Friends, you know that I am all about simplifying and systematizing your business, but I'm also about taking risks and experimenting within your business.

When we run these experiments, sometimes we have to adjust our thinking and our normal processes to make it happen.

That's what we're talking about today: taking risks, experimenting, and releasing a new product category during an off-cycle season.

Today's interview is with Alyson O'Connor of Rust Belt Love.

Frankly, it's your permission slip to lean into the things that you're excited about, even when it doesn't feel like the timing is right.

Alyson is an Advisory Board member, and I invited her on today because she recently launched a brand new tabletop collection. Think paper placemats, napkin rings, and table tents. These products are available now, just in time for the holiday season.

We talk about where her inspiration for this collection came from, what it took to get this product to market, and the logistics of quickly launching. We talk about the easy things and the more difficult parts of this process, and the perks of her having manufacturing in-house. We talked a lot about her manufacturing processes and how this has changed over her 15-year career in this business.

So if you're just getting started, this is going to be really enlightening for you to hear how they've done things both in-house and also outsourced.

Alyson also reflects in this episode on her 15 years in business, the evolving landscape of wholesale, the pricing and margin challenges that are unique to this season, and the importance of staying agile, especially during uncertain times like we're in right now.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

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You can view full show notes and more at http://prooftoproduct.com/418

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Today, we're talking about getting your website ready for the biggest sales season of the year Q4.

I know this time of year can feel super hectic. Between prepping for holiday markets and promotions, fulfilling orders, and managing inventory, the last thing you want to do is lose sales because of a preventable website issue or overlooking something that you hadn't really been paying attention to. So today, I'm walking you through a quick checklist to make sure that your online store is buttoned up and ready to handle the traffic and the sales, and any last-minute shoppers that are headed your way.

Before we jump in, I wanted to let you know that our LABS community just got a major glow-up. We switched platforms and have some major upgrades coming to the program. More community connections with businesses at a similar level. More support from industry experts, plus experimentations and case studies, so that you can truly see what is working for other product-based business owners and how to apply similar strategies to your business.

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You can view full show notes and more at http://prooftoproduct.com/417

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

According to Experian, Black Friday 2025 spending in the US is predicted to reach over $12 billion in online sales alone, and global spending is forecasted to be between $80 and $82 billion.

That's a lot of money.

Despite consumer caution and economic pressures here in the United States, this represents an 8 to 10% increase over last year. 2024's Black Friday buying season totaled almost $11 billion.

Why am I sharing these stats with you? Because Q4 is a critical sales season for product-based business owners and we want you to be prepared. Jessica Totillo Coster of eCommerce Badassery is back on the podcast today, and we are talking about Black Friday/Cyber Monday sales strategies. Specifically, what's working, what we want you to avoid, and why we insist that you keep your sales strategy as simple as possible.

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/416

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

I'm going to give a little tough love: some of you are new to selling wholesale, and it shows. I am seeing a lot of people using direct-to-consumer strategies when they're launching their wholesale program and then feeling frustrated when the orders don't come in.

Here's the thing: it's not your products that aren't a great fit for them, and you're not doing anything wrong.

It's that wholesale and retail are completely different business models, and they require different strategies, timelines, and messaging.

Today on the podcast, I'm breaking down the key differences between selling retail and selling wholesale, what each one of these things means, and how the buying process is different.

Understanding this will completely change how you approach your sales and marketing for both revenue streams.

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!

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You can view full show notes and more at http://prooftoproduct.com/415

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

I don't know about you, but I do a lot of my best thinking in the shower, in the car as I'm driving kids around, or doing pickups and drop-offs.

I've got these little breaks between taking kids to different places, and that's actually where I do a lot of my coaching with my Advisory Board clients. We're talking back and forth on Voxer, they're dropping questions in my phone, and I'm responding back.

Anyhow, I'm sharing because I was sitting in my car the other day thinking, and there are a few things that I have wanted to talk about with you here on the podcast in more of an off-the-cuff, unscripted way.

I'm hearing from a lot of you who want to hear what's on my mind more casually right now. You like the interviews and solo episodes, but you also want to hear in real-time what I'm thinking about and what I'm working on with my clients.

So one of the things I'm going to talk about today is the difference between going deep in something and going wide.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/414

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

If you are anything like my clients in LABS, you may be wondering, how do I plan for the future when the world feels upside down? More importantly, what should I be focusing on next?

Today, I'm sharing a short clip from one of our recent coaching calls inside of our LABS Community. LABS is the space where product-based business owners come together to get clarity, build connections, and practical strategies that they can put to work right away.

The clip you're hearing today is from one of our recent coaching calls. We're checking in on the state of the economy and talking about what matters most for product brands in this final stretch of the year.

Things like:

• Keeping your best customers coming back

• How to build stronger relationships with both wholesale and direct-to-consumer buyers

• Making smarter choices about diversifying your revenue

In these monthly calls in LABS, members get to ask their specific questions. Whether it's me or one of our coaches or the guest experts that we bring in, they're getting direct feedback on what they need in real time.

It's an interactive, supportive speaker space that keeps people moving forward in their business. If you like what you hear today, definitely check LABS out!

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/413

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

I am recording this episode the same week that we are running week three of Paper Camp, which is our marketing week.

Marketing week is where we talk to buyers about their buying preferences, how they like to be pitched, how much follow-up is too much, etc.

I often see a lot of our students, and even non-students, struggling with this concept of "I'm putting myself out there and I'm not hearing anything back."

Today on the podcast, I wanted to tackle a pretty big misconception that I hear all the time in the wholesale world and one I'm hearing this week too in Paper Camp.

"I've been pitching to stores but they're not replying? Maybe my pitch just isn't good enough."

Here's the truth.

Most of the time, your pitch isn't the problem.

The real issue is your wholesale foundations.

Things like:

• Product readiness

• Pricing

• Terms and conditions

Those things might not be in alignment with what buyers are expecting to see.

Too often, I see brands jumping straight into pitching their products to stores before they've got the back end of their business properly set up for wholesale.

That is what is getting in the way of retailers saying yes.

In this episode, I want to walk you through some of the common red flags that I see when I'm reviewing product-based business owners catalogs and things like that.

I'll also share what makes pitches stand out in a crowded inbox. If you have been second-guessing your wholesale pitch, then this episode is definitely for you.

Let's dig into what is really holding you back and how to fix it.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/412

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Do you struggle with the idea of selling your products?

I am hearing from a lot of creative entrepreneurs who are telling me that they feel uncomfortable with in-person sales. They're worried about how they'll be perceived. They don't want to be seen as pushy or overbearing by their customers.

I'm hearing this with online sales too, but it's particularly heightened right now with in-person sales because we have a lot of people who have been doing summer craft shows and also in-person trade shows on the wholesale side of things.

I wanted to bring today's guest on to talk about sales in person and how you can push through some of these feelings of discomfort and show people what you've got and why they need to buy it.

Today's guest is Karen Sawyer-Meehan, Pier Six Press, which is a stationery and gift brand known for its bold design, vibrant colors, and high-quality craftsmanship. Now, Karen is one of my Advisory Board members. Advisory Board is my private mastermind, and this is a topic that she and I were chatting about privately on our Voxer chat, which is where folks talk to me one-on-one.

We were talking about how this would make a great podcast episode and how Karen had a lot of great insights to share with you all.

During this episode, Karen shares her journey from art school and retail sales, building a brand that stands out, to embracing empathy, bold colors, and authenticity, and the handmade artistry behind her brand.

She shares her real, honest take on ethical selling, why genuine connections matter more than ever in retail, and how learning to trust your own unique artistic voice, and how that has transformed both her business and her confidence.

If you have been struggling with feeling salesy, finding your creative style, or wondering how to connect your values with the products that you're selling, this episode is for you.

Today's episode is brought to you by our Proof to Product resource library. It's where you can get your hands on our free resources to help you start, streamline and scale your business in your own way and at your own pace.

GET FREE ACCESS

You can view full show notes and more at http://prooftoproduct.com/411

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp