Proof to Product

Happy New Year, friend. I hope that you were able to take a break over the holidays. I know the last month of the year is always pretty busy for all of us, whether it's personal stuff or we're getting our shops and businesses ready for the end of the year. I hope that you have plenty of time for some rest and relaxation.  We're back on the podcast with a new episode, and this week's episode is a real treat. I have Ashley Sutton from Hustle and Hope. Ashley is a Paper Camp alumni, and she's been featured in a few of our compilation episodes in the past. She was on episode 285 where we talked in person at NY NOW while she was exhibiting, and she was on episode 358 where she shared how much her business has grown since taking Paper Camp. But a stand-alone interview with her has been long overdue, and so I'm excited to share today's episode with you.  Ashley is a corporate gal turned entrepreneur. Her career began with marketing and developing the perfect shade of lipstick for Avon to creating buzzworthy toys at Mattel and crafting unforgettable marketing campaigns for leading TV shows for children such as Peppa Pig and PJ Masks. She's also creating the number one best-selling marketing campaigns for authors at Penguin Random House.  As a stationery lover and a consumer products professional, her goal was to channel her career experience into a product with purpose, and that is how she founded Hustle and Hope. The first 2 in one motivational greeting card company that includes free digital guides with every single card. A certified minority and certified woman-owned business, Hustle and Hope has retail placement at Buy Buy Baby, World Market, HomeGoods, Amazon, and over 45 other shops across the US. Today, Ashley shares Hustle and Hope's origin story. She talks about her experience participating in the Target Accelerator program, and we talk about how she's been utilizing grants for her business, including how she got started applying for grants, what she looks for, and how these grants have benefited her business. She also shares resources in case you want to get started applying for grants for your business. Today’s episode is sponsored by our Unlock Buyer Secrets Interview series. To make a strong first impression with wholesale buyers, we need to do a few things really well: We need to make it easy for stores to purchase from us We need to have clear pricing and terms & conditions We need to clearly communicate and add value at each touchpoint We need to focus on building strong relationships with our customers. And all of this becomes infinitely easier when we actively listen to our customers. This on-demand interview series will give you a competitive edge by providing an exclusive window into what buyers want and need from you. And, the best part, it's only $27 bucks.  Get Access to the Unlock Buyer Secrets Interview Series You can view full show notes and more at http://prooftoproduct.com/374  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

The Proof to Product podcast team and I are practicing what we preach and the podcast is taking a winter break! We will be back with a new podcast episode on Tuesday, January 7, and we have some incredible things lined up for you! While we're gone, be sure to dip back into the archives. We have over 370+ incredible episodes to help you strengthen your business. Have a great two weeks and I will see you on January 7th!

Amy Loewenberg, the Director of Buyer Relations for NY NOW, shares her extensive knowledge in the gift, home, and lifestyle industry. She highlights how trade shows are evolving to align with post-pandemic consumer behavior, emphasizing sustainability and meaningful purchases. Amy discusses the intriguing concept of neuroaesthetics, which focuses on designing multi-sensory shopping experiences that forge emotional connections with consumers. Additionally, she reveals innovative initiatives at NY NOW, aimed at enhancing both buyer and exhibitor relationships.

Hey, friend. I'm back with part two of my interview with Victoria Venturi from Paper Epiphanies. If you have yet to listen to part one, that was episode 371. In part one, Victoria shared about her business growth, including what it was like shifting from a business model that was 90% wholesale to a business driven by 90% retail today. Now, she's finding a middle ground between the two.  Today, we're continuing our conversation, and Victoria is sharing about the process of opening her store in the Portland International Airport.  Today's episode is brought to you by our Is Wholesale Right for You private podcast! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today! SIGN UP You can view full show notes and more at http://prooftoproduct.com/372  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

Victoria Venturi, Founder and CEO of Paper Epiphanies, has transformed her greeting card company into a global brand. She discusses her shift from 90% wholesale to 90% retail revenue, revealing the challenges she faced during the pandemic. Victoria emphasizes the importance of customer feedback and community connections in retail. She also candidly addresses the emotional struggles of entrepreneurship, particularly in the age of social media, and stresses the need for transparency about both successes and hardships.

Kelly Bristol, Vice President of Business Development at Just Got 2 Have It, brings 25 years of insight from the gift and home industry. She discusses the evolving retail landscape, emphasizing the need for strategic planning and local market knowledge. The conversation dives into the impact of online platforms like Faire, the importance of community over competition, and the shift from proactive to reactive purchasing behaviors. Kelly also outlines how empowering sales reps can drive brand success and enhance sales effectiveness.

I'm coming to you on the heels of having a cold, and I'm here to remind you to take care of yourself. A lot is going on in the United States this week.  Plus, this time of year is hectic for all of my product-based business owners. I know you are working so hard and are likely wearing yourself out. I thought now would be a good time to share simple ways to practice self-care before and during a busy season. Today’s episode is brought to you by our Proof to Product LABS coaching program. This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!  REQUEST YOUR INVITATION You can view full show notes and more at http://prooftoproduct.com/369  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

Earlier this year, we conducted a state of the product industry survey. We had 925 people respond. We found that 15% of respondents are not utilizing email marketing to reach their audiences. My jaw fell to the floor! I've talked about why email marketing is so important in previous episodes. The number surprised me because email marketing has the highest ROI of all marketing channels. For every dollar that you put into email marketing, you can expect an average rate of return of $42, which is bananas.  You won't get that with social media or even sometimes paid ads. Email marketing is also one of the best ways to build trust with your customers so that they come back time and time again to order with you.  I have been shouting the importance of email marketing for years, but, today, I wanted to let our friends at Flodesk explain why email marketing is so important, what data you should be paying attention to, and overlooked opportunities when it comes to email marketing.  My guest today is Dawn Richardson. She is the product education manager at Flodesk. She also runs her own business called Tech Savvy Creative. Dawn has a background in software engineering, and then she was in wedding photography. Now, she's back in the world of tech where she's helping creative entrepreneurs of all types. Her mission is to create a safe, fun, and welcoming corner of the Internet where entrepreneurs can learn how to leverage technology so they can spend more time doing work that matters most. You can try out Flodesk by going to our affiliate link at http://prooftoproduct.com/flodesk.  This episode is brought to you by our Email Marketing For Product Makers guide. 49% of our customers want to hear from us consistently, yet, only a small percentage of product-based business owners are actively sending monthly emails to their customers.   If you’ve struggled with what to say, when to send, or how to plan out your email marketing strategies, we’ve got just the tool for you. This tool and the optional training have helped hundreds of product makers plan out an entire year’s worth of emails.  And, the best part… they are creating templates that they can rinse & repeat year after year.   DOWNLOAD NOW You can view full show notes and more at http://prooftoproduct.com/368  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

Seth Godin, a renowned author and entrepreneur, shares his insights on effective strategy and marketing. He emphasizes the importance of long-term thinking over instant gratification. Godin discusses the four elements crucial for a successful strategy and the value of connecting with a small, focused audience. He critiques the pitfalls of relying on social media and highlights the role of empathy and genuine connections in driving meaningful change. Listeners will walk away with actionable tips to create remarkable products that foster organic growth.

Is it easier to start a business than to scale it? In 2024, the answer is a resounding yes, yet few have the persistence to grow their ventures. The discussion highlights today's competitive landscape, the nuances of modern marketing, and the complexities of finding manufacturing partners. Decision fatigue emerges as a critical challenge for entrepreneurs aiming for expansion. Join the conversation about the evolving business landscape and the grit required to thrive!