Table of Contents
Introduction
In the latest episode of Bricks and Risk, hosts Tim and Sean sit down with Josh Buchter and Bethany Williams—the duo behind Wolf of Broad Street, a Philadelphia-based marketing and networking brand that’s redefining how small businesses grow in the digital age. Their journey from Craigslist gigs to building a community-first media platform is packed with insights for entrepreneurs, marketers, and creatives alike.
The Craigslist Hustle: Josh’s Origin Story
In 2009, amidst the financial crisis, Josh Buchter found himself with a finance degree and no job prospects. Turning to Craigslist, he landed a role at a small credit repair company, earning just $300 a week and living in a friend's tiny side office. Josh's breakthrough came through guerrilla marketing: handing out blow pops with attached business cards on SEPTA buses and City Hall escalators. This street-level hustle laid the groundwork for his future in marketing and business development.
Bethany’s Entry and the Birth of a Brand
Bethany Williams entered the picture while bartending at Ray Street Café, where she noticed Josh, a regular at Patty’s Pub, always working solo with a blow pop and a beer in hand. Their connection evolved into both a romantic relationship and a professional partnership. Josh was already running Wolf of Broad Street events before founding the Philly chapter of Real Producers Magazine. The brand’s name—born during a visit to Pictures Pub—became Josh’s signature and Instagram handle, eventually evolving into a full-blown business.
From Real Producers to Real Independence
Josh's journey with Philadelphia Real Producers Magazine—a six-month unpaid hustle—blossomed into a dual-magazine venture spotlighting the region’s top realtors. However, in April 2024, the duo decided to step away from the franchise model to focus fully on Wolf of Broad Street. This move allowed them greater freedom to help small businesses grow through marketing, events, and storytelling.
The Power of Short-Form Video: “In 60”
Recognizing the importance of digital presence, Josh and Bethany launched "In 60," a short-form video segment helping business owners build credibility by telling their stories in quick, digestible videos. Short-form videos, typically under 90 seconds, have become a vital tool for marketers seeking to engage consumers with diminishing attention spans. These videos generate more than twice the engagement of longer videos and are highly effective in driving purchasing decisions. Lifewire
Why Traditional Networking Is Broken
Traditional networking events often feel transactional and awkward. Josh and Bethany emphasize the importance of relationship-driven networking, focusing on building genuine connections rather than superficial contacts. Purpose-driven events foster stronger connections, and prioritizing helping first and selling later leads to more authentic and sustainable opportunities. Dualboot Partners
Building the Wolfpack Directory: A Community-First Strategy
The Wolfpack Directory is more than just a listing; it's a curated community of local businesses and entrepreneurs. By highlighting these businesses through high-quality video storytelling and creative networking events, Wolf of Broad Street empowers small business owners to get visible, connect authentically, and grow meaningfully.
The Attention Economy: Why Visibility Is Survival
In today's digital landscape, attention is a scarce commodity. Major tech companies are intensifying efforts to capture user engagement, recognizing that visibility is crucial for survival. As smartphone usage saturates, growth hinges on increasing user engagement duration. Reuters
Marketing in 2025: What Small Businesses Must Know
With 63.9% of the world's population using social media and an average daily usage of 2 hours and 21 minutes, a strong online presence is essential. Smart Insights
Engagement Rates Across Platforms
Platform
X Platform
TikTok
Instagram Reels
Avg Engagement Rate
3.5%
1.3%
1.8%
3.4%
1.5%
2.8%
*These statistics highlight the importance of choosing the right platform and content type to maximize engagement. Conclusion: The Real Currency Is ConnectionJosh and Bethany's journey underscores that in the modern business landscape, connection is the real currency. By focusing on authentic storytelling, community building, and strategic use of digital platforms, Wolf of Broad Street has created a blueprint for small business success in the digital age. FAQQ: What is "In 60"? A: "In 60" is a short-form video segment by Wolf of Broad Street that helps business owners tell their stories in quick, digestible videos, enhancing credibility and online presence. Q: Why did Josh and Bethany leave Real Producers Magazine? A: They chose to focus fully on Wolf of Broad Street to have greater freedom in helping small businesses grow through marketing, events, and storytelling. Q: What is the Wolfpack Directory? A: It's a curated community of local businesses and entrepreneurs highlighted through high-quality video storytelling and creative networking events. Q: Why is short-form video important in marketing? A: Short-form videos generate more than twice the engagement of longer videos and are highly effective in driving purchasing decisions. Lifewire Q: How can small businesses improve their online presence? A: By consistently sharing authentic content, engaging with their audience, and leveraging platforms like Instagram and LinkedIn, small businesses can enhance visibility and build stronger connections. For more insights on the evolving digital landscape and strategies for small business success, check out this article on the battle for user attention among tech giants. ReutersReuters Additionally, explore how short-form video is revolutionizing marketing strategies in this comprehensive overview. Lifewire | |
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