Boston Gal's Open Wallet

(FSB) Brevard, N.C. -- Here is how Marla Cilley, better known by her nom de guerre, FlyLady, runs her business. Every morning she rolls out of bed and starts nagging. She sends a first e-mail to her 400,000 subscribers at about 7 A.M., reminding them to get up and get dressed. Throughout the day she'll send about ten more e-mails from her Brevard, N.C., home, nagging them to polish their sinks or plan a healthy dinner. She'll also pen an essay or two on topics ranging from the evils of perfectionism to the importance of self-love. Her office administrator will send a few more e-mails, giving subscribers tidying tips. By the time Cilley's last e-mail - "Please go to bed!" - goes out at 10 P.M., her flock has received about 15 messages. Last year sales hit $4 million.

It may seem odd that Cilley, 51, should spin such gold from nagging, something most of us do our best to avoid. Yet her customers - almost exclusively female middle-aged homemakers, who call themselves FlyBabies - cannot get enough. They log on to flylady.net and purchase thousands of dollars' worth of FlyLady-branded products - kitchen timers, license plate holders, ostrich-feather dusters, books, calendars, mouse pads, T-shirts, tote bags, sink stoppers, water bottles, and lapel pins. They convene at occasional Flyfests around the country, where Cilley gives personal encouragement. And every day they send her about 5,000 grateful messages - so many that Cilley has had to hire a team of six offsite readers to help respond to the deluge. "You are the mother I never had," one recent e-mail read, "loving, caring, understanding, available with a big hug and a kick in the butt when needed."