Research has shown that you have about 8 seconds to capture people’s attention when they come to your website.  That’s the average attention span for your website visitors, and that’s not a lot of time!  If you fail to articulate what you sell, who those products are for and how you’re different from your competitors, you may have lost your chance to convert that potential customer. We have to be intentional about how we’re interacting & connecting with our customers so that we’re not only keeping their attention, but also converting them to customers.

Today’s guest is Arianne Foulk, of Aeolidia, a web and graphic design agency.  Arianne and her team work exclusively with brands with a penchant for design and they have launched thousands of online shops.  She loves having a problem to solve, and has focused throughout her career on building online homes for fascinating people.

You may remember Arianne from episode 114 of Proof to Product where we talked about abandoned cart emails. 

On today’s episode we’re talking about common mistakes she sees product business owners making with their e-commerce site, SMS marketing strategies, and why you need automated email flows—like welcome and abandoned cart sequences—to better nurture and retain your current customers.

If you’re a LABS member, Arianne will be joining us in April to lead us through achievable ways to optimize your e-commerce website for more sales. She’ll also be back in July to do website audits for our LABS members! Keep an eye on our events calendar so that you don’t miss these exciting trainings live!

If you’re not already in our LABS program, head toprooftoproduct.com/labs to learn more.  As a reminder, all past LABS trainings are available as replays (and we have a really rich archive of trainings)—but only active LABS members are able to attend our trainings live and ask questions.

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Does the economy have you worried? I know that the words inflation and recession have been hot topics in several small business groups that I'm in, and I know that people are worried. Today, Jess Van Den of Create and Thrive joins me to talk about how small businesses, particularly in the handmade space, can prepare for and survive through these types of economic downturns. 

Jess is the founder of Create and Thrive, a community for handmade product makers where she teaches them how to craft the business they've dreamed of. Since 2013, Jess has helped 1000’s of makers to create a thriving and profitable handmade business. Jess teaches what she knows. She owns and operates a successful jewelry business selling online and wholesale to shops. 

On today's episode, Jess shares how she accidentally started two businesses with a startup story that is oddly similar to my own! Then we dove into talking about recession, inflation, and what business owners can do to adapt during these times. We specifically talk about ways to diversify your revenue streams, why you need to be auditing your expenses, and the importance of surrounding yourself with a trusted community.

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When I talk to people about their business, they often say they “fell into business” or became an “entrepreneur by accident”. It’s a common story, especially in the creative online space that we all work in. These people solved a problem, likely for themselves, and then that solution led to something greater… whether it be a new business, new product or revenue stream.

One thing I always like to remind these entrepreneurs of… is that even though the idea or the initial spark of the solution may have been an accident, building, growing, sustaining that new business, product or program is never an accident. It is an intentional choice to continue and that intentionality is what leads to success and greatness over the long haul.

Today I want to share one of my stories… about my own “happy accident.”  I made an intentional decision that some considered to be a rash decision—it was scary, but necessary and the outcome has truly been beautiful.

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I’m back from a whirlwind trip to New York where over 50 of our Paper Camp alumni were exhibiting at New York Now and Shoppe Object - two wholesale trade shows. It was such a treat to visit with everyone and to see their new products on display. Both shows were buzzing with buyers, press and brands looking to collaborate. The energy was high and orders were being written.

You know… at Paper Camp we like to talk about how selling wholesale is a marathon, not a sprint.  And, exhibiting at wholesale trade shows is just one way to get your products in front of your buyers.

Exhibiting at a trade show is no small feat though. There are endless decisions, logistics and shows are a big investment of time, energy and money. When done well, the payoff of exhibiting comes not only through sales at the shows, but also new contacts we meet, conversations we have and face time with our buyers, which is where the long term benefits come into play.  Those face to face connections with current and prospective accounts are priceless.

Today’s episode is a compilation of short interviews I conducted on the show floors in New York. At New York Now I talked with Ashley Sutton of Hustle & Hope who shared how in within one year of selling wholesale her products are carried in Home Goods & TJ Max, Divya of Mellowworks who launched her Home Decor line at the show, and Desiree of Paper Anchor who moved from the Emerging artist kiosk to her own booth this year. At Shoppe Object I interviewed Jana of The Completist who traveled from the UK to showcase her new collection of desktop and paper goods and Katie of The Good Twin who shared what it was like moving from NY Now to Shoppe Object.

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How did you decide that it was time to start wholesaling for your business? This is one of my favorite questions to ask my coaching clients, our Paper Camp students, and even our guests here on the podcast, because even though there are a lot of similarities between our stories, everyone's journey is so different. 

In some cases like mine, deciding to sell wholesale was a very intentional and deliberate choice. For me, I knew when I started my stationery business, that wholesale would be the best business model for me. I had already dabbled in custom design and I didn't love it. I had an Etsy shop that was bringing in a decent volume of orders, but it felt like a slow grind. They were small orders one by one. 

I was intrigued by wholesale, although I was a bit naive too! The idea of selling in higher volume, building relationships with other business owners—that felt right for me and it felt right for where I was in the season of life that I was at at the time. 

Now some people get into wholesale because they feel like they have maximized their retail direct to consumer sales channel and they want to diversify. Other people got into wholesale because they were approached by stores and asked if they sold their products wholesale, so they figured out what that meant and how to sell wholesale on the fly. Whether it is an intentional or an accidental decision to move into selling wholesale, the most successful brands are those that have a strong wholesale foundation, meaning their product sales, marketing, and operations are ready for wholesale. 

Today on the podcast, I want to share some of the biggest mistakes that I see new product brands making when they enter wholesale. And I will share our four part wholesale framework that we teach at Paper Camp so that you can avoid making these common mistakes and ultimately sell more of your products.

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How well do you know your customers and I'm not talking just their demographics or their buying preferences; I'm talking about their lifestyle, their desires, and why they make the choices that they make. Our guest today is Monica Sharma-Patnekar from Business with Monica. She is walking us through her three part framework for getting to know our customers better, so that e-commerce brands can build stronger connections and sell more of our products.

Monica is an e-commerce brand mentor and consultant, a purpose driven brand marketing and strategy professional with 17 years of global experience building brands. She's worked across different sectors and companies from Fortune 500 to starting and scaling companies as well. Monica offers high touch coaching and mentorship to small businesses, conscious ecommerce, and product based business owners. She is Dutch by birth and Indian by Heritage, global by choice and education. She's a creative thinker, a dancer, a chai fanatic, and a mom of two girls. I know you're going to learn a lot today from Monica.

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If you've been listening to this podcast for a while, you know that one of my mantras is that slow, steady growth is how strong businesses are built. Well, they are also built with intentionality, connectivity, and care, which today's guest is a wonderful example of. 

Amy Frazer is an author, illustrator and the founder of Keller Design Co, where she strives to empower you to make modern memories through craft, Amy’s stationery, embroidery kits, and artful gifts to help you share stories, make connections, and communicate with simple, honest messages. Keller helps customers connect with those they love and find connections to their own creativity. 

On today's episode, Amy is sharing how 20 years in the corporate world designing products for brands like Nike, Old Navy, Starbucks and Target! Those experiences truly helped shape how she runs Keller Design Co. Amy candidly discusses how personal loss and seasons of overwhelm caused her to push pause and take better care of herself. She talks about how community, connection, and continuing to put in the work motivated her to keep going.

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Selling wholesale can be a valuable and lucrative strategy for businesses of all sizes, but there are a few myths about the process that can discourage some entrepreneurs from exploring whether wholesale is a good fit for them or prevent some brands from pushing further into wholesale and expanding the revenue stream. Listen in to hear 5 myths about selling wholesale and the truths behind each!

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Don’t you love hearing other people’s business journeys?  I sure do. Today I’m joined by Lana Effron of Lana’s Shop. Lana is a Paper Camp alum and a member of our Proof to Product Advisory Board.  

Today you’ll hear why and how Lana made the jump from working as graphic designer at Vogue Magazine and Gap to opening her own design studio that now sells vibrant products in hundreds of stores around the globe, and partners with brands like Terrain, Anthropologie, REI, The Lumineers, and Lily Collins.

On this episode, we talk about how her business has evolved, how her partnership with Nordstrom came to be, and she shares strategies that have helped her grow the wholesale arm of her business.

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Fun fact: Approximately 75% of our Proof to Product community sells their products through a Shopify site. One of the most commonly asked questions that comes up during Paper Camp is “What Shopify apps can I use to enhance the sales experience?”

Today’s guest is Erin Alexander from Product Powerhouse and she’s sharing her favorite Shopify Apps, including why she recommends them and how they can make your life easier.  We’re talking about apps to enhance your product listings, collect & share customer reviews and apps that will simplify referral, loyalty or affiliate programs.

Erin Alexander is a curly-haired, plant-loving, coffee maven, that helps shop owners show up online with confidence. Her design agency, Product Powerhouse, helps product sellers build, grow and scale their online shop with the power of Shopify. She also teaches how to grow the visibility and online presence of their store through her podcast, digital products and DIY courses.

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Our Proof to Product LABS program is getting a major upgrade for 2023 with more accountability, incredible trainings, in-person meetups, and a wider range of support from our coaches, community leaders and your peers! Today's episode is actually a presentation that I recently shared with our LABS members, notifying them about all the incredible things that they can expect in 2023. It was too good to keep to ourselves, so we are sharing it here on the podcast with all of you! 

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For those just starting out on their commerce journey, selecting a sales platform can sometimes be intimidating. Do they go with something like selling on Amazon or Etsy where there is a built in audience, or should they build on Shopify where they then have to drive traffic to their site?

Today’s guest is Grace Hayden, an e-commerce CEO and expert who has built and sold multiple products on platforms like Shopify, Etsy, and Amazon. She has over 20 years of retail experience including a degree in retail business. She now helps others build successful e-commerce businesses by focusing on the fundamentals and foundations of retail.

On today’s episode Grace runs us through the 5 P’s of e-commerce explaining how they work together to create a strong foundation for your e-commerce business. She shares the pros & cons of selling on Amazon and she shares two of her favorite Shopify apps that she can’t live without!

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Are you casting a big enough vision for your brand and are you considering all of the different ways to attract new customers and diversify your revenue streams as an artist? Today's guest dreamed big from the start—she modeled her business off of creative women such as JLo and Oprah, and she wants us to consider doing the same.

On today's episode, Kathy Cano-Murillo the Crafty Chica and I are talking about how consistently showing up authentically, sharing her ups and downs, and having an abundant mindset have led to the successful career that she has today.

We talked about how she has diversified revenue streams and how she attracts customers, collaborations and partnerships. We also discuss Kathy's success with elevating awareness of Latino culture, heritage and her success and expanding access to these products available year round, not just during Hispanic Heritage Month. Kathy is a firecracker and a great example of a seasoned business owner who shows up diligently and consistently does the work and is now reaping the rewards.

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Are your marketing & sales efforts focused on customer acquisition or customer retention? This quarter inside of Proof to Product LABS, we’ve been focused on sales strategies with an eye towards customer retention. Meaning, how do we get our existing customers to buy more frequently and in higher volume; and how do we get them to refer their friends?

In October, I led a training on customer retention that included some eye opening statistics about why it is so incredibly important to focus on keeping our existing customers happy and I shared specific strategies for how to nurture those relationships.

Today’s podcast episode folds nicely into this discussion topic—we pulled an excerpt from a past coffee chat inside of LABS with Jordan Kentris of A Good Day where we talked about enhancing our online customer experience and the steps a customer takes as they interact with us online.

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When we allocate our time, money, energy and effort in specific areas of our business, we are guaranteed to see growth. For 2022, Ashley Jankowski of the Typeset Co chose to invest in and focus their marketing efforts on SEO and the results have paid off. They’ve seen over 600% more visitors to their website and their email subscribers have grown.

In this episode we’re talking about how The Typeset Co markets their products including why she’s investing in video, stop-motion video, SEO and copywriting support. We talk at length about why Ashley prioritized SEO for the business in 2022, what the process has been like, changes she made on her blog and to her product listing, plus she shares current results and next steps in their plans.

If you haven’t listened to Part 1 of this 2-part series with Ashley, I encourage you to go back and listen to episode 273. In part 1 we talked about how she found her overseas manufacturing partners, what that process was like and lessons she’s learned along the way. We also talked about how she has strategically expanded into new product categories.

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Manufacturing partners aren’t simple or easy to find, but it becomes even more challenging when you’re trying to manufacture complex products that are best created overseas. In this episode, Ashley Jankowski joins us to share how she shifted from a branding agency into a product-based business, along with the journey to exploring manufacturers overseas.

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Do you have a product idea that has never existed before? If so, you may be wondering what it takes to bring an entirely new product to market or how to find suppliers and manufacturers. How do you market and sell something that no one has ever heard about? Kristina Schlegel of Make Bake faced these questions and concerns when she created edible stickers. In today’s episode, she’s taking us behind the scenes of how she broke into a new category, challenges she faced with packaging, and how she sourced her manufacturing!

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Are the tasks and projects that you have going on in your business leaving you feeling overwhelmed? In today’s episode, I’m sharing how to reduce that overwhelm by deciding where to focus your time and energy, and identify areas where we can delegate responsibilities within our business. If you’ve been nervous to hire or delegate in your business, this episode is for you!

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Is a retail store an avenue you’ve been wanting to explore in your product-based business? Lisa DiVito of Tiramisu Paperie joins us today to share her own experience in opening a retail store as an additional revenue stream to her already successful wholesale business. Listen in as she shares what she’s learned through the process and shares advice for anyone looking to open a brick-and-mortar store.

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It’s not often that we hear from product makers and businesses that are selling 100% retail here on the podcast, but at McKinnon Collective, Danella Ruth McKinnon and her husband have done over 150 retail markets since 2019 and their experience in this space comes with so much value! In today’s episode, Danella is sharing why they don’t sell wholesale for their handmade leather bags and how she’s found success at retail markets, including her tips for standing out, merchandising, and inventory. Listen in as she highlights how they’ve also decided to incorporate an e-commerce store into their holiday sales with a limited time run over 4 days this November.

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