Dear Friend,
I envy you, to be honest. When I came into business for the first time, there really wasn’t anybody there to teach me this secret. I had to find lose plenty money, go dead broke, wipe out my entire saving and learning under the feet of an old man whom we call RARE Mentor, to own this secret, and it took quite a way for me to comprehend the value of this truth.
Our RARE Mentor often say, "storytelling is one the World's Marketing Secret." According to him, "Stories sell fast, facts tells." I found this to be true in the life of Nigeria's famous entertainer, Dapo Daniel Oyebanjo, or D'banj, who was born on June 9, 1980 in Zaria, Kaduna State, Nigeria to a successful artillery officer who commanded an artillery regiment and a street was named after him in Alamala Barracks, Abeokuta, and a church dignitary mother, who hailed from Shagamu in Ogun State. Due to his father's profession, he moved several times within Nigeria and also moved to India.
D'banj was expected to follow his father's military career and was enrolled to the Nigerian Military School at age eleven. D'banj resisted the system and disenrolled from the school after three years. While at the Military school, he was a member of the elite drum corp of the Nigerian Army.From the Nigerian Military School, He proceeded to another military owned institution Nigerian Navy Secondary School,Ibara,Abeokuta where he completed his secondary school education.
When RARE Mentor began to teach us about the benefits of stories, I ever realized the impart until, I began to study the life of Dbanj. I was curious as to what makes this star who started his music career in a rather inglorious way. He was the guy who was begging the like of JJC and 419 SQUAD for a space in the album. Even the video, he did not appear as an artist, he appeared as a boy that was picked from nowhere. But he is now a successful hit.
It was in the course of recounting our experineces with RARE Mentor that it then occured to me that Dbanj had used one of the strategies that our RARE Mentor discussed to us in his house one saturday afternoon.
Dbanj's success did not begin until he started telling the story of the harmonica. He was introduced to the harmonica by his late older brother, Femi Oyebanjo, who died in a plane crash at age seventeen. With D'banj's love of music being greater than his parents' military aspirations, he struggled for his parents' approval; this can be best heard through an album track, All Da Way from his debut album. He derived his stage name from the combination of the first name and his surname.
The story of the harmonica drew a lot of attention to Dbanj and this had a devilishly pull on people. I once listened to a Movie Director who said, 'I don't know why I like Dbanj, But I think he is just funny."
My question is, "if you don't know why you like, why are you listening to his music?' In a popular church I also visited in Lagos, I heard the choir sing one of Dbanj's songs . They sang, "Olorun Ma Je O". Even in the chruch. Na waoh!
It is important to note here that I am not a fan of Dbanj but a fan of his strategies. I find his marketing ideas very intersting and deployable. We know many artist who sings better than Dbanj, but are not in the hit of things. It is not talent that sells you, it is marketing that sells your talent. Dbanj used the story of the harmonica to enter into the hearts of Nigerians and indeed Africa.
RARE Mentor once said, "People's are first of all emotional being before they are rational beings. They are moved by emtion before they are moved by facts." Dabnj's is gettign results today, because of a compelling story not because of his music talent. When In business, you don't need rational buyers, you need emotional buyers. People who will make a religion out of buying from you and not ocassional buyers. That is what Dbanj's success entails.
What is your own Business Story? Let the world hear
yours?
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I remain your millionaire Friend,
Chudi Onyemeri
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