Hey

Last week or thereabout, I sent you a mail where I ranted about a friend of mine who asked me to design a logo for her for FREE, 

And I told you that she said she would only pay me if she liked it. 

Well, one of my subscribers sent me a reply and he asked me a question.

This is what he said:

"...I love your confidence actually.

I'm getting there too.

If you don't mind, can you do a teaching on confidence?..."

Well, something north of that. 

And I have decided to answer his question in today's mail, 

But before then, I have an important marketing lesson to teach you today okay? 

Now pay attention to this. 

Today, I visited Alaba international market to do some "forensic" work regarding one of my customers' phones,

And on my way back, I saw a tattered looking man.

This man should be in his forties or fifties or thereabout by my calculations,

And he was looking really old, poor and ragged,

And guess what this man was doing?

He was smoking!

A part of me wanted to start judging him immediately.

"How can somebody be poor and old and still be wasting away his life by smoking?"

But then, I got thinking, and it reinforced the lesson I taught you in yesterday's mail.

Do you remember? 

What do you mean you don't remember? 

You didn't read yesterday's mail? 

Oh come on

You can do better than that. 

Anyway, the lesson was this: 

PEOPLE ARE SELFISH! 

After reading this mail, you can go ahead and read yesterday's mail too. 

That mail is full of value... Don't miss out. 

As I was saying,

The main reason why that man and other people keep doing something,

Even when they know that it is harmful to them is simple.

It is selfishness.

I mean, it's written right there on the cigarette pack FGS...

"smokers are liable to die young".

Does it mean he wants to die young?

Of course not.

But his desire to satisfy his hunger or urge or craving for the cigarette is way much stronger than his desire to live long.

So how does this concern you as a marketer of your product?

1. Sell what the market wants, not what you think it wants.

As a normal someone with a normal reasoning, I'm sure you would think things like cigarette won't sell, 

Maybe because it is frowned on by our culture, or because it is dangerous to people's health. 

I'm sure you think everyone thinks logically and soundly like you. 

But if you look around, you will realize that it is those things that you think people hate that they actually love doing and spend a lot of money to get or do them. 

That's why products/services like Cigarettes, Sexual enhancement products (e.g Kolaq Alagbo), Body enhancement drugs (e.g P*&is enlargement cream, b*t# enlargement cream, etc), ponzi schemes, betting platforms and so on keep selling till today. 

Because deep down, these are the things that people really want. 

The point is this. 

Don't decide for the market. 

Let the market decide for itself. 

Your job is just to conduct research and find out what your market wants, and then package it into a product for them. 

And voila! 

Sales will begin to pour in. 

P.S: I did not say you should go and start selling cigarettes o.

My hand is not there sha.

2. Prevention doesn't sell. 

If you were to create a product that prevents diabetes, 

Chances are, you will sell a few products, maybe none at all. 

But if you want to make good money, try selling the cure for diabetes. 

You will see people rushing at you and begging you to take their money and give them the cure. 

It's just pure human psychology. 

Stop selling prevention. 

Sell the cure instead. 

You will make a lot more money that way. 

3. Sell With Emotions. 

The reason people smoke for example is not necessarily because they like the idea of smoking.

It's because of how it makes them feel.

• The feeling of being high and on top of the world.

• The feeling of being in another world entirely, and so on.

How does your product make people feel?

That's what you should use to sell to them. 

People buy based on emotions and justify it with logic.

So you want to look out for the emotions attached to the product you are selling and hammer on it in a way that will persuade them to buy your product.

Don't forget to give them logical reasons too on why they need your product.

Emotional reason + logical reason = Sale made. 

That's all I've got for you today.

To your digital success,

King Danisan™.

P.S: I didn't forget what I said I would talk about in the beginning of this mail.

I will do that tomorrow.

This mail is already too long, plus I've got to go now.

Got some things to check off my itinerary.

Bye now! 

👋🏽