Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Why 5 Months of Content Isn't Enough to Close Sales

Transcript

Why 5 Months of Content Isn't Enough to Close Sales · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:01
Hello and welcome. Today we're going to be talking
0:04
about a few things related to content marketing.
0:07
And the reason why is because the listener of the podcast,
0:09
Franklin, I'm going to use his surname just to preserve his
0:13
anonymity. But of course, Franklin, you say
0:15
you're a regular listener, so I trust that you're listening.
0:18
So this is the answer to your question.
0:20
So let's keep going. So he tried some experimenting
0:23
with content marketing and then he ran an advertising campaign
0:28
to an offer and it didn't work to convert any sales.
0:32
So the podcast episode is just to explore principles behind
0:36
content marketing, how you do it right, and then hopefully how if
0:40
you do content marketing right. And then if you advertise a
0:43
program that's for those of you who are coaches, consultants,
0:49
you know, those kinds of people, hopefully you'll be able to run
0:55
everything so that they converts and then you get clients at the
0:57
end of the day. So let me give you a little bit
1:00
of a background. You know what, on second
1:02
thought, let me not go too much into his story, but basically
1:05
just know that Franklin is in recovery from drug addiction.
1:11
And so his whole ministry is built around that.
1:15
People who are currently in drug addiction or people who are on
1:19
their way out or trying to plan, you know, trying to get out of
1:23
drug addiction. So summary, that's it.
1:25
I'm not going to give any more details.
1:28
So Franklin started his content creation journey in January of
1:33
2026. That is, let's just round it up.
1:36
Let's say not five months now let's round it up five months.
1:40
So that will give a context. Then the message that he sent,
1:44
you know, the usual, good afternoon, Sir, trust you're
1:46
doing great, blah, blah, blah. I've been trying to market this,
1:50
this last one last week across my social media platform.
1:54
And then he attached the video, but no one seems to have
1:57
indicated interest. Is there something I should do
2:00
different? OK, so he sent me the video and
2:04
then he also sent me the, what's it called, the video and then
2:09
the the flyer, the flyer that he used to promote it.
2:12
So he's been trying to promote it across social media platforms
2:15
for one week, but nobody is indicating interest.
2:18
Now I'm going to, I'm not going to describe the video or the
2:21
flyer because for the purposes of what we're trying to achieve
2:24
now, you know, that's not important yet.
2:26
But let's go quickly into some principles behind content
2:29
marketing and some of the main issues that we're supposed to be
2:31
looking at. Now for those of you who are
2:34
listening to the podcast for the first time, marketing is the
2:40
business function that tells the whole world, that tells the
2:44
neighbors, that tells you know, people within your vicinity.
2:48
Marketing is a business function that shouts, it tells everybody
2:52
I exist. This is what I do.
2:56
This is how I can help you. This is how you can work with
2:58
me. This is the benefit you will
3:00
enjoy. Marketing is mass broadcasting
3:04
as in we, they shout because we want everybody to hear us.
3:07
We want people to feel us. We want people to know that
3:10
we're on ground because like my guy, Grant Cardone says it's not
3:15
really my guy. But anyway, so like Grant
3:17
carried on says, you know, nobody can do business with you.
3:20
In fact, I can't know. How does he say it again, nobody
3:22
can flow with you unless they know you.
3:24
All right, let me repeat that again because some of you, you
3:30
know, you start off, you say business is hard and things like
3:33
that. Then by the time I asked one or
3:34
two questions, I just said, OK, this is the problem.
3:37
Nobody can flow with you until they know you.
3:42
Nobody can give you money until they know that you exist, until
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they know that you're on ground, until they know that you're
3:50
reliable, until like people need to see you first.
3:55
They need to know you before they can flow with you.
3:57
So marketing is that business function.
4:01
If you know, they shout, this is me, I exist, I'm over here,
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this, I can help you. This is how you benefit from
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doing business with me, blah, blah, blah.
4:12
If you don't do that, then you're dead on arrival.
4:18
So the next step is sales because when we do marketing,
4:22
remember it is mass broadcasting.
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So we they shout, everybody will hear.
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Hopefully one or two people will come forward.
4:29
For those one or two people who come forward, you know you will
4:33
start to relate, you start to have a conversation one-on-one.
4:37
From those one-on-one conversations, hopefully you
4:39
close a couple of deals, but this is the relationship, this
4:42
is how it works. First of all, you shout, one or
4:47
two people go indicate, then you start talking to those people,
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hopefully you close some deals. So for those of us who schooled
4:53
in Lagos, because I went to Saint Gregory's College, some of
4:56
you say Oberlende, but now it's Oberlende, SW Ikoi, that's what
5:00
we call it. So I went to Saint Gregory's
5:02
College, SW Ikoi and for those of you who went to school in
5:06
those days, you remember now you get to Oberlende bus stop.
5:10
You open it on that bridge. You enter the car, the boss, the
5:15
downfall, you're heading to a catcher.
5:17
By the time we I can't remember that first bridge that you climb
5:21
up, climb down there as you're approaching the mainland bridge
5:24
at this point now nobody's getting off the bus.
5:26
There was always that one guy who will stand up.
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I will say praise the Lord. Everybody will say Hallelujah
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and they will say brothers and sisters, you know, Novak's and
5:34
pastor so so so and so and so and so and that today I want to
5:38
talk to you about our Lord Jesus Christ.
5:39
Something something, something from talking to Jesus Christ.
5:42
The guy will now enter. Do you have waist pain?
5:44
Do you have back pain? Do you have JDJD?
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Do you have this dot dot dot dot as I'm see very smooth
5:48
transition. You start by praise the Lord.
5:50
Next thing you're trying to sell miracle drug then basically his
5:55
whole speech will be you know if you have hypertension, if you
5:58
have BP, you have this you have that you know God will heal you
6:00
but take this product. You know low low sperm counter
6:03
back pain this not that you know all those miracle drug that is
6:08
marketing you enter the bus you say praise the Lord people shout
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Hallelujah see response people don't engage then give your
6:18
sales speech. Now usually one or two people
6:21
will raise their hands and I was always wondering now who are
6:23
these people raising their hands like I don't know you from
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anywhere You want me to just carry this thing that you're
6:27
selling. I'll just be drinking it because
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because of what? Like I don't know you.
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But anyway, the guy will make a couple of sales.
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Then by the time we finish from that mainland bridge I'm
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approaching. That is your corn job bridge.
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I can't remember. There's one bus stop there.
6:42
I can't remember the name because I've been in Lagos in a
6:44
very long time. The guy would drop them and then
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we'll move and guess what, the journey continues.
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He will hop on the next bus and it starts all over.
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Praise the Lord, Hallelujah. And then miracle drug low sperm
6:56
county, JDJD, back pain, hypertension, diabetes, all
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these miracle drugs, right? So that's how it works.
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Marketing shout, let people see you, then sales, one-on-one
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interactions. I repeat, because some of you
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get confused, you know, which is better, sales or marketing?
7:15
No, like none is better. They work hand in hand.
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It's a partnership, all right, So marketing will do its part,
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sales will do their own part, but that's how everything works.
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That's the connection. Bear that in mind.
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That's the spirit behind all the things we're going to discuss
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now. Marketing and sales shout, let
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everybody see me, Let people know me.
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Then I say let people flow with me.
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People should know me, then they should flow with me.
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That's how it works. Know me, flow me.
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All right, OK, where was I now in the old TV era.
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Sorry, look at me saying old TV era as if TV era is over.
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TV is still here, but in the television era before Internet.
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All right. For those of us who are late
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70s, early 80s children, the marketing models were around by
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then. Yes, I know I was an embryo by
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then. But The thing is, you know, my
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mom ended up being an advertising, a marketing exec.
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So, you know, I used to hear one or two things and then from her
8:17
books I used to read one or two things.
8:19
So the model that was dominant during that era was either Aida,
8:24
it's an acronym Attention, interest, desire, action.
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I repeat, those days when we wanted to market through TV, the
8:37
marketing professionals were thinking about taking people
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through 4 distinct and related stages, Attention, interest,
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desire, action. Let us create attention, then
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let us generate interest. Let us instill desire in a
8:56
couple of people and let us get them to take action.
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So with what I've said, now know me, flow with me, shout, let
9:08
everybody see that I'm here. Then I try and collect money
9:11
from one or two people. Is five months enough to build
9:17
authority positioning in the drug recovery space?
9:24
I repeat, frankly means well. He wants to talk to people in
9:31
recovery, but honestly, it's five months enough to establish
9:37
yourself as an authority, especially since we're talking
9:41
about something very like, this is a serious thing.
9:43
It's a very, very serious thing. It's not as if we're trying to
9:46
do relationship coach. Yeah.
9:47
If you're trying to do relationship coach, you know, by
9:49
the time you talk about boyfriend, girlfriend issues for
9:51
five months, Yeah, I guess people who take you seriously
9:53
there, She's a relationship coach, but that was boyfriend,
9:56
girlfriend. This is different.
10:00
This is mental health. This is health and safety.
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This is physical health. You know everything.
10:08
Health, health, health, health is a medical something.
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I don't think 5 months is enough to build.
10:16
Excuse me, Your reputation as an authority in that space.
10:23
And Franklin, let's be frank, you've not been posting every
10:26
day. Let's just be frank.
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But even if you are posting every day for seven days a week
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for five months, I doubt that is enough to establish yourself as
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an authority so that when you now roll out your course or when
10:40
you now roll out your program, people will start rushing you to
10:42
buy. So that was one problem for
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those of you who experienced something similar to Franklin,
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you know, you've been posting, it's been 5 months.
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You're only at your first course.
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I'm trying to troubleshoot now to show you some of the
11:00
problems, why the business is not taking off.
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Then matters of credibility. Credibility just means, how did
11:11
I put it? Now, credibility means you sound
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believable. Let's just leave it like that.
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Credibility. You sound believable.
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Now, matters of credibility. Yeah.
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Yeah. Are you credible?
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Yeah. Franklin, because you are
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dealing with these things. You have lived through it.
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You have suffered the consequences.
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Yes, you have some credibility because of your personal story,
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but your personal story is only one aspect of the equation.
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Are you credentialed in this space?
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Do you have the credentials? Do you have the formal
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certifications? Unfortunately, when we're
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dealing with medical issues and things like that, all these more
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stringent, like more stringency is required when dealing with
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all these medical issues, unfortunately.
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So if I want to do relationship coach, that one is different.
12:05
Like who cares? OK, relationship coach, life
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coach, who cares? But the moment I want to say I'm
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a mental health professional or I'm a medical doctor, or I'm
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curing people from this ailment or that ailment, or I'm helping
12:22
people with this psychological issue or that psychological
12:24
issue, it is different. The authorities will look at
12:28
things different and people who are seeing your content will
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look at things different. OK, So for those of for those
12:36
people where they form relationship coach and no
12:39
problem, don't have this issue or Franklin, unfortunately,
12:42
whether you like it or not, you will have this issue.
12:46
So your personal story gives you some credibility, but are you
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credentialed? I tried to hint at this with our
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earlier conversations. I didn't think you get the
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point. You got the point.
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So I'm saying it now, not because I'm trying to rag on
13:00
you, but I want you to know, and also for the benefit of other
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people who are listening, you guess on kind spaces that your
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personal story is not enough. You would need something else.
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So frankly, just take that out. Then remember, we're talking
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about content marketing. Now, what is content marketing?
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Content marketing is when you do what Franklin did, which is
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you're putting out content all right, regularly over time, the
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content you're putting out is supposed to be stuff that people
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are interested in and that people will engage with.
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Hopefully from people engaging, a couple of people will reach
13:41
out to you to have conversations.
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And then from those conversations you have one or
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two deals. Remember what I said in the
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beginning? Marketing.
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You suppose they shout, everybody should hear you.
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Then from that shouting one or two people will come forward.
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Then come conversation. Then from there close deals.
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This is how content marketing works.
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First you go shout. Mass market, you go blast.
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You understand full blasts, not half hearted blasts.
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Those of you people who write one blog post in January, maybe
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you make one video again third week in January, then February
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14th you drop one video, then maybe March like you are not
14:28
serious, you have not started. I repeat, you put out two pieces
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of content in January, one piece of content in in in February,
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maybe maybe March. You pick up you now post like
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12. You have not started attention,
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attention grant I don't talks about the attention economy.
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Well, at least he used to. I can't remember who else.
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Gary Vee, I think also you should talk about the attention
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economy. Attention algorithms are busy.
15:05
Things are happening all the time.
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If you're doing half, half, nobody is even hearing you
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remember ADA, attention, interest, desire, action.
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So the companies that were there big in Nigeria back in those
15:19
days, late 70s, early 80's, the fast moving consumer goods
15:23
companies, you know, Johnson's and Johnson's, what else?
15:27
NBC, you know all these companies, what were they doing?
15:31
Advertising, Steady, steady, steady.
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Remember now is this Secrets of the Rose are the secrets of the
15:37
sand and all those programs that used to show those days they
15:40
used to. It's not like the advertiser on
15:42
one day. They don't advertise for the
15:44
rest of the week. Monday bam advertised Tuesday,
15:47
Wednesday, Thursday, Friday, Saturday, Sunday advertised.
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Steady attention shout. Some of you are doing things
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half hearted. That's the problem.
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Today you post, tomorrow the bodies week, next tomorrow I
16:08
didn't feel like the spirit didn't move me.
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Like you are not serious now being dramatic when I say shout.
16:16
That's the attitude. So your content marketing cannot
16:22
be anyhow. Anyhow, as the spirit leads,
16:25
today I do something, tomorrow I don't do something.
16:27
No consistent. Pick a cadence that is OK for
16:30
you. If you can do every day and they
16:34
move now. If you can do once a week, OK,
16:36
no problem. But see, honestly speaking, the
16:40
problem with that once a week is anyway, let me just stop.
16:45
But you know what? Once a week is a bad idea.
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None of you should say once a week.
16:49
It's a bad idea. People's algorithms are busy.
16:52
You're posting only once a week. Nobody's going to be able to see
16:54
you. You're competing with a lot of
16:56
things going on out there for attention.
16:58
All right, once a week is not a good idea.
17:01
But I will say you must do every day.
17:03
But once a week you have not started.
17:05
I repeat, once a week you've not started.
17:08
It depends on your space. If you're in highly professional
17:10
industries, like for instance, I was talking to a cardiologist.
17:14
I was speaking with a cardiologist, this was last year
17:17
at an event, and we're talking about AI, artificial
17:20
intelligence as it relates to medicine and then things like
17:23
that. OK, fine.
17:24
No problem. You're in that kind of space.
17:26
You're only posting once a week. It's different if you write 1
17:30
Seminole piece, 1 Seminole post every single week.
17:33
Your profession, your fellow professionals read it.
17:35
You know, the that kind of thing.
17:36
Yes, OK, maybe, maybe they can work.
17:41
But you're a health and you're a recovery coach.
17:42
You only want to be posting once a week.
17:45
Or you say you're a relationship coach, you only want to be
17:47
posting once a week. You're a marriage coach, you
17:50
only want to be posting once a week.
17:51
You are not serious. Once a week means you've only
17:55
posted in a month. It only means you posted four
17:57
times in 30 days. It means you only posted four
18:00
times. Remember what I said, ADA
18:02
attention, interest, desire, action.
18:04
I say you suppose shout attention.
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How will you garner attention with just four posts in a month?
18:11
How? It's not possible.
18:16
OK, let's say recovery. Let's say I'm somebody with at
18:19
this at the sniffer cocaine, by the way, I don't, but let's say
18:22
I did sniff. So I sniff, I get high when I
18:26
crash and I come down, I open my phone, I go to YouTube.
18:30
You know how they watch him? You know, things like that.
18:32
Maybe you're something comes up one time, you know, and I just
18:35
wipe and that you know, country and I just they watch him like
18:38
you won't reach me. You need to be coming up on my
18:42
timeline today on my timeline, tomorrow on my timeline next
18:45
tomorrow on my timeline. Eventually one day I'll say Kai,
18:49
Maybe he's God reaching out to me.
18:51
Let me buzz this Franklin guy self.
18:52
Let me see what he can do for me.
18:54
I'm tired. So all of you people who want to
19:01
be coaches, life coach, relationship coach, marriage
19:03
coach, this coach, that coach, hope you guys are catching what
19:07
I'm putting down a Ida attention, interest design
19:11
action. The first one is attention.
19:12
Attention means you suppose shout then consistent.
19:15
Back in the TV days, those people who are consistent, you
19:18
see the advert every day. For those of us who were
19:20
children when Indo me rolled out, remember, Yeah, was again
19:25
something I think first was Honeywell.
19:28
Honeywell noodles, you know, consistent on to all of us.
19:33
Everybody shouting Honeywell noodles, give me Honeywell
19:35
noodles. Then Indo me wanted to enter the
19:38
market. What did Indo me do?
19:40
Indo me Indo me Indo me noodles steady, consistent and
19:46
advertising. Then next to mommy, mommy give
19:48
me Indo me, give me indo today. Indo me is a household name.
19:51
It's not from showing up once. It's from showing up steady,
19:53
steady not giving up every day. Indo me Indo me We don't hear a
19:58
word until the thing came into a see if you don't believe me,
20:02
right. Let's say you're a 20 something
20:03
year old person. You know, whatever you're
20:05
chilling up with your older siblings, you know, 30-40,
20:08
fifty, just try it on the just saying Indo me, Indo me.
20:12
Look around at their faces. See everybody with a smile, say,
20:14
where did you hear that? They will finish the song for
20:17
you. Attention of five months.
20:24
It's not enough. So back in the day it was OK.
20:29
One commercial on TV showing once a day.
20:33
Sorry, showing twice a day on the programs, you know, for
20:37
seven days a week. Yeah, that was OK Nowadays, I'm
20:39
sorry. You need a whole lot more, eat a
20:42
whole lot more. Some of you start talking about
20:44
quality versus quantity. I don't want to hear you.
20:46
Quality versus quantity, people. You're just making up excuses.
20:50
You can do plenty and it can be high quality.
20:53
It's not the production value. It's the thought process that
20:55
goes on behind it. That's the reason why I'm here
20:57
multiple times a week. There's nobody that will tell me
21:00
that what I'm putting out here is not called.
21:01
It's not quality. Nobody.
21:05
The only complaint I've had is that guy.
21:07
You probably feel cool. It's hard to keep up.
21:09
That's the only company that I've heard, but nobody has told
21:11
me that guy or more. No quality and it's been 20
21:14
minutes, so let's move now. If you're going to have a
21:20
successful content marketing campaign, number one, content
21:22
calendar. And I tell all of you, for some
21:24
reason people don't listen, then they run into trouble.
21:27
You can't start without the content calendar.
21:29
I've done over 1500 episodes. The reason why that is possible
21:33
is because I have a content calendar.
21:34
I have a content strategy. This is who I'm talking to.
21:37
This is what I'll talk about. These are the issues.
21:39
These are the questions that I'm going to answer every single
21:41
day. So even if none of you ever send
21:44
me a question again in my Evernote, my old contact, sorry,
21:50
my old content calendar that I didn't finish, I still have 800
21:53
questions there unaddressed. So assuming none of you ever
21:57
reach out again and send me a question, guess what?
21:59
I can still run for 800 episodes.
22:03
The content calendar gives you the security that you need to
22:06
continue. You never have to wake up and
22:08
say, what should I post about today?
22:10
What should I write about today? What should I talk about today?
22:13
You won't have that question because you've already thought
22:15
it out ahead of time. So Franklin, I told you, and I
22:18
hope you took my advice and I tell everybody else at least one
22:22
year, which are GPT and all these tools.
22:24
It's easy to come up with content calendar for one year.
22:27
If you don't like AI tools and you don't think you're that
22:29
smart, no problem. The questions that people ask
22:31
you around your area of specialty, start writing those
22:33
things down. That's your content calendar.
22:35
So Franklin, people have been asking you questions like ha,
22:37
ha, how did you come off drug addiction?
22:41
You know, so that's a question. How did I come off drug
22:43
addiction? If somebody else comes here and
22:45
say, oh, doctor is treating me for drug addiction, They're
22:47
giving me morphine. Excuse me?
22:50
I'm not a medical doctor by the way.
22:51
So I'm just making stuff up. They're giving me hydrochloric
22:54
something, something, something as an alternative to cocaine,
22:58
you know, does that work? That's it.
22:59
That's another podcast episode. If you're coming off of cocaine,
23:04
you know, what are the alternatives to use?
23:05
Any question that people are asking you just be putting it
23:07
down there. Question, put it, put it, put
23:09
it. And guess what?
23:10
You never run out of questions, do people?
23:12
People keep asking me questions every week.
23:16
Somebody will say, oh boy, you're creative.
23:18
I'm not creative. All I'm doing is answering
23:19
questions until the day people stop asking me questions.
23:23
And of course that's not going to happen because people will
23:25
always have business challenges. I'll never run out of a topic.
23:28
So content calendar, Use AI. Come up with a year's worth of
23:31
content. You don't like AI?
23:33
No problem. Sit down and do some creative
23:35
thinking. You're not creative?
23:36
OK, No problem. Just answer questions that
23:39
people ask you. Bam, finish cotton, calendar
23:45
sorted. Deal with questions that people
23:49
ask, issues that people want to know around your space.
23:54
So Franklin, if you didn't take my advice, then take it now.
23:57
At least one year's worth of content.
23:59
The whole idea is I need some security.
24:04
I should never be in a situation where I'm stranded.
24:06
I don't know what I'm going to post today.
24:07
I should never be in that situation.
24:09
Then let's have an honest conversation about the time
24:11
required to build authority. For those of you who are
24:13
aspiring coaches, remember talking about talking to a
24:18
someone who wanted to be a feminist lifestyle coach.
24:23
Now marriage coach this coach that coach.
24:28
Look, it takes a long time to build authority.
24:31
Content marketing is a long term game.
24:33
Long term in business means three to five years and above.
24:37
So in other words, don't expect this thing to pop off, pop off
24:43
in less than three years. Don't.
24:45
It takes a long time to, to, to to build authority.
24:50
It takes a while before people start saying, oh, oh, yeah,
24:53
that's Franklin. He's a drug recovery guy.
24:55
Oh, oh, yeah, Establish him a he's the business guy.
24:58
Oh, oh, yeah, that is that's Eva Sinachi.
25:02
You know, she's the Prime Minister, coach, lifestyle
25:04
coach. Takes a while.
25:08
Stop expecting things to pop off in less than one year.
25:11
There are some people who pop off in less than one year.
25:13
That is the anomaly. That is not how things normally
25:17
happen. But even if you don't agree with
25:19
me that it's the anomaly, I think I happen.
25:21
OK, no problem. Go and ask them.
25:22
How do you do it? By the way, I don't believe all
25:27
those people who claim that they do it in less than a year
25:30
because by the time you look at their story, you'll see that.
25:32
Oh, OK, OK, OK, let me give you an example.
25:35
Remember, I used to be in the event space photography.
25:37
There was this photographer who used to talk about how he became
25:43
a a, what's it called? Like a premium, not premium.
25:46
I can't remember. He became like a celebrity
25:49
photographer in less than one year.
25:51
And his story seemed OK. It seemed OK until I heard him
25:56
on the podcast and then he talked, started talking about
25:58
how he was a photography teacher and he taught, he was an art
26:04
teacher who taught photography in a certain school.
26:07
Then he put together a photography club.
26:10
Then one of the students said, Sir, we can be making some small
26:15
coins from this thing. And I said, really say yes.
26:18
Spoke to their parents. The parents said was OK, no
26:20
problem. They all started in business
26:22
together as a photography club. Then they ran weddings for was
26:27
it five years or something like that and became very, very
26:29
profitable. Then he thought he wanted to
26:32
move into a premium market and then he launched that on his own
26:35
and then he did it in one year. Well, can you see that before he
26:38
did it in one year, he had been running the business with his
26:43
students for five years prior. And then of course, nahim be
26:47
lecturer. So he's exceptionally skilled.
26:49
Can you see that There's a foundation.
26:51
That's the reason why I say all these people who keep saying,
26:53
you know, in one year, in one year, in one year, go and read
26:57
their story small. You will see the truth.
27:00
The truth is it took him seven years to become a celebrity
27:05
photographer. That is the truth.
27:09
So. But anyway, if you believe all
27:10
these people, I did one. Yeah, I did one, yeah.
27:12
No problem. Go and ask them.
27:15
Now. Remember, awareness, attention,
27:22
all these things. For someone who is in the
27:26
situation of Franklin, you should be focused on educational
27:29
content, should be talking about the science of addiction, should
27:32
be talking about, I don't even know self, sorry, I didn't do
27:37
enough research before I started this, but you should be talking
27:39
about all these kinds of things to build brand authority.
27:46
That's just to get people, people to know that, you know, I
27:48
am here, I exist, this is what I do.
27:50
Then there's some kind of content that you should create
27:54
that help people. So excuse me, to help people
27:59
consider, OK, what kind of action am I going to take in
28:03
recovery? You know, is this something I
28:05
can do on my own? Do I have to be an inpatient,
28:07
you know, in going to a medical institution to solve myself?
28:10
How do I have to be an outpatient?
28:11
You know, all those kind of content.
28:14
Then there's a bottom of the funnel content that's remember
28:18
Aida, attention, interest, desire, action.
28:20
So for people who have at the desire stage or action stage,
28:25
you know, you'll also be putting out videos, you know, evidence
28:28
based videos, you know all that this is how many people succeed
28:31
on this kind of remedy, how many people succeed on this kind of
28:34
remedy, blah, blah, blah, blah, blah.
28:35
You know, things like that. By the way, you don't make any
28:37
promises when it comes to medicine.
28:38
You don't make any promises or you don't say anybody that takes
28:42
this medicine will be cured. You don't you don't say that if
28:45
you watch carefully when malaria has been malaria medicines are
28:48
being advertised on TV. They say treat treats most cases
28:51
of malaria, you know, fast treats most cases of malaria
28:55
did. If you look at the bottom of the
28:57
screen, you see hysterics, hysterics.
28:59
There is where they put the disclaimer.
29:00
They don't say they treat all, they say cures most.
29:05
When it comes to medicine, you can't be making any kind of
29:07
claims. That's 100% of people like cure
29:09
them. So don't make any kind of claims
29:11
like that. Then you also need to create
29:15
have idea for content ideas for content that are after the
29:20
funnel. People have done business with
29:21
you. You want them to keep coming
29:22
back again and again. So you go have maybe like weekly
29:25
newsletters that you send out to your former customers or maybe
29:28
have like a WhatsApp community, Telegram community, or maybe you
29:32
go to do monthly webinars and calls.
29:34
But you know, this is after people have become your client.
29:36
They're just to maintain relationship, you know, things
29:38
like that, so that you get word of mouth, you know, people come
29:42
back again because sometimes relapse.
29:44
So you want to make sure they don't any, God forbid somebody
29:47
should relapse because these are serious matters.
29:48
But you want people to still, you know, have your WhatsApp
29:51
number in case anything happens where you can see that, look,
29:58
this is serious stuff. Sorry, frankly, now I'm sounding
30:03
harsh. I'm just also trying to
30:05
Telegraph so that other people in your back who are hearing who
30:09
are in a similar situation, I just want them to clock it.
30:13
So unfortunately, it's not that simple as posting for five
30:15
months and then this thing didn't take action.
30:19
But Please remember, avoid guarantees.
30:21
Don't say 100% success. Don't say I'm curing somebody.
30:24
Don't. No, no, no, 'cause they're legal
30:26
issues involved and ethical issues involved.
30:29
You know, I'm a former lawyer with now, I'm now a business
30:31
consultant. But in this kind of thing, never
30:34
say, you know, 100% success, never say that.
30:37
And then there are some associations that you can look
30:39
to. One of them is an Oibo
30:40
association, that's the NAATP, the National Association of
30:45
Addiction Treatment Providers. So go and check the website,
30:48
check their code of ethics, you know, things that are go and
30:50
learn. All right, then try and see if
30:52
you can find equivalent bodies for Nigeria because remember,
30:58
frankly, your experience is not your experience is is not
31:04
enough. There's a lot more then for the
31:07
advertising campaign that you ran.
31:09
We have to consider a few things.
31:10
The more on the targeting, was it right?
31:13
Sometimes the advertising campaign fails because we didn't
31:17
target the right people. If you send a the right advert,
31:22
correct advertising, but you send it to the wrong people, you
31:24
will flop, you will fail. So back to those people, Indo
31:29
me, Indo me, Indo me noodles. They were targeting us children.
31:35
You put it on shows that we children watched.
31:38
So if you do Indo me Indo me Indo me noodles, but you now go
31:43
and put it on CNN or you now go and put it on NTA news.
31:47
You will flop. Beautiful advertising campaign.
31:50
But the children are not hearing it.
31:51
The children need to hear it and they need to sing it.
31:54
Then they'll say mommy, mommy buy me Indo me.
31:56
So targeting in Facebook, did you give Facebook correct
32:02
instructions that Facebook only showed is my advert to this kind
32:04
of people, this kind of people, this kind of people.
32:06
If the advert reached the wrong people, there's no way you end
32:09
up, you end up making money from this.
32:12
Then reach. Reach just means how much money
32:14
did you spend? The amount of money that you
32:16
spent is how far the gospel is going to go.
32:19
So if you drop 1 billion, your message will go far.
32:24
But if you want to do advertising campaign but you
32:26
only drop 5K, where will 5K carry you?
32:29
Where? So targeting is our targeting
32:32
correct? Then reach how much money did
32:34
you drop? How much bad did you drop?
32:36
You want this thing to spread far, you need to drop serious
32:39
money. You understand?
32:41
You want this campaign to go out all over Niger.
32:44
You need serious money. Don't want to be running 5K
32:48
campaign, 10K campaign, 15K campaign.
32:50
I think that you're doing work then the copy the amount, the
32:54
kinds of words that you used. So did you use the right kind of
32:58
words? Unfortunately I did.
33:00
I didn't think so because your language was buy now, buy now,
33:03
you know, that kind of thing, buy now, sports limited, things
33:06
like that, slots limited, you know, take advantage of this
33:09
now. So that is direct response kind
33:13
of marketing. Unfortunately, direct response
33:15
is not reasonable given your circumstances.
33:18
You need a different strategy. What you should have done was
33:21
this. You should have run the
33:22
advertisement, but run the advertisement to a landing page.
33:28
From the landing page, people will read small.
33:30
Maybe you now promise them a free WhatsApp call to talk about
33:33
their journey in recovery. When people are now chatting
33:36
with you in WhatsApp or talking with you from WhatsApp calls,
33:39
you will now have a chance to now convert people to say, yeah,
33:43
my brother, sorry. Oh, you know what?
33:45
These are the kind of things I actually can do.
33:46
Oh, my sister. Yeah.
33:47
Well, ladies are the things I kind of do.
33:49
Then you now talk money and then say how many deals you close.
33:52
So for you, you should have run the ad.
33:54
The ad should have taken people to a landing page.
33:56
From the landing page, you try and talk to one or two people.
33:59
And remember, sales is always about talking to people.
34:02
Always, always about talking to people.
34:03
If you didn't talk to anybody, you're not the salesperson.
34:06
You are an order taker. Order taking is also OK.
34:08
It's not bad, just don't confuse yourself.
34:10
If you're an order taker, don't conceive confuse yourself.
34:13
You're a salesperson. That's how somebody who said
34:15
that they've been in sales, you say, OK, what's your sales
34:17
experience? You say I'm working at the
34:18
Anjobi. That is not sales, it is order
34:20
taking. The building is there, the
34:22
signboard is there, the graphics are there, People who are hungry
34:25
come and walk in. You are not doing sales, you are
34:27
just taking orders. As you know, I'm sitting on
34:31
interviews for my clients who want to hire sales staff.
34:36
You now say you have sales experience.
34:37
Sales experience how you say? Yes, because I worked in Mr.
34:44
What's the Nigerian 1 Mr. Biggs? Yeah, I was about to say
34:47
McDonald's. You know I worked in Mr. Biggs,
34:51
you are not in sales. You are an auto taker because
34:54
Mr. Biggs is there, the signboard is there, the
34:57
hamburger is there, the rice and the chicken is there.
34:59
The picture of the big cook is there.
35:01
Somebody's driving by the see the sign, the entire side.
35:04
They walk up to the counter. You only just to smile, in fact
35:07
in Nigeria, so they won't smile at you again because they are
35:10
frustrated. You only just to stay there and
35:11
say yes, how many chicken, how many pomo, how many egg, how
35:16
many Fanta? You are an order taker.
35:20
So order taker is not bad, right?
35:23
But if you didn't talk to anybody, don't say you're doing
35:25
sales. So Franklin and other people
35:30
like Franklin, relationship coach, feminist lifestyle coach,
35:34
run the ad. The ad should land people on to
35:37
take people to a landing page. They click on the ad, the end on
35:39
the landing page. Are you tired of patriarchy?
35:42
Do you want to live your fullest life?
35:44
Something something, this is my story, blah blah blah.
35:46
This is my whatever. If you want to have a call, if
35:49
you want to have a free 5 minute call with me about how feminism
35:54
is destroying your chances for career, click here, ma'am.
35:56
They click, they enter into your WhatsApp, you start talking from
35:59
talking to people. Oh, patriarchy.
36:01
Oh patriarchy. Nasui do me.
36:03
Nasui do me. It's from there that you will
36:05
now say, you know what, just wire ME150K to be a part of my
36:09
coaching program. You know, we will.
36:11
Something, something, something, blah, blah, blah.
36:13
That's how it works. Now, there are some people who
36:16
have the brand equity to be able to run an ad without the whole
36:20
landing page thing. Some people have that brand
36:22
equity, like excuse me, like Uncle Tony.
36:25
Now, for instance, Tony Lumelu, you know, he's one of Nigeria's
36:28
billionaires because he owns stakes in some of the generating
36:32
companies, you know, people who generate the companies that
36:35
generate power, that we need power.
36:37
You know, as per Napa, they generate electricity.
36:40
Then you know, he started off in banking and he currently is the
36:44
chairman of hairs holding. I think he had the own Transco
36:49
built in, the own hairs insurance and a bunch of other
36:52
stuff. So Tony Illumelu, certified big
36:54
boy. If Tony Illumelu today, all
36:59
right, he won't do this because it's beneath him.
37:01
But if today in 2026, he runs an advertisement on Facebook saying
37:07
I'm doing a dinner, if he doesn't even have to do
37:10
advertisements, all he has to do just create the post, post last
37:14
song, that's all single post on his profile.
37:19
Just say hey is your boy Tony Lumelu having a dinner with?
37:24
We have a limited slots only just 30 people So if you want to
37:27
hang out with me 600,000 naira blah blah blah click the link
37:32
below. Oh by the way Dango 2 will be
37:34
passing through. Oh I'm telling you one day it
37:36
will sell out because we were like only 600K to spend time
37:42
with Tony Lumelu. Me and him will be on the same
37:44
table and he said Dango T is even passing through is only 600
37:47
K people will drop it. He said 30 slots like that one
37:50
day, 18,000,000. Tony Aluma, you can pull that
37:53
off because he has the brand equity.
37:58
You don't have to advertise. I'm telling you, all he has to
38:00
do is just put it on his page. We'll be having dinner at the
38:04
Hilton. In fact, to make it even through
38:08
TV says we'll be having dinner at my house.
38:11
OK, no, if it's not about my house, that 600K won't make
38:14
sense. Maybe we'll be like 2M or so
38:17
because now it's his house. So it has to be some premium
38:19
people, maybe 5 himself. And you know what?
38:24
I'm speculating at this point, so let me just stop.
38:26
But I'm saying that yes, someone like Tony Alumudu, yeah, he can.
38:29
He can pull that off 30 slots only by now we're here.
38:33
None is different. So direct response doesn't work
38:36
in all, doesn't work in all circumstances.
38:39
So dear life coaches and other people remember ad campaign from
38:44
ad campaign to landing page that people see you small from
38:47
landing page, try and get people to your WhatsApp or get people
38:51
in your e-mail inbox or something.
38:54
So it's from that emailing, from that whatsapping from that phone
38:56
calling. Hopefully you'll be able to
38:58
close a couple of deals. So sorry, Mr. Franklin, that I
39:02
went on for 40 minutes. But the problem is you didn't
39:08
give this thing enough time. My brother, it's only been five
39:10
months. If we stretch it, it's only been
39:13
five months. Realistically, it's been four
39:15
months, you know, and a few days.
39:19
You try to milk your audience prematurely.
39:21
But don't feel bad. Everybody makes that mistake.
39:23
Me too, I try to make, I made that mistake too.
39:26
My first campaign, my first thing, zero, no orders, no
39:30
orders at all. None.
39:33
Nobody interested. So it's normal.
39:38
So this campaign was premature. Now, frankly, if you remember
39:44
the conversation that we had before and that's the reason why
39:48
I was, I was working for you. Yeah, I told you, what's the
39:51
plan for the money? You said, don't worry, I will,
39:53
I'll take care of that. Let me repeat it again for the
39:58
benefit of other people who are listening, because content
40:00
marketing strategies take a long time, remember three to five
40:03
years. I will always ask you the
40:06
question, what is the plan for the money today?
40:10
Because while you're content marketing for three to five
40:12
years, how you be paying school fees now?
40:16
How you be eating food now, how you pay DSTV now, how will you
40:21
pay a fuel now? By the way, this is the reason
40:24
why for those of you who are still in uni, that's the reason
40:27
why I say now is the time. So if you are in uni here too,
40:30
you're going to do content marketing, content marketing, no
40:32
problem. Your father will be happy with
40:34
you. Your mother will say ah, that's
40:35
my son, that's my daughter. They will support you over the
40:38
three years when you are making content.
40:39
By the time you don't graduate, you know, you don't build, you
40:41
know your reputation on they grow.
40:43
You understand reason that you now start trying to monetize
40:47
some stuff. So those of you in school, now
40:51
is the time you are at university 100 level.
40:55
Now is the time begin content marketing.
40:59
It'll work perfect for you because now there's no pressure
41:02
transport money pops. You will give you food money
41:08
moms, you will sort you when times are off.
41:11
You know how you know student life now we'll cope.
41:14
Somehow, somehow, somebody will have Gary, somebody who have
41:16
beans. You know we're off it.
41:18
Now is the time. But for those of you who are
41:21
aspiring content creators, stop avoiding this question.
41:26
What are we going to do for immediate cash now, Sustenance
41:30
money now. Sustenance money today,
41:33
transport money today food money today, next month while you are
41:37
trying to remember ADA attention, interest design
41:40
action while you're trying to work on attention, while you're
41:44
trying to build authority, while you're trying to build
41:47
reputation, while you're trying to build audience.
41:48
What will I do for money today is the money part that is going
41:51
to frustrate you for most people.
41:54
You go ahead, you start, you don't pay attention to this
41:56
thing. Then your wife starts to
41:58
complain. You resign and then you go and
41:59
get a job. You now say business was hard.
42:02
No, no, no, it's not that business was hard, man.
42:04
You picked a model that didn't work for your circumstances.
42:07
You picked the wrong model. That's the reason why I tell a
42:10
whole lot of you who say I one star podcast.
42:11
That's the reason why I say don't.
42:14
Your primary concern now is money.
42:16
Sell something. Don't do content marketing.
42:23
A lot of you want to do content marketing because it sounds
42:25
cool, because it sounds sexy. You like seeing yourself on
42:27
video, You like hearing yourself on the podcast.
42:30
Yes, it's sexy, but doesn't pay the bills in the short term.
42:36
A lot of you should not be doing content marketing, content
42:41
creation and you know, blah, blah, blah.
42:43
Not trying to kill your dreams. I'm just saying that let's be
42:44
real here. So if you have a supportive
42:47
spouse, call your wife and say, my dear, and have that
42:50
conversation. You have a supportive spouse.
42:52
Call your husband and say, my dear, have that conversation.
42:54
You live at home with your parents.
42:56
I beg double down now. You don't have to discuss with
42:59
your parents. Just be doing it, Mumsy.
43:02
Go to see your timeline and everything you know she'll like.
43:05
That is my boy's thinking this my girl, she's you know, she's
43:08
thinking she doesn't want to be a housewife like me.
43:11
They will support you. You don't even have to discuss
43:13
it with them. Just start.
43:16
The only thing you do is you assure your parents that you
43:18
still pass your exams. Please try and graduate 21 if
43:21
you can graduate first class if you can, if you can give first
43:25
class, then just do 21 is important.
43:26
But we'll talk about that in another podcast episode.
43:29
Then Mr. Franklin and therefore other people who are in Franklin
43:32
situation, get some training, get some certifications.
43:36
Your life story is not enough. Get some certifications, get
43:40
some training for those of you who are making health and safety
43:43
claims, you are, You're a mental health coach.
43:46
You're a psychological whatever, whatever coach, this is not
43:50
marriage and relationship. It was marriage and
43:52
relationship. You know, who cares if you coach
43:54
somebody, marriage, whatever, that marriage falls apart.
43:58
You know, police won't harass you.
44:00
But if you say you're doing recovery, coach, you are meeting
44:03
somebody, you are meeting somebody, then tomorrow they
44:05
found out that the person took his own life.
44:07
You don't think police will call you a suspect?
44:11
It is not even for the protection of other people.
44:13
This is for your own protection. When we say that if you're
44:16
making health and safety claims, you go and get training, you go
44:19
and get certification, it's not even to protect other people.
44:24
It's to protect you so that you won't do something that will
44:28
cause the death or cause the harm of another person, or that
44:32
even if death or harm occurs while you're doing your job.
44:36
So it's unfortunate, but this is just life.
44:38
You know, I'm a business development consultant.
44:41
If I mess up, what's that happen is my client loses money, but
44:44
nobody dies if I mess up. Unfortunately, Mr. Franklin, you
44:48
mess up, somebody dies. So this is serious.
44:53
I'm not trying to scare you. And remember, it's for your own
44:56
protection. So that's my summary.
44:58
Give this thing more time. You better look for something
45:01
that brings cash today. In the meantime, work on your
45:05
training, work on your certifications.
45:08
The next time you run an advert advertisement, make sure that
45:11
your targeting is correct. You're getting it to the right
45:13
people. Make sure that the thing has
45:15
reached. If it's going to the right
45:18
people, but only five people are seeing it every day, what are
45:22
the chances, what are the chances that we're going to
45:25
close some deals on an advertising campaign?
45:26
Only five people are seeing it every day.
45:28
So five people seeing it every day. 5 * 7 that is 135.
45:33
Only 35 people are seeing it a week.
45:35
Then let's see 35 times for Abby 303030 that's 120 plus.
45:44
So only 140 people are seeing it a month.
45:46
If you have an advertising campaign and only 140 people saw
45:49
it last month, especially since you're a newbie in the space
45:51
less than five months, don't be surprised that 100 and people 40
45:56
people saw it and nobody clicked.
45:58
Don't be surprised. AID, attention, interest,
46:01
desire, and then action. There's not enough attention.
46:06
The people that everyone saw it like this is a credible guy.
46:09
This Franklin himself, who is he?
46:11
OK, just looks like an ordinary fellow.
46:12
OK. And then the walk past.
46:14
All right, so these might have been some of the issues.
46:18
And then let me just bring it to a close now.
46:20
It's been over 46 minutes. So yeah, if you'd love to
46:24
connect with me, just like Franklin did, call, send me a
46:26
text message or a WhatsApp message on 08064662140.
46:32
If you're interested in the 15 minute sale audit, you want me
46:34
to look at any of your business processes, the number is the
46:37
same 08064662140. Or if you're shy, you don't like
46:43
talking to strangers, that's not a problem.
46:44
Just send me a message and you can be on my WhatsApp channel
46:48
for updates. So that's it.
46:50
Thank you very much for your time and attention and I'll
46:52
catch you all some other time.