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The TL;DR:

• Building in Public with SCALIS: Tweaking our one-pagers for each core audience.

• What I’m Thinking about this Week: The future of outreach is personalized. How you can use AI to personalize outreach at scale.

• Let’s Chat D2C: OpenAI is bringing Shopify into ChatGPT! Here’s how merchants can win early on.

• The D2Z Podcast: In this episode of The D2Z Podcast, I interview Chris Brisson, founder and CEO of Sales Message, discussing his entrepreneurial journey, the importance of bootstrapping versus fundraising, the significance of co-founders, and how businesses can leverage SMS marketing effectively.

• Upcoming Events: I’ll be in Arkansas until mid-May. Let me know if you’re in the area and want to connect!

Click this link to help support my newsletter! Every click is worth half a Starbucks cold brew to me 🙂 

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Building in Public with SCALIS: Tweaking Our 1-Pagers to Speak to Each Buyer (and Why It’s Working)

One thing we’ve been working on at SCALIS is customizing our outreach materials just a little depending on who we are targeting. It sounds small but it’s been a massive unlock for better conversations.

We built a base 1-pager for SCALIS and then made small tweaks depending on who we are talking to. For founders, it’s "Built for Founders by a Founder" with my quote front and center, leaning into the reality that early hiring is messy and broken.

For Series A talent acquisition leaders, it says "Built by Early-Stage TA Leaders" because they want to hear from someone who gets the chaos of scaling a team fast, not necessarily a founder.

For Enterprise TA leaders, we change it again. It says "Built by Enterprise TA Leaders" and we feature Lizzy, our VP of Product. She spent 10 years in enterprise talent acquisition, so her voice and experience resonate way better there than mine would.

It’s the same product, but the framing shifts based on what’s going to click best.

Most people send the same generic pitch to everyone. The companies that tweak just 10% of the message are the ones that will actually cut through the noise.

What I’m Thinking About This Week: The Future of Outreach is AI-Personalized

If you are still sending the same email to 500 people, you are about to get left behind.

We have started using Instantly’s AI prompt integration at SCALIS and honestly it’s a cheat code. Instead of one static cold email, we can personalize every single message based on LinkedIn profiles, company descriptions, and what industry someone is in.

A fintech founder gets different messaging than a Series B SaaS recruiter. A consumer goods CEO gets different CTAs than a marketing head at a DTC brand. And it all happens automatically inside our sequences without someone having to manually rewrite every email.

The best part is it still feels authentic. Not like "Hey {FirstName}," fake personalization. Real tweaks that actually feel like you read their background.

This is the future. Outreach is either going to feel personal and relevant, or it’s going to get ignored. There is no middle ground anymore.

If you are not figuring out how to use tools like Instantly or setting up your own custom AI prompts for outreach, you are going to have a hard time catching up six months from now.

Let’s Chat D2C: Shopify is Coming Into ChatGPT (and How Merchants Can Win Early)

OpenAI is pulling Shopify stores directly into ChatGPT, which means pretty soon, shoppers will be able to have a conversation with ChatGPT and get real-time product recommendations pulled straight from Shopify brands.

It flips everything. Instead of browsing your website, customers will talk to ChatGPT and ask what they need. The brands that show up inside those conversations are the ones that are going to win.

If you want your products to actually get recommended, you need to start optimizing now. Here’s what matters:

• Write super clear product titles. "Men’s Waterproof Hiking Boots" beats "The Explorer 2.0" every time.

• Beef up your product descriptions. Spell out the features, the benefits, who it’s for. Help the AI understand it easily.

• Fill out your tags and categories in Shopify. Material, color, style, size, all of it.

• Add FAQs to your product pages if you can. AI loves structured info.

• Don’t leave alt text blank on your images. It’s another easy win for helping ChatGPT index you correctly.

Start by fixing your top 20% best-sellers. Those are your money makers and they’ll be the first ones customers want surfaced.

The brands who make it easy for AI to "read" their storefront are going to be way ahead once this goes live.

This Week’s The D2Z Podcast

#148 – Bootstrapping to SaaS Success

🎧 Listen Now 🎧

In this episode of The D2Z Podcast, I interview Chris Brisson, founder and CEO of Sales Message, discussing his entrepreneurial journey, the importance of bootstrapping versus fundraising, the significance of co-founders, and how businesses can leverage SMS marketing effectively.

Upcoming Events

I’ll be in Arkansas until mid-May. Let me know if you’re in the area and want to connect!