Here's what I learnt from the 2023 presidential elections
"if the foundation be destroyed, what can the marketer do"
Before seeing this tweet, I had an overdue issue ready to be published. However, I saw this tweet and changed it last minute. I know I sound like pastors who claim to have changed their sermon because they had an epiphany, but that’s really what happened.
The recently concluded Nigerian elections taught me a valuable lesson: quality is key. It made me realise that no amount of marketing can sell a faulty product. Even if you can convince people that the product is solid, they will eventually see beyond the facade, and it will lose its long-term value. This was evident in the Nigerian presidential elections, where it was clear that no amount of whitewashing could change the fact that the candidates from the two major political parties were deemed unfit to rule the people.
This lesson applies not only to politics, but to products as well. It's important to prioritize creating quality products and services rather than relying solely on ads. In the long run, customers will see through superficial marketing tactics and look for genuine value in purchasing.
I know it’s easy to fall into the trap of believing that marketing and advertising can fix any problem a product or service may have. However, this is not the case. Consumers are becoming increasingly savvy and can see through superficial marketing tactics. Building trust is hard, and they would rather take the time to research and evaluate products and services before making a purchase. That way, they can guarantee they are getting a product or service worth their hard-earned money. Businesses that prioritize quality products and services are the ones that will stand the test of time. They are the ones that will build a loyal customer base and experience long-term market value.
Undoubtedly, marketing and advertising play an important role in business. However, you must focus on the quality of the products and services before worrying about how to market them. If a product or service is truly great, it will sell itself.
This is not to set an unreasonable standard for businesses, as even the companies with the most advanced technology constantly introduce new features to keep up with consumer demand. Empathy with users is, therefore essential . We all saw Peter Obi's emotional address to Nigerians after the election, it showed his deep understanding of the people's problems and his desire to create workable solutions. Unlike the other presidential candidates whose "promises" have shown a lack of empathy and an unwillingness to comprehend the needs of the people. For example, Tinubu's promise to introduce student loans to reform Nigeria's educational sector came off as tone-deaf, providing "solutions" that only make life more difficult for people.
This also applies to marketing efforts toward product development. Understand that you are not building for yourself; you should listen to what people need by conducting user research, acknowledging their needs without being condescending, and then working to create practical solutions that meet them. A poor product cannot be saved by marketing. Thus, make sure the foundation (product) is solid enough to prevent your efforts from going to waste.
Thinking about the long-term value is crucial as well. It's common practice for political candidates to hold rallies where they distribute food and money as incentives for people to vote for them. While people might vote them in, there is no actual long-term value. This applies to marketing efforts as well. To achieve long-term success, businesses should prioritize creating products and services that provide genuine value to their customers. This requires understanding their needs, desires, and pain points. It means going beyond superficial marketing tactics and investing in research and development.
In today's digital age, consumers have access to a wealth of information and are increasingly informed about the products and services they purchase. They are more likely to trust recommendations from friends and family or online reviews than clever marketing campaigns. Therefore, businesses must focus on building a strong reputation based on quality rather than relying solely on eye-catching advertisements.
In addition to creating quality products and services, businesses should prioritize building trust with their customers; providing excellent customer service, actively seeking feedback, and responding to concerns promptly. By doing so, businesses can create a loyal customer base that continues to purchase their products and services and recommends them to others.
In conclusion, the Nigerian elections have taught us a valuable lesson about prioritizing quality over marketing. For a long time, Nigerians had to choose the lesser of two evils, but now we had the chance to select a leader that gave us renewed hope for our country. This renewed hope has made us more discerning and focused on people with actual value to offer. Likewise, marketing should not replace product development; instead, they should work hand in hand to give users the best quality and guarantee customer loyalty. Building solid customer relationships and investing in research and development will guarantee long-term success and a strong reputation based on quality and trust. Strive for excellence, and let that be your selling point.
That's a wrap for this week's final draft!
Big thanks to all 46 of you who have subscribed since my first issue. It's been a tough week for all of us, but let's keep the hope alive and be proud of the shift we have started.
Spread the love and share the Final Draft with your friends!
Stay safe, and have a great week ahead!
JOB BOARD
Sidebrief Africa is hiring the following positions:
1. Content marketing Manager (salary: 250,000 Naira only)
2. Content Marketing intern (100,000 - 150,000)
Lemonade Finance is hiring a fulltime Marketing Associate (Remote)
Goodluck! 🧡
WEEKLY INTERESTING READS
I didn’t read any marketing related piece this week, but I read a couple of interesting fictional works;
MAAME BY JESSICA GEORGE: I found it difficult to get into this book, but once I did, I was able to understand the hype. I liked the plot and found some experiences of the main character relatable. The writing is not necessarily my style, but the storyline was great.
THE MAID BY NITA ROSE: This book was on my TBR list for a long time, and I wish I had read it sooner. It’s a classic murder mystery book, I haven’t read one in a long time, so I thoroughly enjoyed it.
SOMEDAY, MAYBE BY ONYI NWABINELI: I'll admit that I read this last week but I felt compelled to include it nonetheless. You should avoid this book if you're not ready to read a raw and heart-wrenching portrayal of grief and pain. The writer's command of English and metaphor use were also very remarkable.
a solid read!