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Hello and welcome to the podcast. Today we're going to be talking about personal branding as a financial asset. But before we get to that, I'd like to apologize because I'm making today's recording at home and my neighbor's construction work is still going on. So expect to hear heavy thudding and drilling and buzzing and all of that. You know, as a matter of fact, The thing is going on right now. I'm not sure how much of it is being picked up by the microphone.
So that's why I'm just letting you guys know what's up so that if you hear, you know, that boom, boom, boom noise that is going on there. You know, it's not as if you know, there's a wrestling match going on in my house or anything. Actually it's construction were going on and this is also a reason why we need to work hard and get rich, like really rich so that you don't live, you know, in a block of flats, you know, where somebody is doing something here and then it affects you.
Somebody does some plumbing work here and then it affects you, you know, if you don't make that money. So we can live in our own nice, isolated, you know, villa and live that soft life if you hear what I'm saying. So today, personal branding as a financial asset. Now the reason why we're going to be looking at that today is because your boy is going to be on TVI have been invited by Ambassador Tina Kenichuku. She is, if you've been listening to the podcast since January of 2026, you remember that I spoke about her early on in the year because she was a guest on my radio show on Radio Maria where we spoke about planning, goal setting, goal setting and planning for business.
And so that's how we started off 2026 over on the radio. So I think our first session was January 6th and I think after that, January 12th and we explored goal setting for business. Let's see what else, you know, planning ahead in different spheres of life, you know, business, personal, what else? Family, health, you know, you start off the year planning. Well. So anyway, she was really happy with her collaboration. And so she invited me to be a guest on her TV show.
And her show is called Wealth Creation. That's the name of her show and it's on global TV. So your boy is going to be on DSTV. So if you're listening to, well, depending on when you're listening to this program, if you're as a program, forgive me because I'm looking forward to being on TV. So depending when you're listening to this podcast episode, I'm going to be live on global TV. It's on DSTV channel 365. Global TV is a one of those new Nigerian networks, digital networks.
Then they're also available on start times channel 276. And the show is going to air live 12:30 PM, and it's going to be this Thursday. Sorry. Let me check my calendar. Let me see, today is a Monday. OK. Thursday is the 12th. OK. Yeah. So if you've been following the podcast and you've always wondered, what does this guy look like? Seth, you will have an opportunity to see me. So just put it in your diary. Set the reminder on your phone.
I'm going to be on wealth creation with Ambassador Tina. Kenneth, you go and it's global TV again. The channel is on DSTV. You can find it on channel 365. Then on start times it's channel 276 and it's going to be 12:30 PM. If you can't make it, then what you do is you just excuse me, if you can't make it, you what you do is you go to YouTube and then you look for Global TVNGI think that's the name of the the YouTube YouTube channel, YouTube handle, and you'll be able to see a replay of the show there.
So yeah, that's it. That's the good news. Now, anyway, like I said, the reason why we're talking about personal branding as a financial asset is because that is precisely what Ambassador Tina wants to discuss with me on that day. Now, usually what I do is after the episode, I come over here and then tell you guys what went down and, you know, give you guys a summary. But I figured I'd try something new that instead of talking about these things in in in the rearview, I figured let me just let you guys know ahead of time some of the things that I'm assuming we're going to talk about.
Because I've noticed one thing that when it comes to appearing on other people's platforms, speaking on other people's stages, there's always what I went to the stage prepared to talk about. But then by the time we land there, excuse me, because I like to keep my sessions interactive, by the time we land there, by the time people begin to ask questions, it turns out that I came to say one thing. By the end of the day, I ended up saying something else.
So let me just let you guys know ahead of time what I'm assuming Ambassador Tina wants us to talk about. So again, personal branding as a financial asset. If it's your first time listening to the podcast, my name is Tavishima Ayede. I'm a former lawyer turned business consultant. And what we do over here is business goodness. Every single day solving business problems. We'll try to figure out how to make more money so that you don't end up in my situation where you live in the middle flat and then somebody else says is doing construction work and it's disturbing your family want to make that good money so that when you move into your choice estate, you buy one of the, you know, one of the nicer buildings, you understand, one of the nicer buildings on the main road where it's just you,
just you and your own duplex. You get you feel me? I hope you feel me. All right, so personal branding has financial assets. Now, First off, definitions because I always want to make sure that we're on the same page. So let's define assets for those of you who are lawyers or accountants listening to the podcast, you might not be happy with my definition, but whenever I try to make definitions over here on the show, my primary concern is I just want people to understand, in essence, what it is that we're talking about South lawyers and accountants.
Yes, I know my definition is not 100% correct, but remember, I'm trying to inspire action in people. So I'll keep the definitions as simple as possible. And also, I am a former lawyer, so I know the technical definition. So it's not that I don't know the definition is not that I'm stupid. I'm just trying to inspire change here. So the definition of asset, excuse me, sorry about that. I'm recovering from a cold. In fact, that reminds me, I need to go and buy Lem Sip and all these things because when I
appear on TV on Thursday, your boy gas, they appear fresh, my voice on point. So I need to go and buy Lem Sip. Let me soothe these vocal cords so that when I'm on TV, you know I will come, correct. Oh, yeah. It's going to be fun. Now, definition of asset. So the definition of asset that I like to use is, excuse me, a definition that I came across when I think I was in like, primary school. My father had just given me this book by Robert Kiyosaki called Rich Dad, Poor Dad and Rich Dad.
Robert Kiyosaki in the book, the way he designed and he defined an asset was an asset is just anything that puts money in your pocket. So as a small boy, it's a definition that I never, ever forgot. And that's the way I've tried to look at things pretty much. So of course, the definition is there's a much more technically precise definition of asset because like now, some people will call crypto, you know, digital assets, you know, the anyway, let me not go into the,
into the wheeze or some of these things, Bosha. I just always like to keep my focus on Robert Kiyosaki's definition. So an asset is just anything that puts money in your pocket. If it leads to money coming into your pocket, if it leads to pinging, pinging on your phone, if it leads to your account balance is swelling, your account balance is rising, then nothing is an asset. Then Now let's look at personal brand again.
For those of you who are branding professionals, I'm sorry, you might not like my definition. So a personal brand, the way I like to look at it is a personal brand is just your reputation, what people think about you. Now, the problem is some people think that the personal brand can be doctored, that it can be manipulated, that you can Telegraph how you want people to think about you. And yes, that is possible. So it can be done, but I don't think it's worth the effort because, you know, let's be honest, it's a small world and the truth comes out eventually.
Which is why, like, if you notice on this podcast, I know the form I say like it is when I'm in the mechanic shop and I'm waiting for my car. For those of you who like those kinds of episodes, well, thank God I haven't been into the mechanic shop in a while. You know, I, I say it like it is because if I begin to form, like say I'm a big boy, one day, not one day, you people will jam me somewhere where you don't expect me to be.
It will now be somehow I begin to hype my face, you know, and I'm not about that lifestyle. So I say it like it is, you know, I know the form. So on this whole personal brand thing, I'm not trying to Telegraph how I want people to think about me. I'm sure enough, my spitting my knowledge, spitting my expertise, talking about the clients I'm currently working with, projects I'm currently working with. But I keep it real about where I
am, my stating life. I know they Telegraph nothing. So I don't live on Ministers Hill. I don't find myself, I live on Ministers Hill and I don't form that whole, you know, influencer big boys, something, something, something, you know. But for some people when they say personal brand, that is exactly what it is that they have in mind. So yeah, you can Telegraph it, but no need, no point. It's a small world. Eventually you'll be found out.
And you know for what? In fact, I even prefer that you wait until substantially you don't achieve waiting in one Telegraph, you understand. So instead of forming like, say, you know, you do flow with big boys and big girls, like, wait, when you start controlling some kind of assets, when you start moving and shaking down is different. When you have substantially arrived, OK, no problem. You can now start broadcasting yourself all over the place.
But at least if somebody jam you, they'll see that. Oh, OK, this thing is the way the guys say carry in the carry, you know, the way that the baby is forming. Nobody say should reform now I realize be that. So this whole personal brand thing, please, let's not get it twisted. So personal brand, your reputation, yes, it can be telegraphed, but I prefer that we look at things from a substantial perspective. So the personal brand is just the sum total of experiences that people have when they interact with you, when they see you, when they see you, how do they feel when they talk to you?
What is the impression as they interact with you? What are they feeling when they read you online or whatever, You know, what's the impression? So the sum total of all these experiences are what I like to call the personal brand. But remember, like I say, you can Telegraph these things. Nowadays people Telegraph all kinds of things. I remember when Bow Wow, you know, when people were dragging Bow Wow on the Internet because you go pose for private jet, he posed as if it was his own private jet.
And then people found out they begin a drag arm all over on social media. And his defense was, I didn't say it's my private jet, but you know, he was posing as if he's his own private jet. So don't be thinking personal brand. You want the personal brand. You want to Telegraph one or two things like like just relax. If you don't get private jet, like if you don't have it, you don't have it. Don't Telegraph nothing. Rather, pay attention when people meet you, when they see you, when they interact with you, when they do business with you, when they come across your business.
What is the sum total of all those experiences? That is a personal brand. So the personal brand goes beyond color, it goes beyond template, it goes beyond font, it goes beyond websites, it goes beyond fashion sense, it goes beyond all those other things. Let's have a much more holistic view of what a personal brand is. So now that we know what an asset is, something that puts money in your pocket, and we know what a personal brand is,
the sum total of all the experiences that people have when they interact with you, The question now will be, if you get a personal brand, can a personal brand put money in your pocket? Now the answer obviously is yes for different reasons #1 personal brand. If you execute this thing well, it leads to know, like and trust. Everybody knows about know like and trust. Now the reason why know, like and trust is important is because a lot of us listening to this podcast today and we are self-employed or business owners or professional salespeople.
We sell on behalf of other people. Now nobody can buy from us. Nobody can call us up to say what's up. How far are you available? Do you have it in green? How much does it cost? Can you deliver tomorrow? Do you deliver to Sukkoto? Do you have one year warranty? You know all those nice conversations that I want to have. Nobody can hit you up and buzz you unless they know you in the first place. Let me repeat, there are a couple of you who the phone ain't ringing.
Customers know the issue. The reason why is because nobody knows you. If they don't know you, how would they know that you know? They suppose like communicate with you so people guys know you first before we even talk of liking you, then to even talk of trusting you before they do business with you. So when you run this personal brand thing correctly, at least know how know how people will know you. And it's when they know you that people can begin to slide into your DM Oh boy, what's up?
How far do you do this thing? OK, just like The Fresh Prince in the last podcast episode, again, not his real name, you know, Fresh Prince, he's leading to my DM. And the question basically was, oh, I need to compile a database of potential customers, blah, blah, blah, blah, blah. And I told him, no, I don't do database. But The thing is, at least Fresh Prince and other people consuming the podcast or other people catching me on the radio and a few people who will catch me on ATV show, at least they will put two and two together that every time they hear my name, they will connect my name with business so that anything business will slide into my DM
1st and I have right of first refusal. I'll be able to tell them Oh yes I do and then we'll start talking money. Or I'll be able to tell them, Oh no I don't. And then I'll be able to refer them to someone else or show them how they can solve their problem. So creating a personal brand can put money in your pocket because the people know you, like you and trust you. They will do business with you. Opportunities will find you.
Also, a personal brand helps with your credibility. If you are the best, you are the dawn. You are the very dawn, you know, like you are the best in your profession. But The thing is, you're there inside your small house and nobody knows you then like, how are you going to make money? In fact, after my legal studies, it was one thing that I used to hear all the time, and the thing just used to drive me mad. Somebody will say CCM, look at look at this one.
Look at this one. Senior advocate, senior advocate. The guy, no, no, no, the guy doesn't know anything. The guy, no, no, Buku, you know, Then they'll start saying, look at this lawyer. This other lawyer is sound. This other lawyer is sound. This one is sound. This one knows the law. This one masters the law, but he's not making money. The thing used to make me really, really angry. My opinion was like, look, what's the nature of all this beef?
OK, this whole lawyer and ain't no book pass. But the end of the day, he's not a good marketer. He doesn't know how to attract clients. He doesn't know how to network. That's the reason why the guy never clocks son. That's the reason why he's now is not a senior advocate of Nigeria. That's the reason why he's not bowling because at the end of the day, it's not about now who know book pass. No, the same thing with doctors.
Somebody can graduate first class in medicine. It doesn't mean that she's going to make all the money in the world. It's not about who know book pass. Do you know how to make yourself known? Do you know how to sell? Do you know how to market? Do you know how to network? Do you know how to connect? That's the nature of the game. So if you graduate first class, you know, and you're the best from a technical point of view,
but inside your small shop, inside your small house, you know, you know loud yourself, you don't come outside. Then what do you expect? What do you expect? So yes, a personal brand can put money in your pocket. You build credibility. People know you, they like you, they trust you. It is from there that you'll now be able to sell a product or you'll be able to sell a service and then money will come into your pocket. So that's the connection.
You build a personal brand, you achieve some know, like and trust. You build some credibility, you build some awareness, you build some whatever it is that we want to call it. From there, you can sell a product, you can sell a service and then that's how money went inside your pocket. Now those of you who are lawyers listening will say, well, technically speaking is not an asset. I understand. I feel you. Yes, technically speaking is not an asset.
But you know, for the purpose of TV, that's what the purpose of making progress. Let's forget definitions. Now, the most important thing is we're trying to seek and a personal brand put money in your pocket and in the interest of progress, it can put money in your pocket. Whether we'll call the personal brand an asset or not, don't worry, we'll query that query later. What should I have? You can, yes, build a personal brand.
Although honestly speaking, I think people are obsessed with personal brand. I don't think you should be obsessed with personal brand and put the cap before the horse because in my own opinion, the personal brand is something which flows organically. Just keep doing what you do and pay attention to good business practices and the personal brand is going to flow from itself. So like someone was talking to me a while ago and the person was like, I impressed if you built a pretty good personal brand and I have to correct the guy, say look, look, look, look,
see. The goal was not to build a personal brand. The thing was very simple that as a younger man I bounced around a lot from legal into civil service, from civil service into wedding photography, from photography. I can't manage export business with my brother like I have been bouncing around. But then people said that I know how to sell and people are beginning to say come and train my people. So if I was going to migrate into this consulting thing, I
needed to come correct. I needed to step well and I needed to look for something that will chart my entry into the consulting field, you know, nicely and smoothly. And that is how the podcast and the public speaking began. So I didn't match stage and say I'm building the personal brand. No, I was matching the stage because if people keep viewing me as photographer, photographer, then this consultancy no take off. So when I climb stage, it's because I'm trying to let people know that look, there's other things that I know there's other value that I can provide.
You know, it's not just when I pick up a camera and, you know, we start discussing composition and angles or we start discussing, you know, the flow of the documentary and the things like that. So I wasn't climbing on the stage and I wasn't hopping on the microphone to build a personal brand. No. So the personal brand has flowed organically from me just trying to do best business practices in starting as a consultant, so.
Yes, build a personal brand if you can, but please do not be obsessed with the personal brand. But I think being obsessed with the personal brand can lead you astray. You will lose focus. You know, you'll be wasting your time, you know, buying expensive suits, doing photo shoot, blah, blah, blah. Just keep on doing good business practice and the professional brand is going to unfold. Because remember I said professional brand.
The personal brand is going to unfold because remember that our definition of personal brand is your reputation. What do people think about you, the way you are doing business normally, Your reputation will unfold. It will just grow on his own. Then it's also the sum total of all the experiences that people have when they interact with you. Now, if you are arranging your activities, you are arranging your footsteps, you are arranging everything, well, then all those experiences that people are having with you will be positive.
So if you can build a personal brand, good. But I don't think you should wake up and say, you know what, today I'm a build a personal brand. No, no, no, just continue doing business to the best of your ability. Your personal brand is already evolving and it's already growing. OK now, But for those of you who say I must build personal brand in 2026 because I'm making this recording in 2026. And Please remember that this advice is context specific because you might be listening to this podcast in 2056 or in 2083 or in 3024, and maybe things might have changed.
But for now in 2026, if you're listening in 2027, I'm sure things haven't changed that much. Maybe you never know. So how to build a personal brand? In my own opinion, if you're going to do that, you will do it through content. Content just means anything that you put out over on the Internet. If you put out texts, blog posts, that is content. If you put out photos, graphics, that is content. If you put out videos, that is content.
If you put out audio like podcasts and all that is content. So whatever it is that you put out on the Internet, let's just call that content. Now, for those of you who are regular listeners of the podcast, you already know my philosophy on these things. There are two kinds of content. There's educational content, and then there's entertaining content. Now, entertaining content. That's the one that all of you know and all of you love.
And it is my biggest desire in creating this podcast, all right, online. It is not my biggest desires in making this podcast is I'm trying to disabuse this whole thing of entertaining content and I'm trying to get as many of you as possible, especially those of us who are knowledgeable professionals. I'm trying to get as many of you as possible to run away from this entertaining content. All right, Too many of you are being seduced by it.
But for those of us who are knowledge professionals, you think, you know, to, you know, to pay. But those are the ones that are loud and are glamorous. So I understand that, you know, everybody wants to do that because you look at what's his name? This guy paid off. No, What's his name? I can't remember what this guy's name. Bring Jotter. Bring Jotter, Mr. Macaroni. And, you know, the rest of them, you know, comedians, you know,
basically. Yeah. So they have the huge followings, you know, millions and millions and millions of or followers, and then they have these huge endorsement deals and they seem to be, you know, living their life, you know, because it looks sweet, like you're just there doing your funny little skits. Next thing, Globe Globalcom reaches out to you and then they fly you to Dubai. And then before you do it, you're recording a commercial for Globe.
And then off on top of that, they're paying you some good money again, you know, so it looks like it's the life. But anyway, let me not go on Iran. So if you're going to create an entertaining content, then the goal actually is to amass a huge audience. When you get a huge audience, then you're going to make money from either advertising. That is you have a huge audience, you have access to let's say 50 million Nigerians and then people come and you know, pay you money to advertise something.
So advertising, endorsements, you know, those sorts of things. That's how you are going to make money basically. So you amass an audience, let's say 100 million Nigerians and then other people will pay you money to access that audience in whatever form. So whether it is that you are going to do a, an endorsement of a product or whether you're going to be an affiliate of a product or whether you're going to advertise a product or a service or let's see what else.
And then certain kinds of lifestyle stuff, because those people make good money. Like some people just pay them to show up in the club. That's one that surprised me. I had no idea, but I was listening to the honors bunch and there was this other guy there. I can't remember the guys name was a musician. And the guy admitted that look that he he doesn't like club that is a homeboy. And so he told them that look, if any of you jammy for club money is involved and being paid.
They say, eh, even meet us like, eh, the guys say, yes, that if you see him in the club, money is involved, that they have paid him to show up in the club. Now all those drinks, all that champagne, all those things went in a pop. Nobody say like, it's not his own money that he's using. They have paid him to be in the club because the club promoter, the owner of the club, you know, they feel as if, OK, if this particular musician shows up,
you know, you will need to like, people will be like, ah, OK, this is the main place. This is the main, like this is joint. So I'm surprised I didn't know that that was the level of income. But yes, you get to a certain level of notoriety, a certain level of fame that people just say, hey, you know what I'm doing house warming this come to the house warming and then they pay you just to show up. Come to think of it now, I think I should become an entertainment influencer so that people can pay me just to show up.
Anyway, I'll look at that later. So that's entertaining content. Then there's educational content. Now the whole point of educational content is that you're trying to position yourself as an authority now, because you're an authority, you will have the credibility, you'll have the trust so that you can now be, you can now sell products or you can now sell services. So as I keep on in the game and as I keep on working with clients and as I keep on making the podcast episodes, after a while people will begin to see that this guy knows his onions,
that this guy is the truth, that this guy knows what he's saying. And then from there, I'll be able to sell training programs. From there, I'll be able to sell coaching, public speaking. Let's see, what else? What else? What else? Anyway, I'll be able to sell stuff here. But that's how it works. OK? So to create the personal brand, create content, other entertaining content or educational content. If you're creating entertaining content, the focus is to try and amass a huge audience so that people will pay you to access that audience.
So that's the whole point of having 50 million followers in Niger. It's not just so that you can boast and say, oh, I have 50 million followers. The goal is if you have 50 million followers, maybe GT Bank will come and say organ influencer, Madam influencer, how far? Let's do some work together, you know, we want to roll out this banking product or this investment product or whatever, whatever, whatever. And then you guys come up with a deal, you put together something, you create some interesting skit.
And then you know, and that is one thing that I really admire this guy for Brain Jutter because the guy is mad. The guy is really mad. I remember this skit that Brain Jutter did where like was a babe that like she was in distress and then so she called her boyfriend. Her boyfriend was Brain Jutter and I think so she needed some some small coins, you know, like that kind 2030 K. And the guy was like, no problem now that I'll send it to you.
And he had to send it using those people's particular app. Then the transaction went through and then something, something, you know, But in the midst of comedy, I was like I said, that is smooth. That is smooth because the story was flowing organically. You know his babe was doing her own thing. She antag basic she's in the bind. She needs boyfriend to bail house. The boyfriend bailed her out and of course, you know, they're focusing on the app and then the everything the people that were with her was surprised like oh that she got the money quick and this and this and that and that.
I think I can't remember anyway, but the way that the thing just flowed organically. So Brain daughter is particularly good about all these public placements and stuff like that. And then this one that they did on I think sickles. I suspect he was being paid by a sickle cell NGO or something like they're trying to bring awareness for sickle cell. That was the one where, you know, brain jotter walk up to a girl, maybe like in a in a bar or something.
Then the baby would smile and then he would say, look, before we talk. What's your what do they call that thing again? What's your what do you call this thing now? Is it blood group? Abby, is it was your blood group was your some I can't remember what they call it, whether it's blood group or something. So that's the first thing has to look before we continue talking. What's your blood group? And then you be able like, is all this necessary?
You say, look, you see, we can't be talking much like I need to know genotype was your genotype. Are you as are you s s? Are you AB? Are you disease? Now we need to talk was your genotype and I think that was a really brilliant campaign as well. So yeah, so that's the goal, amass audience of 50 million people. And if NGO wants to do awareness on sickle cell, they pay you. Or if an investment bank or whatever is releasing a new product to the Nigerian public,
they pay you and then you come up with entertaining content that's going to reach people. By the way, you see why I say stay away from entertaining content because, you know, you have to be born funny or you have to learn all these funny, entertaining, comedic elements. And these things are hard to learn. And then the element of creativity that is involved in pulling off a successful campaign is hard. But you see what I'm doing here?
I just pick up the mic and then I educate you people. This is easy. Like for the TV show that I'm being invited for again, again, just so that you have all the details, it's called Wealth Creation with Ambassador Tina Kinichuku, Global TV. That's the name of the channel. And it's on DSTV channel 365. And then Start Times, channel 276 is going to be on, I'm going to be on the show 12:30 PM until 1:00 PM. It's also going to be streamed live on on YouTube.
So I'm going to on the show and I'm not under any pressure. I don't have to look handsome. I don't have to sound funny. I don't have to make anybody laugh. I don't have to be charming. All I have to do is just go there, open my mouth and say what I already know. Please, for those of us who are knowledge professionals, because I see all of you jumping on trends, another trend will come, you know, go, go, go, trend. And then you see lawyers doing go, go, go of financial people doing go, go, go.
And like, what is all this you will acknowledge professionals, please just show up and say what you know. Let people associate you with certain ideas. There is no point with jumping on all these trends. It is hard, it is a waste of your time. And here's a sad thing that lots of you don't talk about. Yes, you will train and you'll attract audience, but it is the wrong kind of audience. So if you do go, go, go trend and people come because they think you're a good dancer.
But at the end of the day, you're trying to sell insurance services, you're trying to sell legal services, you're trying to sell accounting services. People who come because you're a fine babe or that you're a boy who knows how to step, do you think they are interested in your legal services? Just show up and say what you know. Knowledge professionals, service professionals, please forget this entertaining thing. Show up and say what you know.
The funny thing is when you relax and you start saying what you know, your personality shines anyway. So what I'm doing here on this microphone, I am not my, I'm not manufacturing anything because I'm saying what I know. I can relax and speak freely. Now, the problem is, because it's a podcast, I'm in control of my time. You know, once in a while I get carried away and I start yawning off points. So when I'm on TV and on the radio, I have to be tight.
I have to be dialed in, I have to be focused. But The thing is, just relax and be yourself. Say what you know, the entertaining part, the charming part, the whatever part is going to come out eventually. Because to be honest, it's nice if you can hide your personality. If you're a cool person, you're a cool person. If you're a wicked person, you're a wicked person. The thing will come out eventually. So for educational content,
there are two ways to go about it #1 is to talk about your expertise. Because there are some people who have expertise. Granted, there are some people that you know, you're the ish, you're the ish. You graduated first class, you graduated first class. After that, you went to Harvard or Oxford. After that, you got your PhD. After that, you did this, you did this, you did this before you relocated back to Nigeria. So there are some people that look you on paper, you are the expert.
Nobody can contest it good if you are that person, you producing content is just you showing up and saying here is my specialized knowledge. Now you don't even have to be too big, big big like that because look at this guy Aproco Dr. He's a medical doctor, is he not? He has qualified, is he not? He has been practicing, is he not? What is he talking about? Medical issues and he's not even talking about advanced medical issues.
He's talking about the same medical issues that all of us face, you know, malaria, typhoid, big stomach, diabetes, what else? Sickle cell, nutrition, all these sorts of things. He's sharing his expertise. He's the expert by knowledge of the fact that he didn't go medical school. So he's the expert and he's sharing specialized knowledge, and he's sharing this in a way that is easy and accessible to people. So in his own case, he's doing more of an edutainment kind of thing.
He's educating people and then he's also informing. He's educating people, excuse me. And then he's also entertaining people as well. See. But The thing is, he's leading with his specialized knowledge. So if you're the expert, you're the expert. If you don't qualify, you don't qualify. So go ahead, share that knowledge. That is 1. When you have the expertise, then #2 there's some people who you're either humble or you're not sure of yourself and you know, I'm not really an expert and be am I an expert?
No problem. That is other people like me. So my expertise when it comes to sales is not because I studied business administration in school. Besides, there's no college, no university in Nigeria that offers selling as an undergraduate degree. Those schools are only in America. Then there's one in the UK, but that one is a master's program in sales. So there is none of us they are looking at who specialize in sales in Nigeria.
There's none of us that went to school for this thing, None. So we've picked up our knowledge through experience, through personal study, you know, applying ourselves in the field. So sometimes, you know, it's, it's, it's arguable, it's doubtful. Is this guy really a special, an expert or or not? So if you're in that kind of field and you don't want to stick your neck out, you don't want to shout, I'm the expert, I'm the expert, no problem.
What you do is you take a journaling approach and the journaling approach just says, this is me, this is what I'm interested in. This is what I'm doing, Here is how I'm growing, here is how I'm evolving. People will be along with you for the ride. The people who think this is a small boy or this is a small girl, they won't reach out to you. The people who think this boy or this girl actually is considerably skilled so I can reach out to them because it will help me solve one or two problems, they will reach out to you.
So you don't have to wait until you have all the credentials that you need. You can start using a journaling approach. So people in health and fitness space, that is what they do. A lot of them didn't go to university and study physical education and they didn't study medicine. It's just that, you know, they go to gym, they know how to use machine, they know how to plan their diet and so they start producing content. This is me.
I want to have 6 pack. I want to do this, I want to do that. I'm a long come along for the journey. Watch me grow, watch me evolve. Eventually some people look at themselves up and down. They'll say that they have Potbelly and you'll see that this guy doesn't have Potbelly. Then I'll call the guy and they say, can you design the program for me? Or how much for me to pay you so that you will accompany me to the gym? So educational content, there's expertise like you are the expert.
If you are the expert, say with your food chest, go there, say with your food chest, I'm the expert and then start your own content. If you're not the experts or if you they fear, you know, you don't want to be unethical. You're trying to be completely honest and then all of that, no problem. Your strategy is a journaling kind of strategy. This is me. This is what I know, this is what I like. I'm growing, I'm evolving, I'm exploring.
Dear audience, follow me along for the journey. So it's like you guys, I'm doing a journaling thing. I don't stick my neck out and say I am the expert because to be honest, you know, there is no experts like that. You know, experts quotation mark in Niger because none of us went to school for this. And even the certificate in America, these are recent things like, you know, within the last 5-10 years. So it's not even as if the courses were available like 20-30 years ago for somebody to go and study sales and business development.
So where was I? So a journaling approach. Now remember, if you're going to take the educational content approach, the focus is you should be trying to talk about questions or talk about problems. I'm trying to answer issues that your potential audience has, which is why I talk about things that Nigerian business people are preoccupied with because those are the kinds of people that I want to sell my products or my services to.
So I answer questions on the podcast. That real live Nigerian people are asking me, hence the last episode with Fresh Prince. Again, that's not his real name. So that was a real live conversation about questions that the real live Nigerian has. And chances are, if one or two Nigerians are asking me those kind of questions, there are probably hundreds of thousands of you more who have those questions as well and you can't find them answered on the Internet in a way that resonates with the Nigerian context.
So that is what I do. So whether you are shouting your expertise or you're taking a journaling approach and people are working along with you for the journey, just make sure that it is real life questions, real life problems that the audience has. Don't be too academic. All right? Then at the end of the day, you're going to sell or promote your product or promote your service. So to make these things work, building a personal brand,
putting our content, there are certain skills that are required. If you're going to be one of these entertainment people, you have to be very good at monitoring trends. You cannot avoid it. So that's the reason why I pick your favorite influencer. Whenever there's something trending, they're on it. So whether it's Very Darkman, whether it's Brain Jotter, whether it's who else, Sorry, forgive me. I don't really follow the influencer space.
So I know some of you wouldn't be laughing to be saying that. Why are you calling people from 3-4 years ago? I'm sorry. The reason why I'm calling you from 3-4 years ago is because honestly speaking, whenever things are going down in Niger, I'm the last person to know because I'll come home and I'll say, hey, my dear, did you hear this? You hear this mouthful say, yes, I heard it. It actually happened two months ago. I'm like, oh, oh, OK, so I'm always out of date.
But either way, whoever the current influencers are the gas beyond trend. So they monitor the trends, They know what's going on and their content reflects the trends accordingly. So it's a skill that you have to build. You have to learn how to be sharp. You have to learn how to be monitoring what's newsworthy, what are people talking about, like what's going on, what's going on? What are the things that people are talking about?
What is moving, what is gaining currency in social circles? You need to be able to know what's up. So can you see why I say this? Entertainment, whatever is hard is hard enough, how I put it, trying to build a legal practice or build your accounting practice or build your architectural practice. You now want to come and be paying attention to what the president is saying or what scandal is going on, or this and this and that and that.
Then another skill that's going to be required is audience engagement. You have to be able to engage with your audience if you're this entertainment content space because you have to be interacting with them to know exactly what's going on, what are they feeling, You know, what is moving, what are they interested in. And then at the end of the day, remember, if you're going to be one of those influencer types, influencer lifestyle types,
since you're going to be selling access to your audience, you're going to have to learn some skills in sponsor engagement. Sponsor. How will I put it now? Yeah, let me say sponsor engagement. Yes, 'cause you have to engage with sponsors, business people, other business interests who want to have access to your audience. So managing those people is a skill, finding those people is a skill. Negotiating with those people is a skill.
So you have to learn all of these things. All right, so please, those of you who just say I want to be an influencer because there's some people who reach out to me and they say they just want to be an influencer. And the thing confuses me, like, OK, you just want to be an influencer. Like, are you thinking this thing through? Like what's the end game here? And do you realize that cause some of them, you know, don't want hard life, you do realize that you're picking a hard way to make money because you can be funny, you can be sexy, you can be entertaining and all that.
But at the end of the day, the audience engagement and then dealing with all these sponsors and other stakeholders want access to the audience. Can't you see that there's some serious business conversations that have to be had here? We should all be adults, please. All these people that were saying up and down who are popular and who are making money and making endorsements and everything, they make it look, you know, fun and they can seem,
you know, childish and stupid at times. But look, it's a business, it is a business. So wise up, wise up. Then if you're going to go through the educational route, audience engagement is also key. That's the reason why I interact with you guys one-on-one. If there's anybody who wants to connect with me, you can call, you can send me a text message or a WhatsApp message on 08064662140. That's why I always give up my phone number.
I want to be sure that the things that I'm talking about are questions that, you know, people have, things are on people's minds. So when people discover the podcast for the first time and they scroll through and they say that your topics are on point. It's not because I'm smart. I'm only just talking about the things that people actually want to know. Some problems have been coming up. People have been asking me some questions.
You know, I go on a stage or I go on a show, somebody calls in and they ask me a question and I say that's a question for the podcast. And then I come back later on, I speak, I now talk about it on the podcast. So that's how so this engagement thing, it's, it's a big deal. If you don't like audience engagement, then don't begin or pay somebody to do the engagement on your behalf. Then another skill that's going to be required if you're going to do the educational route is conversions.
Now, what conversions means is this, whenever you have tons of people liking your stuff, listening to your stuff, enjoying your stuff, you know, following along with you, before we sell them a product or service, we need to guide them through several stages of the relationship. Now, traditionally in Nigeria, people have spoken about either, that is Aida, awareness, interest, desire, and then action. So in the beginning, you want people to be aware of you.
Like I get this babe, when it comes to accounting and the new tax regime, she's the bomb. See, that's awareness. People know you then apart from knowledge, you know you're going to get them interested using some case studies in the things you talk about the new accounting law and then stuff like that. You put in case studies solving real problems, you know, maybe interview stakeholders in that space. You know, people are now becoming interested.
This one is no longer awareness. Awareness just means when they call you themselves. Oh, OK, I've heard of her. I've heard of her. Interest is now goes beyond like, oh, I've heard of her, you know, go, begin. They consume the content. Go, you know, begin. They engage, watch one or two video, share one or two video, ask one or two questions, you know, comments, you know, things like that. Then desire now means you get them to the stage where you know, inside their mind there's a staring, there's a longing that you know what?
This business that I want to start, I don't want to enter into any tax issue with Ginubo and his people at all. So I need somebody, a specialist to guide me so that I'll set up my tax infrastructure. Well, when I start this business, that's the desire stage. Then action stages where you make them to take the next step, which is they call you or they send you an e-mail or they come to your office or they send you Adm or whatever the next step is supposed to be.
Now conversions in sales is how we get people to walk through all these stages. We get someone to take the next step. So remember, for those of you who are regular listeners, the way I explain confessions using my experience as a former wedding photographer was through bridal shows because I really like, I preferred bridal shows. I like meeting brides and grooms, you know, live and in the flesh, you know, let's talk. I get to know you, you get to know me.
That's the one I prefer the most. So I liked being on the floor. You talk to 50 people, you try and get them to come to your booth. Not everybody will come to your booth. There's some people who say, oh, unfortunately my uncle has already gifted me a photographer. Or you know what? I really like you, but my girlfriend is set on. So as a photographer, blah, blah, blah, you know, all these things happen. So you talk to 50 people on the floor, maybe 35 will come to your booth.
That is a conversion. You spoke to 5035, came to the booth and from the 35 that come to the booth, you will continue to talk. You look at samples, then you now try and get their phone number because you guys follow up after this event. Now, not everybody's going to drop their phone number. In fact, I think if some people are hesitant to drop their phone numbers, no portion too much because some people just drop the phone number just to stop you from pestering.
By the time you try calling, you will see that this old phone number that they gave you or that the phone number is fake or the e-mail address is fake. So if somebody in feeling you, the person in feeling you say my own opinion, you know, if you're pushing for phone number, they see, no, they work, just let it go. There's no point in gathering fake phone number and fake e-mail addresses for follow up after the event. So let's Add all that 35, maybe 28 will drop phone number or drop e-mail address.
That is a conversion. 35 got to the desk, only 28 dropped phone number, that is a conversion. Then you now call them on Monday after the event to try and book meeting or you know, something like that. You call them. Then some people who goes to you, some people who say yes, let's have a meeting. Maybe people who say yes, let's have a meeting, that is maybe 10. OK, so you call 28, you're able to fix meeting with 10, that is a conversion.
From 28 phone calls, you got 10 meetings. Now from the 10 meetings, maybe from there you show them sample and then maybe 6 people agreed to go ahead with you and pay you. That is also a conversion. You got 10 meetings. Out of that you got 6 clients. So you see the floor, You see as everything they stack at first is 50 people on the floor, then you got 35 to the booth. So I'm making up figures so I can't remember, but you understand what I'm saying. 50
people on the floor. You got 35 to the booth, but the fire showed up to the booth. 28th dropped their contact details. 28 dropped their contact details. 15 agreed for a meeting, 15 agreed for a meeting. You send proposals to 8 out of the eight people that you send proposals to. You close the deal with six. Every single step as we go down, down, down, down, down, down, down, down, down like that, those are conversions.
Now, when you enter into this educational space, you're going to have to become good at conversions. People watch your podcasts, OK, Or people watch your YouTube video, OK, Or people come to your public speech from the stage. What is the step that you want people to do next from the podcast? What is the step they want people to do? See me giving out my phone number like this every single episode. What do you think I'm doing now?
Conventions be that if anybody calls me, that is the next step. So as you're putting out this content, you have to be working on conversions. You have to. Now, for those of you who have been putting our contents, you know, five years, 10 years, you're not making any money. Can you see some of the reasons why you haven't locked down this conversion game? You haven't come up with a strategy for how you're going to be walking people along, moving them into a deeper relationship with you?
So if you're going down this educational route, man, you, you guys, yeah, you have to work on your conversions. You do the entertainment thing is different. If you build the audience do come like today, today, today when people if OK, I only have a small audience. So on Spotify only have about 4300 subscribers. But let's just say I do a good job and by the end of this year, maybe next year, I have 100 million subscribers on Spotify.
By the time the world gets out, yeah, that there's one guy in Abuja and he can get 100 million subscribers on Spotify, maybe 200 million subscribers on iTunes. And then maybe all the other podcasting channels, again, all the other podcast catchers he can get like, you know, 200 million subscribers. You combine everything, that's like 800 million. Definitely, definitely. Businesses will begin to hit me up. So boy, how far, how much to advertise?
So on the entertainment thing, the hard work is to build the audience. If you build the audience, they definitely will rush you. They will rush you. But then for on the educational route, it's not just a matter of the audience. So because if you have an audience of 100 million, but nobody's calling you for consulting, nobody's calling you for project, nobody's calling you for speech. Ogao, serious problem. So we have to get good at this conversion game.
So wow. OK, one hour. Let me round it up. Personal branding as a financial asset. Yes, a personal brand can be an asset, but just in the sense that it can help you make money, you'll be able to do that by putting out content. The content you put out will either be educational content or entertaining content. And please, I beg of you, if you're a service professional, forget all these entertaining things. Put out educational content first because it is your thing.
You'll be relaxed and who knows, you'll be able to make a few people laugh along the way like a proco Dr. I don't think he set out to be a comedian. He was just saying what you already knows, what he learned from medical school. But because he's answering questions and because you can't hide your personality for long, so the jokes are in him come out right. But I don't think he set out to be a comedian. I know any of you who know him.
Just let me know in case I'm wrong that he actually set out to be a comedian. But then he said, you know what, to break into the comedy. I'm better. I'm better off going through medical route. But just let me know. I could be wrong. You know, nobody knows everything. So where was I? Anyway? That's it. If you're going through the entertainment route, make sure you amass a huge audience, A relevant audience because if your audience is just full of spambots and robots, then nobody's going to give you money.
Then if it's educational route, you have to be good at conversions because that's the only way that you make money Because as a consultant, you have 500 million followers. It does not mean that you will necessarily be making money because people love free advice and people keep on listening for free from now till you know, God knows when. In fact, Speaking of conversions, if you'd love to connect with me, you have a question, You want to pick my brains about something, call me 08064662140.
Also, remember that your boy is going to be on TV. Finally, it's not my TV show. So yes, I'm still working on my TV show. I'll let you guys know when that materializes. But finally, your boy is going to be on TV. The show is called Wealth Creation with Ambassador Tina. It's going to be on Global TV. When I say global TV, Global TV is the name of the channel. Oh, it's not as if I'm big. I'm not saying I'm on Cnni will get there one day, but I'm just saying that name of the channel is Global TV.
If you're looking for the YouTube channel is Global TVNG or something like that. So it's on DSTV channel 365. It's also OnStar Times Channel 276. The show is going to be live at 12:30 PM this week on the 12th of on Thursday, the 12th of March. So if you're listening to this ahead of time, show up, support your boy and also send me a message, say that you saw me on the air and let me know what you agree with. Let me know what it is I
disagree with. I've already told you what I think me and Ambassador Tina are going to talk about. But like I said, you know, these things now we'll show, and then she'll ask one or two questions before we know, we don't divert, you know, we begin the talk on another level. So yeah, that's it. Thank you very much for your time and attention. I will catch you all some other time. And please enjoy the rest of your day. If you're listening to this,
after the program has gone live, you can just go on YouTube and then, yeah, go on YouTube and have a look. OK, I have a conversion to make on the podcast. I've always spoken about how, you know, I'm a fine boy and I have yellow skin and I have pointed nose and I have long hair. Actually, I lied, I don't have long hair. So when you see me, don't be disappointed. And then my nose is not pointed. Although if you look at me from the side, my nose is kind of pointed.
And then no, I'm not light skinned. So although I'm kind of brown skinned. So for those of you who have been thinking of me as, you know, a tall yellow pointed nose, fine boy, Yeah, yeah, sorry for lying. You know, I make up stuff once in a while on the podcast. So anyway, I'll catch you guys some other time.