Many marketers in Nigeria think Lagos is the whole country. That’s why their adverts don’t work in places like Kano, Aba, or Jos.

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Many marketers in Nigeria think Lagos is the whole country. That’s why their adverts don’t work in places like Kano, Aba, or Jos.

It’s a hard truth. We sit in fancy offices in Lagos, create adverts, and expect everyone to connect with them. But people in other parts of Nigeria live differently, think differently, and buy differently. If you assume everyone is like you, you’ll waste your money.

David Ogilvy, a famous advertising expert, once said, “The consumer is not a fool. She is your wife.” In Nigeria, your customer could be your imam, your village chief, your grandmother who listens to radio, or a student using borrowed data to stay online. If you don’t understand her life, your advert won’t speak to her.

The Nigerian Consumer Is Not Just Your Lagos Neighbor

Nigeria is full of different cultures, languages, and ways of life. One advert cannot work for everyone. You must study how people behave, not just where they live or how old they are.

Three Things You Must Know About Nigerian Buyers

1. People spend money for different reasons
A banker in Lagos might buy bottled water because it looks fancy and is cold.
A farmer in Kaduna buys it because it’s clean and safe.
Same product, different reasons. Your advert must speak to both.

2. Culture matters a lot
In Nigeria, respect is very important. When Dangote advertises cement, they don’t just say “build a house.” They say “build a better home for your family.” That’s how you connect with people’s emotions.

3. Language is more than English
Yes, English is the official language. But people feel more when you speak in Pidgin, Yoruba, Hausa, or Igbo. MTN’s “Everywhere You Go” worked because it spoke to Nigerians’ need to stay connected, no matter where they are.

Your Assignment

Let’s see how well you understand this. Write three headlines for bottled water:

- One for a university student in Ibadan
- One for a mother in Kano
- One for a businessman in Port Harcourt

Same product. Same benefit. But each headline must speak to their lifestyle and mindset.

In Nigeria, the best copywriters are not just good with words. They understand people. They respect culture. They sell with care.

Before you write your next advert, ask yourself: Who am I talking to? What part of their life am I missing?

Good advertising is not about sounding smart. It’s about being clear, human, and local.

Are you ready to write like that?

Facebook: Jbm Advertising Agency

Words that sell. Stories that stick. Strategy that works. That’s how I write. That’s how we win.

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