Why Even the Best Products Need Marketing: Lessons from Femi Otedola

There is a persistent myth in business that a good product sells itself. Another equally misleading belief is that a big name doesn’t need marketing. Neither is true. As the marketplace gets increasingly more crowded and noisier, even the most outstanding products – and the most recognizable brands – require intentional, strategic, well-funded marketing to gain traction.

If you have a product or brand to sell, the first piece of advice is simple: set some funds aside for marketing; borrow if you must because without marketing without which your product risks becoming the best-kept secret. Whereas you can position yourself to reach the right audiences, build trust, and achieve the scale you desire with marketing.

A fitting example is the recent marketing of Femi Otedola’s memoir, “Making It Big: Lessons from a Life in Business”. It doesn’t matter what you think of the man and his memoir, this article is about lessons you can learn from him and the marketing of his book so keep your prejudice and take what you can out of this piece. Despite being a billionaire and a force to reckon with in the business and celebrity world,  Otedola didn’t assume his book would succeed without effort. Instead, he launched a robust campaign that turned his memoir into a bestseller within 24 hours of release.

Let’s Look at Femi Otedola’s Marketing Masterclass

1. Personal Storytelling That Connects

Otedola invited readers into his life journey sharing not just his victories, but also his struggles. By humanizing his story, he created an emotional connection that transformed the book into more than a business manual; it became a relatable narrative that got many people talking in agreement or divergence.

2. Teasers and Previews

Ahead of the official release, he shared snippets and reflections to build/heighten anticipation and curiosity. This made audiences eager for the full story.

3. Premium Positioning

The memoir was framed as an exclusive, high-quality product — a window into the lessons of one of Africa’s most successful businessmen. This premium positioning elevated its desirability across upper and middle social strata.

4. Leveraging Family and Networks

He tapped into his family and personal network. His daughter Temi, for example, appeared in a light-hearted social media dance video with him showing creativity, relatability, and reach.

5. Multi-Platform Presence

The campaign was everywhere: social media, global online retailers like Amazon, bookstores, press coverage, and live events. Visibility was maximized across multiple fronts.

6. Strategic Events

The official London launch on August 18, 2025, created a spotlight moment that cemented the book’s global profile.

7. Rapid Results

By August 20 which was just two days after launch, Making It Big was ranked #3 on Amazon’s Business Biographies & Memoirs bestseller list — a testament to a successful marketing campaign.

Why Money Matters in Marketing

Otedola’s campaign underscores a crucial truth: marketing is not a cost; it’s an investment. Here’s why putting money behind your product is essential:

1. Budget Enables Reach: Your message needs money to travel. Simple. Money helps amplify your message across digital ads, events, and media.

2. Creativity Requires Resources: Professional content, trailers, and events cost money but yield credibility. Making It Big even has a dedicated website and brand identity.

3. You Have to Build Momentum: A sustained campaign ensures your product doesn’t peak and fade.

4. Distribution Comes at a Cost: Placing your message or product on platforms and promotional spots requires financing.

5. Storytelling Needs Amplification: No matter how good a narrative is, it won’t spread only on its merit. It needs push.

Key Takeaways for Your Brand or Product

So if you are launching your own product or brand, here are some clear lessons from Otedola’s playbook:

• Secure Funding: Don’t skimp on marketing. Budget for ads, events, and creative campaigns.
• Tell a Story: Customers buy into narratives, not just features.
• Build Anticipation: Tease before you launch. We did this a lot with our new microfinance bank – Digitvant (www.digitvant.com)
• Use Multi-Channels: Social media, press, retail, and personal networks all matter.
• Host a Launch Event: Create a media moment around your product. The media has a very wide reach and should not be ignored.
• Celebrate Early Wins: Publicize milestones to reinforce credibility.

Remember this: a strong product is the foundation, but it is marketing that builds the house. Femi Otedola could have assumed his name alone would carry his memoir. But he did not, choosing to invest in marketing which is paying off.

So, if you are serious about selling your product or brand, take this advice: bring money. With the right strategy, creativity, and amplification, your investment in marketing will deliver results that the product alone cannot achieve. I can help you achieve it.