The Nigerian billionaire marketing playbook you can use to grow your business fast

When Femi Otedola launched his book, he wasn’t just selling paper and ink. He was selling trust. He was selling desire. He was selling purpose.

But here’s the gist: the exact playbook he used to turn his launch into a movement is the same playbook you can use to grow your hustle, whether you’re frying akara at the bus stop, running a small salon in Surulere, or building the next big tech startup in Lagos.

Let’s break this down together.

Otedola didn’t just say, “My book is out, go and buy.” He took people behind the scenes, late-night calls, setbacks, small wins, and big lessons. So when the book dropped, people felt like they were part of his story.

If you’re running a food business, don’t just post pictures of the final jollof rice. Show us when NEPA took light mid-cooking. Show us the first burnt pot. Share the day you sold only one plate. Nigerians love a good struggle-to-success story.

People buy into you before they buy from you.

Turn family and friends into ambassadors

Otedola’s daughters and even his son-in-law hyped the book like it was their own. And people believed them because it felt warm and real.

In your case, your friends, loyal customers, and even colleagues can be your hype squad. But don’t just beg them to “help you post.” Make it easy. Give them pictures, short captions, maybe even small discounts or freebies to motivate them.

Your people are your first sales force. Use them wisely.

Borrow credibility you don’t yet have

Otedola had endorsements from Dangote, Okonjo-Iweala, and other giants. That’s like bringing Messi to your football match, you can’t lose.

Now, maybe you don’t know Dangote (yet). But you can still borrow credibility. If you sell skincare, get a known makeup artist in your area to review it. If you run a gym, partner with a local doctor to talk about fitness. Their reputation rubs off on you.

Credibility travels faster than adverts.

Give value before you ask for money

Before the launch, Otedola teased stories, shared insights, and gave people a taste of the value inside the book. By the time the book dropped, people already had FOMO.

You can do the same. If you bake, share free tips like “how to make bread last 5 days without a fridge.” If you sell generators, give a short guide on saving fuel. Nigerians respect people who help them before collecting money.

Help first, charge later. That’s how trust is built.

Show up where the attention is

Otedola didn’t just sit in his mansion waiting for sales. He showed up everywhere, TikTok, TV, radio, interviews, events. He went where his audience already gathered.

If you sell food, be at the bus stop during rush hour. If you run a small fashion brand, show up in the WhatsApp groups where your target market is gisting every day. Stop dragging people to where they don’t want to go.

Go to where they already are.

Make it feel premium and scarce

Otedola used pre-orders, exclusives, and a dedicated website to make his book feel like treasure. People rushed to grab it because it felt special.

You too can create urgency. Sell “limited edition” Ankara styles for Christmas. Offer only 20 early bird slots for your training. Once people think, “if I don’t grab this now, I’ll miss out,” they move fast.

Scarcity drives action.

Create community, not just customers

The biggest businesses don’t just sell, they build tribes. Otedola turned his readers into part of a community.

Do the same. Create a WhatsApp group where your customers get tips, updates, or early discounts. Share small wins with them. Let them feel like insiders. When people belong, they stay longer and bring others along.

Community is stronger than advertising.

Capture before you sell

Otedola had a ready-made audience before launch. He didn’t start chasing buyers on the launch day.

You can start building yours today. Collect WhatsApp numbers, create an email list, or save contacts from customers who buy once. By the time you launch something new, you’ll have an army ready to support.

Selling to strangers is hard. Selling to your warmed-up people is sweet.

The big lesson

At the end of the day, Otedola showed us something powerful: real success is not about making noise, it’s about building trust, giving value, and shining your light where people can see it.

The Bible puts it this way: “Let your light shine before others, that they may see your good deeds and glorify your Father in heaven.” (Matthew 5:16).

Only God sees the heart. People see your effort, your story, your value. So let your hustle shine, not by wasteful spending, but by the trust you build and the love you show to the people you serve.

Because growth is not by learning alone. Growth happens when you start doing.

Grab the gist?