We were halfway through the mastermind session when Kunle leaned back in his chair and sighed.
“I don’t know what I’m doing wrong,” he said. “The business is fine, but it’s not growing. People aren’t talking about us.”
Babs sat at the head of the table, arms crossed, listening. He had that look on his face—the one that meant he was about to drop something heavy.
“Kunle,” Babs said, “you’re not giving them anything to talk about.”
Kunle frowned. “We deliver shipments on time. What else am I supposed to do?”
I was sitting across from Kunle, watching the exchange. It was classic Babs—cutting through the noise and getting straight to the heart of the problem.
Babs shook his head. “Kunle, your customers are happy, but they’re not excited. Happy customers come back. Excitedcustomers tell their friends.”
Kunle rubbed his temples. “I run a freight company. It’s not exactly exciting.”
Babs smiled. “That’s where you’re wrong.”
Kunle looked unconvinced. “How am I supposed to make freight forwarding exciting?”
Babs leaned forward, elbows on the table. “You need to give people something to share.”
Kunle stared at him like he’d just suggested he start posting dance videos on TikTok.
Babs caught the look and shrugged. “People share funny things, helpful things, things that make them look good. You’re not doing any of that.”
Kunle sighed. “Alright. So what do I post?”
Babs smiled. “Let’s start with the basics.”
1. Create Behind-the-Scenes Content That Feels Authentic
Over the weeks, Kunle took Babs’ advice—sort of. Babs helped refine his attempts during the mastermind sessions.
Kunle’s first attempt was a dry, almost corporate video: “5 Ways to Avoid Customs Delays.” It was professional. Polished. The kind of thing you’d expect to see at a logistics conference.
It got 23 views. Even Kunle’s mum didn’t comment.
At the next session, Babs didn’t even wait for Kunle to sit down. “Kunle, that was a PowerPoint presentation. Try again.”
Kunle sighed. “What am I supposed to do? Post a video of me packing boxes?”
“Not exactly,” Babs said. “Make it human. Make it real.”
So Kunle tried again. This time, he recorded a behind-the-scenes clip of his team unloading a shipment of designer shoes from Italy. One of his guys tripped over a box and shouted something in Yoruba that definitely wouldn’t make it into a marketing brochure. Kunle left the moment in. He added some Afrobeats music, posted it with the caption: “Shoes on the way! Naija, we got you!”
500 views in an hour.
At the next session, Kunle sat down with a smile on his face. “500 views,” he said.
Babs nodded. “People want real. That’s why it worked.”
Kunle shook his head. “I never thought a guy falling over a box would be my most popular post.”
Babs smiled. “Now you’re getting it.”
Why It Works:
People love seeing the human side of a business. When they see the real, unpolished version, it makes them feel connected.
How You Can Do It:
- Film your team at work.
- Show the funny moments, the wins, the mistakes.
- Add a bit of personality—don’t overproduce it.
2. Ask for Customer Referrals Without Feeling Awkward
“Referrals are key,” Babs said at the next session.
Kunle groaned. “I know, I know. But asking for referrals feels like begging.”
“You’re thinking about it the wrong way,” Babs said. “You don’t ask for a referral—you make it easy for them to give you one.”
Kunle frowned. “How?”
“Simple. When someone’s happy, that’s the moment to ask.”
A week later, Kunle delivered a shipment of fabrics to Olu’s shop in Lagos. Olu was thrilled. He sent Kunle a text:
“Bro, you came through! Everything arrived in perfect condition.”
Kunle started to text back, “Glad to hear it,” but then remembered what Babs said. He added: “If you have a second, would love if you could share your experience.”
An hour later, Olu posted a picture of the fabrics on Instagram with the caption: “Shipping with @KunleFreight—fast, easy, and reliable!”
Kunle’s phone started blowing up. Comments, new followers, even a few inquiries about shipping rates.
Kunle showed Babs the post at the next session. “That’s called social proof,” Babs said with a smile. “People trust other people more than they trust businesses.”
Why It Works:
When customers vouch for you, it carries more weight than anything you could say about yourself.
How You Can Do It:
- Ask for referrals after delivering value.
- Keep the request simple.
- Encourage customers to tag your business on social media.
3. Create How-To Videos That Solve a Problem
Next, Babs told Kunle to create some how-to content.
Kunle scoffed. “Who wants to watch a video about packing boxes?”
“You’d be surprised,” Babs said. “Give people something useful.”
Kunle made a video: “5 Packing Tips to Avoid Damaged Shipments.” He showed how to layer bubble wrap, the right way to tape a box, and why labels matter. He kept it casual—threw in a joke about how even his grandmother could follow these tips—and posted it.
Ten thousand views.
Kunle’s mouth dropped open. People were commenting, tagging friends, asking questions.
Why It Works:
People love practical content. How-to videos solve problems and make life easier.
How You Can Do It:
- Create simple, useful content related to your business.
- Solve a specific problem.
- Keep it short and clear.
4. Start a Hashtag Campaign to Build Community
At the next session, Babs had a new idea.
“Create a hashtag,” he said.
Kunle shook his head. “I’m not a fashion brand.”
“Doesn’t matter,” Babs said. “Give people a reason to participate.”
Kunle created #ShippedWithKunle and started encouraging customers to use it. He offered a small discount to anyone who posted a photo with their shipment.
It worked. Customers were tagging him, posting about their shipments, and telling their friends. Kunle’s feed was suddenly full of real customer experiences.
Why It Works:
A hashtag creates community and encourages organic content.
How You Can Do It:
- Create a catchy hashtag.
- Encourage customers to use it.
- Incentivize participation with small rewards.
The Turning Point
Kunle’s business was growing—fast. His social media following doubled. New leads were pouring in. His customers weren’t just satisfied—they were his biggest promoters.
Kunle sat back at the next session and grinned. “What’s next?”
Babs smiled. “Keep giving them something to talk about.”
Kunle nodded. He finally got it: Growing a business wasn’t about trying to sell harder. It was about making customers feel like they were part of a story worth sharing.
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