Latest / Closing Sales in Nigeria - Sales For The Nigerian Business Person: The Sales and Marketing Blueprint / Do Podcasts Actually Drive Sales? The Case for Niche Content

Transcript

Do Podcasts Actually Drive Sales? The Case for Niche Content · 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
Apologies because tonight's episode is one of those late
0:06
night recordings, so I have to keep my voice down.
0:11
All right, so this is going to be the final installment.
0:14
So part 6, part 7, part whatever, where we talk about
0:19
podcasting, we talk about content marketing, how you can
0:23
use podcasting as a tool for building a brand and ultimately
0:28
for growing your sales. So this is going to be the final
0:32
episode. And for those of you who have
0:37
been listening along, it's the same series that was inspired by
0:42
a listener of the podcast, let's call him Shinorambo, who is in
0:46
the financial services sector and wealth advisory in Nigeria.
0:51
And he decided that starting a podcast was going to be a good
0:55
way to promote his business and get more clients.
1:00
Now, there are some of you who would have been listening to the
1:03
series, and you might have had a nagging question at the back of
1:06
your mind, Can this thing actually work?
1:10
Can I actually create a podcast? Can I actually use content
1:14
marketing strategies? Can I actually build a personal
1:18
brand and can I use that to grow sales?
1:22
The answer is yes. And I'm going to talk about a
1:25
former student of mine. In fact, I can't really call her
1:28
a student because at most I think we had three or four
1:34
conversations and she was really off to the races.
1:38
So, you know, she was so sharp, like I told her what to do and
1:44
she did. And anyway, so I'm going to give
1:47
an example today to show you that these things are are
1:51
doable. Now, in her own case, you won't
1:54
say that she grew her sales per SE, but they there definitely
2:00
have been financial benefits for her in pursuing the podcast
2:06
strategy that we outlined together.
2:10
For those of you who are listening to this podcast for
2:12
the first time, my name is Tava Shima Adim.
2:14
I'm a former lawyer turned business consultant.
2:18
In fact, lady, we're going to talk about what's my classmate
2:20
back in university, you know, buffer me at Wall of War
2:22
University, the greatest university on the African
2:25
continent, in fact, in the world.
2:30
So if you would love to connect with me just like she did, but
2:33
you don't happen to go to school with me, that's not a problem.
2:36
You can call, you can send me a text message or WhatsApp message
2:39
on 08064662140. If you've been listening along
2:46
and you have questions about podcasting or your podcasting
2:50
strategy, you're worried about how you're executing, maybe
2:54
something is missing. If you have questions, reach out
2:57
08064662140. I'd like to have a chat and
3:04
let's see if I can be of any help to you.
3:07
Oh, and yes, I have no problem with answering questions for
3:09
free. So if you're looking for free
3:11
consulting, just let me know at the beginning of the chat and we
3:14
will answer only one question. But if you want any deep dive,
3:18
you know, you want us to go into a content calendar, you want us
3:20
to explore cadence, you want us to explore your guest strategy,
3:25
you want us to explore your calls to action in your podcasts
3:31
and things of that nature. Then we will have to book a
3:34
proper consulting session. We can book sessions hourly,
3:39
daily, weekly or monthly. It'll be up to you.
3:42
And yeah, OK, so let's just leave it that way.
3:46
So can this thing work? Yes, it can.
3:52
And I will tell you someone who did that, I'd like to take the
3:55
credit and say, you know, it was down to me.
3:58
But honestly speaking, people who comes up with me, discuss
4:03
with me, talk with me. The people that see progress at
4:07
the end of the day are people who just, you know, take it and
4:09
run with it. So sometimes, yeah, maybe
4:12
there's credit because I can say, all right, I told this
4:14
person one or two things to do. But at the end of the day, man,
4:18
progress ultimately rests with them.
4:21
And bear that in mind if you do call me up again, 08064662140,
4:29
whether you make progress or not, it's not about me, it's
4:33
about you. I can tell you everything from,
4:36
you know now to Infinity. If you don't apply, we will not
4:41
see progress. But if I tell you 10 things, you
4:45
take two or three of those things and you're wrong with it
4:48
and you progress that you see is all up to you.
4:50
So that's the right attitude. OK, so now this particular
4:54
podcast is called Trading with Borders.
4:58
The subtitle is your guide to African trade.
5:02
Again, Trading Without Borders, your guide to African trade.
5:07
Now it's hosted by my former student, for example, put it
5:10
that way, and also my former classmate back when we're in
5:13
university. Her name is Omobola Adekola and
5:18
the Trading Without Borders podcast, she designed it as an
5:22
audio guide so that people could understand the African
5:25
Continental Free Trade Treaty. Some of you are wondering, what
5:30
did you say? I'll repeat the African
5:33
Continental Free Trade Treaty. Now.
5:37
The first conversation that we had was she was even wondering,
5:40
should I even be making a podcast about this thing?
5:43
This thing is so academic. Should I make a podcast?
5:46
That was the very first question.
5:47
And when she asked me, I said, man, by all means, like, this
5:54
will be hot, she said. I said definitely.
5:59
Because you know, those of you who are on the outside and you
6:01
look at podcasting, there's one thing you guys don't understand.
6:04
You will look at the big podcast.
6:05
Like I said what I said. Well, I said what I said where
6:10
you get honest bunch and all those big ones, you know, those
6:12
ones that get millions and millions and millions of
6:15
downloads every single episode. And you think that's the way to
6:18
go. But you guys forget that.
6:21
Or rather, you guys do not realize that it's not about the
6:24
size of the audience. Let me repeat, it's not about
6:27
the size of the audience. It's about how valuable the
6:31
audience is. So for people who are podcasts,
6:34
who run podcasts, like I said what I said, those just podcasts
6:37
and you're getting millions of downloads per episode.
6:43
You're the audience is not really worth much.
6:46
So you have to sell advertising revenue in order to make a
6:49
living. And then of course, you know
6:51
that whole, you know how many cents per impressions and blah,
6:56
blah, blah. Then by the time you do that
6:57
math, because you know this advertising revenue is going to
7:00
be coming in in dollars or cents and of course, you know, naira
7:03
is useless. So even if it's only, I don't
7:06
know, 1 cent or you know, half a cent that is coming in per
7:10
impression, by the time everything add up to dollar and
7:13
then you convert it to naira, thing will make sense.
7:18
And so because of that, people are trying to build podcasts
7:22
that are as big and as broad as possible, talking about broad
7:27
based topics. And you guys don't realize that
7:31
there's money to be made in the niche, niche podcast.
7:38
Now, typically when you have a niche podcast, what will happen
7:40
is that the value of the audience will actually go up.
7:47
So maybe you'll be wondering how OK, let me use a mobile apps
7:52
broadcast to show you how that dynamic works.
7:56
So remember, if you're Linda EKG, you know, big blog, you
8:01
know hundreds of millions of people or you're on the podcast,
8:07
you know 10s of millions of downloads every single episode.
8:12
The actual monetary value of each person listening will be
8:16
small Kobo, Kobo, Kobo. But then you have a niche
8:20
podcast, maybe only 120, I don't know, maybe only 120,000
8:28
listeners or something like that.
8:32
And it's very niche. The value of the listeners will
8:36
actually be high. I will use Momola's broadcast as
8:38
an example. So this is what I explained to
8:41
Momola when we had our first conversation.
8:43
I told her, look, this thing is beautiful.
8:47
The African free trade, remember her podcast is all about the
8:50
African Continental Free Trade Treaty.
8:53
It was a long name. So some of us just say the Free
8:55
Trade Treaty. Now the Free Trade Treaty
8:58
obviously is about expanding international trade, you know,
9:02
on the African continent now, because Mobola and I went to
9:05
school together in Obafuma Wallowa University.
9:09
We both studied international trade under Doctor Bubwala.
9:15
Yeah, Doctor Bubwala Corege, kind of eccentric.
9:19
Well, you know, correct game. So we both studied maritime law
9:22
under Doctor Popola. We both studied international
9:25
commercial law under Doctor Popola.
9:27
What else did we study? We also studied International
9:30
Maritime law under Doctor Popola.
9:34
So he was our lecturer for those three course modules.
9:39
So because we studied that, the moment she said African
9:42
Continental Free Trade Treaty, do you think made sense to me
9:46
now because I've been out of law for a very long time.
9:49
You know, it's something I know of, but not something I'm
9:51
particularly interested in. But this is what I explained to
9:55
Mobila, my dear sister. I told her, look, that this
9:57
thing is perfect for a podcast. She said how I said The thing is
10:01
very simple. When people hear the title of
10:03
this podcast and when they hear what it is about, people either
10:08
are in or they're out. There's no halfway like look at
10:12
my own podcast sales for the Nigerian Businessperson podcast.
10:17
People can be kind of in, They can be kind of out.
10:20
They can be, oh, that sounds interesting.
10:22
OK, maybe I'll give it a shot. I'll listen to one or two
10:25
episodes. Maybe, maybe, maybe, maybe with
10:28
my podcast. They can be maybe, maybe.
10:31
But with mobile last podcast, it is about the African Continental
10:35
Free Trade Treaty. You either in or you're out.
10:40
A lot of you will see it and be like podcast on top waiting
10:44
again and you will move. But for the people, excuse me,
10:50
for the people, lawyers, merchants, people involved in
10:57
the policy, policy sector when it comes to international trade
11:01
on the African continent, the moment they see this kind of
11:04
thing, they'll be like this kind of podcast day for Niger, they
11:09
will subscribe. So that's why I told her that
11:12
look, this won't be hot because because this thing is so niche,
11:16
people either be in or out. There is no middle ground.
11:20
Now, the people who will be in, they will be in Hoha.
11:25
Unlike my own podcast, people like my own podcast.
11:29
You listen to one or two episodes and then you bounce.
11:34
But for Mobile Last podcast, it is specifically about the
11:37
treaty. How much information is there
11:40
about the treaty? Where will you find it?
11:43
It's not as if in Nigeria and in Africa, we do a good job of
11:45
writing about these things anyway.
11:48
So anybody who is in will be in. Anybody with subscribe, go
11:53
subscribe and they will listen. Or like podcasts like mine that
12:00
are kind of general. Some people say my podcast is
12:03
niche and I said, you know, niche enough.
12:08
The podcast like Mobile Zone, this is a real niche podcast.
12:12
In fact, this is how niche it is that 80% of you listen to this
12:15
podcast right now, you still don't know what it is I'm
12:18
talking about. You still don't understand what
12:20
our podcast is about. That's how niche it is.
12:23
But people who are in, they're in because they're in the worth
12:30
of the customer is a lot higher. It's not anyhow anyhow people.
12:38
They want to listen to a podcast that examines the legal and the
12:42
policy perspectives around international trade in Africa.
12:47
It's not any my my kind of people.
12:50
So when she writes a book or when she is speaking or when she
12:55
wants to sell products, it's not my, my people that she will be
13:00
selling these things to, unlike me, for instance.
13:03
I can be trying to sell product and some people who open their
13:06
mouth and tell me say I no get money.
13:11
Do you think any of her listener to say I no get money?
13:15
No, a podcast is niche, narrowly focused.
13:21
So a tip to those of you who are thinking of a podcasting
13:24
strategy, the more focused you are actually the better.
13:30
The clearer on who it is you're trying to target, the better.
13:35
All these broad podcasts. Broad podcasts like it can work,
13:38
but it's a lot harder. So mobile Last Podcast, the goal
13:44
of it is to break down the complex world of moving stuff
13:49
around Africa because all these things actually is complex.
13:53
If you don't believe me, try exporting stuff to Ghana or
13:57
Cameroon. You will understand that, man,
13:59
this thing is is hard. So of course her podcast now was
14:09
not just going to be academic was going, she was going to be
14:11
looking at real world issues when it comes to cross-border
14:16
trade. How do you move merchandise from
14:18
Niger to Egypt? How do you move stuff from from
14:24
Niger to South Africa? How do you move stuff from South
14:27
Africa to Democratic Republic of Congo?
14:31
How, how do you break barriers in informal markets?
14:37
What are the policy updates? What's going on in Nigeria?
14:39
What's going on in Ethiopia? And then of course, expert
14:42
advice because remember, she's a lawyer and we happened to study
14:45
all these things in school. And of course, she was also
14:48
going to be interviewing experts from different sectors and from
14:52
also different parts of the world, also talking about the
14:56
Free trade Continental Treaty. By the way.
15:00
Can you see the benefits of networking now for her,
15:02
especially since it's in a very narrow field?
15:07
So her podcast was around giving people strategy and insights so
15:10
that they can succeed in international trade within
15:16
Africa. So you can see that's the scope
15:19
of her podcast, very narrow. But from what I've said, you can
15:22
see that's for those of you who haven't fallen asleep yet,
15:25
listen to me describe the podcast.
15:27
You can see that people are either in or they're out.
15:29
There's no halfway. For my own podcast is more
15:32
general. Some people are kind of in, some
15:35
people are kind of out. The people who listen to my
15:37
podcast, you know, 2-3 months, they go away for another six
15:41
months, come back again. For her podcast, you're either
15:44
in or you're out. Same thing with the gossip
15:47
podcast. Oh, you listen now and then, oh,
15:49
you're enjoying the gist and then you know, stuff comes up,
15:52
you move on to another show and then maybe you're back again.
15:55
But for niche shows like this, you're either in or you're out.
16:00
There's also another podcast that I heard of.
16:01
He was a brain, a brain surgeon, but then he had to suffer this
16:06
a, a neuro, what's it called? Neuro neuromuscular something,
16:11
something condition. Basically his, his body was
16:14
shutting down so he couldn't do surgeries again.
16:16
So he had the podcast where he was talking about advanced
16:19
surgery techniques. And the guy had a very small
16:21
podcast, a very small podcast, but his podcast is a paid
16:24
podcast. The guy used to be a Don before
16:26
his own is a paid podcast. So he's charging people good
16:29
money in thousands of dollars so that they can listen to a show.
16:36
Very small podcast. But meanwhile, every single
16:39
person that listens to the podcast is paying him thousands
16:41
of dollars. The show is very, very niche.
16:45
And so the value of the audience is very, very high.
16:49
He's talking about brain surgery, brain surgeons.
16:52
Don't they have money whether in Nigeria or in America?
16:56
Are those kind of people who tell you that are no gear money?
17:01
The guys at Dawn, he's talking about brain surgery techniques,
17:07
brain surgeons, they get money so they will pay the guy.
17:10
Hope you guys see how it works. So I understand it's good for
17:16
the ego if your podcast is big, big, big and everybody knows
17:19
your name, but sometimes monetize your podcast is a whole
17:23
lot easy when your show is small and niche anyway.
17:28
So I've already given you the background.
17:29
That's how the show began. Basically.
17:31
She reached out to her classmates.
17:32
That was me because I had a podcast and she wanted to know
17:36
this is my idea of a podcast. Will this thing work?
17:40
And I told her, this thing is fire.
17:42
Start immediately. Oh, by the way, that was that
17:48
was the best thing she did. She actually started
17:50
immediately. Too many of you overthink this
17:52
thing. I'm thinking of starting a
17:54
podcast. If I was for Shina Ramble, I was
17:56
surprised when he told me he started the podcast.
17:58
Although I checked our older messages and I realized that
18:01
from the moment I told Shina Ramble.
18:03
Yeah, this is a good idea. Start your podcast.
18:05
It took him about, I think 5 months before he started.
18:08
Can you see why I tell you, people?
18:10
Stop worrying about brands. Stop worrying about design.
18:12
This da da, da, da da da meow. Shina Ramble.
18:15
We spoke. When did he start?
18:17
Five months later. Me and Mobila, we spoke.
18:19
When did she start? She started immediately.
18:22
We spoke this week, next week, she don't recall one episode.
18:24
Be quick on the move. That's how things should be.
18:30
You should stop overthinking things.
18:32
Some things don't have to be this difficult.
18:36
So my initial advice to her was, yes, this thing is fire.
18:39
Go work. Go ahead, this will work very
18:42
well. She trusted my advice and she
18:47
trusted her instincts. Then the next thing I told her
18:50
was that look too many people when it comes to content
18:54
marketing ideas and podcasting. The problem is that do I think
18:57
it's you overthink your strategize.
18:59
You go begin the brand, you go begin the design and something
19:02
something also before you know it, months will have passed and
19:05
then you know the the ginger, the motivation will draw
19:10
subside. So my advice I was we need to
19:16
move now. When we started talking
19:18
equipment, I told her mobile, you need no equipment.
19:21
I told her that every single podcast episode had recorded at
19:25
that time when I was talking to her, I recorded using my phone
19:28
and I did not use a microphone. For those of you who have been
19:32
listening for the last, you know, couple of years, you know
19:35
that what I'm saying is true because OK, now I'm plugging a
19:39
microphone into my phone. So it's kind of killing some of
19:42
the noise, you know, like the fan that is on and all that.
19:46
That's why you guys don't hear the generator noise anymore,
19:48
things like that. But those of you who've been
19:50
listening from the beginning, you know now, you remember those
19:52
days now like when I'm podcasting and you know, maybe
19:55
like the kids are not feeling well, I just RIP off my phone.
19:58
And then it was like, oh, I beg Novix, I'm in the hospital.
20:00
You hear noise once in a while. You guys know that one I'm
20:03
saying is true. You remember the episodes when I
20:05
recorded from the hospital or had the mechanic or in the car
20:09
park, right? There's even 1 when.
20:14
I was driving my father-in-law around.
20:16
He came to Abuja because there was a wedding, you know, and
20:20
during the wedding, the bride went to go and change.
20:22
And since I used to be in the fence, I know how that thing can
20:24
be. When the bride goes to go and
20:26
change, you'll be like 45 minutes before we see the bride
20:28
again. There's some of you who remember
20:30
the episode was an Asian wedding because my father-in-law is
20:35
Asian, Asian like a dhosted. I came outside of the wedding
20:41
hall, whipped up my phone, started recording and I said I
20:44
beg moon. I know vex now wedding ID, but
20:48
this isn't is on my mind. And then I started speeding
20:50
straight. That's how you should record and
20:54
I told Mama Lala, look, any phone that you have is fine
20:59
because those of you who've been here from the beginning, you've
21:01
been with me through all the phones I've used.
21:03
I've used Samsung Galaxy duo. That's more when we get to 2
21:07
SIM. I've used that.
21:09
I've used iPhone, iPhone 5. I've used what again?
21:14
I've used Nokia, Nokia C1, that was an Android Go phone.
21:19
I've used. What have I used again, Name it,
21:24
I've used it. Right now this particular
21:27
episode, I'm using that Chinko phone that they use Chinko.
21:31
I'm using a Jaomi or Redmi has sculpted this part of the world.
21:36
I've used it all expensive all the way down to cheap.
21:41
All of them, so long as it's modern phone my the the inbuilt
21:46
microphone quality is bold. Don't waste your time.
21:51
The thing that you have on your hand, the thing you're using to
21:53
listen to is podcast. Now if you want to start is good
21:56
enough. If you want to buy external
21:59
microphone, ah, it's OK, it's not a problem.
22:01
The affordable alternatives right now.
22:03
If I tell you guys how much this microphone cost now, the one I'm
22:06
using to record this thing plugged into my phone, you will
22:08
not believe me. 7200, That's how much I bought it.
22:14
I was walking through Ebano in Abuja.
22:17
So for those of you who are based in the East or based in
22:20
Lagos because Ebano is also there, you've been thinking of
22:23
podcasting and you're wondering, oh, cheap micro, just go to
22:25
Ebano. There's always a stand in Ebano
22:28
where they have microphones for producing content and stuff like
22:33
that. Go there.
22:35
This is a wired microphone. 7002.
22:37
I just plugged the thing direct into my phone.
22:42
The reason why I got the microphone was not because I
22:44
need it is because you know, holding the phone like I've been
22:47
holding the phone to record. Now after a while it gets
22:49
tiring. The microphones are small,
22:52
they're easier to hold. That's the reason why I got 1.
22:56
So my advice to mobile was very simple.
22:58
You don't need anything. Again, the phone that you have
23:02
is good to go. She said what about noise?
23:05
I said no problem. This is what you do.
23:07
You wait. When you're in your office and
23:10
all the other lawyers are out, close the door, close the
23:14
window. That's it.
23:15
Problem solved. You now have your quiet
23:17
background. That's it.
23:20
If you're in your house, close the window so that generator
23:23
noise will not enter. If you're still afraid, OK, no
23:27
problem. Going to the children's room.
23:29
Open up the cupboard. Sit in the cupboard.
23:31
That thing will isolate as it will block out all the noise.
23:35
Quiet environment or I told her go inside the car, turn on the
23:41
AC, wind up the windows, leave the AC on one.
23:46
If you're leaving the AC on five, you know the noise will
23:48
bleed through. Leave the AC on one, people will
23:52
not hear nothing. Do you even think you're inside
23:54
the studio? So long as it is modern phone
23:57
that you are using, the microphones are that good.
24:03
So I told her don't wait until you buy a laptop or buy it,
24:06
forget it, use your phone. Then I told her the next thing
24:10
that you need content calendar because lots of people who start
24:13
podcasts, they stop producing, they get bored, they you know,
24:17
whatever they can't keep up because they don't have a
24:19
content calendar. So I told her content calendar
24:22
is key. It's the first thing and I told
24:25
her that's the first thing you got sort out and that was the
24:28
first thing that she did. In fact, by the time she showed
24:30
me the first the content calendar and I saw the first
24:33
four or five topics, I said, I said, well good to go now not to
24:37
remain. Again, I didn't even read the
24:40
whole content calendar. I saw the first four or five
24:41
topics and I said, babe, your point begin.
24:49
Then the next thing was about hosting.
24:52
I told her hosting no problem. There's paid hosting options and
24:56
then there's free. While you are deliberating on
24:59
which paid hosting platforms to you start on the free one.
25:03
At the time I was on Anchor. Anchor eventually got bought
25:06
over by Spotify. That's how come my podcast is
25:08
now on Spotify. So I told her, just hop on this
25:12
Anchor and begin later on. If you don't like Anchor, you
25:15
can't migrate to a paid platform.
25:19
Then I told her, apart from being on Anchor RSS
25:23
distribution, because what makes a podcast is your RSS feed, It's
25:27
a technical something. I don't understand it, so I
25:29
wouldn't bother trying to explain it to you.
25:31
But that RSS link that's in that makes your podcast a podcast.
25:35
So I told her, take the RSS thing, share it everywhere as
25:38
far and wide as possible. And I told her, promote like a
25:42
maniac. That's the only thing she
25:43
disagreed with me because Mobila, she only promotes new
25:46
episodes. Excuse me.
25:49
So if she drops an episode today, brand new episode, she'll
25:52
promote it. But then once she's done, she's
25:54
done. So no, she doesn't promote like
25:55
a maniac. But every other thing she did,
26:00
she ran with it. She didn't waste time.
26:03
I told her no need to buy a separate laptop, your phone is
26:06
fine, show me content calendar. Next day she showed me content
26:09
calendar. I looked at the first 5-6 topics
26:11
and I said look, this thing is tight, begin.
26:14
That was it. The next week she began, she ran
26:19
with it. But of course, she made some
26:21
changes. Number one, she invested in
26:23
professional design and branding earlier than I did.
26:26
I think within the first 2-3 months, she already paid
26:28
somebody, you know, to work on graphics and you know, blah,
26:30
blah, blah, and stuff like that. Well, yeah, she put her picture
26:36
on it. So you don't have to follow my
26:37
advice 100% because I advise you guys not to put your picture,
26:42
but to focus on search engine optimization.
26:46
Sorry, optimizing for the podcast to be found in podcast
26:51
search engines. Also because of that, you have
26:53
to use key terms. By the way, what is the title of
26:58
our podcast? The title of our podcast is
27:01
sorry. Let me look for it again.
27:06
So 1 moment I'm trying to look for it again.
27:10
Trading Without Borders, your guide to African trade, can you
27:14
see that? The key terms are there trading
27:17
Africa? Can you see and then in the
27:20
subtext she says clearly that is about the African Continental
27:24
Free Trade Treaty. Can you see that those are key
27:30
terms that lawyers, that policy makers, that international
27:35
merchants will be searching for? Can you people see how you title
27:40
your podcast advice and she took the advice.
27:45
Those of you who are calling your podcast there chilling with
27:47
Mobola. Nobody knows what mobile I means
27:52
and who wants to chill with you when they don't know you?
27:55
But then if you give it a boring title like this, trading Without
27:57
Borders, your guide to African trade, then the subtext blah
28:01
blah blah, blah. Something something African
28:03
continental free trade treaty. So African continental free
28:06
trade area. Can you see how people will find
28:10
your podcast? Because the key terms are there.
28:15
Those of you who want to start podcasts for business purposes,
28:18
stop this whole thing of chilling with so, so, so and so,
28:20
or in my own opinion or honest opinion with so, so so and so
28:24
people don't know you yet. You will establish a name and a
28:30
brand and whatever for yourself eventually, yes, when that time
28:33
comes ahead and be putting your name all over the place because
28:36
people will be searching for your name.
28:38
So when, if I do a good job at this, unless in another 10
28:42
years, me and Dan Guti and Tony Lumelu and the rest of us, all
28:45
of us, they chill, we all, they flex together.
28:47
Of course, then people will be searching for my name.
28:50
Those establish my guy, who is this *** Then they'll be
28:53
searching for me. Then I can be putting my name,
28:55
you know, as podcast title, you know, chilling with Tavishima or
28:59
thoughts with Tavishima, conversations with Tavishima,
29:02
tantalizing sales with Tavishima, you know, whatever.
29:06
But for now, it doesn't pay me. So anyway, she ran with it.
29:11
She made some changes. She invested in professional
29:13
design early and she started using her her podcast to
29:20
leverage it for professional, for networking, you know, by
29:27
inviting guests from different parts of the world and all that.
29:31
Then, of course, inviting other people, you know, bankers,
29:34
lawyers, you know, things like that.
29:38
Now, was she always successful? No, because of our ups and
29:41
downs. You know, she only used to
29:43
publish once a week. OK, That's also another thing
29:45
she changed because I told her to publish as often as possible,
29:48
but she would only publish once a week.
29:50
But the problem with publishing once a week is you don't know
29:53
malaria. You catch malaria, You miss one
29:55
episode. You have to travel for work.
29:58
You miss another episode. You go for an international
30:01
conference, you miss an episode. So because of that, if you check
30:05
the podcast, you'll see that and there's some things that are
30:07
missing. You know, you might see her
30:10
published, you know, December week one, week two, week
30:14
three-week 4 and maybe January week one, Week 2, she know the
30:18
then week 4 she's back. You know, but that is normal, is
30:22
normal. By the way, that's the reason
30:25
why I put out as many episodes as possible consecutively.
30:28
And sometimes I don't care whether I post two or three
30:30
times a day because I wonder how something new for you guys every
30:35
single week. But I know that if I decide to
30:38
publish once a week, man, I won't be consistent anyway.
30:43
So she didn't keep to that. So there are times that you see
30:48
her that sometimes you don't see her because you know, but you
30:50
not be wooed. These things happen.
30:54
Now to the Coco of the question. Since she started publishing the
30:57
podcast, has she made sales? Yes and no, because remember,
31:03
mobile is still in legal practice.
31:05
I am not. So for her, you can't really say
31:09
making sales because it's not as if she's has items that she's
31:12
selling 1234 or that there's coaching that she's selling like
31:16
that. But since publishing the
31:19
podcast, she has become a partner in her law firm.
31:25
Partner is, how would I put it, partners like Olga Olga in the
31:29
law firm. When you make partner in the law
31:33
firm, it means you're a senior member of the firm and it also
31:39
means that you are like you're a Khashoggi, you're a rainmaker,
31:42
you know, you bring in business for the firm.
31:45
So since publishing the podcast, you know, she's become a partner
31:49
in a law firm. And I think specialty is
31:52
international commercial law, international commercial law
31:55
practice or something like that. So forgive me, I can't remember.
32:03
Sorry. I'm recovering from a cold.
32:07
Then she has also been speaking international, mostly on the
32:12
African continent for now. It's not bad.
32:15
You know, Kenya, Botswana, Uganda, you know, she's, she's
32:19
been, she's been moving around. There's always small, small,
32:23
small. By the way, for those of you,
32:25
because some of you who listen to the podcast, you mean well
32:28
and you say why don't I focus on an international market, It's
32:31
very simple. I don't focus on an
32:33
international market because it's going to make my journey a
32:35
whole lot longer. Brian Tracy already exists.
32:38
Grand Cardone already exists. Who else?
32:43
Gary Vaynerchuk already exists. I can't go and start competing
32:47
with them head on head. They already exists.
32:50
If I try to compete with them, I'll be seen as a photocopy.
32:53
They'll say, who is this cheap knockoff?
32:56
But then if I dominate Nigeria, what will happen is my
33:00
reputation was paid to Ghana, then Ghana will begin to call me
33:05
then from Ghana, Cameroon, from Ghana, Cameroon, you know, other
33:09
regions, Central African countries in Central Africa,
33:13
eventually South Africa by the time I dominate the African
33:17
continent. All right now, damn, could they
33:21
call me as an African expert? Do say, oh boy, come over here
33:24
as an African expert. Come and be on this round table.
33:28
That's how it works. And that's why the focus on my
33:31
podcast is Africa. And I told mobile that this is
33:34
how it will play out. The African countries will call
33:37
you to start talking first, eventually Washington, DC, then
33:43
Davos, World Economic Forum. Eventually they go column.
33:47
But you dominate the African continent first.
33:49
You make a name for yourself here first.
33:50
Then, then I'll say, oh, African expert, can you come here, sit
33:54
at this round table? That's how the thing works.
34:00
So yes, some of you say Uganda that won't be international.
34:03
Yes, it's international. Yes, South Africa is
34:06
international, is still abroad. So yeah, she's been talking and
34:11
then she's now my partner. Now, by the way, I'm not saying
34:14
that this podcast is the sole factor for these moves that she
34:18
has made, but I'm not saying I won't be surprised if it helped.
34:24
The fact that she's putting out this body of work on a highly
34:28
technical and specialized field in international law,
34:33
international commercial law, I think this thing helped.
34:38
She even admitted to me how she has been using it to even book
34:42
meetings with potential clients. She admitted then she used that
34:47
thing to wow somebody. Then she has the podcast say
34:49
wow, you have a podcast. Luckily Omar knows what the
34:52
podcast is. And Omar was smitten like, oh,
34:55
you have a podcast on the continental on continental
35:00
treaty. Oh really?
35:02
Tell me more. That's your book meeting anyway.
35:12
Please understand me. I'm not taking glory for the
35:18
progress that she has made because like I said, the
35:20
conversations I had with her, it didn't pass four or five.
35:24
She ran with it. You know, you talk Monday, you
35:27
talk Wednesday, you talk Friday, you talk Saturday, by next week
35:31
she move. So actually the glory is all up
35:34
to her. So I'm not trying to steal her
35:38
shine, but the reason why I waited and brought this to the
35:43
end, it's because only you should know that people like
35:46
Shinoambo who reach out to me, then financial services sector,
35:51
then wealth advisory, they want to use a podcast to promote
35:54
their business. And some of you are saying Nah,
35:57
then Nigeria, we did that. It won't work.
36:00
I'm trying to show you that it can work because you can work
36:03
for lawyer, it can work for legal practice, you can work for
36:06
something as boring in quote as the African Free Trade
36:11
Continental Treaty. If you can work for legal, trust
36:16
me, you can work for your own sector.
36:19
Now, I don't want us to go too far because what she has done
36:23
now, because there's some of you for instance, who are in, who
36:28
are logistics operators, you know, freight, freight
36:31
forwarding companies and stuff like that.
36:34
For those of you who are doing supply chain, doing logistics,
36:38
doing freight, freight forwarding, can you see that
36:43
there is room here for podcasting to work in your own
36:47
field? Can you see somebody's doing it
36:51
from a legal perspective? What stops you afraid for order
36:54
from starting your podcast? What stops you?
37:05
Yes, you won't. You will not blow because of
37:09
that podcast because it will be small as hell.
37:12
Imagine as a freight forwarder, you're starting a podcast.
37:14
Your podcast will be small as hell, very small.
37:18
But The thing is, it might attract manufacturers and it
37:21
might attract retailers who are looking for a distribution
37:24
network. That is where you come in.
37:27
So don't worry if your idea is big.
37:29
Don't worry if your idea is not the kind of thing that will blow
37:31
or you know, whatever. We can make this thing work.
37:35
So if you think you're not creative enough to figure out
37:38
how podcasting strategy can be used for business growth in your
37:43
sector, call me 08064662140. But remember, it's all on you.
38:02
The most I can do is to tell you this is where the promised land
38:04
is. You're the one that has to work
38:05
it yourself. I can't do any of this for you.
38:10
The best I can do is to tell you that this is where the promised
38:13
land is. This is the map.
38:15
These are the steps to take. So if you do call or send me a
38:19
text message or a WhatsApp message on 08064662140, please
38:26
be ready to put in the work. And I said it at the beginning
38:32
of the episode. I'm going to say it again now.
38:36
If we have this conversation today, OK, today is a Saturday.
38:43
Let's assume that you reach out to me on Monday.
38:46
If we have the conversation on Monday, all right, even if you
38:50
pay for monthly consulting, we have the conversation on Monday.
38:57
If by Friday, Saturday, you're already telling me, oh, we
39:00
suppose strategize, strategize, strategize, then I'm already
39:03
telling you that, look, you are not going to get started and
39:06
this thing is not going to work. Anyway, let me stop there this
39:15
is 14 minutes let me let you guys go anyway, reach out,
39:21
connect. I love talking to you guys
39:22
anyway 08064662140 so thank you very much for your time and
39:28
attention. I'll catch you all some other
39:30
time. And for those of you who've been
39:32
thinking about long form content production and who've been
39:35
thinking about podcasting, I I hope now this series I did with
39:41
our guy Shinarambo and him starting the podcast in the
39:45
financial services and the wealth advisory space.
39:48
I hope it has been eye opening. So yeah, it can work.
39:54
OK, so that's it, that's done. I'll catch you guys some other
39:57
time.