Hi, I'm Arianne, founder of Aeolidia. We create effective Shopify sites and email marketing for thoughtful, independent brands. Our newsletter shares advanced, need-to-know ecommerce strategies. Not on the list yet? Join here. |
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Hi Reader,
I'm in Boulder this week with a founders' community that I'm getting to know this year. And two weeks ago I was in New York for the trade shows and a Shopify event. I'm also planning to go to the 10,000 Small Businesses clinic in San Francisco in September. I'm an alumni ambassador for that program, and I also arrange bi-monthly meetups with my local group of alumni here in Seattle.
In fact, my local 10KSB group just had a meetup at fellow alum Erin Andrews' chocolate café and factory, Indi Chocolate, this week. We talked about how important it is to meet in person, especially in this too-digital age where your inbox is full of LLM-generated junk and it's hard to know who to trust. I heard the same thing from exhibitors at Shoppe Object and NY NOW - that nothing beats an in-person connection.
Marketing was already all about trust, but even more so now, when it's hard to tell what's real from what's an imposter or a scam.
Three things I rely on that give an instant boost of trust that almost feels like cheating:
Showing up in person
People rely on their gut instinct pretty often, and without knowing how or why, it's easy to get a weird feeling about someone in person, or immediately trust them based on a few minutes' conversation. It's a skill most of us have, innate to being human. Cold email doesn't give you that, and Zoom is a poor substitute. Just being in the room with someone puts you head and shoulders above anyone else trying to work with them over email.
A personal recommendation or introduction
People rely on their network and friends - people they already trust. Some of that trust rubs off on you when you're introduced. I find it's always better to get an introduction to someone I want to talk to than reach out to them myself. And of course, networking leads to more people who may want to introduce you to someone. These three things all play off of each other and create a ripple effect.
Being part of a vetted group
The community for founders that I joined isn't open to just anyone. There are also requirements to join, and you need to be interviewed, attend one event, and then be approved. The same thing with the Goldman Sachs 10KSB group I mentioned above. You need to have been in business for two years, with two employees (including you), and make more than $75k in a year.
This builds trust almost as well as a personal introduction. Being a member of a trusted group transfers some of that trust to you. People in the 10KSB group refer business to each other, collaborate together, and hire each other without hesitation. Getting together with members of private groups in person doubles this effect - you're a trusted member of the group, and you're there in person.
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I don't think any of this is mind-blowing or groundbreaking, but it's easy to forget or slip out of the habit of getting together in person when there are so many ways to connect virtually with people. Travel is expensive and takes time and is a hassle. But it's so worth it. I always come away with a great connection, a business deal, or all kinds of idea fireworks in my mind that I take back to my business.
There are people I'd never be able to get a foot in the door with on my own, and I've been able to have warm, lengthy talks with them by being part of a group or attending an event.
One bit of advice I'd add for any kind of networking: always try to give more than you get.
I'm doing nine business trips this year, in addition to local meetups with my alumni buddies, the WA B Corp group, and Good Business Network of Washington. I also have business colleagues I see in person one-on-one, and I love to do Creative Mornings meetups. And I consider myself a homebody!
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In case you're looking for a group to join, here are some communities for retailers that seem fantastic. I've taught and spoken in many of these groups before:
Any kind of business:
Stationery and gift brands:
Jewelry brands:
Floral brands:
Artists & designers:
Craft brands:
Consumer packaged goods:
I'm sure I missed a bunch! On top of these, there are often going to be groups local to you in the niche that you're in that you can more easily meet with in person.
If there are any events or groups you like and think I'd be interested in, I'd love to hear more, though I'm probably a bit overbooked at the moment. 😉 What groups or events work well for you? Please let me know, I'd love to hear!
