Most people hate being marketed to. Ads feel like pressure, and pressure creates resistance. But people love events. They love anticipation, countdowns, and shared excitement.
Think of Christmas. There’s nothing magical about the rice and chicken you eat on Christmas day. You probably ate the same meal a week earlier. The difference is the anticipation. For weeks, you’ve been looking forward to it. The build-up makes the ordinary feel extraordinary.
Your marketing must do the same. Stop selling products as transactions. Package them as events. Give people something to look forward to, and you’ll see them prepare, save up, and buy with excitement.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).
