A message from the owner of PetBrandProfits.com, what’s working right now, in 2026 and 2027

Dear Pet Brand Owner,

Most people only find this site through referral or recommendation. 

How you got here is not so important, but more the sheer luck you did. 

The fact that you’re reading this brings you one step closer to my ecosystem.

Many pet brand owners seek my great help, for various reasons. And the one thing they all seem to ask is: “What’s working right now?”

And it’s not a bad question. But it’s the wrong question. And the reason it's the wrong question is because when they ask it, they’re thinking about, quite literally, right now, in 2025.

But anyone who's thinking about 2025 is already behind. Anyone looking at what ‘competitors’ are doing is already behind. And anyone using ‘spy tools’ to look at ad libraries is painfully behind. 

Once you've been exposed to people's real numbers, you’ll realize just how much the blind are leading the blind, not just in the pet industry, but for the entire game of marketing and direct response.

So what can you do?

I always say to not look for early trends, but to create early trends.

And you have to create those trends based on how people’s behaviors are changing in real time.

I’ll give you an example:

For a long time, people were running 40 to 60 minute long VSLs with great success. And then it stopped working. So what did they do? They cut them down to 20 minutes. And then that worked, for a while. But then they had to add an advertorial in between the ad and the VSL. Or they had to create a quiz funnel. Or they had to get UGC creators. Eventually, they weren't profitable on the front, so they became more aggressive with their claims to increase their AOV. And when that didn’t work, or when their refund rates were too high, they started focusing on organic traffic sources (or existing customer lists) to increase LTV. 

No matter what they did, they had many people (various agencies and gurus) telling them what ‘tactic' and what ‘trend’ was ‘the best’ at the time. And I’m sure a lot of these agencies and gurus had good intentions. But they missed one thing:

They never considered what the overall human trend was in the world.

They never considered how marketing, copy, and direct response has always just been a way people consume a message. And so by default, they never considered how people are now consuming those (marketing) messages vastly differently compared to only a few years or months ago. 

I’m not just talking about how people’s attention spans are shorter than ever. Or how because of that, you have some people claiming “Long-form doesn’t work anymore” and you have others claiming "Long-form works better than ever."

Going back to the VSL example. It would be quite stupid to run a 20 minute VSL today, in the way people did for a long time. But it would, allegedly, be quite smart to run that same VSL in ten different 2 minute videos, where each new video only gets unlocked after the previous one has been completed. And presenting those videos vertically on the page, which would perfectly mimic the human (consumption) behavior of not just Instagram and TikTok, but now Facebook as well, which is where you're most likely running most of your traffic.

Of course, you wouldn't see these types of VSLs in ‘ads library’ nor would they be a ‘trend'. But we may or may not have been running them with great success for a while now. And if they were successful, and if they did get popular, it would probably be around late 2026 or so. And by the time your competitors think they’ve been ‘smart’ and ‘spotted’ that early trend, we're already thinking executing on what’s working in 2028 and 2029.

So if I can give you one tip for your pet brand, it would be to not spot early trends, but to create early trends yourself, based on how people’s behavior is changing in real time, similar to the (allegedly) profitable example I shared above.

Much love,

Direct Response Architect and Owner of PetBrandProfits.com