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