How to convert customers to instant buyers

Imagine you are walking through Balogun Market in Lagos. A woman selling shoes sees you passing by. She doesn’t shout “Buy my shoes!” Instead, she says, “Oga, see this shoe—very strong, no water can spoil it. My brother wore it to work every day for two years.”

You stop. You look at the shoe. You ask questions. Now you’re interested.

That is set-induction.

Set-induction in marketing means using something familiar, interesting, or emotional to catch people’s attention before you talk about your product. It helps people feel connected and ready to listen.

Let’s use another example.

A man selling insecticide in Kano doesn’t start by saying “This kills mosquitoes.” He starts by saying, “Do you know malaria killed more people last year than accidents?” Then he shows his product.

That first statement is the set-induction. It makes people think. It prepares their mind to hear more.

So in marketing, set-induction is the way you begin your message. You use a story, a question, a fact, or a problem that your customer understands. Then you introduce your product as the solution.

It helps people pay attention, feel involved, and want to know more.

In short, set-induction is how you start your marketing in a way that connects with people before you sell to them. It makes your message stronger and more effective.

—Jbm | Advertising Copywriter.