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Salesman’s Letter Series #2



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.


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Oladokun and Odunlade Shine in ‘Te Oku’, A Mesmerizing Movie – A Literary Review




By Tola Adeniyi
Ite Oku is a simple story but built into a very complex and complicated plot and catapulted over the roof by the ingenious interpretation of the characters by the star-studded cast assembled by producers Zentury Pictures and Sir Folly Film International.
It is the story of a very ambitious cab driver who is very much unsatisfied with his state in life and hastily seeks a get-rich-quick ladder to climb to opulence, prosperity and the attendant reckoning in society.
He fishes out a very wealthy woman and begs for money and fortune. Consequently the beautiful lady of high net-worth leads him to the mysterious abode of the dead where money rituals are performed and the huge wealth sought came in stupendous proportions.
Unknown to the greedy upstart, the beautiful lady belongs in the realm of the dead and she only assumes the body of the living for the sole purpose of dispensing largess to the needy as agreed upon by her husband in the grave! But with conditionality: whosoever becomes rich through her money rituals is bound by an irrevocable oath of chastity and barrenness throughout his or her life time. His or her spouse dwelling in the grave is wedded to him or her at the initiation of money rituals. Death, non-negotiable is the punishment for defaulters!
Fast forward, cab driver Aderoju acted by veteran Odunlade Adekola is courted by a bevy of ladies all over the community. These gold-digger dazzling ladies include Morenikeji acted by Yemisi Oke [who out of desperation enlists the supernatural powers of her mystical father], Layo played by Wunmi Toriola, Folake played by Ayisat Raji and Ajibike acted by Emiola Iyiola among others.
Full of suspense, viewers would not know how Yemisi, acted by vivacious legendary Bukky Wright emerges as the wealthy lady from the abode of the Dead, ‘Ite Oku’ or how Feyisara, acted by Temitope Adeniyi became Yemisi as the Dead living in the body of Yemisi acted by Bukky Wright. The knotty riddle becomes clearer when apprentice mechanic Femi, acted by multi-talented Murphy Afolabi is shown as the earthly fiancé of Feyisara [Temitope Adeniyi] who lost her life as a result of enforced abortion of the pregnancy she had for Femi by her upper-class parents who stoutly disapproved her relationship with apprentice Femi. Her untimely death provoked the unnatural death of Femi [Afolabi] and both then found themselves living happily together in the land of the Dead.
Femi had come by some fortune through money making rituals to counter his rejection by Feyisara’s parents. It’s this huge wealth he commands his dead fiancée Feyisara, in the body of Yemisi to go out to the land of the living and dispense to the needy where and how Aderoju falls into trap.
It is this entanglement that gives the plot its complexity and eerie weirdness and the experienced actors the opportunity to display their dexterity and super-star status in acting.
Long suffering widow, Mama Aderoju, magnificently portrayed by another legendary actor Tola Oladokun comes face-to-face with the heart-breaking realisation that her son, the only son, is a millionaire in cohort with money-making ritualists in the haven of the Dead. From that moment on, motherhood; emotional, harried, weeping, wailing and ecstatic, charges the atmosphere of the movie, garnering for Tola Oladokun the medal of the champion of the day. She is a delight.
But she is not alone. Bukky Wright, Murphy Afolabi and Yemisi Oke will not let go without creating dilemma for the viewers as to whom the ‘Victor Ludorum’ should go. 
Watching Bukky Wright with the ease of her acting and delivering of her lines one is tempted to believe they are having a natural conversation with the lady next door or a family member in a family setting. She is so natural and naturalistic. 
Odunlade Adekola is a man for all seasons and acting has become so natural that he is, in reality, the character he portrays. 
Murphy Afolabi couldn’t have acted a dead man in the grave better nor could Tola Oladokun be more convincing as an agonizing mother in the throes of a grown son with death sentence on his head.
The costumes, the lighting, the audio, and other acoustics contribute in no little measure to the greatness of the movie *Ite Oku* which makes it one of the most outstanding movies in recent times.
It is entertaining, educative, and instructive while its visuals are both thrilling, captivating and alluring. Nothing was spared in making Ite Oku a movie for all time.
It was a big relief that the writer of the story, Shonde Afolabi did not insult African spiritual essence like several writers of stories in Nollywood who often times would portray the Bible or the Quran as being superior or more potent or more efficacious or more edifying than our [Africa’s] own cherished and revered traditions, cultures, beliefs and mores. Every religion is a product of people’s culture and tradition.
Tola Oladokun, Odunlade Adekola, Bukky Wright and Murphy Afolabi, you make acting a pleasure!
High Chief Tola Adeniyi is an Actor, Dramatist, Playwright, Choreographer, Producer, Director and Chairman Tola Adeniyi Foundation for Theatre and the Arts [TAFTA]

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Azuh Arinze Dedicates New Book ‘Anything And Everything Journalism’ to Dele Giwa, Dimgba Igwe




The publisher/editor-in-chief of YES INTERNATIONAL! Magazine, Azuh Arinze is out with a new book.

Entitled Anything And Everything Journalism, the 448-page book is dedicated to two of Nigeria’s greatest journalists whose sudden deaths shook the nation, Dele Giwa and Dimgba Igwe.

Giwa, one of Nigeria’s most colourful and charismatic journalists, was the founding editor of Newswatch. He was killed via a parcel bomb on 19th October, 1986.

Igwe, on the other hand, was an astute journalist and founded The Sun newspaper alongside his “twin brother”, Mike Awoyinfa. He died under controversial circumstances on 6th September, 2014.

Anything And Everything Journalism could be rightly summed up as the “Bible” of journalism. It features 37 detailed and diligently-conducted interviews with some of the best and brightest journalists that this country has produced on how they made it to the top, and cuts across print, broadcast and online.

Among them are Segun Osoba, Ray Ekpu, Bayo Onanuga, Mike Awoyinfa, Dele Momodu, Femi Adesina, Reuben Abati, Olusegun Adeniyi, Azu Ishiekwene, Simon Kolawole, Ikechukwu Amaechi, Gbenga Omotoso, Dare Babarinsa, Musikilu Mojeed, Dotun Oladipo and Lanre Idowu.

Also included are Eze Anaba, Christopher Isiguzo, Ali M. Ali, Bisi Olatilo, Larry Izamoje, Soni Irabor, Adesuwa Onyenokwe, Femi Sowoolu, Bimbo Oloyede, Seye Kehinde, Louis Odion, Gbenga Adefaye, Funke Egbemode, Lekan Otufodunrin, Ibim Semenitari, Shola Oshunkeye, etc.

On why he dedicated the book to Dele Giwa and Dimgba Igwe, the author, Azuh Arinze said: “It’s first and foremost, to ensure that their memory continues to live, especially in a profession they gave their all. And secondly, because the works of our heroes past must never be in vain.”

Shedding more light on the book, he revealed that it took him years to have a one-on-one session with all those featured in the book. Adding that he embarked on the massive project because of his love for the profession. Also, because he wants up and coming journalists, aspiring journalists, the current practitioners and even lovers of the noble profession to know and understand that it could be rewarding if practiced professionally and without cutting corners.

According to respected journalist, columnist and biographer, Dr. Lasisi Olagunju who wrote the foreword: “I strongly recommend this book to students of journalism, practicing journalists, persons in public relations and image management and to all who seek to understand why journalists do what they do and how they do it.”

Anything And Everything Journalism will be presented to the public, alongside Azuh’s other book, My Story Of Many Colours, on Monday, 25th March, 2024, at the Nigerian Institute of International Affairs, Kofo Abayomi Street, Victoria Island, Lagos.

Dr. Dakuku Peterside, former DG of NIMASA, will be the chairman. The books’ reviewer is Chief Uche Nworah, Ph.D, former MD, Anambra Broadcasting Service; the Royal Father of the Day is HRM Oba Michael Odunayo Ajayi, Elerinmo of Erinmo Kingdom while the Books’ Presenter is Otunba Bimbo Ashiru, Chairman, Odu’a Investment Company Nigeria Limited.

Among the special guests expected are Mr. Udeme Ufot, MFR, GMD SO&U, Lady Onyeka Onwenu, MFR, accomplished musician, Dr. Tunji Olugbodi, Executive Vice Chairman, Verdant Zeal, Rotarian Ify Ejezie, District Governor, Rotary International, District 9110, Rotarian Wole Kukoyi, Incoming District Governor, Rotary International, District 9111, Rotarian Femi Adenekan, Incoming District Governor, Rotary International, District 9112, Rotarian Omotunde Lawson, First Female District Governor, Rotary International, District 9110, etc.

The event which will begin at 11am prompt will be anchored by Gbenga Adeyinka 1st.

My Story Of Many Colours and Anything And Everything Journalism are Azuh’s 8th and 9th books. The previous ones were The CEO’s Bible 1 & 2, Success Is Not Served A La Carte, A Taste Of Success, Conversations With Showbiz Stars, Encounters: Lessons From My Journalism Career and Tested And Trusted Success Secrets Of The Rich And Famous.

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Poetry: The Mourner’s Gentle Smile




By John Favour Orodiran


Sitting on the terrace at night,

Thinking about the memories we shared,

Though my vision is dim and bleak,

I can still hear your piercing cries.


But deep inside, my thoughts are laid bare,

To the moon shining above,

Expressing my sadness and worry,

As the moonlight whispers in the night.


Then, a soothing breeze comes from the night,

Turning my world into a peaceful place,

Easing my pain and bringing comfort,

With gentle words to soothe my soul.


And that’s when a smile graces my face,

Prompted by cheerful jokes and banter.

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