Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / How to Get Paid: Making Your Podcast Work in Africa

Transcript

How to Get Paid: Making Your Podcast Work in Africa · Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint

0:00
Hello and welcome to the podcast.
0:03
Making today's recording at home, so expect to hear some
0:05
noise in the background. Now today, I want to give a few
0:09
ideas about monetizing your podcast for Nigerians.
0:14
And that's because I've been seeing a lot of stuff on
0:17
LinkedIn lately from other podcasters, of course, about
0:20
whether it's realistic for Africans to monetize their
0:23
podcasts or not. And yes, this is a sales
0:28
podcast. So it's not a it's not a podcast
0:32
about podcasting. Sorry about that.
0:34
Yeah, I mean, so this is a sales podcast.
0:36
But you know, of course, whenever there's anything to do
0:39
about how Nigerians can make money either online or with any
0:42
other business idea, you know, expect me to troop them out
0:45
inside the matter. So that's the reason why we're
0:47
looking at this particular topic today because podcasting is
0:51
becoming a thing in on the African continent and in
0:54
Nigeria. Lots of people see us on video
0:58
or although I don't have a video podcast or hear us, you know, on
1:02
the microphone and you think podcasting is cool.
1:04
Let me get on this thing. It would be nice.
1:07
I'll build a brand, I'll make some money.
1:09
So I'll be making some podcast episodes about podcasting just
1:13
to address this sort of thing because I just want to make sure
1:15
that you guys have the right perspective and you guys have
1:20
the right expectations before you jump on board because
1:24
podcasting can be time consuming.
1:27
I mean, think about it, I've done over 1400 episodes over the
1:31
last six years. So that's a lot of time to
1:35
invest. In fact, some of you, it will be
1:37
a lot of time and money because some of you wanted to have high
1:41
production value. So you go and book a studio, you
1:44
go and rent camera gear. You, you know, go and do
1:47
everything as in you want the thing to be, you know, Guiche
1:50
bound like correct. So for a lot of you is going to
1:53
be an investment of money. And I just want to make sure
1:55
that before you start putting money down, because I know
2:01
someone who before she started and this is not now, this is a
2:05
couple of years ago when money still had value before
2:10
hyperinflation. I think she dropped like 2.3 M
2:14
I'm saying it 2.3 million. That's in equipment alone,
2:19
microphone, camera, lights, wanting, wanting wanting 2.3 M.
2:24
So before you go on drop or have money to start this journey, I
2:27
just want you guys to be very, very clear about what podcasting
2:34
is, how I can help you grow your business and why you're getting
2:37
involved in this sort of thing in the 1st place.
2:41
So the Last Post that I saw there was one guy.
2:44
The guy is actually Ghanaian anyway, but the guy don't blew
2:47
as per, you know, as per business commentators.
2:50
So the guy they make money, you know, then they call out for
2:52
sure, you know, things like that.
2:54
So what the guy was saying was that look that for those of us
2:58
in the African ecosystem that the time has not arised yet for
3:01
us to be monetizing our podcast. That the infrastructure, you
3:05
know, infrastructure, you know, never all I put now
3:08
infrastructure never set. So you can't really say that
3:12
Africans are going to be monetizing their podcast or
3:14
whether we're making money from their podcast.
3:16
By the way, I disagree with him because I don't think it's a
3:19
matter of waiting for the infrastructure to be there
3:21
because whether in Western Europe or Northern America is
3:26
not as if an ecosystem is not as if a framework just showed up by
3:32
itself. You know, people, you know,
3:34
developed things over time so we can monetize.
3:39
Not everybody has to make money from selling advertising on a
3:44
podcast anyway. So as the guy was talking now
3:49
and as people were agreeing with him in the comments section,
3:53
there are a couple of issues that I said, well, let me just,
3:56
let me just hold. I put it now, let me jump out.
4:00
Let me just articulate one or two things #1 there's a
4:05
particular, there's a reason why I record my podcast episode in
4:09
one take. I just grabbed the microphone.
4:12
I grabbed my phone and I spit everything.
4:14
I need to spit one take one time, then I save and then I
4:18
upload like that. There's a reason why if I'm
4:23
going to focus on high end production for my podcast, it's
4:26
going to involve a lot of costs. I'll have to call boys in.
4:29
Let's record this thing properly.
4:31
Somebody, guys edit this thing properly.
4:33
Because remember, I'm a consultant.
4:35
So I'm supposed to be spending my time talking with clients.
4:39
I'm not supposed to be spending my time editing videos or
4:42
editing audio. So I guess call professionals
4:46
in, let's record this thing, let's make this thing, let's pan
4:50
the audio, let's do the effects, we add the music, you know, do
4:53
this and this and that and that, you know, high end production,
4:58
right. So if I don't have that level of
5:04
cash now or if not, if I don't have that level of all I say
5:08
now, not just cash, but you know, frame of minds to to to be
5:13
doing all of these things, then I had better look for a cost
5:22
effective way of getting into podcasting.
5:24
And that's the reason why I podcast the way I do, which is 1
5:30
phone, no editing software, no video.
5:36
OK, now I don't try a small list.
5:38
I bought microphone because I plugged the microphone into my
5:42
phone. But sure, my broadcasting
5:47
strategy has been cheap, quick, efficient, you know, sharp,
5:53
sharp, sharp, sharp, sharp. So I'm not wasting too much time
5:56
and I'm not wasting too much money.
6:00
So in that case, I can continue to drive this thing and get to
6:04
revenue a lot quicker because people who are investing plenty
6:08
of money in this thing, the first thing that they have to do
6:10
actually is they have to recoup their costs.
6:12
So for like that babe, they've dropped 2.3 M in equipment.
6:16
The first thing she has to do actually is to recoup the 2.3 M
6:21
from the podcast first. But what I'm just trying to tell
6:25
you guys is not everybody needs to have high end production when
6:30
it comes to making a podcast. Too many of you are looking at
6:34
the big, you know, big, big, big names, big, big, big people are
6:37
you're thinking that is where you need to start.
6:39
You don't need to start there. I'm a perfect example about how
6:43
you can make it work. One guy or one girl, 1 phone and
6:48
that's all you need. If you want to shop, if you want
6:52
clean up, OK, no problem. 1 microphone and I've not hidden
6:56
it from you guys. The microphone I'm using now
6:57
cost 7200 naira. I haven't told you where I
7:01
bought it. Ebano.
7:02
Urbano has places in Abuja. It also has extensions in Lagos.
7:06
I'm assuming it's also in the east.
7:08
So if you're in Lagos now, all you have to do is drive straight
7:11
to Urbano. They always have a section, a
7:13
section in Urbano where they sell because, excuse me, the
7:18
outlay of their store is kind of similar.
7:20
So there's a section where you will see phone chargers, phone
7:23
stands. So if you go to that section,
7:26
you will see microphone there you see one that looks like a
7:30
big cotton board, you know cotton board.
7:32
Now, do you think you used to clean your ears?
7:35
That's what it looks like. It has a cable attached to it.
7:38
That's it. 7200 naira. You like the audio quality on
7:41
this? That's it. 7200 naira as at the
7:45
date of this recording, that's how much you think costs?
7:48
I saw it last week Friday. The thing is still there, at
7:51
least in Abuja. The thing is still there. 7002
7:54
Now the reason why I selected the one with the wire is just
7:57
because I don't like things with batteries.
7:59
Because things with batteries, they die.
8:02
You know, I've been in the event space, even though I'm a former
8:04
lawyer, I used to be in the event space.
8:07
And The thing is, you know, you need batteries for your flash,
8:10
you need batteries for the camera, you need batteries for
8:12
the wireless microphones and things like that.
8:15
So for some equipment, when the battery is low, the equipment
8:18
stops working correctly. So I didn't want to get a wired
8:20
microphone. Maybe one day the microphone is
8:23
low. Sorry, the battery is low, I
8:25
didn't know I record one of a podcast and then I now realize
8:28
that sometimes the audio is dying or the thing didn't work
8:31
at all and I realized that I wasted one hour worth of my
8:34
time. So that's the only reason why I
8:35
picked this one that has a wire, but you can pick one with a
8:38
wireless option. But sure, if you're getting into
8:42
this podcasting game, it's very possible.
8:44
One guy or one girl and one phone, that's all you need.
8:49
You want to shop while I'm buying microphone.
8:51
There's options there for 7002. Well, of course it depends
8:54
because you know, even there's even microphone of 350K wireless
8:58
microphone, you know, to set up and stuff like that.
9:01
So it's all there, whatever your budget.
9:03
So the reason why I'm saying this is basically I need you
9:07
guys to realize this. For those of you who are
9:09
thinking of creating a podcast for business purposes.
9:13
And again, let me even highlight it, business purpose, business
9:17
purpose, making money, Cudi ego owe money money.
9:26
Be clear that This is why we're doing this.
9:29
If you're somebody who is broadcasting for fun, by all
9:31
means go and podcast for fun and then don't complain that you're
9:33
making money. If you're doing this for fun, do
9:36
this thing for fun and stop complaining.
9:39
If you are worried about money, come in this thing, come into
9:43
this game with your eyes wide open and start thinking about
9:46
money from the beginning. OK, Now production value
9:50
podcast, you know, like I said, my own podcast is a low
9:53
production value because no, no GISBAO associated with it.
9:57
There's just one guy, one phone, 1 microphone.
10:00
So I want you guys to think about production value
10:03
differently. I want you guys to realize that
10:04
production value comes from your message.
10:09
So long as the thing that you're saying, so long as it makes
10:13
sense, that is all production value you need.
10:17
So before I come on the microphone, I just make sure
10:19
that, look, the thing that I'm going to talk about, is this
10:21
something people want to hear? Does it answer a question you
10:23
people have? Is it going to resonate with
10:25
somebody? So long as it meets those
10:28
criteria, then good. I already have production value.
10:31
So you're on the podcast. Not a problem.
10:33
The only production value you should worry about in the
10:35
beginning is the thing that I'm saying.
10:37
Does it make sense? Is there any rhyme behind what
10:40
it is that I'm saying? So long as you have that, you
10:44
will be fine. All right, I have over 4200
10:49
subscribers on Spotify alone. It is because even though this
10:53
is just one guy on the phone, people think this thing makes
10:56
sense and people who reach out to me determine that the thing
10:59
makes sense. Well, and that I give practical
11:01
tips. So don't worry.
11:03
After this podcast, you know, I'll go back to giving practical
11:06
sales sales tips. So if you found this podcast
11:09
because you're looking for sales advice, don't worry.
11:12
That's what I normally talk about.
11:13
It's just that since I also have a podcast, whenever people talk
11:16
about podcasting and of course people reach out to me, they say
11:19
I also want to start a podcast once in a while.
11:21
I talk about podcasting over here on the podcast.
11:25
And I think this is the most amount of times I've said
11:28
podcast in any particular podcast episode.
11:32
All right, so that's your production value.
11:34
Just make sure that the thing that you want to say the thing
11:37
makes sense, that people want to hear the thing, and they're
11:39
answering questions, questions that people need.
11:41
So as long as you're doing that, you'll be fine, even if
11:44
everything isn't perfect. For those of you who listened to
11:46
yesterday's podcast episode, I was talking and my neighbor's
11:49
chicken started doing Kukuruku. Oh, sorry, my alarm just went
11:52
off. OK, sorry about that.
11:56
My alarm just went off. I wanted this podcast episode to
11:58
not last more than 10 minutes. That's why I said an alarm.
12:02
So let me just wrap it up soon. So anyway, you see, my alarm
12:06
just went off, all right? And then yesterday my neighbor's
12:09
chicken was doing cool, cool, cool, cool, cool, cool while I
12:12
was recording, you know, But it's OK.
12:15
People don't mind that my alarm go off.
12:17
People don't mind that my neighbor's chicken goes cool,
12:18
cool, cool, and that my neighbor's Peacock goes, you
12:23
know, during the recording. They don't mind.
12:28
They still flow with me because the things that I'm saying, it
12:30
makes sense. So don't worry too much.
12:33
There's no need to raise the fact because the equipment cost
12:36
nowadays, you know, that'd be a bridge 2.3 M maybe now self you
12:40
might need to raise maybe like 4.6, you know, to get your
12:43
perfect studio. You don't need to raise all that
12:46
kind of money. Then finally, I guess what I
12:52
want to say is look, before you start podcasting, I'm going on
12:55
the Internet and start complaining about how Africans
12:58
don't make money in podcasting. Please realize that this thing
13:02
is a business, all right? A lot of us who are grabbing the
13:08
microphone or switching on camera say what they do
13:11
podcasts. It is a business.
13:14
The thing looks cool, but it is a business.
13:17
I beg those boys on medicine podcast.
13:21
You don't think that? You don't know that they're
13:23
making money. Are they not selling
13:25
sponsorship? It is a business, but you look
13:28
at them, they look cool. They're doing beard gang,
13:30
they're dressing fly and you'll say, oh, I should start the
13:32
podcast. My friend, this thing is a
13:34
business. Don't get in here and start
13:37
complaining that Africans can't make can't make money.
13:40
You just need, you know, you know, reason.
13:43
I'm well before you started. That's just the problem.
13:46
That's why people are shouting up and down broadcasters in
13:48
America are making money, thousands of dollars, blah,
13:50
blah, blah. When will the Africans turn
13:52
come? And the problem is, you know,
13:53
reason before you started, you didn't think, OK, this thing is
13:56
a business. Then from day one start thinking
13:58
how will I make money? For me was a very simple thing.
14:02
I have been a lawyer. I have been in the event space.
14:05
People are saying, oh boy, you're good at these sales
14:07
things, you suppose they consult.
14:08
I said OK, no problem. If I'm more to consult, I need a
14:11
way to break into this market, I suppose, get some kind
14:14
reputation, you know, before I come in, I suppose repackage
14:18
myself and I said, oh, I'll start a podcast.
14:21
That was it. There was a business goal.
14:24
Then I was also using it to leverage public speaking because
14:28
you know, once a photographer, people would look at you as if,
14:30
you know, the only thing you know how to do is just, you
14:32
know, to just press button, you know, check them, check them and
14:35
then edit photos. But then having the podcast,
14:39
somebody listens to the podcast, they will not know that this guy
14:42
is legit. He knows what he's talking
14:44
about. So for that event that I
14:47
mentioned, the one that was the Coca-Cola one on NBC on what was
14:55
it again, using artificial intelligence to boost your
14:57
businesses and also to boost your career.
15:01
That's precisely how I got how I got the thing.
15:05
So the reason why I keep mentioning is just because
15:06
that's the largest stage I've spoken on so far.
15:08
I spoke before an audience of about 1600, about 1800.
15:12
That's the largest stage I've spoken on.
15:14
So that's why I keep coming back to that, You know, make it brag
15:16
small. You know, that's the biggest
15:18
I've done. Before that, the largest I had
15:20
done was 600. So finally doing 1006 or 1008.
15:24
That was pretty cool. That was nice.
15:26
So I was using it to leverage speaking opportunities.
15:29
So the podcast was not giving me money, but if I was talking to
15:32
somebody who was organizing an event and they were looking for
15:35
speakers, I could say, I have this podcast and send the person
15:39
the link and say just have a listen.
15:41
Some people listen to this thing and say, oh, guess care, this
15:44
boy knows what he's talking about.
15:46
And then they'll call me back and then we'll start
15:48
negotiating. But you can see that from the
15:49
beginning there was a plan. I'm not just grabbing a
15:52
microphone to look cool. I'm grabbing a microphone
15:54
because I want to make money, because I need bar, because my
16:00
children are asking me, Daddy, I want pizza, Daddy, I want ice
16:02
cream and ice cream and pizza doesn't fall from the sky.
16:04
It happens when you make that money.
16:10
In fact, if you know anybody who is a broadcaster and the person
16:13
is complaining that Africans don't make money or the money's
16:16
in North America and everything, please send this podcast episode
16:19
to the person right now and tell this person to stop complaining.
16:22
The person is, you know, reason. I'm, well, you didn't think from
16:24
the beginning, this thing is not a hobby.
16:26
This thing is a business. And if it's not a business, so
16:30
you don't grab the microphone, then later on you come and start
16:32
complaining, say Americans are making all the money desire from
16:39
the beginning. I don't complain.
16:40
If you're a hobbyist now you're doing this thing for the fun of
16:42
it. Do it for the fun of it.
16:43
You still bless somebody's life. There are some people who make
16:46
religious podcasts and philosophy podcasts and I did
16:49
digest them. I listen to it and the people,
16:52
the people are blessing me. Well, but for them, you know,
16:55
it's either a hobby or it's a missionary endeavor, You know,
16:58
then the podcast said, you know, the one, you know, declared the
17:01
glory of God. That's my problem.
17:03
You still bless people, but at least those ones that are clear,
17:06
that own a missionary worker, they do.
17:11
This thing is a business. If you don't know how it's going
17:15
to tie into your business ideas, my friend, don't pick up the
17:18
mic. Don't start the podcast.
17:22
Before you even start the podcast, decide on what it is
17:24
that you are going to sell because the only way that you're
17:28
going to make money is number 1. You sell something on #2 you
17:33
gather an audience, you aggregate an audience, and then
17:35
you start selling access to the audience.
17:38
You know, that's advertising and sponsorships and endorsements
17:40
and then stuff like that. But before you start, begin the
17:45
people on The Honest Bunch. The Honest Bunch are a podcast.
17:48
It looks cool, Abby. They sit down, you know they're
17:50
laughing. They interview famous Nigerians
17:53
and they tell us their wonderful stories and then things like
17:55
that and podcasting looks cool. I think I'll start a podcast, my
17:59
friend. It's a business.
18:01
Have you not been seeing the people that are advertising on
18:04
that podcast and the endorsements that they make?
18:06
And then they travel for shows. If you listen to podcasts
18:09
regular, you know, here last year when they did their
18:11
European Tour, they traveled to several countries in Europe.
18:15
They even passed through Coventry.
18:16
That's where my brother lives, my friend.
18:20
They are touring from the podcast, they're podcasting.
18:23
Yes, the thing looks cool, but then they have a plan.
18:25
These people are professional speakers, professional
18:27
comedians. And then now that guy Daddy
18:29
Fresh is a is a radio host. They're leveraging this podcast
18:33
to go and do other things. This thing is a business.
18:40
If it's not a business for you, it's a hobby.
18:42
Do it as a hobby and then don't complain.
18:44
But before you start, decide, am I going to sell something?
18:48
What it is? What is it that I'm going to
18:50
sell? If you want to start selling
18:52
advertising, endorsements and things like that, they just know
18:56
it's going to take a while because you have to build an
18:58
audience. Building an audience takes a
19:00
while. I've been doing this for six
19:02
years and I have 4200. I'd be 300 and something
19:08
subscribers on Spotify. It took a while to get those
19:11
audiences, especially since my own podcasting strategies, I
19:15
want to grow organically. I don't want to pay for podcast
19:19
growth. By the way, the honest bunch,
19:21
they took a different tack. They paid to advertise their
19:26
podcast to grow. So it's not just the guest
19:29
strategy, but also they were paying for their podcast to be
19:32
advertised on different platforms.
19:34
You know, so you know, pick, pick your poison.
19:37
You want to do it organic and do it a slowly or you want to raise
19:41
some money and pay for advertising to advertise your
19:45
show like the Honest Bunch or look for a sponsor like this
19:50
guy. Tea with tea with tea.
19:52
I think Lipton, Lipton tea. I think those are his sponsors.
19:55
I haven't listened to the guy's show in a long time.
19:58
It's a correct podcast though. You know, Unilike Graduate, the
20:00
guy has done some some things in in Nigerian movies.
20:06
He has done some Nigerian movies.
20:07
I think he used to be a stylist, You know, I can't remember.
20:10
It's it's, it's been a while. So if you want to go that that
20:14
route where you have an audience and then you are people are
20:21
paying you to endorse some stuff, to advertise some stuff.
20:23
Just know that it takes a while to build an audience.
20:26
But sure, this thing is a business summary of what it is
20:29
that I'm saying. Let me just for you guys, if you
20:31
say you are an artist, you're a hobbyist, then podcast for the
20:35
love of the game. All right.
20:38
If you're a true artist, then do this for the love of the game
20:41
and don't complain that the money is only in America.
20:44
If you're a masonry like me and you like money and then you know
20:48
you want to buy pizza and ice cream for your kids or you want
20:51
to do foreign travel for your wife or you know you want to buy
20:55
Tesla Cybertruck, like I want to buy a Tesla Cybertruck.
20:58
I mean, I saw that car 2 days ago.
21:00
That car is bad, man. That car is mean.
21:03
Even my children when they saw it, standing ovation, all of us
21:06
standing ovation inside the car. And then my wife was looking at
21:08
us like, what's wrong with these idiots?
21:10
Because my wife thinks that Miss Cybertruck looks like Mangalu.
21:14
She says that if I buy it, she's not entering inside that thing.
21:17
He says you can resemble Mangalu.
21:22
So if you're a mercenary, welcome on board.
21:24
Get the microphone and let us start thinking, how are we going
21:27
to use this podcasting thing to make money?
21:30
How are we going to use content marketing strategies to make
21:33
money? How are we going to use all of
21:35
these things to put some money in our pockets?
21:38
If you're a mercenary, welcome on board and let us start
21:41
raising it. Let us start figuring out a way
21:43
how to make this thing work. But my own honest advice to you,
21:48
if you know those people who podcast and they make you look
21:50
so cool, like, oh, it's a lifestyle thing, do not be
21:54
deceived. It is a business talker marking
21:56
1's podcast. She's interviewing people
21:58
looking cool. You think she's living her best
22:00
life, Forget it. It is a business.
22:03
I might not be able to tell you what the business angle is now,
22:06
but give me another two or three years.
22:09
You know, eventually we'll start to see that.
22:10
Oh, this podcast, where she did podcast is because she's trying
22:14
to do like this. She's trying to do like that.
22:16
She's using the podcast to leverage for something else.
22:20
This thing is a business. It's a business.
22:24
Should I say it one more time? This thing is a business.
22:27
Don't pick up the microphone because you think this thing is
22:29
cool and don't be deceived by everybody who is looking so
22:33
cool. All of them, they live their
22:34
best life. Everybody looking fly, everybody
22:37
smooth skin, everybody talk for nail up and down and everything.
22:41
Don't be deceived. It's a business.
22:44
And if you want to join us in this podcasting game, good
22:48
reason. The thing well, how you make
22:50
money use AI tools try and figure out how to start a
22:55
podcast on I don't know, I want to start a podcast on Ankara.
23:01
I want to start a podcast on African history or I want to
23:04
start a podcast on on teaching children how to be good at
23:09
homework. And then you ask the AI to how
23:12
can I make money podcasting about this?
23:15
The thing will give you a couple of ideas.
23:17
Pick one or two that seem to make sense.
23:18
No problem and then start implementing Don't worry about
23:22
production value. Just make sure that the thing
23:25
that you're trying to say makes perfect sense.
23:28
So long as it makes sense, you will be fine.
23:31
If you need proof, I am here. I have not blown yet, but you,
23:35
you are following your boy. You will see that I will blow
23:37
eventually and I'll be keeping you guys up to dated.
23:41
Every single I say up to dated. Sorry, forgive me I can't have
23:43
more. I've been updating you guys
23:45
every single step of the way. It has always been one boy 1
23:50
phone for over 1000 episodes now.
23:53
I say me A to shop. I've added one microphone and
23:56
who knows, I'll probably do another 1002 episodes just, you
24:00
know, like this. So anyway, that's it.
24:05
Thank you very much for listening.
24:06
I'll catch you all some other time.
24:09
If you'd love to connect with me, you can call send me a text
24:12
message or a WhatsApp message on 08064662140.