“This water is tasteless, odourless and hygienic. It helps digestion, gives energy, and also repairs the body tissues. With just 150 Naira, you can get a bottle for yourself and in case of cash inconveniences, you can make use of bank transfer just to make yourself comfortable…”
Wisdom pitched his product shamelessly and with a rare sort of vigor. He was popularly known as “Dr. H20” whose marketing video had gone viral recently, turning him into an instant celebrity. He made a living selling both bottled and sachet water in the streets and bus stations to pedestrians and passengers.
On that sunny afternoon, Wisdom was recorded on video as he sold water in his usual manner. A bus passenger was intrigued and fascinated by his sound use of the English language, his humour, confidence and unique marketing skills and strategy. This passenger eventually posted the video online and jokingly tagged the water company whose product Wisdom was selling, asking them to sign him up as their ambassador.
Boom! The video went viral. The water company saw the video and immediately made him an ambassador of the company. Wisdom moved from selling bottled table water to becoming an instant celebrity, dining with top celebrities, social media influencers and high-profile personalities.
To some individuals, Wisdom’s story may look like an overnight elevation, but it is not; it is a true and realistic reflection of preparation that meets opportunity. He was most definitely not the only water seller in the bus station but his education, knowledge and skills helped him stand apart from the crowd and changed his story.
While other sellers would have chosen to market their product in their local language, Wisdom chose to market his in English, a globally understood language. This gave him an edge in breaking the language barrier, attracting more people and reaching more customers.
Furthermore, he pitched his product from the benefit/advantage point of view rather than the feature point of view, reflecting his educational background. His marketing strategy was highly educational and the result evident as people rushed to buy his water after his excellent and humorous marketing pitch, as seen in the viral video. He marketed an ORDINARY product in an EXTRAORDINARY way and got an EXTRAORDINARY result.
Dear Young One,
Wisdom’s story is great proof that education is not a scam, as opposed to the popular Nigerian phrase and rhetoric, “Who school epp?” popular among young folks to water down the value of education.
Education will stand you out from the crowd and give you an edge in what you do, no matter how small, while providing you with relevant knowledge and soft skills needed to communicate effectively and confidently; you are empowered to interact with people intelligently, thus building meaningful and impactful relationships.
Wisdom did not simply market his water with confidence and great humour; he was seen introducing himself to his potential customers as well. His professional approach and demeanor were a true reflection of his education and knowledge. While selling his product, he also addressed all of his potential customers’ objections, going as far as providing an alternative payment method to tighten all loose ends and ensure he did not lose out on any potential sale. This is a great persuasive and marketing skill that pointed to his education.
Worthy of note is that no educational knowledge is a waste as long as you keep implementing it in all that you do, regardless of how small or seemingly insignificant those things are. Knowledge acquisition without implementation is a waste – the result is in the implementation.
Wisdom did not perceive his water business as too small. He took it seriously, gave it his best and implemented his educational knowledge in the business to ensure he stood out in it. He also understood that great edifices were built from smaller bricks, and even though he couldn’t get his desired job with his educational qualification, he never got discouraged. He started with the little that he had and that little thing has become a mighty edifice today.
The benefits of education are limitless; the lack of it, on the other hand, limits potentials and opportunities.
If you are young and in school now, take your education seriously, stay focused and give it your best. A time is coming when you will need all the knowledge that you have acquired and they will open doors of greater opportunities for you.
If you desire to be educated but are not financially capable at this time, you can access good education through several viable means. Consider applying for grants, scholarships, student loans, work-study programs and online learning options. There is no excuse to stay uneducated in this digital era.
Finally, if you are already a graduate but are yet to be gainfully employed despite graduating with good grades, do not be discouraged and join others to declare education as a scam. Keep striving and giving your best in all you do.
Let that opportunity meet you prepared. Your appointed time will come when you least expect it and you will have a change of story. There is an appointed time of greatness for everyone, as God’s Word says in Habakkuk2:3: “For the vision is yet for an appointed time, but at the end, it shall speak and not lie: though it tarry, wait for it; because it will surely come, it will not tarry.”
Dorcas Fadele is a Multiple Award-Winning Writer & Coach, Professional Book Editor & Proofreader, Writing & Public Speaking Coach, Inspirational Christian Writer, Transformational & Motivational Speaker, Ghostwriter, Transcriber and Personal Development Advocate & Strategist.
She is the CEO of Unique Penners and Creatives Academy, an academy that has birthed so many unique writers and exceptional creatives who are now authorities in their respective areas of relevance. She is fondly called the “THE FLAWLESS BOOK EDITOR,” a name she earned for consistently helping authors birth flawless and successful books.
She writes and speaks to inspire and motivate people to discover their true identity and purpose, to fully harness their God-given potential and live an extraordinary life of impact.
Email: dorcasfadele@gmail.com
FB: Dorcas Fadele
