If you have an unclear definition of who you are talking to, your message is likely to appeal to no one. If you are a business, you end up talking about your company and product features.
Think of these messages you often see on websites and social media posts:
“We are the best service provider”
“Our service”
“Our mission, vision, about us, our team..”
“We are excited to..”
People who think that they are communicating with an audience usually write things like that.
But the thing is there is no audience. You only speak to one person. If there are 200 people, you are not talking to 200 people. You are talking to 200 individuals.
An audience of people does not receive and process your message in unison. Each person receives and processes the message individually in his or her mind.
An individual is likely to think “I am here listening to Jordan Petterson”. Not “We are here listening to Jordan Petterson”.
I think Swahili preachers understand this. If you listen from a distance, you may think the pastor is talking to one person in that church. Then you get closer and find over 100 people are listening to Mwamposa (a Swahili preacher in Tanzania).
An effective message is one tailored to a single person. This is why in content marketing strategy we have audience personas.
A persona is that one individual representing the customers you target. So you create this fictional person, you give them a name, demographic information, lifestyle, income, etc.
That is where you can craft a message every individual who identifies with that persona will find it is about him or her.
A message generalized to a faceless mass of people does not land well. Try to watch people who fall asleep during speeches. Mostly it is because the speaker is delivering a prefabricated message without caring about who is in the audience. The same goes for social media posts that don’t generate engagement.
Talking to your audience of one
Let us say you talk about how youths can leverage digital to find alternative career paths and escape endemic unemployment. And you probably have a friend (her name is *Minza) or know someone who is struggling with unemployment and doesn’t know where to start.
Now your message will be more impactful if you deliver it as if talking to Minza. Not because you know there are other unemployed youths out there. Others will feel like you are talking to them only if you talk to Minza whose challenges you know well and care to help.
Address yourself as an audience
Nobody knows you as you do. And guess what, there are things bothering you that others find bothering too. Opinions that others may find interesting. But you don’t know who these “others” may be.
So when in doubt, make yourself your own target audience. Project yourself out there and write to yourself. I will give you an example:
In this LinkedIn post, (sorry it is in Swahili) I say “If you come from a low-income country or a poor family, make sure you earn in dollars on the internet”. This is me telling me. Because I live in a low-income country and my family has struggled with not having many resources for a long time. (See similar post in English)
So the others who liked commented and shared just happened to relate to the message.
Also in this post, I talk about the challenges one goes through to register a business entity in Tanzania. This is something I have experienced while registering Tanzlite Digital and I found them absurd. Turns out I am not the only one.
NOTE that in all those posts I don’t use the personal pronoun “I”. It is like I am telling you if you happen to hear an echo in your own experience.
So that’s it. To be compelling, to deliver clarity and conviction, master the art of talking to an audience of one.
The best moment in my marketing career was an embarrassment. In 2021, I had a client I was helping with LinkedIn. She was a foreigner, an expat. Our first meeting was at Serena Hotel where we discussed the project, expectations, and deliverables.
On our second meeting, the next week, she came with her husband. And it was he who humbled my perceived expertise in marketing. He told me he viewed my LinkedIn profile and was impressed.
Then he tried to engage me in a conversation that ranged from human behavior (psychology), Lehman Brothers (banking and economics), Rory Sutherland, a TV show called Mad Men (advertising), and other topics I barely kept up with.
To his surprise, it turned out I hadn’t heard about Rory Sutherland or watched the Mad Men show -which is kind of like you claim to be a Christian but you haven’t heard of Moses or read Paul’s letter to Corinthians.
He expected me to have the sophistication of someone who is well-read and has a complex sense of perception. Or at least live up to the impression he made of me from LinkedIn.
I learned a precious lesson that day. A lesson I later discovered the masters of delivery such as comedians know very well.
How comedians deliver battle-tested jokes that land
In The Psychology of Money, Morgan Housel uses the example of comedians to describe the concept of tail events in investment. He says:
No comedic genius is smart enough to preemptively know what jokes will land well. Every big comedian tests their material in small clubs before using it in big venues.
Chris Rock was once asked if he missed small clubs. He responded:
“When I start a tour, it’s not like I start out in arenas. Before this last tour I performed in this place in New Brunswick called the Stress Factory. I did about 40 or 50 shows getting ready for the tour.”
One newspaper profiled these small-club sessions. It described Rock thumbing through pages of notes and fumbling with material. “I’m going to have to cut some of these jokes,” he says mid-skit.
Practice, practice, practice
Enviably articulate people were not born that way. They take a crazy amount of preparation before they deliver their message to us.
The Dave Chappelle you see on YouTube is hilarious and flawless. But the Dave Chapelle that practices in smaller clubs, or in his room is just OK.
In his words, Neil DeGrasse Tyson ( a master of delivery himself) said on Masterclass that 90% of the words that come out of his mouth publicly —he has written them before. They existed in written form first, which allowed him to organize his thoughts before someone judged him in that instant.
“You need to be 10x prepared in order to make it look like you did not need to prepare at all. To make it look like you just walked in and start flowing”
The stakes are high when it comes to presenting before an audience. It doesn’t matter whether you are a priest, comedian, a general in the army, CEO, or a school teacher. The rules for impactful delivery still apply.
Practice, practice, practice.
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Valuable content has already been shared. Just Google or ask an AI and you will get it all.
“But I have picked a niche” you may argue. Yes, but so do 1000 others. Do you think they are not sharing valuable content like you do?
Also, people know a lot more than you think. So simply sharing valuable information does not work. Your content may be welcome but it rarely helps you achieve what you want. Which is building a name.
What is valuable content anyway?
Valuable content is anything you share that others, the audience you talk to, may find useful.
A quotation from Nelson Mandela or Tony Robbins is valuable information. But can you expect to gain anything from sharing that?
The gurus will tell you that all it takes to build a name is to share valuable content. But what they don’t tell you is that valuable content in itself may not help you build a personal brand. Because, like I said, valuable information is all over the internet.
You have to share valuable content that can be accrued to your name. So you can reap the benefit of recognition and ultimately make money out of it.
A good test to whether your insights can be accrued to you is this; if we remove your name and give the content to someone else to share, will people notice something is off?
If somebody else can own your content and nothing happens, then you two have been merely sharing valuable information.
Look at people who share startup trends or motivation, they amass engagement but their brand authority remains weak. They struggle to monetize their efforts. Why? They simply share valuable information that is all over there.
Bring a different perspective
People know a lot more than you think. But you may gain their attention by helping them see what they already know from a different perspective. Be someone who sees what everyone is seeing but thinks what everybody isn’t.
It is not enough to share valuable information. You have to be effective. You want to leave an impression in someone’s mind, not a simple agreement because you said something obvious.
Try costly signalling
Anything a person says or does that involves cost tends to inspire trust. For example, humor is a very expensive skill. If you can make people laugh while sharing something, you easily stand out. Can you share valuable content in a humorous way?
Another example of costly signaling is being a contrarian. Share unpopular opinions on what is known to be the case. Just like what I’m trying to do here. I am challenging the popular advice of “share valuable content.”
In this post, I tried to signal that I am an observant person. I tried to explain a pattern I observed at the gym and how it manifests in other life instances from business to politics and scammers.
Stand out with a personal experience
We recently wrote an article at my agency that resonated with many business owners. What is unique about the article is that it is not generic best practices or how to grow a business online. It is packed with experience-based, not Googable tips. Nobody can own what you personally experienced. So try to weave personal experience into the known valuable information you share.
No random person from the internet can claim to have been here and share the experience of what was being discussed. Only me, because it is my experience.
Do not share valuable content
Be opinionated, connect the dots, and share experience-driven insights. Writing for authority has moved from sharing the general “5 ways to do it, or three ways not to do it”, hacks and steal this or that. We are now into opinionated and experience-driven posts. Things that nobody can just take and make their own.
If the policy you make for others isn’t going to imminently impact you as well, you shouldn’t be making policies. Take the machinga problem in Dar es Salaam for example; the machinga understands something about people that policymakers either overlook or don’t understand.
They (machinga) understand that humans are irrational and you can predict their irrationality. Most people end up buying something they didn’t plan to buy.
What a machinga does is interfere with people on their way to or from their daily routines. They position their products where there’s high foot traffic and with some persuasion, you will find yourself buying something you didn’t plan to.
Machinga are the equivalent of those annoying digital ads you come across while browsing the internet; from YouTube ads, to website display ads — they are all machinga interfering with your online experience.
So when policymakers or city planners who are not machinga come up with a Machinga Complex project, a facility where all machinga should be allocated, they miss a big point. They assume that humans are rational creatures who will make a conscious decision to go and buy a collection of random nonessential things.
Organizing machinga that way so you can easily tax them sounds good. But doing so means killing their business. They will go to that place, which has no foot traffic, and spend the whole day without making a single sale. They will eventually abandon the building and you will find yourself with the same machinga problem and wasted money on a useless project.
So what’s the solution
City planners and policymakers have been thinking small about this. They usually have the wrong question when they ask “How do we solve the machinga problem in Dar es Salaam?”
They have been trying to solve a wrong problem, which is why all solutions never work and they resort to using police force to chase the machinga away.
We never had a machinga problem in Dar es Salaam. We have a poverty problem. One sure sign of whether a country is poor is when throngs of petty traders suffocate its cities. This is a grim reality we have to grapple with.
The right question for the authorities would be “How do we increase economic opportunities in rural areas so that young people won’t swarm the city in search of better economic options?”
You create the machinga problem in Dar es Salaam when you fail to subsidize smallholder farmers in rural areas. Or when you provide rural dwellers with mediocre infrastructure. Mind you, umeme “umepita” vijijini, wengi wanaona nguzo tu.
The reason I’m here in Dar is that, like thousands of other young people, I looked around my village and saw dark days ahead. It is not fun staring into the unknown next week not knowing how you will make aftatu. You will eventually conclude “Cha kufia nini, bora niende mjini”.
At least in the city, you can make a dollar per day engaging in petty trading.
Dar es Salaam is projected to reach 10 million people by 2030. It will be a stampede trying to solve the machinga problem by then.
Entrepreneurship is a journey filled with highs and lows. Sometimes, all it takes is a bit of cinematic inspiration to reignite that entrepreneurial flame.
Here, we’ve curated a list of six movies every founder, creator, or freelancer watches. You’ll not only enjoy but also learn invaluable lessons and motivation for navigating the unpredictable waters of entrepreneurship.
Grab your popcorn!
1. The Social Network
Discover the genius behind Facebook’s Rise
The Social Network is a fascinating story behind the creation of Facebook. Mark Zuckerberg’s relentless pursuit of his vision and the challenges he faced make this film a must-watch for budding entrepreneurs. The film explores the entrepreneurial spirit, shedding light on the complexities of startups and the determination needed to overcome obstacles.
The internet’s not written in pencil, Mark, it’s written in ink.
Erica Albright
2. Joy
Empowering entrepreneurs with grit and resilience
Joy is a powerful narrative of a woman’s journey from adversity to triumph. Jennifer Lawrence portrays the tenacious Joy Mangano, a self-made businesswoman who transforms her life by inventing the Miracle Mop. The film beautifully captures the entrepreneurial spirit, emphasizing the importance of resilience, creativity, and unwavering belief in oneself.
Don’t ever think that the world owes you anything, because it doesn’t.
Rudy Mangano
3. Wall Street
Navigating the ambiguous world of finance
Wall Street delves into the cutthroat world of finance and the pursuit of success. The iconic character Gordon Gekko, portrayed by Michael Douglas, embodies the drive for wealth and power. For entrepreneurs, the movie serves as a cautionary tale about the consequences of unchecked ambition and the importance of ethical business practices.
Greed, for lack of a better word, is good.
Gordon Gekko
4. Rocket Singh: Salesman of the Year
Celebrating honesty and integrity in business
This Bollywood gem tells the story of Harpreet Singh Bedi, an unconventional salesman. This film stands out for its emphasis on ethical business practices and the value of honesty in entrepreneurship. It’s a refreshing take on success that inspires entrepreneurs to build their ventures on integrity.
Customer ke liye hum customer se jyada kuch nahi, aur employee ke liye hum company se jyada kuch nahi.” (For the customer, we are nothing more than the customer, and for the employee, we are nothing more than the company.
5. Pirates of Silicon Valley
Chronicles of tech titans: Jobs vs. Gates
For tech entrepreneurs, Pirates of Silicon Valley is a riveting exploration of the fierce rivalry between Steve Jobs and Bill Gates. The film captures the birth of the personal computer revolution, offering insights into the determination, innovation, and strategic thinking that fueled the success of these industry titans.
We’re not pirates. We’re not stealing, we’re extending a hand to them. We’re saying, ‘Join us. Invent your future with us.
Steve Jobs
6. The Pursuit of Happyness
From struggle to triumph, a tale of perseverance
Will Smith’s portrayal of Chris Gardner is a heartwarming tale of resilience and determination. Gardner’s journey from homelessness to a successful career on Wall Street serves as a testament to the power of perseverance. This film is a motivational compass for entrepreneurs facing adversity.
You got a dream, you gotta protect it. People can’t do something themselves, they wanna tell you that you can’t do it. You want something? Go get it. Period.
Chris Gardner
So there you have the list of business epics every entrepreneur watches. These movies not only entertain but also provide valuable insights and motivation for entrepreneurs. Whether you’re navigating the complexities of a startup, seeking inspiration for ethical business practices, or craving a dose of perseverance, these films offer a diverse range of lessons.
Where to Watch?
You can find these movies on popular streaming platforms such as Netflix, Prime Video, Hulu, Max, and more. Go and have some valuetainment!
On November 30, 2022, ChatGPT was released. Since then Artificial intelligence (AI) has become a game-changing technology. It is reshaping everything, including social media marketing.
There is an endless stream of content on social media as brands and influencers desperately seek attention. And AI is at the center of all this.
It is unwise to adamantly dismiss AI. According to an analysis of over 15,500 news articles and blogs, there was a staggering 550% increase in interest in AI from 2022 to 2023. Social media marketers are swiftly caught on. More companies are planning to double or even triple their use of AI across various activities.
Source: Hootsuite Social Trends 2024 Survey
The Surge in AI Applications
The Hootsuite survey reveals compelling statistics showcasing the surge in AI adoption by organizations. In 2024, there is a projected 318% increase in the use of AI for customer support activities and a 260% increase in AI utilization for image editing.
Consumer Skepticism: Adopt with Care!
It is not all fun and game having an AI tick off some tasks from your busy schedule. A lot of people are having doubts. The survey uncovered that 62% of consumers are less likely to engage with and trust content if they know it was created by an AI application. Adopt with care.
Generational Divide in AI Trust
Your uncle does not really like this whole new AI thing. So keep in mind that different generations perceive AI-generated content differently.
Gen Z appears more adept at distinguishing between AI-generated and human-created content, expressing higher levels of trust and engagement. In contrast, baby boomers exhibit the opposite tendencies, showcasing a greater reluctance to embrace AI-generated content.
Redefining Authenticity in the AI Era
Despite some people’s doubts, AI is inevitable on social media. So marketers will have to redefine authenticity. In 2024, the most successful brands will shift their focus from who (or what) creates the content to the brand experience it provides.
With AI in the mix, the critical questions become: Does it feel right? Does it reinforce the brand? Does it work? By addressing these, concerns about whether a bot created the content become secondary.
Working Smarter with AI
Here is what to do if you’re a marketer or brand trying to effectively navigate the AI landscape in 2024:
Know Your Audience: Understand your audience’s perceptions of AI based on factors like age, culture, geography, or interests.
Delegate Wisely: You should know which tasks to delegate to an AI and which require a human touch.
Establish AI Policies: To avoid potential pitfalls, set clear policies and best practices for AI usage in social media.
To Sum this Up: Do Not Fight AI
AI is not going anyway it’s here to stay. Brands that embrace AI intelligently, consider consumer perceptions, and redefine authenticity, are poised to thrive in this new digital landscape.
Note: The statistics and insights mentioned in this article are derived from the Hootsuite Social Trends 2024 Survey.
Remember, in the dynamic world of social media, adapting to technological advancements like AI is not just a choice—it’s a necessity for those who aim to lead the way in 2024 and beyond.
PS: 2024 is going to be a competitive year for brands on social media. If you’re tired of worrying about when or where the next customer for your business will come from, let’s talk. Contact Shukuru Amos from Tanzlite at +255 742 085 089.
