5min
Module 1: Understanding B2B vs B2C
Module 2: Strategies for B2C Sales
Module 3: Strategies for B2B Sales
Module 4: Adapting Your Sales Based on Context
Module 5: Final Course Project
5/16 Lessons
Content
Assignment
Histoire de vie réelle
Dans cette leçon, vous apprendrez ce que signifie vraiment le marketing — surtout si vous avez toujours pensé qu'il s'agissait simplement de convaincre quelqu'un d'acheter. Vous verrez que le marketing commence avant la vente et continue après qu'une personne devient votre client. Et surtout, vous comprendrez comment VOUS pouvez utiliser le marketing même si vous débutez avec une petite idée d'entreprise.
1. Pillar 1: Emotional Appeals
Emotional appeals are the core of B2C marketing and sales. They are designed to evoke a feeling that motivates a purchase. These feelings are often more powerful than rational thought, especially for everyday products.
Common Emotional Appeals:
Joy & Happiness: Appealing to the feeling of happiness a product brings.
Examples: Advertisements for a soft drink showing friends laughing and having a good time, or a social media post for a new video game highlighting the fun and excitement of playing.
Belonging & Community: Appealing to a person's need to feel like they are part of a group or a movement.
Examples: A brand creating a hashtag for its customers to share their photos, a brand ambassador program, or a local business hosting community events. This is especially powerful for African brands that can leverage strong cultural or community ties.
Aspiration & Self-Improvement: Appealing to a person's desire to become a better version of themselves.
Examples: A fitness app showing "before and after" stories, a clothing brand associating its products with a lifestyle of success or adventure, or a skill-based online course highlighting the freedom a new skill can bring.
Security & Comfort: Appealing to a person's need to feel safe and secure, or to experience comfort.
Examples: A home security system ad focusing on the safety of your family, a financial service company using calming imagery, or a brand of blankets or pillows focusing on relaxation and warmth.
2. Pillar 2: Brand Storytelling & Authenticity
A compelling brand story gives your customers a reason to care about your business beyond just the product. It makes your brand relatable and human. When you tell your story authentically, you build trust and a deeper connection.
How to Tell Your Story:
The "Why": Start with your purpose. Why did you start this business? What problem are you trying to solve? For example, a Rwandan coffee producer's story isn't just about selling coffee beans; it's about supporting local farmers and preserving a family tradition.
Use Relatable Characters: Your customers should see themselves in your story. You can use testimonials and customer stories to make it about them.
Show, Don't Just Tell: Use high-quality visuals, photos, and videos to show your brand's values in action. Showcase your team, your process, and your impact.
Examples:
Brand Story: A small, local beauty brand talks about its founder's struggle with sensitive skin and her mission to create a product that is safe and effective for everyone.
Authenticity: A clothing brand uses photos of its real customers on its social media instead of professional models, making the brand feel more genuine and accessible.
African Entrepreneurship: An entrepreneur from Nairobi who started a solar energy company can tell a story not just about electricity, but about bringing light to homes and schools, enabling students to study longer and families to feel more secure. This connects with local customers on a deeply emotional level.