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In today’s newsletter,
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One habit that gets you 9.5% more reactions on Facebook
How to label your how-to pages so AI can cite them
Your best-converting marketing asset isn’t your ad.
AI Launch Codes: How to Edit Images in ChatGPT Without Losing Your Mind
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How a skincare brand with 2 employees beat L'Oréal at AI recommendations using trust signals
For 20 years, the e-com playbook was simple: Out-spend the competition. If you had L'Oréal’s budget, you won. If you were small, you took the crumbs.
Not anymore.
A skincare brand with literally two employees just did the unthinkable: they beat L'Oréal at consumer trust. They didn't out-spend them. They out-proved them.
Old Way: "Aesthetic Branding" (Slick copy, pretty packaging, vague promises).
New Way: "Verifiable Branding" (Instantly surfaced by AI agents by every claim being automatically proved).
This matters for your brands’ survival because modern buyers want the receipts….and so do AI search agents. Trust signals are now the #1 metric AI systems use to recommend brands. If a human can't verify your claims, an AI agent won't recommend you to shoppers.
A nimble 2-person team can deliver clean, verifiable data way faster than a giant corporate machine. On Thursday, 4th June, we are pulling back the curtain on this exact execution playbook.
Join us live👇
Thursday, 4th June | 6pm UK / 1pm ET / 10am PT · Live workshop with Ankur Modi (ex-Meta, Ex-Amazon systems architect, & NASDAQ IPO veteran). 60-minute session
What you'll learn in 1 hour:
How to turn your product claims into a high-converting asset that attracts organic traffic from AI engines
The silent structural errors destroying your conversion rates today
How to verify your brand for AI engines and cut your customer acquisition costs.
How to create infrastructure that makes your brand AI’s default recommendation for the next decade
Bonus for live attendees: Bring your store URL as Ankur will select some stores to audit live. He will tear down your site live, pinpoint where competitors are stealing your AI visibility, and show you how to leapfrog them.
Meta
One habit that gets you 9.5% more reactions on Facebook
Buffer analyzed over 1 million Facebook posts and found one thing that consistently lifted reactions: the creator replied to comments.
Posts where creators replied got 9.5% more reactions on average.
The study compared each account against its own historical performance, so it's not big pages skewing the numbers. It's your page doing better when you show up versus when you don't.
Facebook's algorithm weights what it calls "meaningful interactions." A back-and-forth in the comments tells it the post is worth surfacing to more people. Every reply keeps the post alive in the feed a little longer.
The practical problem is time. If you're running Facebook alongside two or three other platforms, you can't live in the comments. Two 10-minute blocks a day is enough.
When you're in those blocks, skip the "thanks!" replies.
Ask a follow-up question or add something to the conversation.
Action Summary:
Block two 10-minute windows in your calendar today
Go to your last three Facebook posts and reply to a few unanswered comments
When you reply, ask a follow-up question instead of just acknowledging the comment
Credit: Buffer
AI Visibility
How to label your how-to pages so AI can cite them
Got a page that walks someone through a process? How to apply your product. How to set something up. How to get the best results.
That content is more valuable than you think — AI loves citing step-by-step instructions because it can reproduce them cleanly inside a generated answer.
But only if you label them correctly.
How-To schema tells AI: this page contains a sequence of steps. Here's step one, here's step two, here's step three. Once tagged, your instructions become a structured source AI can pull from directly — and credit you for.
Without it, AI might still find your content. But it has to do extra work to figure out what's a step and what's just body text. Most of the time, it takes the easier option instead.
Go through your site and find every page that teaches a process. Setup guides. Application instructions. Care guides. Tutorials. Those are your How-To schema candidates.
On Shopify, Schema Plus adds How-To schema to those pages with no coding. On WordPress, Yoast handles it. Tag the pages, define the steps inside the app, and you're done.
Check it's working at Rich results after setup.
Action Summary:
List every page on your site that walks a customer through a process
Install Schema Plus (Shopify) or Yoast (WordPress)
Enable How-To schema on those pages and define each step inside the app
Confirm it's live at rich results
Influencer Marketing
Your best-converting marketing asset isn’t your ad.
Your best-converting marketing asset is not a polished ad. It is a real customer holding your product on their phone.
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How to Edit Images in ChatGPT Without Losing Your Mind
AI can make a $1000-looking ad in 60 seconds.
But then it’ll mess up one tiny detail.
And that tiny detail will ruin the whole thing.
In this example, I used a rugged YETI-style outdoor ad as creative direction and asked AI to recreate the concept
for Stanley.
The result?
It looks perfect. But one thing is wrong.
Notice the shape of the bottle.
Here is another example.
I used the same Yeti ad and tried to make a variation of it.
Again, the ad looks amazing. But notice the color of the bottle cap.
If you’ve ever tried fixing small errors in AI images, you know how frustrating it gets.
You get the same output back. So you prompt again.
And finally, it fixed the shape of the bottle.
But now notice, the logo of the green bottle is black in the hand of the mother but white in the image below.
How to edit images with ChatGPT the right way.
At this point, I knew there had to be a better way.
The image was 90% right, but every time I fixed one detail, something else broke.
And i finally figured out how to make edits in the first shot itself.
From this →
To this
I was even able to change the mother to a father without disrupting the creative.
This workflow allows you to localize changes to a particular part of the image without disrupting the rest of the image.
Here is the complete workflow
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