This is a shorter-than-usual newsletter because it’s my last day in the US, and I honestly didn’t have time to catch up on all the news, as I usually do.

But I did something more meaningful: I caught up with people I work with in real life after a long time.

Last week, I flew from my home country, Argentina, to visit clients, partners, and people I know from my podcast or LinkedIn.

I thought it was going to be great. That’s an understatement.

We’ve normalized, and even glorified, remote work, but meeting people in person goes a long way. I didn’t log into a virtual meeting for 30 minutes to go over an agenda. Instead, I enjoyed unique moments with each of them. And that’s something you can’t replicate online.

Topics we'll cover today:
💠 Brands Can Now Advertise on ChatGPT
💠 Latest news in the DTC space

Brands can now advertise on ChatGPT.

Here's how it works:

For years, Meta has been the dominant acquisition channel for most brands I know.

Many tried finding a second channel with the same scale and efficiency.

Most failed.

But ChatGPT is something different:

Intent + context + decision-making.

People don’t just browse here.

They ask:
→ What should I buy?
→ Where should I travel?
→ Which software should I use?
→ How do I solve this problem?

And the amount of context these platforms have on users is unprecedented.

ChatGPT is becoming:
→ A search engine
→ A shopping assistant
→ A business advisor
→ A travel planner
→ A daily operating system for millions

That changes advertising completely.

What’s even more interesting is how the campaigns reportedly work.

Right now there are only two campaign types:
→ Reach Campaigns (CPM)
→ Click Campaigns (CPC)

But the setup process is very different from traditional ad platforms.

Advertisers don’t target keywords.

They provide:
→ Context hints
→ Conversation categories
→ User situations
→ Intent signals

Meaning you’re not targeting searches.

You’re targeting moments.

Things like:
→ “Help me choose a CRM”
→ “Best supplements for marathon training”
→ “I need a gift for my wife”
→ “How do I improve retention?”

That’s a very different layer of intent.

My personal take?

I’m usually not a fan of Reach or Click objectives.

On most platforms, they tend to optimize toward a subset of users who are more likely to click…not necessarily buy.

But ChatGPT could be different.

Or maybe the real unlock comes once Conversion objectives are enabled.

Either way…

There’s no harm in testing it.

Over the past few months, we’ve audited over 50 7fig+ brands. 

Most weren’t struggling to grow.
They were struggling to grow efficiently. 

Revenue was there.
Profit wasn’t. 

And in many cases, the same patterns kept showing up:

That’s what keeps brands stuck in plateaus, even while spending more.

Q2 is where this compounds.

You either fix the system…
Or you pay more to get the same results. 

At BSR, we work with 7- and 8-figure brands to identify where profit is leaking across ads, email, and the customer journey, and build a clear roadmap to scale efficiently.

If you’re planning to push growth in Q2, this is the moment to get the foundation right.

If you found this interesting, please leave us a review. It’d mean the world to me.

📰 Meta is preparing to launch AI agents to undertake tasks for users [read more]
📰 Amazon opens its global logistics network to all businesses [read more]
📰 Google announces AI updates [read more]

Brian Roisentul is the founder & CEO of BSR, a growth marketing agency he started in 2013 to help e-commerce brands unlock hidden revenue by identifying misalignments between their marketing and customer behavior. He is also the host of The DTC Insider podcast, where he interviews thought leaders, founders, and directors in the e-commerce space.

Want to talk shop?
If your brand is doing at least 7 figures, apply here to get featured (for free) on The DTC Insider podcast and my team will get in touch.

Need help to grow your online sales?
Book a call with me and let’s explore how my team and I at BSR can help you.

Promote your Business to 11,000+ People in the DTC Space
The DTC Insider (newsletter + podcast) reaches a highly qualified audience of DTC founders, directors, and marketers. Learn more about the sponsorship opportunities we offer for your business. If you’d like to become a sponsor, apply here.