Tips to Sell More in the Marie Kondo Era of Owning Less.
Just so you know, I may earn money or products from the companies mentioned in this post. I have a full affiliate disclosure that you can find here.
Devoting an entire weekend, or week, to de-cluttering my house couldn’t possibly be farther down on my to-do list. Yet, while I may not be in her target audience (or maybe that sentence shows that I am?!), Marie Kondo is still everywhere I look. She’s being recommended to me by Netflix (uh, Netflix, that’s nothing like my favorite rom-coms), and my friends are talking about her all over social media. Even my husband knows who she is. Now that is saying something (I’m not sure the man knows who Kesha is).
I haven’t actually watched Marie’s Netflix show, but I’ve read enough that I understand the gist of her de-cluttering tips. In her book, she says
“The best way to choose what to keep and what to throw away is to take each item in one’s hand and ask: “Does this spark joy?” If it does, keep it. If not, dispose of it. This is not only the simplest but also the most accurate yardstick by which to judge.”
How can we convince shoppers to buy from us when they just Kon-Mari’d their whole house?!
I am a big fan of ‘choosing joy’, and I did do a recent closet purge/donation of clothing that I no longer wore, but the KonMari method goes through everything from your pantry to your bookshelf. Since de-cluttering is a trending topic right now, how can we use this to our advantage? De-cluttering can spark a great conversation in your Facebook Group or on your business page, and I bet a lot of your target audience members can relate to struggling to choose which items ‘spark joy’ (or if you found a salad dressing that expired in 2012).
Talking about trending topics is a great way to engage with your Target Audience, but uhhh… how can we convince them that they need more ‘stuff’ if they just donated six bags to Goodwill?!
Here’s my advice: don’t try to sell them more.
Wow, thanks Jenna, that’s super helpful (insert eye roll here), right?! I’m kidding, I mean mostly. Instead of writing more and more sales focused posts as sales are dwindling (which they typically do in January regardless), I recommend creating content arcs that help them to figure out what products you carry WILL spark joy for them. Focus on engaging with your target audience, being authentic and vulnerable, and then quit trying to convince them of anything (besides how awesome you are). Truly, no one can convince you to buy something, you have to want it.
I used to sell Color Street Nail Strips. How can I create a content arc that relates to my Target Audience and makes them want some cute new nail strips too? Here’s an example of a content arc that would work well with this trend:
- Post 1: Poll my group on Marie Kondo and see who’s doing it/done it to spark the conversation.
- Post 2: Share an article on the KonMari method and my anxiety towards getting rid of things… I mean, I can’t be alone on that, right?! Again, sparking conversation with my group.
- Post 3: Share a funny photo of my dog hiding under the blankets while I start de-cluttering (I’m a crazy dog lady, and my target audience loves animals). Include a call to action like ‘how does your pet feel about this de-cluttering stuff’ so they’re asked to comment/engage.
- Post 4: Ask my group what the funniest thing they’ve found while de-cluttering is and share a funny story about what I’ve found.
- Post 5: Confess that I’m still holding on to some drugstore polish that I bought in 1998 and I never use ‘regular polish anymore, because I prefer the ease of Color Street. Show them the before and after of my bathroom shelf, and highlight how much cleaner it looks without the giant box of old nail polish. Plus, I’d ask them to share a before and after photo too!
Now that I’ve created an entire content arc on Marie Kondo, over a few days or a week, I’d write a promotional post sharing some of my favorite things about the product. Color Street has everything you need in one small package, is easy to use, and the new Valentine’s Day collection can we worn year round. Plus, I would share my favorite sets that ‘spark joy’. Of course, I’d also remind them how to shop and include a call to action. And that is how I’d sell less often, to actually sell more.
How does this work for any product?
Remember, people come to Facebook (and social media in general) for community, entertainment, and education. They do shop on social media, but that’s not their primary reason for engaging with you. You can create content arcs on nearly any topic! For example, I used to sell clothing, and Marie Kondo can even help with that.
“If sweatpants are your everyday attire, you’ll end up looking like you belong in them, which is not very attractive. What you wear in the house does impact your self-image.”Marie Kondo
While I beg to differ with her assessment of sweatpants (I am still cute in mine, ok?!), your Target Audience need some new comfortable clothing to wear around the house that also make them feel good. While they may be less likely to buy tons of new clothes, they probably have a half-empty closet that could use more staple items (aka higher price point pieces). The same applies to kitchen supplies, accessories, books etc.
The key to capitalizing on most trends, is to understand your Target Audience and whether or not it’s something that interests them. If you haven’t fully defined your TA, I recommend this course.
How have you found ways to engage with your audience through the latest trends?