4. Local Abuja Market Vendor Teaches Google-Standard Marketing Lesson.

I walked into Durumi market one evening and was attacked by the loud noise emanating from one of the vendors. 

He was using a loudspeaker and was advertising a charcoal stove that didn't burn the coals as fast as a regular tripod charcoal stand would. 

I didn't want to buy a stove, but I was intrigued by how loud and WELL he was selling this product, so much that I was tempted to get one for the family. 

I got even more curious that I went to a nearby stand and was watching as people gradually trooped to the man's public stall where he was selling stoves. 

Well, 

The lesson Google taught me today takes me back to that day. I learned today that to stand out in a business so many other people are doing just like you are, you have to be serious about STANDING OUT. 

How? You need to create a Unique Selling Point. 

I'd say that man's unique selling point was using a loud microphone and being in a public marketplace where he was sure to get the exact kind of clients he was looking for. 

You see, to create a USP, you have to ask yourself 4 questions.

1. Who is my target audience?
2. Who are my competitors?
3. What problem does my ideal customer have and 
4. How precisely do I solve it for her? 

When I studied earlier today, I realised that even though this man was in a physical marketplace, this principle taught by Google still applied just as much as it would online. 

His target audience were women or moms who in this recession will definitely always cook for their families. They also wouldn't want to expend so much money in trying to feed their families. So he got that right. 

How? Not far from the market is a big residential estate with families and children who probably use gas cookers everyday. In the recession, this is definitely luxury that not everyone can afford. 

Secondly, his competitors were definitely in the same marketplace. So what did he do? He itemised all the possible problems that these women could have in terms of having an affordable way of cooking meals for months on end.

Then, he listed how this stove which he called the magic stove would definitely be solving those problems. 

If you're bringing your business online, this is paramount. It is important that the basics are employed again and again and again.

1. You are talking to human beings. You must relate with your prospective customers on this level. Be very "everyday" in your language. 

2. Be very clear on the benefits of the solution you are giving. That's what that man did that day. 

3. Do a SWOT Analysis of your business. Recognise the strengths/your advantages, weaknesses, opportunities and threats so you can handle them adequately. 

4. Research your competition. You have free tools online like  Search Engines, Google Alerts, Social media etc. Find out what your competitors are doing and improve on them...

And that, is how you build on what you already have and make it better in order to stand out with better services to your audience. 

Does this make sense? I hope so. It did to me. 

Will you be back tomorrow? I hope so too. 

Goodnight bestie. 



- Vivian 

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