Feature/OPED
Understanding the Psychology of Marketing as Regard Nigerians
By Kenneth Horsfall
I tell you this with a great fact Nigerians are peculiar people, Nigerians are not like every African, they are a very different breed of people. They think differently, not like every African. So, today I am going to be teaching you how to really understand the psychology of marketing when dealing with Nigerians so you can take advantage of it and sell anything to a Nigerian and he or she will buy. To begin our class, let’s define what Marketing Psychology is.
What Is Marketing Psychology
Marketing psychology attempts to understand the way that consumers think, feel, reason, and make decisions. The goal of marketing is to convince people and making a calculated emotional appeal can be just what you need to land a lasting customer.
You may be asking what is the relationship between psychology and marketing?
Marketing is building relationships between brands and consumers, which includes stoking loyalty and awareness in consumers. Psychology, on the other hand, is the study of the human mind and human behaviour.
Let’s just go further to explain how this truly works. Marketing psychology closely relates to consumer behaviour: the study of how and why we purchase goods or services. Borrowing insights from behavioural sciences, such as neuroscience and cognitive sciences, marketing psychology looks at how people’s feelings and perceptions influence their buying habits. So, now you get the point abi?
Psychological tactics that influence how Nigerian consumer’s behaviour
Good news! You don’t have to be a psychologist to stage a successful emotional appeal to your potential customers in Nigeria. Many successful marketers use these strategies to great effect. With a bit of research and experimentation – you can too.
An important component of successful marketing is understanding how and why people think and act in certain ways. All of your marketing efforts should stem from this understanding. If, for example, you’re a content marketer creating an infographic, your efforts will be far more successful if you begin with your end consumer in mind. Who are they and why should they care about your infographic? What action(s) do you want them to take as a result of the infographic? Is progress measurable?
Reverse engineering, this process can be illuminating. At this point, you may be thinking that this is all very obvious. But how well do you truly understand your customer? Are they a two-dimensional idea or a three-dimensional person? What motivates them to make a decision?
Understanding how people operate can be the difference between good marketing and great marketing.
To help you further I’m going to share with you 6 psychological tips for marketing to Nigerians
- Nigerians Are Very Impulsive
Have you ever been waiting in line at the grocery store only to grab a few “last minute” items before your transaction? Those items weren’t placed there on accident. It’s quite intentional and has been enabling impulse buys for decades. Flash sales in email marketing campaigns are another way this psychological marketing tactic is applied. How can you use people’s impulsive nature to satisfy their needs?
- A Picture Is Worth A Thousand Words
Our brains can process images a whole lot faster than they can comprehend the written word. This is for good reason. Long before Harry Potter, people needed the ability to quickly assess the lay of the land in order to survive. Play into this. We live in a visual world. Spend some time pondering your use of visuals. People will form an instant impression based on visual appearance.
- Colour Psychology
Colours have an enormous impact on our moods and emotions – possessing the profound ability to influence our perceptions. We associate certain colours with whimsy, others with trust, and others with sensuality. Depending on what you’re selling, be aware of your use of colour. It is important to send a consistent message on all fronts. Appeal to the subconscious mind first, and logic later.
- The Pen Is Mightier Than The Sword
Certain words or phrases, while cliched, evoke an emotional response. Organic. Gluten-free. Certified. Testimonial. Authentic. There is a perfectly good reason that words like these are plastered all over products: it works. People continue to go for it. Think about the products and services you’re marketing and try to find the words that have the potential to elicit an emotional response. Use them when talking about your products.
- The Power of “Yes”
Yes, is a powerful word. It is the green light that gets you in the door. Getting people to say yes to little things before going for the win is a time-honoured sales strategy. It creates a sense of connection and agreeability. This is as popular today as ever. Many businesses use social media in this way: warm an audience up with social ads, get them to take a small action (watch a video or sign up for an email list), create trust, and convert. This whole process is a series of small agreements that gradually open the door to a sale.
- Nigerians love to make Decisions Emotional
The decision-making process is emotionally driven. Even people that pride themselves on being rational aren’t immune. We all make decisions based on two things: what satisfies our needs and what aligns with how we are. Marketers would be wise to try to elicit an emotional response from potential customers.
To conclude our class today on understanding the psychology of marketing to Nigerians, we will check out why will Nigerians buy your product or service.
Nigerians don’t care about you, how much success you’ve achieved or even what you have to sell.
Nigerians care about themselves first, second, third and up to infinity.
Nigerians are naturally selfish; including me, including you, that is reading this article is a Nigerian!
If you want Nigerians to buy what you have to sell, here is what you need to do;
Forget about what you want or don’t want and focus on giving them what they want and getting rid of what they don’t want!
The 40/40/20 Rule of Marketing – Here is a fact that explains why Nigerian customers will buy. The “40/40/20 rule” explains what constitutes the response for a marketing campaign. It breaks down like this: 40% of the success of your marketing is dependent on the target audience; 40% of the success of your marketing is dependent on what you’re offering [product or service]; 20% of the success of your marketing is dependent on creativity. That’s just it.
Why will Nigerians buy your product or service? – Nigerians buy for the following reasons. Provide these reasons and the sale becomes natural.
Utility – why should I buy this? Nigerians buy because they are interested in two things. These two things they are interested in are the same two things you and I are interested in. Because all of us are only interested in the following two things: Getting rid of a PROBLEM you have and don’t want and/or Creating a RESULT that you want and don’t have.
The utility they said is the satisfaction derived from the consumption of a particular product or service. In other words, utility = satisfaction derived = value. Products or services sell not because you have bills to pay, or because you have needs to be met. In fact, if you ever hope of selling anything, you have to get ‘YOU’ out of the equation and focus on ‘THEM’. Products or services sell because your Nigerian customers want utility.
Credibility – why should I buy from you? The second reason why Nigerians will buy from you is credibility. Nigerians buy from people they trust. After a Nigerian sees the utility in what you are offering for sale, the next thing they want to see is credibility. Are you for real? Can you really deliver this utility? Are you capable of delivering on your promise? This is very crucial for making the sale.
Relevance – why should I buy NOW? I see the value in your offering, I trust your ability to deliver, but is what you are selling relevant to my current situation? I am interested in what you are offering for sale, based on a certain track record, I think I trust your brand, but how well is your solution –product/service suitable for my current needs? This is the most crucial phase of the three reasons why Nigerians buy. To successfully get over this phase, two key skills are required; The ability to question skillfully and the ability to listen carefully
To uncover the relevance of your product/service to the current needs of the customer, you’ve got to dig deep beyond the surface. Nigerians find it naturally difficult to express their deep desires until skillfully led. The more you skillfully ask questions and listen carefully and patiently to the answers, the more the customer will open up and talk to you.
Takeaway: As an entrepreneur, you are trying to sell to Nigerians the best way to do it is to create the kind of environment where the Nigerians feel comfortable expressing themselves openly and honestly. Your goal is to see things like a Nigerian, see things from their perspective and make them trust you then see how they will run to you with their money.
Kenneth Horsfall is the creative director and founder of K.S. Kennysoft Studios Production Ltd, fondly called Kennysoft STUDIOs, a Nigerian Video and Animation Production Studio. Horsfall is also the founder and lead instructor at Kennysoft Film Academy and can be reached via di******@*************io.com
Feature/OPED
How Secure Is Nigeria…?
Prince Charles Dickson, PhD
A country’s security is not measured by the number of uniforms on the road. It is measured by whether an ordinary mother can sleep without one ear open, whether a trader can return from the market without rehearsing ransom instructions in her head, whether a doctor can drive to an emergency without praying not to meet a checkpoint more dangerous than the patient he is trying to save.
Nigeria today has security everywhere and safety nowhere.
That is the paradox. We have the architecture of force, but not the confidence of protection. We have commands, theatres, operations, task forces, and an alphabet soup of interventions. Yet for many citizens, insecurity still arrives first, and the state arrives later, sometimes not at all. Even the federal government has repeatedly acknowledged that the police ought to be the frontline institution for internal security, and that modern policing requires better training, technology, and professionalism. It has also admitted that police training facilities have fallen into serious dilapidation and need an overhaul.
So, the question is no longer whether Nigeria has security institutions. It does. The more uncomfortable question is whether the current federal policing model, as designed and practised, is still fit for the country we have become.
The Nigeria Police Force remains a centrally commanded institution, with authority cascading from the Inspector-General through Deputy Inspectors-General, Assistant Inspectors-General, Commissioners, and downward through the ranks. Administratively, it is split into eight departments. On paper, that looks orderly, neat, even reassuring. But Nigeria is not a paper country. It is a noisy federation of griefs, distances, fractures, ambitions, and emergencies. A chain of command that may satisfy legal elegance can also produce operational remoteness, delayed responsiveness, and a politics of policing in which local pain must wait for federal mood.
This is where the politics begins.
Who does the police truly serve in practice: the republic, the constitution, the citizen, or the powerful? That question hurts because Nigerians already know the answer in their bones. More than 100,000 officers are reportedly assigned to VIP protection out of an estimated 371,800 personnel. That means a startling share of police manpower is concentrated around the elite while ordinary communities make do with thin patrols, slow response, and the old folklore of “call anybody you know.” In effect, the state has built a two-tier policing culture: one for those with sirens, another for those with silence.
And when public policing weakens, Nigeria reaches reflexively for the military.
That too has become normal, and that is precisely the problem. The country now lives under a strange internal-security arrangement in which police are constitutionally primary, but the military increasingly occupies the emotional and operational space of first responder. Analysts have described this as a role lost to the military: a situation in which soldiers are overstretched, police are underpowered, and the public is trapped in a dangerous vacuum between both. New task forces and command theatres may project action, but they can also conceal a deeper institutional confession: that the police have not been built to carry the burden of modern internal security.
This is why I remain cautious when the state celebrates “combined operations,” “joint architecture,” and the multiplication of theatres. Coordination is necessary, yes. But coordination is not the same thing as competence. A nation cannot keep responding to civil insecurity as though every problem is a battlefield problem. Kidnapping, urban crime, community violence, organised extortion, digital fraud, and intelligence-led prevention all require policing that is forensic, local, trusted, and fast. The 21st century does not only ask for men with rifles. It asks for institutions with memory, data, integrity, and legitimacy.
And legitimacy is expensive.
You cannot demand ethical policing from men and women whom the system has abandoned to shabby welfare, poor housing, weak equipment, and thinning morale. Reuters reported in late 2025 that a low-ranking police officer earned about ₦80,000 monthly net pay. Around the same period, former IGP Mike Okiro publicly warned that economic hardship, poor welfare, and years of neglect were crippling police morale. An investigation by The ICIR in February 2026 described dilapidated barracks in Lagos where police families live inside cracked, ageing buildings that are tragedies waiting to happen. This is not merely a welfare issue. It is a security issue. A poorly paid, poorly housed, poorly equipped officer is not just vulnerable. He is recruitable by temptation.
So, is state police the answer?
Maybe. But only maybe.
The argument for state police is no longer fringe. In February 2024, federal and state authorities publicly agreed on the need for state police as insecurity worsened. As of March 1, 2026, the Senate says it intends to complete the constitutional amendment for state police before the end of the year, while also discussing safeguards against abuse by governors. That last phrase matters. Because state police can become either the localisation of safety or the localisation of tyranny. In the hands of disciplined constitutionalism, it may deepen community intelligence, faster response, and contextual policing. In the hands of bad politics, it could become a uniform errand boy for governors, godfathers, and vendetta.
So, let us not romanticise decentralisation. A broken institution does not become healthy merely by being copied 36 times.
State police without safeguards, independent oversight, diversity protections, judicial remedies, professional standards, and funding clarity may only decentralise abuse. Yet federal policing without radical reform has already produced a structure too centralised to feel local, too politicised to feel neutral, and too stretched to feel present. That is the Nigerian trap: the old model is failing, but the new model can also fail if designed as another elite bargain.
The real issue, then, is deeper than federal versus state. It is whether Nigeria truly wants citizen-centred policing or merely a rearrangement of command.
For years, we have treated the police as a ceremonial symbol, a regime accessory, or a checkpoint economy. We post them at politicians’ gates, attach them to convoys, and then act surprised when villages, highways, schools, and neighbourhoods feel abandoned. We invoke reform, but often mean procurement. We invoke modernisation, but often mean new uniforms and fresh rhetoric. Yet even the Presidency has admitted that true reform goes beyond repainting buildings or buying weapons. It requires a fundamental overhaul of institutional mentality and memory. That, perhaps, is the most honest sentence said about the police in recent years.
How secure is Nigeria?
Not secure enough to keep pretending that force projection is the same as public safety.
Until the police are rebuilt as a serious, modern, welfare-backed, intelligence-driven, citizen-facing institution, we will keep living inside a republic where the hierarchy is protected, the theatres are busy, the communiqués are polished, and the people remain one phone call away from abandonment—May Nigeria win!
Feature/OPED
History is Watching: Tinubu’s Moment to Rescue Nigeria’s Stolen Future
By Blaise Udunze
Governance is not complicated. It is about people and the resources entrusted to serve them. When resources are managed wisely, the people prosper, and prosperity spreads. Mismanage them, and poverty multiplies. Nigeria’s tragedy is not scarcity. It is stewardship.
For decades, Nigeria, described as Africa’s largest oil producer, has earned hundreds of billions of dollars, yet remains home to some of the world’s poorest citizens. That contradiction is not accidental. It is systemic. It reflects policy distortion, institutional weakness, and a culture of impunity that has too often treated public wealth as political spoils rather than a national trust.
The Abuja-based Independent Media and Policy Initiative (IMPI) recently captured this paradox bluntly by saying, Nigeria’s poverty crisis is not the result of inadequate resources, but of persistent failure to manage them prudently and sustainably. It described the crisis as a “self-inflicted economic malady.” That phrase should trouble every public official.
Between 1980 and 2015, Nigeria rode multiple oil booms. Instead of converting windfalls into diversified productivity, the country succumbed to what economists call the Dutch disease. Oil revenues surged. The naira appreciated. Imports became cheaper. Domestic production became uncompetitive. Agriculture declined. Manufacturing withered.
IMPI’s analysis shows that between 1980 and 1986, exchange rate appreciation crippled local industries and turned Nigeria from a major agricultural exporter into a net food importer. Cocoa, palm oil, and rubber, once pillars of export strength, gave way to dependency. A parallel distortion emerged, the so-called “Nigerian disease.” Rural labour migrated to cities in search of oil-fueled wage spikes. Farming declined. Food insecurity deepened, which has continued to linger each day. Over-mechanised and poorly coordinated agricultural investments, uncompleted irrigation projects, and subsidies skewed toward politically connected elites widened inequality. Oil wealth created the wrong impression of prosperity while hollowing out the economy’s productive core.
Former Vice President Yemi Osinbajo once framed the issue plainly: Nigeria’s challenge is not geographical restructuring but resource management and service delivery. After decades of vast oil earnings, the uncomfortable question remains. Where is the infrastructure?
If mismanagement were purely historical, recovery might simply require time and discipline. But the problem is not confined to the past, and this is because between 2010 and 2026, an estimated $214 billion, roughly N300 trillion, has been flagged as missing, diverted, unrecovered, irregularly spent, or trapped in non-transparent fiscal structures. These figures reveal that they are not speculative but arise from audit reports, legislative investigations, civil society litigation, and investigative findings across administrations.
The oil sector alone provides sobering examples. In 2014, unremitted oil revenues triggered national outrage. Years later, audit queries continue to trail the Nigerian National Petroleum Company Limited. The names of institutions change. The pattern persists. The Central Bank of Nigeria has also faced audit alarms over trillions in unremitted surpluses and questionable intervention facilities. Auditor-General has flagged failures to remit operating surpluses into the Consolidated Revenue Fund, alongside hundreds of billions allegedly disbursed to unidentified beneficiaries under intervention schemes, which is alarming and a common fraudulent practice.
Across ministries, departments, and agencies, trillions have been cited in unsupported expenditures, unremitted taxes, procurement irregularities, and statutory liabilities left unrecovered. The institutions differ. The language of audit reports varies. The years change. The pattern does not.
A natural occurrence, which is the plain truth, and unarguably, is that when electricity funds disappear, the grid collapses. Also, when agricultural loans remain unrecovered, food prices surge. The same goes when social investment programmes stall due to bureaucratic lack of transparency; the vulnerable remain exposed. Nigeria borrows not only because revenue is insufficient but because leakage is persistent.
The 2026 fiscal projections sharpen the dilemma. This has continued to raise concern as seen in the proposed N58.47 trillion budget, which carries a N25.91 trillion deficit, with N15.9 trillion allocated to debt servicing. What signifies a systemic failure is that nearly half of the projected federal revenue will service past loans before development priorities are funded. The truth be told, borrowing is not inherently destructive. Economies such as the United States deploy deficit financing strategically to expand productivity. The difference lies in what the borrowing finances.
To date, Nigeria’s deficits are increasingly funded by recurrent obligations rather than productivity-enhancing infrastructure. This is why Nigeria’s domestic borrowing persistently crowds out private-sector credit, driving up interest rates and stifling enterprise. Time after time, the nation has continued to witness how weak revenue mobilisation, overt oil dependence, and institutional inefficiencies compound the strain, and for these reasons, public debt is projected to has surpass N177.14 trillion by the end of 2026, which is driven by the budget deficit in 2026 Appropriation Bill.
Based on what is obtainable in other advance country, debt becomes sustainable only when borrowed funds are channeled into growth-enhancing investments, institutions ensure transparency and value for money, and economic expansion outpaces debt accumulation. When these conditions weaken, deficits evolve into a fiscal trap.
Despite some of the challenges occasioned by mismanaged resources and leakages, policymakers project cautious optimism. The Central Bank forecasts GDP growth of approximately 4.49 percent, moderating inflation, and foreign reserves exceeding $50 billion. On paper, stability appears to be returning. But stability is not prosperity.
Take, for instance, between 2006 and 2014, Nigeria recorded average GDP growth rates of six to seven percent, peaking near eight percent. Yet poverty remained stubbornly high, judging by the lived experience of the populace. This shows that growth without inclusion is only an arithmetic, not development. Today, households confront elevated food prices despite the report that food inflation fell from 29.63 per cent in January 2025 to 8.89 per cent in January 2026, energy costs, and unemployment. Yes, one may say that the exchange-rate unification and fuel subsidy removal were economically rational reforms. However, without aggressive domestic production expansion and credible social safety nets, adjustment costs fall heavily on citizens.
The concept of the “resource curse,” coined by Professor Richard Auty, explains why resource-rich nations often experience weaker institutions and lower long-term growth than resource-poor peers. Nigeria truly exemplifies that irony. Yet the curse is not inevitable. This is because countries such as Norway and Botswana transformed natural resource wealth into long-term prosperity through disciplined institutions, sovereign wealth management, and uncompromising transparency, which happens to be foreign to Nigeria’s system. The difference was not geology. It was governance.
Former President Olusegun Obasanjo has never been quite over resource plundering as he lamented that Nigeria has squandered divine gifts. The same lies with the former Minister George Akume, who warned that no nation grows if a quarter of its resources are consistently mismanaged. The former Anambra governor, Peter Obi, observed bluntly that wealth cannot be entrusted to those without integrity. The United Nations is also amongst those who have repeatedly warned that mismanaged natural resources fuel instability and conflict. Where institutions are weak, resource wealth becomes combustible. Nigeria has navigated that edge for decades.
Nigeria does not suffer from a shortage of reform announcements. It suffers from a gap between announcement and enforcement. The Treasury Single Account was designed to consolidate public funds under constitutional oversight. Yet significant funds have periodically remained outside complete transparency. The problem is that audit findings often accumulate without visible recovery, prosecution, or systemic reform.
The reality is that if every naira saved from subsidy reform is not transparently reinvested in infrastructure, healthcare, education, and productivity, public trust will erode further. If intervention facilities are not tracked and repaid, agriculture will stagnate. If oil revenues are not fully remitted and independently audited, diversification will remain rhetorical, just as they have defined the system today. What will definitely propel a change when visible enforcement, recoveries, prosecutions, and institutional strengthening must replace quiet reports and circular memos.
President Bola Ahmed Tinubu stands at a consequential intersection due to the critical issues unfolding. His administration has initiated painful but necessary reforms in the areas of fuel subsidy removal, exchange-rate unification, and fiscal restructuring. One stands to say that these measures aim to restore macroeconomic order. But for a fact, macroeconomic stability is a foundation, not a destination. His presidency will either mark the beginning of Nigeria’s fiscal rescue or consolidate a system that mortgages tomorrow to survive today.
Human capital cannot remain peripheral. Education aligned with labour-market needs, vocational capacity, healthcare access, and social protection are economic multiplier, not welfare indulgences. Capital expenditure must prioritise integrated infrastructure like power transmission, logistics corridors, and digital connectivity, that unlocks productivity. Every earned naira must enter the Federation Account transparently. Every statutory surplus must be constitutionally remitted. Every diversion must carry a consequence.
One thing that must be understood today is that Nigeria’s future will not be determined solely by oil output or GDP growth percentages. It will be determined by whether resources translate into reliable electricity, functioning roads, expanding industries, competitive exports, and rising household incomes. A nation can borrow to build bridges. Or it can borrow to pay salaries. The former compounds growth. The latter compounds debt.
If deficits translate into visible infrastructure, industrial expansion, thriving private enterprise, and strengthened revenue generation, history will record this era as a bold recalibration. If not, it will be remembered as deferred reckoning.
Nigeria has been wealthy for decades. What it has lacked is disciplined guardianship of that wealth. End the era of systemic leakage and institutional silence, or preside over its continuation. The choice is stark but clear. The point is, this is not just about one leader’s legacy; it is about the future of over 200 million Nigerians and generations.
And for nearly 200 million Nigerians, the outcome will define not just a presidency, but a generation.
Blaise, a journalist and PR professional, writes from Lagos and can be reached via: bl***********@***il.com
Feature/OPED
How Christians Can Stay Connected to Their Faith During This Lenten Period
It’s that time of year again, when Christians come together in fasting and prayer. Whether observing the traditional Lent or entering a focused period of reflection, it’s a chance to connect more deeply with God, and for many, this season even sets the tone for the year ahead.
Of course, staying focused isn’t always easy. Life has a way of throwing distractions your way, a nosy neighbour, a bus driver who refuses to give you your change, or that colleague testing your patience. Keeping your peace takes intention, and turning off the noise and staying on course requires an act of devotion.
Fasting is meant to create a quiet space in your life, but if that space isn’t filled with something meaningful, old habits can creep back in. Sustaining that focus requires reinforcement beyond physical gatherings, and one way to do so is to tune in to faith-based programming to remain spiritually aligned throughout the period and beyond.
On GOtv, Christian channels such as Dove TV channel 113, Faith TV and Trace Gospel provide sermons, worship experiences and teachings that echo what is being practised in churches across the country.
From intentional conversations on Faith TV on GOtv channel 110 to true worship on Trace Gospel on channel 47, these channels provide nurturing content rooted in biblical teaching, worship, and life application. Viewers are met with inspiring sermons, reflections on scripture, and worship sessions that help form a rhythm of devotion. During fasting periods, this kind of consistent spiritual input becomes a source of encouragement, helping believers stay anchored in prayer and mindful of God’s presence throughout their daily routines.
To catch all these channels and more, simply subscribe, upgrade, or reconnect by downloading the MyGOtv App or dialling *288#. You can also stream anytime with the GOtv Stream App.
Plus, with the We Got You offer, available until 28th February 2026, subscribers automatically upgrade to the next package at no extra cost, giving you access to more channels this season.
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