  I don't mean somebody who paints, paints lovely pictures
• 11:20
  and tries to sell. Speaking of somebody who carries
• 11:22
  buckets of paint, you know, 55 liter, 1010 liter and you go and
• 11:26
  you paint people's houses, you paint inside the house or you go
• 11:30
  and any you get, you catch my drift?
• 11:33
  So I'm talking about painters. So for a painter with an example
• 11:40
  that I gave in the previous episodes, trying to pursue a
• 11:43
  content marketing strategy, the focus is on thinking and
• 11:48
  executing as if you're a media company.
• 11:51
  You're trying to think of yourself as a paint media
• 11:52
  company. You're trying to build brand,
• 11:55
  you're trying to build authority so that whenever anybody sees
• 11:59
  your stuff in Abuja, in Orca, in in the Keja or wherever you are,
• 12:06
  they think of you, they think paint, they think Kingsley and
• 12:11
  Sons Limited you. That's the name of your
• 12:13
  business. And over time, you're hoping to
• 12:16
  monetize from future enquiries because you're positioning
• 12:21
  yourself as a paint media company.
• 12:23
  So theoretically it also will improve the quality of people
• 12:27
  reaching out to you because people who are within your
• 12:31
  ecosystem been seeing your stuff, when they reach out to
• 12:34
  you, they're high quality people already convinced that you're
• 12:37
  the boss or you're the boss babe, you know your job and so
• 12:42
  they're ready to ready to take action.
• 12:45
  So if you're a painter and thinking content marketing,
• 12:48
  that's the focus, that's the thinking.
• 12:51
  But if you're a painter and you're thinking copywriting,
• 12:55
  you're thinking direct response marketing, what you do is you
• 12:59
  sit down, you and your wife, or if he's the woman, that is the
• 13:02
  painter. Because we're equal opportunity
• 13:04
  here, you and your husband or you and your business partner.
• 13:07
  And you guys will come up with copy words, pictures, text
• 13:12
  around your social media, your Instagram, your whatever, or
• 13:16
  around online advertising because direct response
• 13:23
  typically is not organic as in direct response typically is
• 13:26
  paid. You know, I do something, I put
• 13:28
  it on the radio just to amplify it to boost the message so that
• 13:32
  the more people see it, the more responses that I get.
• 13:34
  So for the painter thinking copywriting and direct response
• 13:38
  marketing, you sit down, you come up with copy, you come up
• 13:41
  with texts put on your social media or whatever.
• 13:44
  And in that copy, you identify who the person is because the
• 13:49
  person who is reading that copy or listening to that audio or
• 13:53
  seeing that picture has to know that this thing is talking
• 13:55
  directly to me. Then you have to identify the
• 13:59
  problem spot on South. The person will know that OK,
• 14:03
  this is talking to me and these people know I have this problem.
• 14:07
  Then you now make a compelling offer.
• 14:09
  So copywriting direct response for painters will be something
• 14:13
  like this. Are you living in Abuja?
• 14:16
  Are you a property developer? Property development is
• 14:21
  currently slowing down because of the rainy season.
• 14:25
  If you message me right now, I have paint resistant paint at
• 14:29
  75% of the cost for the normal 5 litre bucket.
• 14:33
  Message me now while stocks last at 080 XYZ.
• 14:39
  The promo is available for the 1st 120 enquiries starting March
• 14:44
  21st 2024. Call now so that you can
• 14:50
  continue with your property development in the rainy season
• 14:55
  and then message over the whole point of this thing.
• 14:58
  Now, I know I didn't put it too elegantly because after all, I'm
• 15:00
  not a copywriter, but the whole point of this thing is property
• 15:04
  developers right now can't continue building their houses
• 15:07
  or can't continue painting their houses because we're in the
• 15:09
  rainy season. It slows things down.
• 15:11
  If you have this revolutionary paint that allows you to still
• 15:14
  paint in the rainy season, it would be a huge, by the way, I
• 15:18
  don't know if this kind of paint exists.
• 15:19
  I'm just making stuff up. So it will be a huge advantage.
• 15:25
  No, no advantage. What's the word will be a huge
• 15:28
  selling, unique selling point that, oh, I don't have to slow
• 15:32
  down because rainy season is here.
• 15:34
  I can continue building and I can continue painting.
• 15:36
  I can continue doing whatever because of this magic paint that
• 15:39
  this guy has. So that'll be huge.
• 15:41
  So in this case, the copy here is speaking as you noticed is
• 15:45
  not an advertisement to everybody.
• 15:47
  Is that all saying, are you a property developer living and
• 15:50
  working in Abuja? You can see that this is very,
• 15:53
  very direct. There's no Farthing around here.
• 15:56
  And then the next thing is your business slowing down because of
• 15:58
  the rainy season. This is very, very direct.
• 16:01
  So that the person who sees it, who is a property developer who
• 16:04
  has been complaining that Omar, we didn't finish, rainy season
• 16:07
  is here. Oh God, we have to slow down.
• 16:10
  If we slow down now, we're not going to be able to deliver
• 16:13
  these houses by December. Oh God, what are we going to do?
• 16:16
  Why didn't we work fast enough blah blah blah.
• 16:18
  When they see that adware, they'll be like oh so my Savior
• 16:22
  is around. Salvation is near.
• 16:24
  Salvation is 9. That is the whole point of the
• 16:26
  copy. And then you even put it there.
• 16:29
  That is the same cost as the normal 5 liter bucket.
• 16:33
  But the 1st 120 people that buzz you, you're going to sell it to
• 16:37
  them only at 75% of the price. So in other words, they're going
• 16:41
  to be saving on the quarter of the price.
• 16:42
  You can see how this thing is specific.
• 16:45
  You have identified one person, you have identified one problem,
• 16:49
  you have showed them how you will solve that problem and you
• 16:52
  have told them This is why you should take action.
• 16:54
  Now, this is the difference between content marketing and
• 17:00
  then copywriting and direct response marketing and all these
• 17:03
  other things, the content marketing approaches.
• 17:07
  Let me put out articles, videos, podcasts, articles about how to
• 17:13
  handle painting and property development during the rainy
• 17:16
  season. The goal is to make myself look
• 17:18
  like I'm credible and like I'm an educated alternative on the
• 17:21
  matter. So that when people think
• 17:23
  painting and stuff like that relating to property
• 17:27
  development, they will call me and I'll be able to help them
• 17:29
  come with a plan about how we do project management to make sure
• 17:32
  that we're not building during the rainy season and blah, blah,
• 17:36
  blah, and things like that. But then direct response
• 17:39
  marketing. It's a matter of, I know this is
• 17:42
  the business. I know this is the problem, and
• 17:44
  I know that you're in deep shit right now because you have not
• 17:46
  finished your project. I have the thing that is going
• 17:48
  to solve this problem. Message me now, now, now, 120
• 17:53
  people, 25% off. That is the difference.
• 17:58
  So which approach should you use in your business?
• 18:00
  Is 1 better than the other? The answer that I like to give
• 18:03
  on the podcast applies here. It's contextual, ideally
• 18:07
  business. You should be doing both.
• 18:09
  There's a time for content marketing.
• 18:10
  There's a time for direct response.
• 18:13
  Which one should you start? Which, sorry, should you start
• 18:16
  with? It depends on how much money or
• 18:18
  time you have on your hands. People who have plenty of time
• 18:21
  but don't have enough money, they can start off with the
• 18:24
  content marketing approach. But if you have a bunch of
• 18:27
  money, you're a painter, you're and your wife, you have some
• 18:30
  savings, or the woman is the painter, you and your husband,
• 18:33
  you have some savings. You want to get this thing going
• 18:35
  quickly and you have some money to throw behind advertising,
• 18:38
  then yeah, sure, direct response might be the way to go.
• 18:44
  But this is something you have to be in mind when it comes to
• 18:47
  direct response, marketing and copywriting and all these other
• 18:49
  things. All the responding stops the day
• 18:53
  that you stop putting our copy. So if you're doing direct
• 18:56
  response January, February, March, April, May, June, July,
• 18:58
  and you stop in July, rest assured that the rest of the
• 19:01
  year nothing is going to happen because you're not putting this
• 19:03
  thing out and that's why you're not getting the results.
• 19:06
  OK, sorry about that. The rain just started.
• 19:09
  But for content marketing, on the other hand, the response
• 19:13
  keeps coming in so long as you're able to put together
• 19:15
  content that is Evergreen. Evergreen just means things that
• 19:19
  people should find valuable over the course of a long term.
• 19:22
  Now that's the reason why YouTube videos perform well
• 19:25
  because if I want to learn how to let me see OK, how to paint
• 19:31
  my children's living room, my children's bedroom by myself,
• 19:36
  OK, if I go to YouTube and I type a video will come up how to
• 19:40
  paint children's living room by myself.
• 19:44
  That kind of content will be Evergreen because there will
• 19:46
  always be people in America, in Nigeria, maybe not so much in
• 19:52
  Nigeria because in Nigeria we don't have a DDIY culture do it
• 19:54
  yourself. But there will always be people
• 19:56
  who are trying to solve that problem.
• 19:58
  How do I paint my children's room by myself?
• 20:00
  What paint is to say first, blah, blah, blah.
• 20:02
  So that kind of content is Evergreen because.
• 20:05
  In 1996, people are looking for that information, in 2002 people
• 20:10
  are looking for that information, in 2024 people are
• 20:13
  looking for that information, and in 2076, people will still
• 20:18
  look for that kind of information.
• 20:20
  How do I paint my children's room by myself?
• 20:23
  What kind of paint is the safest to use in my children's room?
• 20:28
  Now that is Evergreen because people always keep trying to
• 20:31
  watch that content. So you do content marketing,
• 20:34
  right? You will always be getting
• 20:35
  responses from it, but direct response marketing, you have to
• 20:37
  keep it going. So there's just something to
• 20:40
  bear in mind. So if you're starting off, if
• 20:43
  you want to put in place direct response marketing strategies,
• 20:46
  copywriting, all that, you want to do all of that in July 2024
• 20:50
  and you want to use that to grow your business this year.
• 20:52
  Just know that you have to write it out for the whole year.
• 20:55
  You can't do it in January and then you start seeing results in
• 20:57
  February and then in March you now relax.
• 21:00
  When you relax in March, nothing is going to come in.
• 21:03
  So direct response, you can't turn it off.
• 21:05
  You just have to keep going, keep going, keep going.
• 21:08
  So yeah, that's it pretty much about monetizing audiences and
• 21:15
  whether you can do that with content marketing, how you do
• 21:18
  that in content marketing, and if you need money to come in,
• 21:20
  now, now, now, now, now. We've already discussed what it
• 21:23
  is that you need to do. So start thinking of things in
• 21:26
  those terms. Content marketing, put it on one
• 21:28
  end, put that in the left side of your brain, the right side of
• 21:31
  your main, think copywriting, direct response marketing, and
• 21:34
  then weighed up. Size it up.
• 21:36
  Depends on the business you are, the industry, what else, the
• 21:40
  customers that you're looking for, your financial goals.
• 21:43
  These are all the things that determine whether you do things
• 21:45
  one way or another. So that's all for today folks.
• 21:48
  Remember to connect with me on WhatsApp.
• 21:49
  The phone number is 08064662140. The country code is +234.
• 21:55
  Then connect with me on LinkedIn.
• 21:57
  My name is Tavishima Aidi, I'm the host of the show.
• 21:59
  You can confirm the spelling and e-mail address, my e-mail
• 22:02
  address from the link where you're currently listening to
• 22:04
  this episode. So thanks for your time and
• 22:05
  attention. I'll catch you guys at the next
• 22:07
  episode.