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Balance, Motivation & Mastering the Podcasting Hustle (A Trip to Into the Podverse) · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

• 0:02
  Hi, I'm the host of the sales for the Nigerian Business Person
• 0:05
  podcast and you're listening to Into the Pod first with Tony
• 0:09
  Doe. We are both professional
• 0:11
  colleagues. We're part of the same Nigerian
• 0:14
  podcasting space and I promised Tony that I'd answer a few
• 0:18
  questions on my podcasting experience so far.
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  And so that is what this episode is about.
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  Now First off, my inspiration for the show, it was because of
• 0:29
  I realized that there's lots of time wasted by the average
• 0:32
  Nigerian person that could be used for business inspiration or
• 0:35
  for learning on the go. And what was responsible for
• 0:38
  that was spending countless hours on the fuel queues.
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  That was back in the Good Luck Jonathan dispensation.
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  And I must admit that it's still a disturbing, a concerning issue
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  for me that it seems it seems to be a perennial issue.
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  So I constantly find myself stuck on a fuel queue and I have
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  to keep asking myself, like, again, seriously, I started this
• 1:03
  thing off years ago in these circumstances and here I am
• 1:08
  again in the same circumstances. Apart from that, I was also
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  motivated to share the gospel of business that I believe, which
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  is that businesses don't die because of poor branding or
• 1:19
  because of an inability to raise capital.
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  They die because of their inability to drive sales.
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  So these two factors are my primary inspirations for why I
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  started the show. Now, moments of frustration,
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  actually, I have none because I recognize that podcasting is a
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  young medium in Nigeria, so it's going to need time to grow.
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  So some of us should regard ourselves as pioneers of the
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  trade or pioneers of the art. I mean, there are other people
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  who have been podcasting for maybe 4-5 years.
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  So for those of us who are relatively new to the game,
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  podcasting for 2-3 years, I think we are still pioneers.
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  So I have no frustrations because I recognize that it's a
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  young medium and so it's going to take time to catch on in
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  Nigeria. I also recognize that the
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  podcasts that have the gist format are always going to trump
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  podcasts in the business category.
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  So I never lose faith or I never get discouraged when gossip
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  based podcast or gist based podcasts seem to be popular.
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  And then podcasts like mine that are devoted to business don't
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  seem to be getting any popularity or traction.
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  It's just the reality of the situation and so for me, there's
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  no cause for frustration there. Then the emotions that I've been
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  going through in my podcasting journey, I would say none
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  really. I'll say my podcasting journey
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  has been relatively flat. That's if you're going to regard
• 2:57
  my emotions, but I have to admit that they have been periods
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  where I feel particularly elated because my thesis for the
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  podcast is being validated. And I've seen that the longer I
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  podcast, the easier it is for me to secure the business
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  consultation gigs and speaking gigs.
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  So my emotions have been steady. But yes, I must admit that I do
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  get happy or happier when I find it easier to secure professional
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  gigs. Then the question on how to
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  balance the demands of podcasting life.
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  Well, this is actually a very simple one and my process for
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  that actually is to keep it simple.
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  I record with my phone only. I don't do any editing.
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  I also don't do any retakes and I keep my scripting simple.
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  I have a sheet of paper and I have questions only.
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  And because of this, it allows me to record literally anywhere.
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  And that's the reason why today I have over 850 episodes of my
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  show because I recognize that I do have a busy life, lots of
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  demands. I'm married, I've got two kids,
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  I'm self-employed. And so that means that like if
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  mom sees in town, I'm going to be the designated driver.
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  If something happens that is an is an emergency, I'm going to be
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  the default fall guy. So I just have to keep my
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  recording process very simple to take into account all of these
• 4:35
  things. So because of this, I can record
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  my podcast episodes in the car, in the bathroom, when I'm
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  travelling out of state, if I'm waiting at the hospital, where
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  else I've recorded in all kinds of places, even in the market.
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  And that's because I keep my recording process simple.
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  And that is how I balance the demands of podcasting with my
• 5:00
  everyday personal and professional life.
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  Then how do I keep podcasting? Well, what keeps me going is the
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  desire to educate folks. So that keeps me going.
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  And also what keeps me going and motivated is that I realize that
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  executing on the podcast seems to be improving my plan for
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  thought leadership. And it also helps me to leverage
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  business opportunities. So those are the things that
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  keep me going. I want to keep educating people.
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  And the more I podcast, I see that the more thought leadership
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  I'm putting out there and it's allowing me to leverage those
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  opportunities for business growth.
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  Now, memorable interactions with fans.
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  Every single person who connects with me either on WhatsApp or
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  LinkedIn, to say that they find the show of valuable creates a
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  memorable event for me. Even the one person who got in
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  touch and disagreed with my thoughts around selling on
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  LinkedIn, I mean, even that turned out to be a memorable
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  event for me because I appreciate all the interaction
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  that I get, whether it's people saying hi or people saying I
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  love the show or people saying I disagree with one or two things
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  that you have said on said episode.
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  Then how do I stay motivated when podcasting?
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  Oh yeah. How do I stay motivated when my
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  podcast isn't gaining traction? Well, for me, it's easier to
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  stay motivated because I have seen and I because of that I
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  have seen and it's made an impression that the amount of
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  traction that your show is going to get follows from the amount
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  of distribution that you do to promote the podcast.
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  So whenever I see that my traction is down, I just
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  remember to promote the podcast more.
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  I promote especially over LinkedIn because I produce
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  primarily business content and so that lends itself well to a
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  LinkedIn audience. So how do I stay motivated when
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  my show isn't gaining traction? I just remember that traction
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  flows from distribution. So if your podcasts are
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  listening to the show and you are in a funk because you're not
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  getting the numbers that you would like to get, just remember
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  that traction flows from distribution.
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  Then are there any moments when I doubted that podcasting wasn't
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  the right path for me? I'm fortunate.
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  I have never doubted that podcasting wasn't the right path
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  because my thesis is simple. There is no consistent resource
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  for business education in the pod verse.
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  So when it comes to business education in the podcasting
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  universe, there is no consistent resource there.
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  Few people who come up, put a few dozen episodes and then they
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  disappear. Nobody's been doing it
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  consistently. So there is no one catering to
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  business education for Nigerians and who has been doing it for
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  the long haul. So, the only time that I am
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  going to doubt that podcasting is the right thing for me is if
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  I wake up and then all of a sudden I find out that the
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  market is saturated and there are too many business podcasts
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  and I know that that's not going to happen.
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  So by that, I know that I will never be demotivated and I never
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  will doubt that I am on the right path because this is not a
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  journey that people are willing to put in the work to continue
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  on. Now, lessons that I've learned
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  from my podcasting journey, what I have learned is that all
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  activities yield results, no matter how big or small.
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  So that's the chief thing that I've learned from the podcast.
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  So back in the days when I would make podcast episodes and I
• 9:02
  wouldn't promote, I noticed that I was still getting some sort of
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  results. Now, the best results have come
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  when I promote my podcast the most.
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  I pay attention to the distribution channels.
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  That is where I get the best results.
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  But I've learned that no matter the results, sorry, no matter
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  the activities you do, there will be some results, no matter
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  how big or small, and whether you like it or you or you don't,
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  Podcasting has taught me that there's no such thing as wasted
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  effort. Now, how do I define success in
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  podcasting? Well, obviously I look at my
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  subscriber base. I also pay attention to the
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  number of monthly enquiries that I get for business consulting or
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  for public speaking. So that is how I define part
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  success in podcasting. Well, I've noticed that hanging
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  around my colleagues in the podcasting space and people who
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  are voice artists, it looks like people judge my success also by
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  the longevity that I've had because I have over 850 episodes
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  up on the podcast for now. But for me it's primarily
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  subscribers and then monthly enquiries that I get from
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  business consulting. In other words, if the number of
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  subscribers doesn't seem to rise every month, but I but the
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  number of enquiries that I get for business consulting seems to
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  rise, then you know, I would say I'm good.
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  Let's see. OK.
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  I think those are the questions from Tony so far that I think I
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  could that relate to me and that I could provide an answer.
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  So if you love what you hear so far, then please connect with me
• 10:41
  on LinkedIn. My name is Tavishima Ayede, I am
• 10:45
  the host of the show. That's the sales for the
• 10:47
  Nigerian business person. If you'd like to connect with
• 10:50
  me, you can confirm the spelling of my name from the show notes
• 10:53
  from this particular episode. And once again, I'm the host of
• 10:58
  the sales for the Nigerian Business Person podcast.
• 11:00
  And you're listening to Into the Pod verse with Tony Doe.
• 11:04
  If you're a listener to my show, but you're not subscribed to
• 11:07
  Tony's, give it a listen. Who knows, you might find
• 11:10
  something else there that you enjoy.
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  So thanks for your time and attention.