Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / A Founder's Guide to Advertising: Targeting, Copy, and Cash

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A Founder's Guide to Advertising: Targeting, Copy, and Cash · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:00
Hello and welcome to the high table, the Oracle's chamber, the
0:05
inner sanctuary, the conclave of elders where we talk about
0:08
sales, marketing, money tactics, strategy, business growth and
0:14
solving business problems. Today I want us to talk about
0:18
advertising, online advertising in particular.
0:22
And the reason why is because having a bunch of conversations
0:26
now with a client and we are at that stage where they're
0:30
considering online advertising so that they can push the start
0:34
up out there so that people are much more aware of the product
0:39
as a product. IB service, OK, Well, anyway,
0:42
since it's software related, I guess you can say, OK, no, let's
0:45
say more like service. So they're trying to push the
0:48
service out there so that folks can be more aware.
0:53
And in discussing the advertising campaign, I figured
0:58
there are a couple of things that I should come up here and
1:01
share with you guys so that people who are in a similar
1:04
situation who are about to launch a software business or an
1:09
app or whatever. Just so you know that these are
1:12
some things that you ought to pay attention to so that your
1:15
advertising campaign can jump off smoothly.
1:21
But one thing to take into account, I beg if you're
1:25
listening, is this, at some point you're going to engage a
1:29
marketing professional to, you know, create the, the creative
1:36
that's create the video, create the text, create the, what else,
1:42
you know, create everything, the images, the graphics that you're
1:44
going to use for the, the advertisement.
1:48
But there's one thing that you ought to consider and that is
1:52
that marketing people, sorry, one moment I have to attend to
1:57
something. I'll be right back.
1:59
OK, sorry about that. I am back.
2:02
For those of you who are long time listeners of the podcast,
2:05
you will recall that today's a Tuesday and on Tuesday the house
2:10
gets cleaned. So my attention might have to be
2:13
called every now and then. So one moment, OK, I'm back
2:19
again. So like I said, apologies, house
2:21
is being cleaned, so my attention might be required
2:24
every now and then, but don't worry, I'll do my best to make
2:27
sure that I deliver value on today's podcast like I do on
2:30
other podcasts. So if I remember correctly, what
2:34
I was trying to say is this. Now, one thing you need to be
2:36
mindful of it of this is of something is eventually you're
2:41
going to get a marketing professional to help you run the
2:45
campaign. Who's going to create the the
2:49
creatives as as they like to call it, come up with the
2:52
creatives for the advertising campaign.
2:54
So come up with the graphics, come up with the video, come up
2:57
with the imagery, come up with the whatever.
3:01
But one thing you need to bear in mind is this, especially if
3:04
you're going to do it yourself or if you're hiring a marketing
3:05
professional. Now, unfortunately, marketers
3:12
think about reach. How many people did the
3:15
advertising campaign reach? Also, people who are new in the
3:19
business also think about reach. How many people did the campaign
3:23
reach? So for the average marketer or
3:27
for the average business owner, for the average employer, for
3:32
the average entrepreneur, for the average hustler, If you drop
3:36
50K and then 50 million people see it, you'll be happy because
3:42
you're judging the campaign based on reach.
3:46
How many people did it reach? How many people saw the thing,
3:50
how many impressions, you know, things like that.
3:54
Now I'm a sales coach and a business development consultant.
3:58
I live in a different world. In my own world, it doesn't
4:02
matter how many people saw the thing if at the end of the day,
4:07
nobody took action on the thing or if people who took action on
4:13
the thing. So 1 moment, OK, I'm back.
4:17
Really sorry about the constant interruptions.
4:21
OK, where was I? So I was now talking about how
4:24
those of us who are concerned about sales now, who are
4:28
concerned about revenue, we live in a different world.
4:32
So for someone like me, I don't care if you spend 50K and then 5
4:37
million people saw it. If at the end of the day, from
4:40
the 5 million people that saw it, none of them took action,
4:46
the reach of a campaign and people take not taking action
4:51
from the perspective of sales, it means nothing to me.
4:53
OK, Yeah, you spent 50,000. OK, good. 5 million people saw
4:57
it. OK, Well, then what?
5:01
Because for those of us who are concerned about sales, you know,
5:04
we're held to a different standard, We're held to revenue.
5:07
So if you're on a campaign, let's say you already have a
5:10
business, you have a marketing team and then the marketing team
5:14
is happy because they got 5 million impressions.
5:17
If the sales team don't receive any phone calls or not,
5:22
intangible comes from it. From a sales perspective, that
5:25
campaign was a waste. Marketers by night to high 5
5:29
themselves and say it was a successful campaign because I
5:32
hear this thing all the time. The marketer will say we ran a
5:35
successful advertising campaign, but it didn't yield revenue.
5:39
My friend, if the thing did not yield revenue, that was not a
5:42
successful advertising campaign. Let me repeat, I'm not trying to
5:47
yap you marketing people. I'm just trying to say you guys
5:50
need to tweak your perspective a little bit.
5:52
You can't say I ran a successful advertising campaign if at the
5:56
end of the day there was no revenue.
5:58
Now there are two different kinds of advertising.
6:00
There's brand based advertising and then there's how I call it
6:04
now, maybe like performance based advertising.
6:06
So brand based advertising is the advertising that people do
6:10
so that your name is still out there.
6:12
Let nobody forget you, you know, position yourself in the market
6:14
a certain way. So the kind of thing that
6:16
Mercedes-Benz is doing now, anytime you see Mercedes-Benz
6:20
advertisement, it's not as if they want you to buy the car now
6:23
they're just being positioning so that young boys are on the
6:27
come up. You go to see the brand, you'll
6:29
be seeing Mercedes-Benz, you see the logo, you know, you have
6:31
some kind of associations so that when you are able and when
6:34
you have money, when your container has landed, you will
6:38
think, Oh my supposed by Mesti's.
6:42
So that's brand based advertising.
6:43
Then there's advertising that people put out.
6:45
There's more performance based direct response by now, you know
6:48
that kind of thing. So you know, Cyber Friday, Black
6:51
Monday by now 50% off blah, blah, blah.
6:55
So there's different kinds of advertising.
6:57
Now if you're going to do brand based advertising campaigns, oh,
7:00
no problem. The focus is not revenue per SE.
7:03
You're doing brand based advertising today in the hope
7:06
that, you know, 3-4 year later on down the line, you would have
7:09
built up a certain kind of brand equity and it should lead to
7:11
business, you know, sometime in the future.
7:14
But that's brand based advertising.
7:16
So I'm not talking about brand based advertising today.
7:19
So for those of you who are branding and branding
7:24
professionals, you know, don't worry, I'm not stroking you
7:27
guys. I'm not abusing you guys today,
7:31
but if the business owner is focused on revenue, then we
7:36
can't say we ran a successful advertising campaign that did
7:38
not bring money. At the end of the day, we
7:40
definitely have to see some money.
7:42
So for those of you who are thinking of, you're going to
7:48
have a startup, you're going to come up with this app, you're
7:50
going to come up with this software or whatever it is.
7:52
These are some of the things that you ought to pay attention
7:54
to. What kind of advertising are you
7:55
going to do? Is this thing going to be a
7:57
brand based advertising campaign or are we talking much more
8:01
performance based direct response kind of campaign
8:04
because we want people to do something.
8:06
So what's the goal? Are we trying to build a brand
8:08
or do we want people to sign up to the websites?
8:11
Do we want people to buy? Do we want people to sign up to
8:14
the e-mail list? Do you want people to do this?
8:15
Do you want people to do that? Just be clear right from the
8:18
beginning and make sure that when you're talking to the
8:20
marketing professional, you are very clear with the marketing
8:24
professional that this is what I intend to achieve.
8:28
If you want to do brand based advertising and then somebody
8:31
comes up with a bunch of, you know, performance marketing
8:35
stuff, it's going to mess you up.
8:38
And then the other way around, if you're looking for money now,
8:41
now, now, sign ups, now, now, now, traction, now, now, now and
8:46
then you hire a marketing professional and then the person
8:48
goes ahead and the person creates a campaign that is brand
8:50
based waste of money. So just be clear with the
8:53
professional. And for those of you who are
8:55
listening, you're a marketing professional.
8:56
I beg, these are the kinds of conversations that you should be
8:59
having with your potential customers before you collect
9:02
their money. And This is why marketing has a
9:06
bad rapid Nigeria because marketing professionals, you
9:08
guys are too quick to collect money without asking people what
9:11
exactly are we trying to do with this campaign?
9:14
You suppose ask you are the professional in my own opinion,
9:20
for those of you who are, you know, founders, business owners,
9:22
CEOs, you know whatever, in my own opinion, if you're talking
9:25
to a professional and professional professional know
9:28
they ask you a question, it's a bad sign.
9:32
Just like how if you went to a doctor and the doctor didn't ask
9:34
you any questions, you won't feel comfortable about this guy.
9:36
It's the same thing. So bear that in mind when you're
9:40
trying to select your professionals.
9:42
Now, Speaking of those of you who are about to start software
9:47
businesses, I'd like to tell you guys about some of my working on
9:50
one of my guys with one of my guys, and that is the Kenga
9:53
software factory IKSF dot Ng. Now, this is targeted at
9:57
Nigerian founders who want to build products but are facing
10:01
software issues. You know, maybe development
10:04
costs are too expensive, you don't know code, you don't have
10:06
a tech founder, all those sorts of things.
10:08
So IKSF dot Ng gets rid of all those problems.
10:12
All you have to do is go to the website and we can have your
10:15
product idea live in seven days and then plus you'll get a
10:18
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10:23
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10:26
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10:29
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10:33
take advantage of a 20% discount, all you have to do is
10:36
to go to IKSF dot Ng and then enter the discount code TAV, tav
10:43
or a YEDE. And yeah, you'll get 20% off.
10:49
So something to consider in Nigerian founders.
10:52
All right, now back to the middle, what we're talking
10:55
about. So, OK, yes, advertising.
10:59
I think I just finished talking about the purpose of the
11:02
campaign. Now, by the way, the reason why
11:04
we're talking about all of this today, just in case you haven't
11:06
figured it out, is because I'm talking to a client of mine who
11:09
also is in the software space. They are about to launch a new
11:14
product and they're considering advertising campaigns on
11:19
LinkedIn, advertising campaigns on Instagram, and we're in the
11:23
middle of sorting all these, all these things out.
11:26
So I'd had a conversation with the marketing professional that
11:29
they hired 2 nights ago. And these are just some of the
11:32
things that came up. Now I remember that my own era
11:37
specialty is sales. I'm a sales coach and a business
11:40
development consultant. So when they were talking about
11:42
the advertising campaign, I told the guys that look, you know
11:45
what, any marketing person that you guys are hiring are big.
11:50
I want to young with this person because I wanted to make sure
11:55
that all these concerns are being taken care of because
11:59
remember that marketing people are coming from the exposure
12:02
side of the equation. How many people saw what it is
12:04
that we did, but then those of us wine sales were coming at it
12:08
from the revenue conversation, which is revenue or conversion.
12:12
Conversion is when you get someone to take the next step.
12:14
So our concern in sales is OK, no problem. 5 million people saw
12:18
it. Of the 5 million people that saw
12:19
it, how many of them took action?
12:22
What action did they take? How many people visited the
12:24
website? How many people joined the
12:26
newsletter? How many people downloaded the
12:28
app? How people did this?
12:29
How many people did that? Of the people that did this
12:31
step, how many people took the next step?
12:33
How many people at the end of the day can we get to become
12:36
paying customers, paying clients?
12:40
So that's what we're concerned about.
12:41
So I just wanted to be, I just wanted to talk to the marketing
12:44
professional to be sure that look, we're we're all good,
12:50
honored the marketing professional to understand the
12:51
scope of his job, ordered my clients interest to be
12:54
protected. And then I also want my own
12:56
interest to be protected because I'm held responsible for
13:00
revenue. If you do a crappy marketing
13:04
campaign, the targeting was off, the reach was off, the messaging
13:08
is off, there's know how that I can convert revenue from a
13:12
crappy marketing campaign. So for those of you who are
13:16
thinking of working with me in the future and you hear me talk
13:18
about marketing and advertising and stuff like that, that's not
13:21
my area of specialty. But if you're considering those
13:25
campaigns, yes, I'll want to talk to the marketing specialist
13:27
because I need to make sure that a couple of things are in place
13:32
so that at the end of the day, we will get revenue, which is
13:35
why people bring me into the picture.
13:38
People are looking for revenue, people are looking for money.
13:42
So let's see, what else did I discuss with the marketing
13:45
professional? OK, yes, we also discussed the
13:47
nature of the collaboration. So I let the marketing
13:52
professional know that like this is not a joint collaboration per
13:55
SE. Like marketing is the guys
13:58
thing. But the only reason why I wanted
13:59
to be in the picture was so that when they're done with all the
14:03
creative, the video, the graphics, the everything, just
14:07
look at everything to make sure everything is cool, especially
14:09
the call to actions. The call to action is what you
14:14
want people to do when they see the advertising campaign.
14:17
That's really important. We need to be clear about the
14:19
call to action, what people do next.
14:21
Then also wanted to make sure that the copy was relatable.
14:25
Copy just means the texts, the actual words that are used in
14:28
the advertising campaign. The reason why I pay attention
14:31
to this is because for those of you Nigerian business owners,
14:34
you guys are typically the specialist in whatever it is
14:36
you're doing. So if somebody runs a solar
14:39
company, the person you know has technical expertise with solar.
14:43
If somebody runs an aquarium business, the person has
14:47
expertise with different kinds of fish.
14:49
If somebody runs a real estate business, the person has
14:52
expertise when it comes to land and title and building and
14:55
things like that. Now, the problem is because the
14:59
average Nigerian business owner wants to be an expert before
15:02
they begin, you end up using lots of words in your advert,
15:05
your advertisement that your potential customers do not
15:09
understand at all. One of the reasons why I look at
15:15
the advertising copy is I want to make sure that we get rid of
15:17
all those keywords so solar people will start talking
15:21
technical stuff. My clients who are in the
15:24
startup space already talking technicals, you know, things,
15:28
you know, people like to talk front end, back end.
15:30
So, so, so, so, so certified, Google certified plus Meta three
15:34
star something, something Cisco, this that, that, that, that code
15:38
base database, something, you know that fancy language.
15:41
It makes the advertisement look sound sweet.
15:44
But The thing is, the ordinary people who are out there who are
15:47
going to download your app and use your product have absolutely
15:50
no idea what all those things mean at all.
15:53
And then plus, when you bunch them all together, it just looks
15:57
like a very long string of long words and acronyms that honestly
16:02
speaking like, anyway, just be careful.
16:05
You're the specialist, you're the professional.
16:07
You know what those words mean, but just pretend that the people
16:11
who are going to use your products or your service are
16:14
everyday ordinary people like me.
16:16
Do they know the meaning of these words?
16:19
So think about it. So let's see what else?
16:23
Yeah. So I told the marketing guy
16:25
that, yeah, you're, you're responsible for the marketing.
16:28
I'm just going to make sure that before we pull the trigger that
16:30
we're clear on the course of action.
16:32
And then we, the copies also the copies also on point that
16:38
people, there's going to be words that people will
16:41
understand and people can relate to.
16:44
So if you call me in to work, you know, for your own
16:46
organization and advertising campaigns are being considered,
16:49
then the copy is not my responsibility.
16:54
It's going to be between you and the marketing guy.
16:55
The creative is not my responsibility.
16:57
You guys will come up with the video and then all of that.
16:59
But Sharp, I would like to see it because when you run it and
17:03
the leads start coming in, I am coaching the sales team who is
17:07
going to be making the phone calls.
17:10
So I just need to be sure that everything has been set up
17:12
correctly. Then let's see also another
17:15
issue targeting. This is also where lots of
17:20
advertising campaigns go to die. You're putting out the message
17:25
and 5 million people see it. But we have to be concerned with
17:28
whether it was the right 5 million people.
17:31
Because if we send out an advertising campaign and 5
17:34
million people see it, or 50 million people see it, or 500
17:37
million people see it, if the advertisement went to the wrong
17:40
kind of people, there's no way that you're going to make money
17:43
from that. Let me put it this way, I am a
17:48
Nigerian man of a certain age. Unfortunately, my hairline has
17:54
started receding. By all accounts, I am not a slay
17:59
queen. If you sell human hair and bond
18:04
straight and you know all those long, long, long hair, if you
18:08
sell all those kinds of things, I run a campaign and 50 million
18:12
Nigerians see it. But unfortunately, the 50
18:15
million Nigerians who saw it, let's say 60% of them are
18:19
Nigerian men of a certain age who happen to be going bald and
18:23
who are not slay Queens. You have wasted your advertising
18:25
revenue. Let me repeat, you're selling
18:31
Bond Street, you're selling Lebanese hair, you're selling
18:35
Ethiopian hair, you're selling whatever hair.
18:38
And then 100 million Nigerians saw the advert, but 80% of them
18:42
happened to be middle-aged men who are going bald and who are
18:46
not slave Queens and who don't have slave Queens in their life.
18:49
You have wasted your advertising revenue.
18:52
You want to make sure that it's Nigerian women more of a certain
18:55
age bracket, of a certain income bracket in certain places who
18:59
can afford your products that will be receiving the
19:01
advertisement. So that is what demographics and
19:04
psychographics and targeting is all about.
19:06
Targeting just means are the right people saying this
19:09
advertisement. Demographic just means
19:11
demographics. Those are the things that they
19:13
taught us in social studies, in primary school, name, age, sex,
19:17
location, occupation, blah, blah, blah.
19:21
So the people that are going to see this advertisement, where do
19:23
they live? What kind of jobs do they have?
19:25
You know, where do they work in all these kinds of things?
19:27
Then psychographics just means the things that people are
19:30
interested in, you know, their interests and their hobbies.
19:34
Now that's the beauty of digital advertising that we can target
19:36
people based on that. We can target people based on
19:39
who they are, where they work. We can also target people based
19:42
on what are they interested in. So that is a cornerstone of a
19:46
successful advertising campaign. So demographics and
19:50
psychographics absolutely important.
19:52
So that's also part of the things that we had in that
19:53
meeting with the marketing specialist.
19:55
I told her, look, you know, nobody said I did teach you your
19:59
work. But from my own perspective,
20:03
these are the locations I think we should be paying attention to
20:09
for some jobs. Location like my client was
20:12
asking me like. Why should location be
20:14
important? And I told him that, look, based
20:16
on the industry that you're in, you know, this is a startup, is
20:19
a software thing, you're trying to attract certain kinds of
20:22
people. And I told him that, look, I
20:24
don't think there's any point in advertising to Nigeria at large
20:26
because if some boys in Berry State or Natural State see this
20:30
thing, you know, to be honest, Berry State, Natural State, you
20:35
know, Niger State, we can't really say that's a hot, a
20:38
hotbed of startup activity. If you get what I'm saying, you
20:42
get me right now in Abuja. When you hear I say in Abuja, in
20:47
Nigeria right now, when you hear startup, you think first and
20:49
foremost Lagos, then you also think Google, you want to
20:56
stretch it. OK, Ibadan, OK, Abuja, all
20:59
right, Port Arcot, you know, with a stretch and small, small
21:02
if you enter N OK, maybe Kano, but it might be a mistake giving
21:08
your product or a service that you're trying to advertise
21:10
tonight to the whole country, to Nigeria at large.
21:14
So location might be important for whatever it is that you're
21:17
trying to sell. Think about it and act
21:19
accordingly. One of my clients who was
21:23
selling some infrastructure products that were based in
21:27
Lagos and they used to advertise to Nigeria at large and I had to
21:31
have a conversation with the marketing guy at some point and
21:33
say, look, guy, like what's going on?
21:36
You're advertising this thing and the sales team are getting
21:39
inquiries, they're getting messages from people in from
21:43
people in Kano State like the company is in Lagos.
21:47
If they have to deliver to Kano, transportation costs will now
21:50
become an issue. This will now become an issue.
21:52
You know, all these other things will now become an issue.
21:55
So trying to field calls from Kano State would mean that the
22:01
quotes that the team is putting out will be not competitive like
22:05
it won't make sense. So it's a struggle that I had to
22:08
struggle. I said I look guy limit this
22:11
campaign lacos only if you want to stretch it, no problem.
22:16
Maybe Ibadan because at least Ibadan boys can enter bus in the
22:21
morning with all the goods. Maybe like 5:00 in the morning
22:26
and then turbo enter Ibadan, use the whole day, do the
22:31
installation then maybe catch the bus by 5:00 and then anyhow,
22:37
sure before 9:00 PM they're back in Lagos.
22:41
So a bad one is workable. But based on what you guys are,
22:45
based on what you guys are delivering, based on what you
22:47
will installing, I told him Lagos please but the guy said
22:52
but if I limit it to Lagos, the reach will go down.
22:55
And this is where I start quarreling with you marketing
22:56
people, the reach will go down. And So what is the whole point
23:00
of the reach going everywhere if at the end of the day, the sales
23:03
team are not able to collect customers?
23:08
So it's not just about the reach.
23:12
If 50 million people see the advert, but you only get 2000
23:17
clients out of it, that actually is a bad campaign.
23:23
Let me put it this way. It's about the relative numbers.
23:28
If you do, if 50 million people see it and you get 2000
23:32
customers, that's case A. And then let's say case B, let's
23:37
say 5000 people see it and you get 2000 customers.
23:41
Case B actually is better. Some of you say, what's the
23:43
difference? 2000 customers and 2000
23:45
customers? In the first one, 5 million
23:48
people saw it, but then 2000 people took action.
23:51
The conversion rate was really bad.
23:53
In case B, 4000 people saw it and then 2000 people took
23:58
action. Conversion rate is 50%.
24:00
What that means is for that advertising campaign that you
24:04
did in case B, if you take the same amount of money that you
24:07
used in Case A and pay that money in Case B, you will get
24:12
higher returns, a lot more higher returns.
24:20
Sorry, how did I get here? OK, Demographics and
24:22
psychographics. So location, we need to look at
24:25
that, the location for your advertising.
24:27
Then the beauty of digital advertising is we can also look
24:30
at job titles. What kind of work are the people
24:33
doing, What kind of industry are they in?
24:35
And then look at their hobbies and the things that they're
24:38
interested in. You know, these are the sorts of
24:39
things that we can put in the, in the targeting criteria for
24:44
the advertising campaign to make sure that the message reaches
24:48
the right people. Because there's no amount of
24:51
heavy advertising that you can do that will convert the wrong
24:55
audience into customers. It's just not going to work.
25:02
It won't. So they attend all these sorts
25:06
of things. Then another thing that we would
25:09
discuss with the marketing guy, because the guy also wanted to
25:12
put a lead form into the campaign and said, OK, let's
25:15
collect name, let's collect number, let's collect e-mail
25:17
address, you know, budget, things like that.
25:20
A lead form just means when people see your advertising
25:23
campaign and they click on the ad, usually would like to
25:28
collect some information from them before we yeah, usually
25:32
we'd like to collect some information from them because it
25:35
helps with follow up or follow through.
25:37
Now one thing you need to bear in mind when it comes to putting
25:40
things in your lead form is the more requirements you put, the
25:46
more questions you put, the less people are going to take action.
25:49
So let's say your lead form only requires people to put in their
25:52
name. Lots of people will take action
25:54
because it's only name. If you add name and phone
25:57
number, OK, the number of people who will take action will
25:59
reduce. If you add name, number and
26:02
e-mail, the number of people who take action will reduce.
26:04
If you add name, number, e-mail, physical address, budget, job
26:10
title, like number of people will reduce.
26:12
When I mentioned it to the marketing guy, he laughed.
26:14
He said, well, yeah, it's true, people are lazy.
26:16
That's how he put it. I don't know if it's a matter of
26:18
laziness, but anyway, sure, there's attrition in the
26:23
process. Attrition just means when you
26:25
add an extra step and because of the extra step, people just fall
26:28
off. So attrition is a thing when it
26:31
comes to sales and marketing. You make people jump through too
26:33
many steps, people start to fade, people start to fall away.
26:37
So I was begging the guy that I beg the steps that will be put
26:41
in there, you know, more limiter.
26:43
OK, name, no problem. Number e-mail.
26:45
In fact, me anyway, let me not give my personal opinion.
26:49
So name, number, e-mail, I think it's OK.
26:53
The marketing guy was saying how about budget?
26:55
I said, well, let me not be as if I'm causing quarrel.
26:58
So let me just let me just leave it.
27:00
Let me just read. But I guess the main thing that
27:04
I wanted to talk about today is this.
27:07
I wanted you folks to know, those of you who are business
27:10
owners, those of you who are founder CEO types, you're
27:13
bringing the new products into the market.
27:15
You want to do advertising so that we can increase the
27:19
revenues. You need to understand that
27:21
there are two different games going on when we talk about
27:23
advertising. There is awareness.
27:25
How many people saw the thing? How many people saw the
27:29
advertisement? Then there is conversion.
27:32
How many people took action when they saw the thing?
27:36
Let's not focus too much on awareness.
27:40
Good awareness, poor conversion is the problem.
27:45
So these are the dynamics that we have to balance.
27:48
Now, if you bring me in to do some consulting for your
27:52
company, I'll do my best to make sure that we balance this
27:54
tension. How many people are seeing it
27:57
and how many people are taking action?
27:59
The question of how many people are seeing it, how do I put it?
28:05
When it comes to taking action, if it's not the right people who
28:08
are seeing it, then there's going to be a problem.
28:11
So these are the dynamics that we have to be concerned about.
28:13
Marketing is concerned about awareness.
28:16
Sales people are concerned about conversion.
28:21
And I guess what I wanted to say, especially to you marketing
28:24
professionals who are listening, please stop saying we ran a
28:28
successful advertising campaign. The problem is it didn't bring
28:32
in any revenue. Please stop saying that.
28:34
If you ran a campaign and no revenue came in, the campaign
28:39
was not successful. We need to sit down and we need
28:43
to try and figure out what exactly went wrong, what was the
28:46
problem, so that next time we can be better prepared and run a
28:51
better campaign. Because ultimately, at the end
28:53
of the day, you know, we all have the same purpose.
28:57
We all want the business to make money.
28:59
The business makes money. That's how we consultants get
29:02
paid. The business makes money.
29:04
That's how you marketing professionals get paid.
29:06
The business makes money. The business owner, of course,
29:09
is happy because he has money to reinvest into the business and
29:12
he has money that he can use to flex.
29:14
So these are just some of the things that I wanted to talk
29:17
about. And then remember Nigerian
29:19
founders, you're about to put your product out into the
29:22
market, but you're facing software challenges.
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All you have to do is to go to Ekanga software factory that is
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IKSF dot Ng. So you're going to be able to
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budget properly for your projects.
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You're going to have your product live in seven days and
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then also going to get a free.com dot Ng domain.
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And remember, whatever it is that you produce with Ekenga
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Software Factory will be 100% yours.
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When you're ready to leave IKSF dot Ng, it's not a problem.
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We'll help you migrate the code. Then for 20% discount, go to
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IKSF dot Ng, enter in the discount code TAV, that is TAV
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or IED AYEDE and you get 20% off.
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When you do that, please send me a message here on WhatsApp
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08064662140 because I want to be sure that you're being taken
30:25
care of. I don't want to put my name
30:26
behind something if the people are not living up to their
30:29
promise. So please, if you go to IKSF dot
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Ng, send me a message or give me a call.
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Let me know if there's any problems, If there's any issues,
30:39
let me know so that we can get on it.
30:41
I beg. All right.
30:42
I want to make sure that you're taken care of.
30:44
And then I also want to preserve my own good name or at least a
30:47
small good name that I'm acquiring over here.
30:49
So thank you very much for listening.
30:51
I will catch you all some other time.