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How brands are scaling creator outreach without hiring more people
Most founders don’t realize ChatGPT is driving them traffic
The psychology-based hook formula winning for DTC brands
Put your shopper's biggest fear in the main image
This issue takes 2 minutes to read.
Check out our DTC tool stack here
Let’s dive into it👇
Outreach
How brands are scaling creator outreach without hiring more people
Most teams running creator campaigns hit the same wall: manual selection, missed follow-ups, and deals lost to slow back-and-forth. Creally replaces that chaos with a system. AI agents handle creator discovery, personalized outreach, follow-ups, and negotiations end-to-end.
You stay in control of decisions. The AI does the work.
25+ teams scale creator marketing with Creally without growing their team.
One client went from 200 to 5,000 monthly outreaches without a single new hire. More creators. More deals. Same team. See It Live.
AI Visibility
Most founders don’t realize ChatGPT is driving them traffic
ChatGPT now runs ads inside its answers, the same way Google does in search results.
Most founders don't realize it's probably already sending them free traffic.
People who ask ChatGPT "best [product] under $X" get a recommendation and a link.
If that link is yours, they click through to your store.
Those visitors convert 31% higher than people arriving from a regular Google search because by the time they click, ChatGPT has already done the selling for you.
Most founders have no idea this is happening to them.
Google Analytics 4 (GA4, Google's free tool that tracks who visits your site and where they came from) already has the answer.
When ChatGPT recommends your product and someone clicks through, it automatically adds a tracking tag, utm_source=chatgpt, to the end of your URL.
To find it: go to GA4 → Reports → Lifecycle → Traffic Acquisition.
Change the dropdown to "Session source." Type "chatgpt" in the search box. If you're being recommended, you'll see it there.
Bonus:
Finding it once isn't enough though. Without a custom channel group, GA4 buries ChatGPT traffic inside a generic "Referral" bucket alongside every other site that links to you.
Now you can watch it monthly like any other channel.
Action Summary:
GA4 → Reports → Traffic Acquisition → change to "Session source" → search "chatgpt"
Give it its own custom channel group
Check it monthly and watch the trend
Organic Content
The psychology-based hook formula winning for DTC brands
Dara Denney has seen this format win for multiple brands. The concept takes under 10 minutes to execute once you understand the framework.
American psychologist Steven Reiss identified 16 core human desires that drive all behavior.
Things like power, tranquility, status, independence, belonging. Every product taps into at least one of them.
The idea here is to visualize that desire directly in your hook before your product ever appears on screen.
If you sell a supplement that helps people sleep, don't open with the bottle. Open with a visual of total stillness. A quiet bedroom. Still water. Someone exhaling slowly. That's tranquility. You're meeting the desire before you introduce the solution.
Action Summary:
Write down the one core desire your product taps into most (power, tranquility, status, etc.)
Create a clip that visualizes that feeling
Use that clip as the opening of your next ad before any product footage appears
Test it against your current hook and compare 3-second video plays
Credit: Dara Denney
Amazon Optimization
Put your shopper's biggest fear in the main image
When someone searches for your product on Amazon, they already have a question forming before they click anything. Your main image's job is to answer it.
Daniela Boltzmann of Mindful Goods calls this answering the high-intent question in the image.
Her example: suitcase shoppers don't just want a carry-on. They want to know if it fits in the Spirit Airlines size checker — the one that gets you pulled out of line at the gate and charged $70.
So instead of a clean product shot on white, you put a small badge on the image: Spirit Airlines approved.
Same logic for a snack brand. A mom searching for lunchbox snacks doesn't want to click five listings to check pack sizes. If your main image says 25-piece snack size, she clicks yours first.
How to find your question:
Read your last 50 reviews and your top competitors' reviews. Look for what people asked before buying, or complained about getting wrong. Size compatibility. Fit. Quantity. Ingredients. That's your badge.
Action Summary:
Read your last 50 customer reviews and note every question asked before purchase
Do the same for your top 3 competitors
Identify the single highest-anxiety question (fit, size, compatibility, ingredients)
Add a small badge or label to your main image that answers it directly
Credit: Steve Chou
Your Discount Codes Might Be Lying To You
Discounts are supposed to create incremental sales.
That is the whole point. A code should bring in customers who would not have bought otherwise, increase conversion, or move slow inventory without destroying margin.
But most brands judge discounts the wrong way.
They look at revenue from the code and call it a winner.
That misses the real question:
Did the discount create new demand, or did it just give money away to people who were already going to buy?
I tested this on a Shopify dataset with 200 paid orders and three discount codes.
We used the Discount ROI Calculator Skill that we shared last week.
One code drove the most orders. But most of those buyers were repeat customers. Another code drove fewer orders, but brought in more new customers at a much higher AOV.
One discount looked like a growth lever.
Another looked like a margin leak wearing a revenue costume.
The workflow below helps you:
Pull your Shopify orders
Score each discount code
Decide whether to keep it, kill it, restrict it, or retarget those customers differently
The Discount ROI Workflow
Before you start, three things need to be in place.
Setup:
Connect your Shopify store to Claude — read this issue
Install the Shopify Admin Skills - read this issue
Step 1 — Run the discount ROI calculator
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