Podcast Summary:

Do This, NOT That: Marketing Tips with Jay Schwedelson
Episode: SPECIAL GUEST!! Michael Stelzner from AI Explored 🔥 Claude > Custom GPT 😮 | Ep. 476
Air Date: January 15, 2026

Overview

In this episode, host Jay Schwedelson sits down with Michael Stelzner, CEO of Social Media Examiner and host of the "AI Explored" podcast, for a deep dive into the world of AI-powered copywriting—specifically focusing on Anthropic’s Claude AI and its superior project-based memory over Custom GPTs and Google’s Gemini. Together, they unravel practical strategies for marketers to leverage AI for persuasive messaging, email writing, and audience targeting, emphasizing actionable takeaways for anyone seeking to up-level their marketing through AI tools.

Key Discussion Points & Insights

Michael Stelzner’s AI Journey and Claude Advocacy

• Michael’s Credentials: CEO of Social Media Examiner, launched "AI Explored" podcast and the upcoming "AI Business World" event ([00:16]).
• Why Claude? Michael details his preference for Claude, citing its origins with an ex-OpenAI founder, ethical framework, and major backing from Amazon and Google ([02:08]).
• “Claude is widely known as the best writer on the planet… most people don’t even use Claude. But once you go to Claude, there’s kind of no turning back.” — Michael ([02:24]).

Comparing AI Platforms: Strengths and Use Cases

• Tool Selection: Michael uses ChatGPT, Gemini, and Claude.
  • ChatGPT: Best for quick ideas
  • Gemini: Excels at analysis and images
  • Claude: Unmatched in copywriting and persuasive messaging ([03:19]).
• “Nothing comes close to Claude… I use this tool predominantly to help with any marketing or copy-related task.” — Michael ([03:42]).

Claude Projects: The Game-Changer in AI Copywriting

• Claude Projects vs. Custom GPTs and Gems:
  • Projects let you load specialized knowledge, gain persistent memory, and create “roles” for each project (e.g., a copywriter focused on Social Media Marketing World) ([04:04]).
  • Better memory and smarter learning compared to ChatGPT’s Custom GPTs, which have “amnesia” ([04:35]).
• Artifacts Feature:
  • Claude’s “artifacts” allow the creation of formatted documents (with headlines, bullets, etc.)—not just plain text ([05:00]).
  • Can generate interactive graphics and well-structured written outputs.

Notable Moment:

“Claude projects are really, really good. Even better than ChatGPT projects and much better than Google Gems… Some of the applications that I’ve been able to do with this are kind of crazy. For each of my products, I have trained up a copywriter.” — Michael ([04:28])

Uploading Knowledge to AI: The Foundation of Great Outputs

• Providing Context:
  • Upload target audience details, product info, and benefits to Claude’s project knowledge base ([08:31]).
  • Feeding it testimonials and example emails allows Claude to craft nuanced, persuasive messages tailored to your voice and goals.
• “AI is going to use the entire Internet until you give it a narrow focus. So the more context you give it, the more it’s going to narrow down its intelligence.” — Michael ([08:54]).

Advanced Use: Testimonials & Thematic Messaging

• Uploading thousands of testimonials lets Claude extract and synthesize the most relevant sections based on a thematic need (e.g., fear of obsolescence due to AI) ([06:05]).
• Claude can even suggest images for your emails or marketing materials.

Advanced Prompting Tips and Workflow

• Role Definition: Assign a specific role to the AI for each project (e.g., “world-class marketer specializing in email for…”).
• Multi-Variation Generation: Ask Claude for several variations of a copy or campaign; then, ask it to evaluate which is best and why ([11:48]).
• Iterative Refinement: Provide feedback on outputs, ask for merges or subject line variations, and Claude learns your preferences over time ([12:46]).
• Persistent Memory: Each project accumulates context and memory across hundreds of threads ([10:46]).

Notable Quote:

“You can begin to see how all of a sudden it’s creating and it’s advocating on your behalf, which I think is absolutely spectacular.” — Michael ([12:46])

Claude’s Price Point and Value Proposition

• Subscription: Projects require a $20/month Claude Pro subscription, but Michael argues it’s a no-brainer for marketers ([13:22]).
• ROI Logic:
  • “If you spend $20 and you end up making a ton of money because you end up with better persuasive messaging… would that be a no brainer? Of course it would.” ([14:00])
• Michael isn't affiliated with Claude and receives no kickback; he simply believes it's the best tool for persuasive writing ([14:12]).

Overview of the AI Landscape

• Gemini: Google’s strength lies in integration, analytics, and imagery ([14:42]).
• OpenAI/ChatGPT: Good for quick queries and research but lacks memory and subtlety in creative writing ([14:42]).
• Claude’s Unique Edge: Strategic media relationships, superior writing, and persistent memory make it invaluable for marketers ([15:20]).

Timestamps for Major Segments

• [02:08] Michael’s reasoning for being a Claude superfan
• [03:19] Comparing Claude with ChatGPT, Gemini, Grok
• [04:04] Explanation of Claude Projects versus Custom GPTs/Gems
• [05:00] Introduction to “artifacts” feature in Claude
• [06:05] Uploading testimonials and data for smarter messaging
• [08:31] Step-by-step: Feeding Claude your marketing context
• [10:46] Claude’s persistent project memory and advanced variation workflow
• [11:48] Pro prompting: Multi-variant email creation and Claude’s analysis
• [13:22] Is Claude worth the subscription? ROI and value
• [14:42] Broad landscape analysis: When to use each AI tool

Notable Quotes & Moments

• “Claude is widely known as the best writer on the planet… if you’re in the business of creating a persuasive message… it’s just ridiculous. It’s so good.” — Michael Stelzner ([02:24])
• “Claude projects are really, really good. Even better than ChatGPT projects and much better than Google Gems.” — Michael ([04:28])
• “AI is going to use the entire Internet until you give it a narrow focus. So the more context you give it, the more it’s going to narrow down its intelligence...” — Michael ([08:54])
• “You can begin to see how all of a sudden it’s creating and it’s advocating on your behalf, which I think is absolutely spectacular.” — Michael ([12:46])
• “Honestly, if I was you, I would cancel my chatgpt account and I would literally go over to Claude projects. It’s that good.” — Michael ([13:29])
• “I don’t get anything from this other than just, I’m just telling you like I use it every day and it’s really, really good for writing.” — Michael ([14:12])

Event Shoutout: AI Business World

• Event Mentioned: AI Business World, April 2026 ([16:41])
• Discount for listeners: $100 off with link socialmediaexaminer.com/do-this
• Integrated as a sub-conference of Social Media Marketing World
• Focus on high-quality, educational sessions with top experts, not sales pitches ([17:32])
• “You’re not going to find a better lineup anywhere in the world … These are all people that care deeply about making sure that you learn. And we’re all about education.” — Michael ([17:32])

Key Actionable Takeaways

• Use Claude Projects for copywriting: Persistent memory, artifacts, and thematic intelligence make it a compelling tool for marketers.
• Feed extensive context: Load all your product, target audience, testimonials, and example messages for best results.
• Spot-check Claude’s outputs: Ask for multiple options, have it evaluate its outputs, and keep refining for higher quality.
• Try different tools as needed: Gemini for images and analysis, ChatGPT for basic queries, but Claude for top-notch writing.

For More:

• Listen to Michael’s "AI Explored" podcast
• Consider attending AI Business World for deep AI marketing insights
• Try Claude’s paid version to experience project-based memory and artifacts in action

This summary captures all essential insights, major themes, and actionable strategies outlined in the episode, with memorable moments and direct speaker attributions using timestamps for easy reference.