I remember playing around at a popular junction back home when, out of nowhere, a truck appeared.
The truck opened up, and out came four beautiful ladies, all wearing matching shirts and caps.
Two gentlemen remained in the truck, opening boxes. Loud music blared from the car, drawing a crowd. I couldn’t read back then, so I didn’t know what was written on the truck or the shirts, but I was determined to find out what was in those boxes.
Before I could, my mom pulled me away and sent me home. As we walked away, I glanced back and finally saw what it was. These ladies were distributing free packs of cigarettes to anyone willing to collect.
The Power and Responsibility of Marketing
Many of us have witnessed the devastating effects of marketing. Back in the 20th century, cigarettes were marketed as healthy and cool. It wasn’t until 50 years later that the true health consequences became apparent. Some of you may even remember a time when cigarette companies ran TV ads freely. This is just one example of how marketing can be dangerous when used irresponsibly.
Because of this, many entrepreneurs feel awkward pushing their products to the public. Some have even adopted the belief that “no one does marketing campaigns for garri, but it sells more than rice.”
Let’s break down these misconceptions.
What Marketing Really Is
Marketing is often misunderstood. Many think it’s about manipulating people into buying things they don’t need. But true marketing is a generous act of helping someone solve their problem. Marketing helps people become who they want to be by providing them with solutions.
A common counter-argument is: What do cigarettes, guns, and other harmful products help with? The truth is, those products were marketed because there was demand.
People didn’t necessarily need them, but when presented with the option, they bought them. Marketers merely expose people to products and services. With this logic in mind, it becomes a matter of ethics: Will you use marketing to help people build better lives, or will you contribute to their destruction?
Why You Should Never Be Ashamed to Market
If you have a product or service that genuinely benefits society, you should never be ashamed to market it. Market 24/7 if you can because you know the value of what you offer.
If I sold the best garri, knowing how crucial it is for survival in this country, I would spend my life telling people about my garri.
Being called a marketer is a compliment, no matter what kind of marketing you do—so long as what you sell is ethical and moral. Marketers are lifesavers, change-makers, and light-bearers.
How to Use Marketing the Right Way
To market effectively and ethically, you must:
- Understand Your Audience – Know their needs, desires, and problems so you can offer solutions that genuinely help them.
- Be Clear on Your Values – Choose to market only products or services that align with your principles.
- Educate, Don’t Manipulate – Marketing should inform and empower customers, not trick them.
- Leverage Multiple Channels – Use social media, word-of-mouth, online advertising, and in-person interactions to reach your audience.
- Be Consistent – The more people see and hear about you, the more they trust you.
Marketing is not a dirty word. It is the bridge between people and the solutions they need. If you believe in your product, in its ability to transform lives for the better, then market with confidence. Never let fear or shame hold you back from sharing something valuable with the world.
So go ahead—market boldly, ethically, and with purpose. The world needs what you have to offer!
Klein Socrates
Branding and Marketing Strategist
