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Literature

Salesman’s Letter Series #2

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By Babatunde Alaran

Dear Prospect,

Would you like me to tell you that any product you buy is apparently not your decision? It is the decision of the salesman to let you buy the product. In a convincing way, that will bring forte your choice towards the product — and perhaps not that you will find it difficult, but, it will be effective to let you understand the benefit of the product. A salesman sells the benefit of the product but not the feature.

For instance, if I come to you, selling a Shampoo; that means I have discovered you as my target audience. Just because I notice your hair is not kinky enough. What I am supposed to do is to tell you why you need the Shampoo and its benefits to your hair. Then, I will come out straight. Like I had told you in the last series that advertising is not deceitful and direct marketing has presumed to be a process of communicating to your audience in a friendly way. Though, like a salesman who sells Shampoo, what I have to do is to make sure you, you believe in those benefits.

Not that as a salesman, I should then be presumptuous, towards the selling, but what I need to do for such customer whose hair is rough or not that kinky is that I will basically tell such customer that Shampoo is what she deserves to make her hair looks attractive. If she says: why? — Then, I will say just because she knows she is not conformable with dandruff.

So, like a salesman or a customer, you don’t need to have a premonition because the choice you make towards a product may affect or may not affect you when you buy or sell. But for a salesman, it is always part of the duty to let the customer has an interest in what you sell. You need to understand psychology and the way you approach such a customer with the language he/she understands. You just need to act like a piecemeal when you are with the customer.

The process of advertising means that your language needs to be simple. And perhaps, you need to find the customer’s interest and how your product will make him/her to not have a wrong doubt or bad impression about the product.

Be a jocular person because the customer wants to buy from someone that cracks a joke. Not necessary you become one of the best comedian or comedienne but you just have to know how to put liveliness in the customers’ face.

As you and I know that the market is competitive, and always be ready for a bargain in a constructive manner. Don’t rude. They are your benefactors; because without them you can’t pay your bills and without them, there won’t be enthusiasm to sell. Just make sure that you understand the marketing dynamic. To understand the marketing dynamic, firstly you need to understand the Strong Ps — which are inevitable, the three (Ps) People — Product — Place.

Indeed, these (Ps) are not stealthy. They are the components part of marketing and advertising. They determine who to buy and how to sell. I read the book of David Ogilvy who was the father of modern advertising and the founder of one of the biggest advertising agencies in 1960s; but now the WPP, which is established by Sir. Martin Sorrell has made an acquisition of Ogilvy. But, what fascinated me from that book: Confession of An Advertising Man. Is what he said: If we don’t sell, what else?

That means a salesman just have to sell. And for an example, if there is a new product on lottery, what the salesman needs to do is to know who the audiences are because they won’t be those who are senile but it would rather be those who enjoy gambling or those who enjoy sweepstake. However, this will give him the strategy to use to sell the new product. Therefore, the salesman needs to be creative. You don’t have to be redundant in language. Also, from a biography of David Ogilvy, he was a salesman who sold kitchen stove door to door for a living before the establishment of the agency. And what I discover from him is that a salesman needs to know how to captivate the attention of the buyer.

Albeit, when we watch a TV commercial, what always brews our attention is actually not the product. But what we do look out for in the message, if it is somewhat celebrity campaign or not. And if it is the kind of commercial we love, it will definitely captivate us to watch for as it is being aired. TV commercial ensures that we have insight into the product and what it will give us the application for the product and not the philosophy.

With this, it shows the real meaning of entertainment in the commercial, and it wouldn’t be inert to us because we get the importance of what we want. The commercial is not an absurdity. It brings the profundity of the product for us to perceive and receive in our own manner and choice. So, creativity is what makes us buy from the commercial.

Conversely, it means that a product can’t survive without creativity. The gigs for that are from the salesman who needs to have a nose of ideas. One idea is not enough to sell your product. One talk is not enough but just only one persuasion is enough to give the consumer what he/she wants from your product.

For instance, the process of communication is to know the theory to implement whenever you see a customer who doesn’t have the interest to buy. All you have to do is to use the product and tell him/her your experience before you sell to him/ her again. But if such customer stubbornly ignores your talk, never says that he/she won’t buy; but rather keep coming. And the communication theory you ought to use is selective perception. Try to know his/her perception towards that particular product and know why he/she refuses to buy — with this, you have become a journalist. You ask three questions which are: Why don’t you like the product? Is it that someone has lied to you concerning the product? Or is it that the product is not meeting you in a good economy?

When you have asked these questions in a friendly manner, try to give him/her a benefit of doubt, and if that customer is perhaps one of your audiences, and make sure you become his/her friend by visiting him/her repeatedly or talk to him/her on the importance of the product. Nevertheless, keep visiting. This is a process of repetition awareness. Awareness is communication to a salesman. For instance, when Kentucky Fried Chicken (KFC) was having a problem with a low shortage of chicken nationwide, what the multifaceted restaurant did was that they came up with a creative concept. So, that concept for such customer to buy from you is in your hand. That means Idea rule the world which is also the pillar for good salesmanship.

Lastly, everybody who buys or sells is a salesman. You need to have the mind that commerce is what you depend on; because if someone doesn’t buy from you or sell to you, you haven’t communicated to the public. Yet, your reputation is probably entwined to the wrong selection of business desire. So, keep, getting better by checking from your mistakes and never let those mistakes to be obvious to whom you are communicating with. Being a salesman or a copywriter means that you don’t need to run out of ideas, and you have to think and tick like a clock.

Regards,

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Literature

The Death of Nuance by Adeoye Inioluwa

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We are living in one of the noisiest periods in modern history.

Never before have so many people had access to platforms powerful enough to shape public opinion within seconds. A single tweet can spark outrage. A thirty-second video can destroy reputations. A headline can travel farther than the truth itself.

Yet, despite being more connected than ever, meaningful conversation appears to be dying.

Today’s culture rewards speed over understanding. People rush to react before they reflect. Complex issues are reduced to hashtags, and disagreement is increasingly treated as hostility rather than an opportunity for intellectual engagement.

Perhaps most worrying is the growing normalization of selective empathy. Many people only defend humanity when it concerns people who look like them, speak like them, worship like them, or belong to the same social and political circles. Once empathy becomes conditional, division becomes inevitable.

This is how ignorance quietly evolves into intolerance.

Xenophobia, discrimination, and social hostility rarely begin with violence. They often begin with narratives — repeated assumptions, inherited prejudices, and the refusal to understand people outside one’s immediate environment. Over time, stereotypes become accepted as facts, and fear becomes easier than curiosity.

Ironically, history consistently proves that societies thrive not in isolation, but through exchange. Economies grow through migration, innovation grows through collaboration, and cultures evolve through interaction. The greatest cities in the world became influential precisely because they attracted different kinds of people and ideas.

The danger, therefore, is not diversity.
The danger is intellectual laziness.

A society unwilling to ask questions eventually becomes vulnerable to manipulation. When citizens stop reading deeply, listening carefully, or engaging thoughtfully, public discourse becomes vulnerable to propaganda, sensationalism, and emotional extremism.

This is why media literacy has become one of the most important survival skills of the modern era. The ability to distinguish information from noise may ultimately determine the quality of future democracies.

But beyond institutions and politics, there is also an individual responsibility. Every generation must decide whether it wants to inherit prejudice or challenge it. Whether it wants to amplify fear or expand understanding.

Because civilizations are not destroyed only by wars or economic collapse.
Sometimes, they slowly decline through the normalization of ignorance.

And perhaps that is the defining challenge of this generation. Not merely learning how to speak louder, but also learning how to think deeper.

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Literature

Survival, Soft Life and Side Hustles

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By Anjorin Fehintola Stella

There is a quiet transformation happening among young Nigerians today; one that does not always make the headlines, but shows up in the numbers, in the timelines, in the conversations happening in kitchens, group chats and rented apartments across the country.

Across cities and small towns alike, an increasing number of young people are re-inventing themselves in real time, switching careers, learning digital skills, building online businesses, creating brands from their bedrooms and refusing to remain confined to traditional definitions of success.

For many, survival is no longer just about finding a job. It is about creating opportunities where none seems to exist. A generation once told to follow predictable paths is now embracing uncertainty, adaptability and self-reinvention as a way of life.

To understand why, one has to understand what was handed over to this generation. They were raised on the promise that education was the key, only to graduate into a job market that had misplaced the lock. Young people who did everything right, studied hard, earned degrees, dressed sharp for interviews, were still told, in one way or another, that there wasn’t space for them at the table.

Economic uncertainty has played a major role in this shift. In a country where traditional employment opportunities are increasingly limited, many young Nigerians have been forced to think beyond conventional career structures. Side hustles have evolved into full time businesses. Skills once dismissed as hobbies such as makeup artistry, hairstyling, content creation, fashion branding, photography and digital marketing are now becoming legitimate sources of income and influence.

Social media has also accelerated this culture of reinvention. Platforms like Instagram, TikTok and LinkedIn have exposed young people to new possibilities beyond their immediate environments. Today, a young person in Lagos can learn a skill online, build a customer base digitally and create a brand capable of reaching audiences far beyond Nigeria’s borders.

What makes this moment fascinating is that the reinvention is not uniform, it doesn’t have a single face. It is the law graduate who now runs a thriving catering business and carries no shame about it. It is the banker who wakes up one morning, looks at the spreadsheets, and decides that her real life is in fashion design. These are not people who failed at their original paths. These are people who outgrew them. There is a difference, and it matters.

Yet, beneath the aesthetics of entrepreneurship and online visibility lies a deeper reality, many young people are reinventing themselves not purely out of passion, but out of necessity. Reinvention has become both a survival strategy and a response to a rapidly changing world. And the quietness of it all is deliberate. Previous generations reinvented loudly, with declarations, and testimonies and big announcements. This generation has watched too many people announce transformations that never survived contact with Monday morning. So they build in silence. They learn the skill quietly, save the money quietly, test the idea quietly. And by the time the world notices, the transformation is already complete and too solid to be talked out of, too real to be dismissed.

Perhaps the most remarkable thing about this generation is its refusal to remain stagnant. Faced with economic pressure, social expectations and an unpredictable future, many young Nigerians are choosing adaptation over defeat. They are learning, unlearning and rebuilding themselves repeatedly in search of stability, relevance and purpose. They want autonomy. They want meaning. And perhaps most radically, they want multiple things to be true about them at once, to be the professional and the artist, the corporate and the creative, the serious and the soft. They are done choosing.

In many ways, reinvention is no longer an exception among young people today. It has quietly become a defining characteristic of an entire generation. And if you are somewhere in the middle of your own, in that in-between space where you are no longer who you were but not yet fully who you are becoming, the silence is not failure. The silence is the work.

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Literature

Exhausted? I’m Fine, I Think… By Adeoye Inioluwa

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There is a strange kind of exhaustion that does not announce itself.

It does not always look like collapse or crisis. It often looks like productivity. People still go to work, still reply messages, still meet deadlines, still laugh at the right moments. From the outside, everything appears intact.

But internally, something is constantly draining.

We rarely talk about this state because it is inconvenient to define. It does not fit neatly into categories of “well” or “unwell.” So instead, it becomes something people quietly endure — a background fatigue that slowly reshapes how life feels.

In modern society, being busy has almost become a moral achievement. Rest is postponed until everything is finished, yet everything is never truly finished. There is always another email, another expectation, another version of ourselves we are trying to improve.

At some point, exhaustion stops feeling temporary and starts feeling like personality.

What makes this even more complicated is that many people are not technically breaking down. They are functioning. And because they are functioning, they assume they should not complain. After all, there are others who seem to be coping better, achieving more, handling more.

So silence becomes the default response.

We learn to say “I’m fine” with increasing efficiency, not because it is true, but because it is easier than explaining a fatigue that has no dramatic shape. There is no single event to point to. No visible wound. Just a gradual thinning of energy, patience, and emotional availability.

Perhaps the most overlooked part of this experience is how normal it has become. Entire generations are growing accustomed to living slightly detached from themselves — present in body, absent in feeling. Constantly reachable, but rarely restored.

And yet, nothing about this state is actually sustainable.

Human beings were not designed for continuous performance. There is a reason rest exists not as luxury, but as necessity. When rest is treated as optional, everything else slowly becomes heavier than it should be.

Maybe the issue is not that people are weak, but that the standard for “coping” has quietly shifted beyond what is healthy. We praise endurance without asking what it is costing.

And so the question becomes less about how much more people can take, and more about why taking less has become so difficult to justify.

Because sometimes, what we call normal life is simply prolonged depletion — widely shared, rarely named, and almost never questioned.

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