Proof to Product

Storytelling is such a powerful way to connect with your customers. Our current and prospective customers want to know the people behind the brand, why you make the products you do and what your brand stands for.

In this week's all new episode of Proof to Product, I chat with Michelle Knight of Brandmerry. She takes us on the path to discovering how to create a more authentic connection with our customers through storytelling; and how this type of marketing will provide you with more income and impact.

You'll learn:

Common mistakes & misconceptions to avoid

5 types of storytelling you should be using in your marketing

2 key components for successful storytelling

For full show notes, resources and a transcription, please head to BIT.LY/PTPEp212

For more support with your marketing & sales strategies, check out LABS: http://www.prooftoproduct.com/labs

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

One big lesson I learned over the past year: the importance of routines! I crave a routine and to be honest, before now, I don't know if I ever realized how deeply I needed routines. When we were thrown into the pandemic and our school, work and household routines were constantly in flux, I saw the influence that routines had.

In this episode, I'm chatting with routine expert, host of the Routine & Things Podcast and founder of Routine & Things, Ashley Brown. Routine & Things is a product based business company that equips women to consistently live their happiest life one routine at a time. She opens up about how she began this business based on her personal struggles as a stay-at-home mom.

ON TODAY'S EPISODE:

Ashley's inspiration behind starting Routine & Things

Her original goal for starting her podcast

The story of her initial launch of the product line in 2020

How she found her graphic designer

Her tips for building connections with the media

How she overcame imposter syndrome

The Mother's Day giveback program they did with She Rises

Why she decided to go all-in on the product side

The struggle of running a product based and serviced based business simultaneously

How LABS has supported Ashley in making her product line a priority

Ashley's plans for growth and what she's working on next

FOR FULL SHOW NOTES, RESOURCES AND A TRANSCRIPT, HEAD TO https://www.prooftoproduct.com/podcast-episodes/why-she-hired-a-graphic-designer-to-create-her-product-line-with-ashley-brown-routine-things

SLOW STEADY GROWTH ARE HOW STRONG BUSINESSES ARE BUILT

Building a business is a long game, won with patience, fortitude, intentional decisions and passion.​ Inside Proof to Product LABS, you'll receive the support, education and accountability to move your business towards your goals.

​Join Proof to Product Labs, our 12-month group coaching program built specifically for product based business owners: https://www.prooftoproduct.com/labs

Follow Proof to Product on Instagram for the latest updates: https://www.instagram.com/prooftoproduct/

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure SUBSCRIBE, REVIEW and SHARE Proof to Product with all of the product based business owners that you know!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Kimberley is the New York sales representative for Crow + Canary. During her 15+ year career in the stationery industry, Kimberley has worked at Crane & Co., Kate's Paperie, as well as two of her own independent boutiques. She got her start running a letterpress studio, and has since worked all sides of the business – manufacturing, wholesaling, custom printing, multi-unit retail, buying, merchandising, and now repping. Kimberley's vast experience in the industry provides a unique and valuable perspective. On today's episode Kimberley talks about the role of sales reps, why you need a printed catalog for wholesale and the importance of giving back.

ON TODAY'S EPISODE:

[01:00] Kimberley's rich background in the stationery industry. [04:30] Meeting Carina Muray, her now boss, through Twitter.[07:30] Overview of a sales rep's role.[10:00] Tips for reaching out to retailers.[11:30] Keep track of contacts you meet & jot down details you can use in follow up.[12:30] What to end to retailers you're woo-ing.[13:00] Refining your line & honing in on your unique aesthetic[14:00] Why catalogs are important if you're selling wholesale[20:00] Line sheets vs catalogs[22:00] Releasing your products when buyers are buying[26:00] The importance of giving back to our industry[29:30] Kimberley is a champion for independent shops, only shops local.[32:30] How our experiences and interests shape us in our work.[36:00] Too much 'busy' in our lives.

For full show notes and resources, head to: https://www.prooftoproduct.com/podcast-episodes/009-wholesale-sales-tools-sales-reps-with-kimberley-yurkiewicz-crow-canary

To subscribe on iOS, go to the iTunes page and subscribe to Proof to Product. On Android, you can listen using your favorite podcast app.

Writing a review on iTunes will help other product based business owners find Proof to Product as they are working to up level, scale, and build profitable and sustainable companies.

Follow Proof to Product on Instagram for the latest updates.

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure to share Proof to Product with all of the product based business owners that you know!

ABOUT PROOF TO PRODUCT:

Proof to Product is hosted by Katie Hunt. Since 2011, Proof to Product has worked with thousands of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

https://www.prooftoproduct.com/podcast-episodes/how-to-create-a-wholesale-resource-page-with-katie-hunt

To subscribe on iOS, go to the iTunes page and subscribe to Proof to Product. On Android, you can listen using your favorite podcast app.

Writing a review on iTunes will help other product based business owners find Proof to Product as they are working to up level, scale, and build profitable and sustainable companies.

Follow Proof to Product on Instagram for the latest updates.

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure to share Proof to Product with all of the product based business owners that you know!

ABOUT PROOF TO PRODUCT:

Proof to Product is hosted by Katie Hunt. Since 2011, Proof to Product has worked with thousands of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Rebekah Tennis is the founder of Wild Ink Press, a letterpress studio and retail storefront located in northern California. Rebekah started Wild Ink Press in 2009 and was part of our very first Tradeshow Bootcamp class in 2011. The Wild Ink Press brand offers witty and pretty greeting cards, stationery, and other paper goods that can be found in hundreds of retail shops nationwide including the Container Store, Papyrus, and Paper Source.

On today's episode, Rebekah talks about the power of slow, organic growth and why it's okay to not have all your ducks in a row when you're starting out. She also shares her thoughts on responsiveness, reliability, and why she likes sending catalogs and samples to prospective wholesale buyers.

ON TODAY'S EPISODE:

• How Wild Ink Press got its start and what lead Rebekah to starting her own business
• How she first got started with greeting cards
• When she first hired a team member and how the Wild Ink Press team grew from there
• The catalyst for wanting to open up the retail shop and the benefits it provides
• How her wholesale marketing and outreach has changed due to the retail shop
• The way she decides if she wants to carry someone's work
• How long she recommends waiting to reach out to a retailer after you've mailed them a catalog and your samples
• Her schedule for sending out catalogs
• How she nurtures relationships with the stores that she's working with as a manufacturer
• The way that she manages her business life and her family life
• How she handles times of transition in her business
• The advice she would give to someone just starting out in a product based business
• What's next for Wild Ink Press

For Full Show Notes and Resources, head to https://www.prooftoproduct.com/podcast-episodes/040-strategies-for-pitching-wholseale-buyers-with-rebekah-tennis-wild-ink-press

To subscribe on iOS, go to the iTunes page and subscribe to Proof to Product. On Android, you can listen using your favorite podcast app.

Writing a review on iTunes will help other product based business owners find Proof to Product as they are working to up level, scale, and build profitable and sustainable companies.

Follow Proof to Product on Instagram for the latest updates.

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure to share Proof to Product with all of the product based business owners that you know!

ABOUT PROOF TO PRODUCT:

Proof to Product is hosted by Katie Hunt. Since 2011, Proof to Product has worked with thousands of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Hey friends, when you're building your wholesale business there's no doubt that you'll be headed to trade shows to get your product out there and in front of the right buyers. The reality is, trade shows are expensive and you don't want to waste a single minute while exhibiting.

In this episode, I reverse engineer what it really costs to exhibit at a trade show from an hourly rate perspective. This will help you to realize how much every hour counts while exhibiting and the importance of using your time to connect with others, write orders and doing market research. It's not the time to be admiring other people's products or talking to your booth neighbors (there's plenty of time to do that during break down or set up or even after hours). I talk about why you need to know your numbers, how Paper Camp helps attendees to know where to save money and where to splurge during shows and the importance of preparation.

ON TODAY'S EPISODE:

• Thinking about trade show expenses from an hourly rate perspective
• A breakdown of how much it costs per hour to exhibit
• Why you need to stay in your booth when exhibiting at tradeshows
• The importance of knowing your numbers
• How Paper Camp helps you become aware of where to save and where to splurge on shows
• Why you should be prepared before investing in trade shows

For full show notes and resources, head to bit.ly/PTPep142

To subscribe on iOS, go to the iTunes page and subscribe to Proof to Product. On Android, you can listen using your favorite podcast app.

Writing a review on iTunes will help other product based business owners find Proof to Product as they are working to up level, scale, and build profitable and sustainable companies.

Follow Proof to Product on Instagram for the latest updates.

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure to share Proof to Product with all of the product based business owners that you know!

ABOUT PROOF TO PRODUCT:

Proof to Product is hosted by Katie Hunt. Since 2011, Proof to Product has worked with thousands of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Today on Proof to Product we're welcoming Paper Camp Alum, and founder of Chez Gagne, Alex Gagne! Alex attended our Paper Camp Conference back in February of 2015 before debuting her wholesale line at the National Stationery Show. Since then, Alex has gone on to expand her product offering, add new team members, and achieve her vision for the Chez Gagne brand.

Chez Gagne is a paper and gift brand that offers greeting cards, wine and spirit tags, mugs, wine glasses, candles, and rocks glasses. Alex currently sells to 1,500 stores throughout the world, works with sales reps nationally, and exhibited at six trade shows this winter alone. With more than 93% of Alex's annual revenue coming from wholesale, much of her time is spent planning, prepping and traveling across the country for trade shows.

On today's episode, Alex is sharing with us how she does it all. We talk about how greeting cards became more than just her creative outlet and how Alex made the jump from paper goods to other products. We also how Alex decides which new product categories to pursue, challenges she faced in her business journey and key factors to Chez Gagne's exponential growth.

ON TODAY'S EPISODE:

• Why Alex switched from software to stationery
• How she decides to move forward with a product line
• Her theory on making things nice or funny
• Incorporating optics and organization into merchandising
• Alex's process for research, development, manufacturing and pricing
• Why everything Alex produces is something she uses
• The importance of managing your margins
• Challenges of storing hard goods vs stationery
• Tactics for mitigating risk and designing sustainable products
• How Alex grew to 1,500 active accounts in 4 years
• Future plans and products Alex has in the works

FOR FULL SHOW NOTES, RESOURCES AND A TRANSCRIPT, HEAD TO https://www.prooftoproduct.com/podcast-episodes/product-diversification-and-scaling-wholesale-with-alex-gagne-of-chez-gagne

SLOW STEADY GROWTH ARE HOW STRONG BUSINESSES ARE BUILT

Building a business is a long game, won with patience, fortitude, intentional decisions and passion.​ Inside Proof to Product LABS, you'll receive the support, education and accountability to move your business towards your goals.

​Join Proof to Product Labs, our 12-month group coaching program built specifically for product based business owners: https://www.prooftoproduct.com/labs

Follow Proof to Product on Instagram for the latest updates: https://www.instagram.com/prooftoproduct/

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure SUBSCRIBE, REVIEW and SHARE Proof to Product with all of the product based business owners that you know!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Dream with me for a moment: what could happen if you committed to posting daily on TikTok for 2 months straight? Could you perhaps significantly grow your visibility, traffic to your website and even sales?

On this episode, I'm talking to Kyle Sommer of Sommer Letter Co. She's someone who did exactly that and her results were pretty incredible. Kyle and I dive deep into her TikTok growth including how she's grown her website traffic by 30%, and increased daily sales by 15%.

ON TODAY'S EPISODE:

What Kyle creates at Sommer Letter Co

Which marketing platforms she focused on pre-TikTok

What drew her to TikTok and how she got started

Her experience of TikTok before using it for her business

Kyle's first TikTok video

Content that has worked well for her TikTok strategy

Why she creates longer videos opposed to shorter ones

Concerns she had before starting her TikTok journey

How she's found her community on the platform

Her strategy for including a call to action and leading people to her store

Kyle's thoughts on repurposing TikToks as Instagram Reels

What she measures to make sure the ROI on her time is worth it

Her experience with growing her business slowly and intentionally

How she's incorporated her slow growth philosophy into what she creates on TikTok

Misconceptions people have about TikTok

Advice for getting started on TikTok for your business

Her core messaging on TikTok

What she's working on next

FOR FULL SHOW NOTES, RESOURCES AND A TRANSCRIPT, HEAD TO BIT.LY/PTPEP209

SLOW STEADY GROWTH ARE HOW STRONG BUSINESSES ARE BUILT

Building a business is a long game, won with patience, fortitude, intentional decisions and passion.​ Inside Proof to Product LABS, you'll receive the support, education and accountability to move your business towards your goals.

​Join Proof to Product Labs, our 12-month group coaching program built specifically for product based business owners: https://www.prooftoproduct.com/labs

Follow Proof to Product on Instagram for the latest updates: https://www.instagram.com/prooftoproduct/

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure SUBSCRIBE, REVIEW and SHARE Proof to Product with all of the product based business owners that you know!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Are in-person trade shows worth it right now? This is a question that came up in my community recently in my LABS group coaching call. Jodi, a member of Proof to Product LABS was feeling unsure of where to focus her efforts: trade shows? A big marketing push?

In this episode, I am going over my 4 ideas for this client to help her meet her goals within her budget. As more things begin to reopen it's no surprise that many are wondering where they should invest their time and energy.

You'll hear why you should first get clear on your bigger picture goals. I also go over my ideas for the suggested opportunities she could pursue along with the pros and cons of each.

ON TODAY'S EPISODE:

Why you should keep your goals top of mind when investing in your business [2:05]

Should I invest in an-in person trade show as the world starts to open up after Covid? [2:29]

My 4 ideas for Jodi meet her goals while staying within her budget [3:58]

The pros of doing a trade show [4:26]

Questions and cons to consider for trade shows [5:07]

What a road show is and the benefits of this option [5:43]

The cons of a road show [6:36]

Why I suggested a marketing campaign for her [7:16]

The pros of a big marketing push [8:03]

The cons of investing in a larger marketing roll out [8:30]

Why she should consider hiring an in-house salesperson [9:25]

Benefits of hiring someone to do sales in-house [9:36]

The downsides of hiring someone for in-house sales [11:02]

FOR FULL SHOW NOTES, RESOURCES AND A TRANSCRIPT, HEAD TO BIT.LY/PTPEP209

SLOW STEADY GROWTH ARE HOW STRONG BUSINESSES ARE BUILT

If you want support from our community, coaching with me and resources to help you continue thriving as you grow your business, be sure to check out my Proof to Product LABS program. ​It's my 12-month group coaching program built specifically for product based business owners: https://www.prooftoproduct.com/labs

Follow Proof to Product on Instagram for the latest updates: https://www.instagram.com/prooftoproduct/

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure SUBSCRIBE, REVIEW and SHARE Proof to Product with all of the product based business owners that you know!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Think back for a minute to April of 2020. We're all on lockdown from the pandemic and figuring out new routines and ways of life. Now, imagine that you're launching a business for the first time all while homeschooling your children and your business is taking off very quickly…

This was the reality for Tiffany Grimes, founder of Posterity Paper. After winning the Minority Business Women's Grant her business accelerated - she was able to collaborate with brands like A Beautiful Mess and Kids Made Modern.

ON TODAY'S EPISODE:

What products she sells and her primary customers [3:25]

What it was like starting her business in the midst of April 2020 [4:37]

Challenges she faced when she launched her business [6:32]

How adopting creative practices and making meaningful connections has supported her growth [7:29]

How Tiffany incorporates "heart drops" into her life [10:22]

Her experience of being selected for the Minority Business Women's Grant [11:55]

What's surprised her about herself as a business owner [13:58]

How winning the grant changed the trajectory of her business [14:52]

How having support has changed her mindset on hiring [17:10]

Tiffany's thoughts on how this experience will change how she invests in her business [18:04]

Her licensing project with Black Joy Paper [20:24]

Tiffany's experience with Paper Camp [22:41]

What led to her decision to attend Paper Camp [23:44]

What she's focused on next in her business [29:54]

FOR FULL SHOW NOTES, RESOURCES AND A TRANSCRIPT, HEAD TO BIT.LY/PTPEP208

SLOW STEADY GROWTH ARE HOW STRONG BUSINESSES ARE BUILT

Building a business is a long game, won with patience, fortitude, intentional decisions and passion.​ Inside Proof to Product LABS, you'll receive the support, education and accountability to move your business towards your goals.

​Join Proof to Product Labs, our 12-month group coaching program built specifically for product based business owners: https://www.prooftoproduct.com/labs

Follow Proof to Product on Instagram for the latest updates: https://www.instagram.com/prooftoproduct/

If you'd like to receive more information about our upcoming episodes of Proof to Product including show notes and information about our guests, head over to www.prooftoproduct.com and sign up for our email list.

Be sure SUBSCRIBE, REVIEW and SHARE Proof to Product with all of the product based business owners that you know!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz