Demand Is Shifting Fast

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Ready for another day of staying ahead of the competition in the Growth race?

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In Partnership with Billo

Most hooks fail in 2 seconds. These 3 types don't. 

Billo pulled 6 months of creator ad data and tagged every top performer by hook type. Most of what's in your current brief barely showed up.

• Authentic Moment hooks made up over a quarter of top performers alone, and most had no script at all
• Audience Call-out hooks skipped the product completely in line one. Just named the viewer. "Husbands." "Hockey mom."
• List hooks, FOMO countdowns, and "forget X, try Y" setups were almost nowhere in the top tier

If your brief leans on that last one, you're fighting for attention exactly where people tune out fastest.

The breakdown has every hook type plus the actual lines that made the top tier, so you can steal the structure instead of guessing at it.

Read it before your next round of creator ads.

💡 Why Search Is Not Dying, Just Moving

There’s a growing narrative that search is collapsing.

But the data tells a different story.

Search is not disappearing. It’s shifting.

Here’s what’s really happening.

1️⃣ Search Volume Is Declining, But Not Vanishing: Overall search volume is dropping in some areas, but the demand itself still exists. It’s simply moving to different queries and formats.

2️⃣ Demand Is Shifting Across Keywords: While many keywords are losing volume, others are growing at a similar scale. This shows that user intent is evolving, not disappearing.

3️⃣ Industry Matters More Than Ever: Some categories, especially information-heavy ones, are losing traffic as AI answers replace clicks. Others, like SaaS and lifestyle, are still growing.

4️⃣ AI Is Changing Discovery Behavior: Users are increasingly relying on AI tools to explore options, compare products, and make decisions before visiting a website.

5️⃣ Brand Visibility Is Becoming Critical: Users are more likely to visit brands that AI recommends. Being present in those recommendations is now a key driver of traffic.

6️⃣ Traditional SEO Alone Is Not Enough: Ranking for keywords is no longer the only goal. You also need to appear in AI-generated answers and recommendations.

7️⃣ Authority Determines Visibility Everywhere: Strong, consistent authority signals help your brand appear across both search engines and AI platforms.

The Takeaway

Search is not shrinking. It is evolving. The brands that adapt to where demand is moving, and how users are discovering information, are the ones that will continue to grow.

💡 How To Turn PDFs Into Reusable AI Workflows

Most PDFs contain valuable knowledge.

But that knowledge often stays static and unused after reading.

The real value comes from turning it into a system you can reuse.

Here’s how to do it.

1️⃣ Extract The Core System From The PDF: Identify the key steps, rules, and frameworks inside the document. Focus on what is repeatable, not just what is informative.

2️⃣ Define Clear Activation Triggers: Decide when the workflow should be used. This ensures the system activates only for relevant tasks.

3️⃣ Structure The Workflow Into Components: Break it into steps, rules, mistakes to avoid, and expected outcomes. This makes the process consistent and easy to follow.

4️⃣ Convert Knowledge Into A Skill Format: Transform the extracted system into a structured format that AI can execute repeatedly without re-explaining each time.

5️⃣ Test With Multiple Inputs: Run different scenarios to ensure the workflow adapts correctly and asks for missing information when needed.

6️⃣ Refine Based On Output Quality: Adjust instructions and rules until the output consistently meets expectations.

7️⃣ Reuse Across Similar Tasks: Once built, the same workflow can be triggered anytime, turning one-time learning into ongoing productivity.

The Takeaway

Information alone does not create value. Systems do. Turning PDFs into reusable workflows allows you to apply knowledge consistently instead of rediscovering it every time.

As we prepare more "Growthful" content, we'd love to hear your thoughts on today's edition! Feel free to share this with someone who would appreciate it. 🥰