Lessons in Yard Sale Marketing

The big yard sale this weekend went pretty well: I made about $105, mostly on crummy DVDs, CDs, and books. My two compatriots also took in a rather nice haul in the cause of getting rid of unwanted junk.

In the process, we observed some important lessons in marketing.

First, we had a nice division of labor working for us. I thought up ideas for the signage; Erin, the graphic designer, made the signage look great; and Kimberly, our "people person" engaged customers and, when necessary, hand sold many items for a good (by yard sale standards) price. Lesson: Identifying each other's strengths and deploying them appropriately is the essence of great teamwork.

I viewed my greatest challenge as selling old books with politically conservative themes to the commie pinko treehuggers of downtown Ann Arbor. I had a lot of books of all types for sale, but I believed these would not sell without some kind of special effort. So I separated them from all the others and put them in their own box with a simple sign, "Books for Republicans." Even without Erin's artistry, the sign worked wonders: There were just four books left unsold from a box that had been packed with paeans to Ronald Reagan, policy analyses from the Heritage Foundation, and other suchlike. I strongly believe had those books been just scattered throughout the rest of my literary offerings they would not have sold. Lesson: Suggestive copy is key.

A similar example arose when on Saturday I failed to sell three of my old Hawaiian shirts (and Kimberly her "Hawaii" t-shirt). On Sunday we decided to group those shirts with thematically similar items (swimming trunks, a beach towel, and some plastic tiki cups) and create a special sign: "Too broke for vacation? Check out our summer getaway table." The trunks, towel, and cups didn't sell, but at least all the shirts did. Lesson: Adding a touch of humor also can bring great results.

Kimberly had a container full of plastic combs she received from the widow of an old comb salesman, and she and Erin created a sign for it: "Free Gift with Purchase!" Almost without exception, people took their combs. Lesson: Incentives are a great idea; customers always love a freebie (or lagniappe, as they say in New Orleans).

And, finally, the best lesson of all: If someone offers you 35 cents for an awesome Fonzie t-shirt, laugh at him. You'll sell it for a dollar a few hours later.