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Lordson Okpetu

I help individuals and corporate bodies generate more revenue with content marketing. Click here to see how I can help you too.

About Me

I graduated from the University of Benin with a bachelors degree. I joined SuccessDigest in 2007 and rose through the ranks to become the Associate Editor [Special Duties].
Today, I am a content marketing strategist with a difference, and also a small-business consultant. I founded MULTIMEDIALY (Nigeria's fastest-rising content marketing agency) and live in Lagos happily with my wife, Damilola Okpetu, a former business reporter with SuccessDigest newspaper, and two sons.
It is my desire to help you too start or improve your content marketing drive and, inevitably, your revenue. Just furnish me with two pieces of information and I'll show you how I will make this happen.

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How To Tweak Your Next Newspaper Advert For Improved ROI

Advertise or die is a very popular cliche in the world of business. I'm a firm believer of this. Advertising is one area of business that entrepreneurs can't wish away. It's delicate, somehow complicated and could leave you broke before you pronounce 'John Doe' if not done with wisdom.

With the advent of social media, a lot of buzz have been created around social media advertising. Some social media marketers even went as far as claiming that traditional advertising is dead and buried by social media advertising. This is not true.

I've tested and still using both traditional and social media advertising. I have been on the editorial board of a newspaper here in Lagos and I've had to promote the newspaper offline and online. I've promoted eminent people online and offline and I can confirm to you that both traditional and new media advertising are still alive and thriving as supported by this Forbes article. Both have their pros and cons. But that's topic for another day.
My topic for discussion today is to share with you a proven strategy that you can use to tweak your newspaper adverts so that you can squeeze out more value from your advertising budget. Not too long ago, around 2012-2013 to be precise, I was gifted the opportunity to experiment with this idea which I've always known to be true, the outcome was awesome.

I had done my research long ago. I was sure my findings and solution were going to work. I had even tested my idea on a small scale. But I wanted a bigger platform to test it. SuccessDigest newspaper provided me that platform.
Truth be told, if you're like me, you're probably sick and tired of being advertised to. Most people are tired of seeing adverts. We see hundreds of them everyday. They're there in our inbox, on TV, in the newspapers, while surfing the web, on our phones as SMS or push notifications, on billboards, branded vehicles etc. Any corner you turn, you are bound to see an advert, especially if you live in Lagos like I do.
The summary of the outcome of the personal research I carried was that due to the ubiquity of adverts, people have become indifferent to anything that looks like advert. So to stand any chance of getting people's attention, your style of advert must be unique. Some advertisers try to do this by using eye-catching graphic designs. Some try to use half-nude girls. Some use popular faces. While big brands can get away with this style of advertising (they are already well-known and are not looking for direct response to their offers), same cannot be said of small and medium scale businesses who have to make every advert campaign count. So, trying to look like a big brand on the pages of newspaper is like sweet poison to many advertisers. 
What interests me the most is the fact that despite the many evidences supporting this advertising phenomenon, many Nigerian advertisers seem to be unaware as they keep pushing out adverts upon adverts on the pages of national dailies despite the fact that their ROI does not justify the amount of money invested in advertising. This is a pointer to another surprising view I've long held; many advertisers don't measure their adverts ROI. This also is discussion for another day. 
So back to my idea on how to tweak your newspaper adverts and shoot up your ROI from adverts. A time came when SuccessDigest newspaper was passing through a real tough patch financially. Advert revenue, the paper's main source of income as it is with all media houses, took a nosedive and was not showing any sign of coming up again despite all the efforts put in by the advert executives. Management got concerned and had to brainstorm on how to steady the ship or close shop.
Management set out to inquire from advertisers why they no longer patronize the, hitherto, booming SuccessDigest advertising platform. Our discovery was ground-shaking!
I'll summarize our discovery thus; SuccessDigest advertisers were smarter than we thought! We, the editorial team of SuccessDigest newspaper, have somehow forgotten that a good percentage of our regular advertisers are mostly the protégés of the publisher of SuccessDigest and Complete Sports newspaper, Dr. Sunny Obazu-Ojeagbase; the father of direct marketing in Nigeria as far as I'm concerned. 
We got the same response from all the advertisers we interviewed. I still remember my visit to Azemogbor Gregory, founder of BethelMendels, Ikeja, and one of SuccessDigest's leading advertiser at that time. Our photojournalist, Asije Matthew, volunteered to drive my official car that day as we set out from Okota to the Ikeja office of BethelMendels. He was confident that our presence in Greg's office would be enough to bring him back to continue advertising with SuccessDigest.
By the time I finished discussing with Greg, I discovered we have a big problem on our hands. Apparently, advertisers on SuccessDigest platform have been following the advice of their mentor. They've been monitoring their adverts ROI which has been gradually and consistently declining for a while. So, one after the other, they pulled out from advertising on SuccessDigest platform.
After brainstorming on our findings, management felt it knows what to do. Many agreed that increasing print-run so that the advertiser's adverts can reach more eyeballs will do the magic. Unfortunately, that option was not within management's reach as the paper was running on a very lean budget. To make matters worse, many agents and vendors were not making expected returns to the company. You see, in publishing, newspaper agents and vendors can conspire to frustrate you. For seven years, I watch this happen to different publications in different ways. Publishing is a difficult terrain where you can easily burn your your life savings as a publisher. 
In SuccessDigest's case, some agents and vendors were simply not co-operating anymore. They collect the papers, sell and keep everything for themselves with a promise to pay up soon. The paper was handicapped. The only thing that could be done was to stop giving papers to such agents and vendors. This kept happening every now and then and over time this greatly affected the paper's circulation figures. Advertisers were not aware of this till later.
It was at this point that I offered my idea to management in one of our weekly editorial meetings. I told management that I was strongly of the opinion that even with the modest circulation figures, advertisers can still get decent return on investment if my idea was implemented.

What's that idea, you ask?
My idea was to help advertisers reconstruct and redesign their adverts such that it will not look like what the readers are already used to. I called it advertorial(advert in story form). It involves interviewing the advertisers, and crafting great stories around their offers. People love stories. Stories well-told. Weaving offers with a interesting stories will bring down readers guards and lure them into patronising the advertiser's offer, I reasoned.  I'd seen it in foreign newspapers. I'd tried it myself on my blog. I was sure it would work for SuccessDigest advertisers.
As it happened, the idea was a life-line! Immediately upon implementation, SuccessDigest was able to pay its staff full salaries after several months of paying its staff half salaries and sometimes a small percentage of their salaries because of sharp dip in advert revenue and withdrawal of subsidy by its publishers.
Come to think of it, this was the same SuccessDigest that loyal advertisers of many years had given up on. The same print-run (we couldn't afford increasing print run at that time). The same kind of offers. The only difference, new style of presenting adverts content. 
This true life story is not about me or SuccessDigest. It's about you, an advertiser or a prospective advertiser and how you can get maximum ROI from your advertising budget. It starts with doing things differently. Rather than create your advert to look like that of big brands with pictures, colours and lots of free space (aesthetic but hardly sells anything other than brand recognition), come up with a great advertorial to promote your offer. It works! It sells!! Reason? I can't put my finger on it yet. Maybe its because it doesn't look like the usual adverts readers are already used to and skip by intuition. Maybe its because advertorials offer you the flexibility to connect with your audience in more words. Whatever be the reason, advertorials in newspaper sell more than traditional newspaper advert formats. 
I remember an advertorial I wrote for Mr. Sunday Anjorin, an importer/exporter who exports timber and imports phones and tablets. The copy was so good that Mr. Anjorin had to order for another container of the android tablet we promoted in SuccessDigest from China to be able to meet up with orders coming from SuccessDigest readers alone.
If you're a good writer, you can write your advertorial yourself and buy advertising space in any newspaper of your choice. If you're not too good with written words, then go ahead and hire a freelance copywriter to interview you and then weave your interview into a well-crafted advertorial. 
I keep telling clients who consult me on content marketing that 'unless they're big brand with overflowing budget for adverts meant solely for brand recognition, then they have no business with those traditional 'pictures-and-beautiful-colors' kind of adverts. Such advert design impacts on small advertisers' ability to give their target audience enough reasons to open their wallets and patronize them.
Lastly, if you want the best from your advertorial, avoid 'salesy' copies. They can easily turn your readers off. Work on giving your readers something educative and full of benefits to them. A copy too good to turn down.
You can contact me if you need help with your next advert copy.
 lordson@multimedialy.com


Tested Blueprint For Earning Real Cash From Blogging

Blog-definition

If you blog just for fun, then this article is not for you. But if you ventured into blogging with the hope of making a living out of it, then read on...



This article was written a while ago, but it is still very relevant for today. By the time you’re through reading this article, you should have a clear picture of what you’ve been doing wrong in your blogging business that is preventing you from earning a kobo from your efforts and how to go about addressing those problems even if you’ve never earned a kobo from your blog before. Let’s get started...

Read full article here 

My 45mins Mentorship For The Next Generation Of Nigerian Netpreneurs Who Want To Hit The Ground Running


While many people don't know what they want in life, there are others who know exactly what they want.

Those who know what they want can further be separated into different categories: Those who are too lazy or not ready to do what it takes to get what they want, we also have those who are ready to do what it takes to get what they want but don't know how to get started and so on.

To those who know what they want and are ready to do what it takes to get what they want but don't know how to get started, all they need is direction; in the form of a mentorship...most times no more than 1 hour of mentorship.

Over the years, many young guys make attempt to chat me up on facebook looking for advice to succeed in internet marketing. I usually respond and screen them by their response to my barrage of short, simple questions. Many of these guys are usually freebie seekers and time-wasters and don't get more than 5-10mins of my time.

But on June 3 2013, a young man, Akan Essien by name, proved to me that he's worthy of my simple practical mentorship for serious upcoming netpreneurs, and he got it in 45 mins. the following day being June 4th. 

The mentorship session wasn't that long, but because Essien knows what he wants and is ready to do whatever it takes to get it, it was just enough.

I didn't hear from Essien again till November 7th 2014. And when I finally heard from him, it was a testimonial.

I decided to document this chat on my blog so that other upcoming netpreneurs can learn from it. I'll also be referring many other young netpreneurs to this post to save me some time for some more important tasks.

Read my chat with Essien line by line and learn... 


  • Conversation started June 3, 2013
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Akan, I guess you're the one who called me earlier.

    Let's chat by 3:30pm. I'm due for a meeting now.

    Is that Ok by you?
  • Akan Essien
    Akan Essien
    Yes i'm, ok, 3:30 then. Thanx for accepting me

  • June 3, 2013
  • Akan Essien
    Akan Essien
    I'm sory, i was'nt around. But pls can we talk now

  • June 4, 2013
  • Lordson Imokhai OkpetuLordson Imokhai Okpetu
    You said you want to build a list and you don't know much about internet marketing, right?
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Do you have any idea what a list is and what it's used for?
  • Akan Essien
    Akan Essien
    No, thats why i want to know pls
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Ok...in a nutshell, a LIST is the names and contacts of people who are interested in a product or service that you have on offer.
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    This enables a marketer to easily reach them again and again to market his other products to them.

    Bust most internet marketers don't know that they need to build a list, they just sell to a prospect once and part ways. Others don't know how to build a list. My video is for these set of people.
  • Akan Essien
    Akan Essien
    So how can i get your video
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    You still want the video despite not knowing about internet marketing?
  • Akan Essien
    Akan Essien
    Not so, i have known about internet marketing, but i have not started yet because of some set backs
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    What set backs. I may be of help.
  • Akan Essien
    Akan Essien
    I was introdused by an American, but i cannot pay the $25 to be a member, but my Nigeria card is not working

    So i dont know how to pay and start up the business
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    What is the business about? I hope you don't get swindled off your hard-earned money.
    There is nothing an American internet expert will teach you that a Nigerian mentor can't teach you.
  • Akan Essien
    Akan Essien
    No, its a network maketing business
    the name of the company is Empower network
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Network marketing, don't touch it with a long pole!
  • Akan Essien
    Akan Essien
    i have watched several of thier videos
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Leave the videos alone. You'll lose your money to your upliners, the people who register you into the system.
  • Akan Essien
    Akan Essien
    I was invited since january
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    I know hundreds of Nigeria that have lost their money to foreign MLMs
    Diamond Cash Club, Club Freedom etc.

    Leave MLM alone, they will sweet talk you to register, but to earn your pay, they will give you conditions they know you will find difficult to fullfil.
  • Akan Essien
    Akan Essien
    ok so, what should i do now
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Get a product or service to sell.
    Any internet business that does not have to do with selling, leave it alone.

    I'll advice you try website designing/hosting, information marketing business, affiliate marketing, or try Fiverr.
  • Akan Essien
    Akan Essien
    OK so how can i get somthing to sell or services to render
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Take for instance website designing. It's a service that you can sell. But to start, you have to learn it.
    Same applies to Information marketing business
    And indeed all real internet business.
  • Akan Essien
    Akan Essien
    So how can i learn those
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    You have to start within. You have to decide which aspect of internet business you want to play in.

    I'm into Information marketing business.

    It's one of the most lucrative internet business if you know what you're doing.
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    All you do in information marketing is to find a pressing problem that people are willing to pay to know the solution. Then, sit down and do a thorough research on that problem. Write your findings out in MS Word, convert it to PDF, and promote it to people you think will need it.
  • Today
  • Akan Essien
    Akan Essien
    Hello bro, its been a very long time
  • Akan Essien
    Akan Essien
    Am pretty well, thank you.
    How you doing?
  • Akan Essien
    Akan Essien
    You know, i never get the chance to thank you for saving me from the grasp of this MLM business i wanted to venture into while starting. I never told you, i stick to your advice on business choice; website designing/hosting, information marketing, affiliate marketing or Fiverr. I started with affiliate marketing, then added Fiverr (selling my designs skills) and now am doing very good with all and information marketing as well. I've made money from working my own time that i never thought it was possible.
    So i want to say Thank you for teaching and inspiring me, making me to get the knowledge of building business and being my own boss. Its a great feeling, i tell you.
    Thank you, thank you very much... Hoping to learn more from you.
  • Lordson Imokhai Okpetu
    Lordson Imokhai Okpetu
    Wow...Congrats! I'm happy for you. Keep it up and be a good mentor to the young ones looking up to you too.

See jpged evidence of chat here