The NAFDAC Head of Investigation and Enforcement, Federal Taskforce, Embugushiki-Musa Godiya, also said the agency would work to ensure that fake cosmetics and other counterfeit products were completely wiped out of the country.
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Enhancing your communication with persuasive headings (2)
By Goke Ilesanmi
Last week, we said most times, when we look at a male and say he is handsome or look at a female and say she is beautiful, our compliment is basically based on the attractiveness of the head region which houses the face, teeth, lips, etc. We said the same is true of business communication as effective headings are very critical to the success of our business/marketing communications.
We added that this is because we have just some minutes or even seconds to grab the attention of our prospects and sustain their interest to keep reading our pieces of marketing information, in the form of proposals, sales letters, brochures or even our corporate websites.
We explained that headings are the first thing the prospects read and findings show that four out of five people decide whether they keep reading to learn about your products and/or services on the basis of your headings.
We advised that the first thing to avoid in your headingsis emphasising obscure company names. We said unless your company name is among the most-recognised brands such as Suzuki, Heineken, Pepsi, Coca-Cola, Honda, etc., there is a very good chance that people will not associate the name with anything, especially outside of your immediate business environment.
We stressed that you should also avoid vague descriptions and statements. We explained that research shows that people look at websites the same way they look at magazine adverts and they scan the pages quickly to see if the product or service is something they want. We added that on the web or in a marketing brochure, if you capture their interest, they will keep reading.
We also stressed the need to flag down your readers. We said if your product or service appeals to a select group of people, a great way of grabbing their attention is to flag them in your heading.
Promising your readers benefits: Another thing to do to attract readers’ attention is to promise them a benefit. For instance, in writing a persuasive business proposal, one that identifies the specific problem or need of the recipient, which necessitates writing the proposal, the benefit of the idea is immediately emphasised in the heading, e.g., “Multiplying your school’s profitability and popularity through exceptional career seminar”; “Boosting your schools’ corporate image through solutions to identified Nigerian English challenges”, etc.
NOTE: A persuasive business proposal is the one customised for one recipient. It cannot be transferred to another person or organisation. That is why it naturally elicits action from the recipient. For instance, if the school of your child sends a note to you, which reads, “Dear parent, the weather is very cold now, always wear a cardigan for your child, please”, you may not take necessary action because you assume that it is a circular sent to all parents and not specifically addressed to you.
But if the note reads, “Dear Mr. AYZ, as you know that the weather is very cold now sir, and Adesina cannot withstand it because he is just five years old, always wear a cardigan for him, please.” The second note will immediately elicit action because it is specifically written for the parent.
Some of the most successful headings convey something unique about a business. Are you the only business in your field that does something that the others do not do such as offering something for free or giving extra service and so on? What do you do that your competition does not? Do you go through a checklist with your customers to make sure you are doing a good job?
Do you use a revolutionary process that saves your client time, money and does a better job?
Have you studied for many years with the world experts in your field? If you have, certainly include it in the heading but you must show how this expertise will benefit your readers.
If you do something that gives you a competitive edge over your competition, stress this in your heading. Likewise, if you are offering your clients something truly outstanding, mention it in your headings.
Using the word “You”: Using the second person pronoun “You” is another way that you can create good impression with your headings. The most important word in English Language when it comes to advertising is the word “You”. It helps your readers relate to what you have to say. It also helps them involve themselves in your selling message. This factor comes back to the fact that most people are “Me, Me, Me”. If you can emphasise “You, You, You”, you have got their attention.
Read any personal development book and you know that the key to getting people to like you is to talk about them, show interest in them and praise them. If you cannot use the word “You” in your heading, you can imply it by using the phrase “How to” which has a similar effect because it still involves the readers or audience.
Size of the text in your heading: To achieve effectiveness in your headings, try to determine the size of the text. The size of your text is very important. If you use a small typeface, it will disappear into your body copy and will not stand out. Make sure the typeface is 4 to 8 times the size of the body text and takes up about 20 to 25 per cent of your advert space.
Using an exclamation mark: Using an exclamation mark is another way to make your headings effective. According to Mills, “The simple act of putting an exclamation mark at the end of your headline makes people feel that the statement is dramatic so there’s more of a chance they’ll read further.”
Putting your heading in quotation marks: You can also put your heading in quotation marks to make it attract attention. Experts say putting your heading in quotation marks makes people feel that it is a quote so they are more likely to read on.
Mentioning your offer in your headings: Mentioning your offer in your headings is another way to enhance your business communication. Giving your readers a compelling reason to respond, makes you stand out from your competitors and accelerates sales. If you have a powerful offer in your advertising piece, in some cases, it is best to mention it in your headings.
Concluded
PS: For those making inquiries about our CV/Profile Writing and Speech Writing Services; Political Persuasion and Presentation Course; General Public Speaking and Business Presentation Course; Professional Writing Course, etc., please visit the website indicated on this page for details.
GOKE ILESANMI (FIIM, FIMC, CMC), CEO of Gokmar Communication Consulting, is an International Platinum Columnist, Professional Public Speaker, Career Mgt Coach and Certified Mgt Consultant. He is also a Book Reviewer, Biographer and Editorial Consultant. Tel: 08056030424; 08055068773; 08187499425
Email: [email protected]
Website: www.gokeilesanmi.com.ng
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Invoke executive order for state, LG police, Afenifere tells Tinubu
The pan-Yoruba socio-cultural and political organisation, Afenifere, on Saturday, urged President Bola Tinubu to invoke an Executive Order for the establishment of state and local government Police.
Afenifere, in a statement by its National Publicity Secretary, Jare Ajayi,in Ibadan, the Oyo State capital, also called for the erection of close-circuit television sets and deployment of modern technology for security purposes in strategic locations to end insecurity.
Ajayi said, “There are indications that Tinubu is desirous of putting an end to this deleterious menace. Towards the end of January this year, he approved the procurement of digital tracking tools to enhance the apprehension of bandits, terrorists and armed robbers.
“On Monday, April 22, this year, he used the occasion of addressing participants at the African Counter-Terrorism Summit which opened on that day in Abuja to assure everyone of his government’s readiness to ensure greater security. Unfortunately, recent happenings have not shown that the President’s desire in this respect is being worked upon.
“President Tinubu should get state and local government police off the ground immediately through the invocation of an Executive Order while the process of amending the Constitution continues.
“Close circuit television sets, deployment of modern technology for security purposes including drones must be effected immediately.”
He explained that the statement was motivated by the recent reports of banditry and kidnapping in Ogun, Edo, Ekiti, Oyo, Kogi, Zamfara and Niger States, respectively which made a research organization declare Nigeria as one of the top nations where kidnap ranks highest globally.
Ajayi noted that Fulani herders and farmers’ clashes kept occurring in Osun, Ondo and Oyo State; Otu, Igbeti and Alaga in the Oke-Ogun area of Oyo State were the latest victims.
The Afenifere spokesperson also said, “In order to end insecurity, enhance people’s welfare and ensure the sustenance of Nigeria as one of the top investment destinations in Africa as desired by the government, there is the urgent need by the Federal Government and security agencies to be more innovative and decisive.”
He lamented that banditry, including armed robbery, kidnapping was still occurring on South-West roads such as Lagos-Ibadan, Ibadan-Ijebu-Ode; Akure-Ilesa-Ibadan; Ore-Ijebu Ode-Lagos, Ikirun-Osogbo-Ilesa; Lokoja-Abuja, Owo-Benin and Ibadan-Iseyin-Saki.
“Latest reports have it that on Monday, May 13 instant, eight cocoa farmers were kidnapped at Marindoti Cocoa Farmers’ settlement in Ovia South-West Local Government Area of Edo State. Three students of Millicent Secondary School in the same area on their way to write their Senior Secondary School Examination, were also kidnapped at the same time.
“A sum of N31 million was reportedly paid to ransom three people who were kidnapped at Longe village on Ibadan-Ijebu-Ode Road last week Sunday. On Thursday, May 16, one Seliat Adeniji (nee Raji) was kidnapped in her Ebedi home in Iseyin, Oyo State. Her guard was killed in the process.
“Hon Bello Hassan representing Zurmi/Shinkafi Federal Constituency in the House of Representatives last Tuesday claimed that terrorists have sacked about 50 communities and abducted over 500 people in his area of Zamfara State as bandits overran Zurmi, the second most populous town in the state killing palace officers as well as policemen.”
To put a serious check on all these, the Afenifere spokesman said that there was an urgent need to dig deep into the roots of the menace and to be decisive in applying the necessary measures.
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NAFDAC shuts cosmetic shops in Lagos, seizes counterfeit products
The National Agency for Food and Drug Administration and Control has shut three shops and raided others during a clampdown on the sale of unregistered “Dr. Teal’s” brand of cosmetics in Lagos State.
The agency disclosed this in a post on its X handle on Saturday, stating that the action came after a complaint from the trademark holder.
The statement read, “NAFDAC has shut down three cosmetics shops and raided others, targeting the sale of unregistered ‘Dr. Teal’s’ brand cosmetics. This action follows a complaint from the trademark holder regarding potential counterfeit products.
“Two suspected shops along Excellent Line at the Trade Fair Complex were targeted, resulting in sealed shops and invitation letters issued to attendants.”
It added that another development unfolded at Okas Global Link Limited where NAFDAC confiscated over 200 cartons of various Dr. Teal’s products and other unregistered cosmetics, suspecting them to be the source of distribution.
A shop identified as Cubana Stores at Phil Hallmark Plaza was also reported to have been sealed for stocking and selling the moisturising body and bath products of the alleged unregistered Dr. Teal’s brand.
NAFDAC added that according to its regulations, shop owners found guilty of selling unregistered products face penalties of up to ₦5m fine.
It said shop owners were also being questioned as part of ongoing investigations.
In the statement, the agency emphasised the health risks associated with fake cosmetics, stating the potential dangers of using products containing harmful substances.
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Traders, soldiers clash at Banex Plaza in Abuja
The Federal Capital Territory Police Command has deployed intelligence officers to Banex – an electronics and telecommunications gadgets market, in Abuja following a conflict that ensued between soldiers and some traders on Saturday.
A viral video seen by our correspondent on X on Saturday showed a multitude of civilians overpowering some soldiers during a free-for-all fight at Banex.
The Defence Headquarters, and the spokesperson for the Nigerian Army, Onyema Nwachukwu could not be reached for comments as of press time.
Meanwhile, a trader who simply identified himself as Abdul, told our correspondent on Saturday that the conflict ensued over the sale of a mobile phone.
“There’s a problem at Banex now. Some soldiers came to complain about a phone, and during an argument with the traders, a fight ensued,” Abdul simply revealed.
When contacted over the development, the spokesperson for the FCT Police Command, SP Josephine Adeh said the Commissioner of Police, Benett Igweh has deployed officers of the FCT Intelligence Response Team to the scene of the incident.
“The CP has deployed the Intelligence Response Team to the scene,” Adeh confirmed.
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