144 | It's Not About Organizing Tips! What Gets Clients to Stop and Listen with Jen Mary of Everyday Style

In our series on marketing "yes!" and "you can skip this!" for your professional organizing business--we turn to Jen Mary of Everyday Style to hit us with some truth bombs about what you can do to maximize the times you are using social media in our "proof of life" strategy. We want you to make the time you are spending on social into valuable time so you can go find clients with your other marketing. Spoiler alert: stop giving TIPS! We are going for inspiration, not information, and we're breaking it down for you. 

Here is a great example of what we're talking about today:

"If you imagine standing on a stage and you've got a microphone and there's thousands of people in the audience, and you wanna get the people you wanna work with, walking up there and saying, you need to color code your scarves not an "amen" moment.

You walk up there and you say, 'The weight of your things is crushing. Have you ever not wanted to have people over because you're so afraid they're gonna look in your closet? Are you tired of buying things constantly but you can't seem to get ahead?' That's when that woman or that person goes, yes. So instead of giving information, we need to really be talking about transformation. What will be different by working with you? What are those pain points, those symptoms that people are experiencing that is so much more powerful than color code your closet."

LINKS FOR LISTENERS:

Listen to Jen on her Everyday Style School Podcast:
https://podcasts.apple.com/us/podcast/the-everyday-style-school/id1464962252

The clip from The Bee Movie referenced in the pod! :) 
https://www.youtube.com/watch?v=D_AZgoP2Jig

Learn more about Everyday Style: https://youreverydaystyle.com

Learn more about our signature program, Inspired Organizer®: https://www.inspiredorganizer.com

A LITTLE BIT OF THE EPISODE:

Melissa Klug: Jen has been a guest on our podcast before and she and I met at a networking event years ago, like 2019, I think, and we just like totally hit it off. And she has a, business that does similar things to what we do. We have analogous clients and I love her and I wish you guys all got her in person. I get her in person, you guys don't, but she just has the most creative ideas. And we were talking offline about something the other day and I'm like, girl, we just need to get on the podcast and record it.

So, yes. Yes. Can you give people the two second version of what you do in life?

Jen Mary: Yeah, absolutely. So my business is called Everyday Style. We make daily style easy for just like regular, everyday women. We don't work with celebrities and models and photo shoots. We work with women who are tired of hiding from their friends at the grocery store, right, who like dread date night because they have nothing to wear.

We really wanna bring the joy back to getting dressed so that women can live full rich lives. But we wanna make it really easy. So we have capsule, wardrobe guides and style classes and our membership. And then we have my podcast, which is the Everyday Style School, which teaches you everything your mom never did about getting dressed. 

Melissa Klug: I love what Jen does for people, it's called "Everyday" for a reason. We are not talking about going to shop at Chanel unless you want to, which good for you, girl. We support that, yes, we, we support that, but we just want every day people to feel happy and confident in themselves.

But the reason we are having this conversation is because we have recently started to align on things that we see on social media and obviously if you're listening to this podcast, I'm hoping that you listen to a couple of episodes ago when I did an entire podcast about why social media isn't it for organizers?

And I stand by that. However, in that podcast we did, , we're not telling you to completely abandon social media. And so if you are going to continue using social media, and if you are going to do like, let's say one post a week like Kate suggested, we want it to be a really good post. And that's what Jen and I have feelings about.

We have feelings, right? Mm-hmm. , oh, 

Jen Mary: we have many, many feelings about social media. Many. We 

Melissa Klug: have so many feel. Well, lemme start out with, before we get into what we were going to talk about, I do want to hear from you, explain a little bit about your feelings on social media in terms of what we do as organizers or what people in your style network do.

Jen Mary: Yeah. So my style network actually trains stylists and certifies them to be in-home one-on-one wardrobe stylists. So the parallels are definitely there, sort of how we work with people, what services that we provide. So I think there's so much to take out of what we talk about that, that your organizers can take.

I really think that everybody needs to right size social media in their own business. Yeah, that's it. I mean, we live in the digital age and when somebody hears about you or sees you somewhere, or you know, their friend tells them about you, they're gonna go to your social media, you know, and you have to have something.

You can't have just nothing. It's just proof of life. But I really think that that every small business owner should dig into how much time they're spending on it. And what is it actually getting you? And I charged my stylist. how much to, to, to find out how much time are you spending creating social media?

Like sit down and batch content for a month. If that's one post a week, how long did it take you to do four? If you wanna do two, how long did it take you to do eight? Everything from ideation to scheduling it, all the creative, all the captions. How long did that take you? And then at the end of the month, go back and look at your analytics.

I, I don't know about you, but I'm obsessed with looking at my analytics on Instagram. And if you have a business or creator account, which you should, you can see there's just on every post view analytics, the, the thing that it will show you is how many non followers was your content delivered to. Mm-hmm.

it is low. It is really, really low. And I feel like organizers and, and stylists, they're doing this to gain a following. They're doing this to get clients. But if it's only telling, showing your things to people who already follow you. , what's it for? What's it for? And so at the end of the month you go, well, I spent 12 hours and it was delivered to five people.

Right. That's not a good use of time. 

Melissa Klug: Also, not only how many non followers is it getting delivered to, but thinking about how many of your actual followers Oh, yeah. Saw it. 

Jen Mary: Oh yeah. That's a depressing number, isn't it? 

Melissa Klug: It's, I mean, based on things that I've read, it can be as low as [00:08:00] 10% of the people. Oh, follow you.

Jen Mary: I think that's a really generous number. Yeah. I think, let's look, let's look. I have my phone here. I'm gonna pull it up. Let's do a realtime data dive. We are 

Melissa Klug: using, as my husband frequently says, he's like, if only in our pockets, we had a computer that had all of the information in the world that 

Jen Mary: we could look up.

I . So I have, all right, so this post is doing 95% better than my recent post, so this is a good one. Right? Right. Let's boost it. Don't boost it. Tip number ever. Oh, please don't ever, let's view the insights. So I have, I don't know, around 7,000 followers. It reached 1,737 people. Okay. Of that 17 were non followers.

Melissa Klug: 17 people. 

Jen Mary: 17 people . Now, luckily that was like a post I took at Target of my new zebra jacket that I adore, and I put it up with a picture of my dog. But that took me no time to create, no time to, but it did take time to schedule and write a caption and all that good stuff for 17 people.

Did they even follow me? Yes. Did they, did they take the next step? I don't know. So right size your social media. 

Melissa Klug: Again, I would like to point out, and we, we talked about this in that podcast episode, it also depends on what you do for a living and what you're trying to sell. Your followers. Yes, Jen is selling global.

Reach, so she is putting out social media. And theoretically, no matter where you are in the universe, you can buy Jen's product. Yeah. If you are an organizer selling in-home local, regional organizing services, thinking about who you're doing those posts for and who is even going to possibly see it.

And if you're spending two hours on a reel, making it perfect. Yes. Versus spending two hours doing SEO on your website or working on your Google business profile. That's what we want you to look at. We both want you, all of us want you to look at your data and see what it is actually giving you for the time that you're spending.

Jen Mary: Absolutely. Absolutely. I made my stylist take a little pledge at the beginning of the year, but they were only gonna do things that worked. Okay. Cause when you start cutting out things that aren't working you get a lot of time back. So much time. Yes, so much time. So much time.