Episode Details

From 500 products sold in three weeks on Snapchat to 90% of sales driven by TikTok, and why the brutal truth about social selling success is that you can't just post products and expect people to buy because nobody cares about your shoes or your MacBook unless you show them why they need it, how to style it, and what problem it solves in their lives, the first 24 hours when one product posted on Snapchat with one paid influencer brought 100+ orders and 20,000 cedis in sales proving that giving value instead of just posting products is what makes people ready to pay immediately, the supplier who was tired after one day because she was just putting products in rubber bags and sending them out when a product of that magnitude requires proper packaging and branding, the moment when customers were getting angry and going back to influencers saying she scammed them because she took their money but products were sold out and she didn't know how to pause orders, the bold move of ordering 10,000 pieces instead of 3,000 when she realized people were ready to wait and pay if she communicated properly, the Instagram search for wholesale suppliers, designers, containers, and stickers because everything needed to be done fast when customers had no patience, the 80,000 cedis invested in influencer marketing to make sure her feminine hygiene products were on the minds and lips of people even when Snapchat kept deleting her accounts due to competition reporting her, the 600 WhatsApp messages in one day from customers looking for her when she moved platforms because she had built trust by teaching not just selling, the transition to TikTok in 2024 that changed everything because she wasn't there to dance and fool around but to sit down and tell ladies what they need to hear about feminine hygiene, the celebrities, pastors' wives, and mothers who patronize her because they had no idea about the things she talks about and wanted to learn, the 12 to 15 FDA approved products now in her catalog with plans to start her own production of feminine washes after traveling to China to find manufacturers who understood her specific ingredients and target customers, the trip to China where she insisted on a sample phase and FDA approval before committing to large scale production because she's not rushing the process, the decision to move from reselling other brands' feminine washes to creating her own Femlux branded products starting with paw biotech, the TikTok strategy that now drives 90 to 95% of sales compared to the Snapchat era when she had to pay influencers consistently, and why the ultimate truth is this: every product has value whether it's clothes, shoes, cameras, or feminine hygiene, but if you're just posting products without teaching people how to style the clothes, which shoes match which dress, why a camera has better quality than a phone, or why feminine hygiene matters and how to take care of yourself, then no one really cares because you're selling not serving, but when you give value first, when you make customers feel like whatever they're going through you've been through it too, when you're explicit and confident about topics Ghanaians are scared to mention, when you invest 80,000 cedis to put your brand on people's minds and lips, when you teach instead of dance on TikTok, when you show phone camera versus real camera quality or tell business owners why they need an iPad, you're not just building a business, you're creating a community that will find you on WhatsApp when Snapchat deletes your account, that will wait and pay when products are sold out, that will grow your sales from 20,000 in 24 hours to a brand expanding into its own production because value is the basis of every business.

In this raw episode of Konnected Minds, host Derrick Abaitey sits down with Charity Boateng, the founder of Femlux who dismantles the dangerous "just post your products