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June 19, 2019

“Cleanfluencer” wipes the floor with marketers

Ever heard of Mrs. Hinch?

She’s an Instagram “influencer” who shares cleaning hacks. (I guess that makes her a “cleanfluencer”).

At the time of writing, she has 2.5 million followers and is featured in media like Cosmopolitan and Vogue.

She recently published a book which became a Sunday Times bestseller. And is still, at the time of writing, the number one bestseller in its category on Amazon.

How on earth do you explain that?

After all, Mrs. Hinch is just cleaning and doing household chores on camera, isn’t she?

How can she possibly have developed such a rave following?

Well, it reminds me of something I first learned from Tony Robbins.

Each of us acts out different roles in our lives — mother, father, business owner, consultant, etc.

And how we see ourselves in those roles determines our behavior and actions.

What if she began to see the housework as an opportunity to create an environment ie in which she could nurture her children?

Their typical day might involve waking up at 5am…

… getting the kids ready for school…

… walking the dog…

… eating breakfast…

… taking the kids to school…

… all before they’ve arrived at work!

Now, with a day as frantic as that, you can forgive them if, at the end of the week, housework was the LAST thing they want to do.

But let’s say they have to do it anyway. How do you think they feel about it?

That’s right, they probably feel like a stressed-out parent doing household chores.

Not fun.

But what if, somehow, this mother reinvented her role as “Queen of the Kingdom”?

What if she began to see the housework as an opportunity to create an environment in which she could nurture her children?

She would be much more likely to enjoy it, wouldn’t she?

Perhaps she would no longer mind doing things around the house.

This, I propose, is exactly what Mrs. Hinch has done for women (and some men, I presume) around the country.

She’s helped them change their identity, and the role they fulfil, when doing housework.

She’s made it much more juicy and exciting.

In fact, her followers refer to themselves as “hinchers”.

In other words, when they act in the role of “hincher”, they are living out the vision of housework painted by Mrs. Hinch.


It’s all there in her book title:

“Hinch Yourself Happy: All The Best Cleaning Tips To Shine Your Sink And Soothe Your Soul”

That’s my take on the whole thing, anyway.

And the reason I bring it up is that Jim Camp, the World’s Most Feared Negotiator, used to teach that “vision drives decision”.

So, short story long:

If you want people to respond to your advertising and buy your products, you have to create a vision in their mind.

Vision of the problem.

Vision of life if they don’t solve the problem.

Vision of life after they’ve solved the problem.

Just like Mrs. Hinch does.

Now, if you’d like your advertising to do a better job of creating vision… and… if you’d like to generate more sales, then grab a complimentary copy of my $14.97 Amazon book:

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