EP 297: Selling A New Program With Proof To Product Founder Katie Hunt

In This Episode:

  • How Katie Hunt adapted her largely events-based business in the wake of Covid-19
  • Why a product she’d been working on since December 2019 was the key to serving her people in the most valuable way
  • How Katie adjusted the messaging and marketing campaign to reflect the current state of affairs
  • A complete breakdown of the social media posts and email messages that made her sales campaign a smash when it was time to launch

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There are a lot of misconceptions about what it takes to launch and sell a new online course or program.

Heck, there are a lot of misconceptions about selling in general—but this is just one podcast episode.

“Launching”—depending on when and where you started your small business—means many different things. I’ve talked to plenty of people who swear it’s not a launch if you don’t have a Facebook ad funnel. Others will swear it’s not a launch if there isn’t a 3-part video series to warm up your audience. Still others will swear it’s not a launch if you don’t have a list of 15,000 people to blast with 30 different emails.

Launching a new online course or program has become so misunderstood and, simultaneously, blown out of proportion, that I often outlaw the use of the word! As my friend Amy Walsh once said, “Launching is for rockets.”

Instead of launching, I plan—and talk about—sales campaigns.

Today, we’re diving straight into an incredibly successful sales campaign to get the nuts and bolts of what worked.

When the economy ground to a halt earlier this year, many small businesses were forced to think fast and make big changes on the fly. At this point, we’re probably all familiar with the local restaurant that figured out an ingenious takeout model or the local clothing store that created virtual shopping appointments or the local yoga studio that started sharing classes, workshops, and meditations online.

And while many digital small business owners kept operating business as usual—or as usual as one can operate in a pandemic—there were a few groups that were deeply affected by the shutdowns.

Two of those groups were small business owners running in-person events as a component of their otherwise online business and small business owners who depend on trade shows for the majority of their wholesale orders.

Today’s guest is Katie Hunt—who is a member of the former group and serves the latter group.

Katie is the founder of Proof To Product, which helps creative entrepreneurs run and grow thriving product-based businesses. She works with designers, illustrators, and artists to help them develop in-demand product lines and get them sold in stores all over the world.

Not long after the pandemic threw her business and the industry she serves for a major loop, Katie and her team launched Proof To Product Labs to provide a completely digital, ongoing support opportunity for business owners when they needed it most.

And that launch was a smash.

Katie and I get into all of the nuts and bolts of how she adjusted the offer to meet the moment and how she warmed up her audience before the campaign, as well as the exact mix of emails, podcast ads, and social media content she used to sell the offer when it went live. We also talk about how she sees the sales system evolving in the future and how the offer has been received now that people are using it!

Now, let’s find out what works for Katie Hunt!


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With a Mighty Network, online business owners just like you can bring together in one place:

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  • Your events online and in real life
  • And charge for them…all while building YOUR brand.

Visit mightynetworks.com to see more examples of brands bringing people together and taking their businesses to the next level.

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EP 299: How To Design Your Own Sales System

EP 299: How To Design Your Own Sales System

This week, I’ve got 4 more stories to share with you from small business owners who have intentionally done things their own way when it comes to sales and selling. They’ve found what truly works for them–even if it bucks the prevailing wisdom or would make a bro marketing expert role his or her eyes.

These stories come from business coach Ashley Gartland, marketing expert Amy Lippmann, designer Mel Richards, and work reinvention coach Lydia Lee.

Listen for how they incorporated these same considerations into finding their own unique sales systems. They designed their systems with personal values, strong relationships, reduced anxiety, and agency in mind.

EP 298: Creating A Less Harmful Sales System with Wanderwell Founder Kate Strathmann

EP 298: Creating A Less Harmful Sales System with Wanderwell Founder Kate Strathmann

This show is called What Works for a reason.

Sometimes it’s a declaration: this is what worked for this small business. And often, it’s a question, “What works?”

Today’s episode is very much a question, many questions, really:

What works when it comes to selling when you want to avoid manipulative or exploitative practices?

What works when your values conflict with many of the best practices of selling online but you still want people to buy your stuff?

What works when it comes to sales in a business that is actively anti-racist and anti-capitalist?

And even more bluntly: Can you even sell things without causing harm or perpetuating harmful systems?

My friend Kate Strathmann is the founder of Wanderwell, a bookkeeping and consulting firm that grows thriving businesses while investigating new models for being in business.

Recently, Kate took a bit of a detour from how she’s used to building her business, which is 90% referral based and fueled by deep relationship- and community-building. She decided to offer a small group program called the Equitable Business Incubator as a way of exploring anti-capitalist business practices and how they apply to the small businesses we’re building.

To fill the program, Kate need to sell differently.

Which led her to asking the question: Can you even sell things as a anti-capitalist?

While that might not be your specific question, I have a feeling that you too have wondering how you can effectively sell your offers without causing harm, perpetuating harmful systems, or damaging relationships. And that’s why I knew Kate and I needed to explore this topic on the show.

This is a conversation about what a kinder, less harmful sales process could look like—and it probably contains more questions than answers. But I’m confident those questions can help you find the answers that are right for you and the sales system that you want to build to make your business stronger.

We start out by defining what we’re really talking about when we talk about capitalism and anti-capitalism. Then, Kate shares how the Equitable Business Incubator came to be and how she ended up selling it. And then we dig into what makes many of the sales formulas and best practices being taught today problematic—and how to think differently to create your own alternative practices.

Now, let’s take a look at what works for creating less harmful sales systems!

Do You Assume People Don’t Want To Buy?

Do You Assume People Don’t Want To Buy?

A few weeks back, I shared that Sean and I went shopping for some kayaks. I was nervous about the purchase because I knew it was going to be a significant sum to drop all at once. But I really wanted to have the freedom of owning our own equipment and I was prepared...

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