Develop superior AI-generated copy by first using an AI agent to research and deconstruct the frameworks of top marketers. Then, feed the AI examples of your own writing to distill a unique brand voice. Combining these into a custom 'skill' produces consistent, high-converting copy that feels authentic.

Instead of relying on a single AI platform, marketers should adopt a 'best-of-breed' approach. The speaker recommends using Claude for its strength in writing, Gemini for real-time research on current events, and ChatGPT for its advanced capabilities in analyzing marketing content and tactics.

Don't rely on a single AI model for all tasks. A more effective approach is to specialize. Use Claude for its superior persuasive writing, Gemini for its powerful analysis and image capabilities, and ChatGPT for simple, quick-turnaround tasks like brainstorming ideas.

Beyond using pre-made skills, users can simply prompt Claude to create a new skill for itself. The AI understands the required format and can generate the instructional text for a new capability, such as crafting marketing hooks that create FOMO. This democratizes the process of AI customization.

Elevate AI-generated marketing ideas by including a document of behavioral psychology principles (e.g., loss aversion, reciprocity) as part of your initial inputs. This prompts the AI to connect your brand's narrative not just to customer needs but also to fundamental human biases, resulting in more persuasive creative.

Instead of asking an AI tool for creative ideas, instruct it to predict how 100,000 people would respond to your copy. This shifts the AI from a creative to a statistical mode, leveraging deeper analysis and resulting in marketing assets (like subject lines and CTAs) that perform significantly better in A/B tests.

Claude's proficiency in writing is not accidental. Its development, backed by Amazon's Jeff Bezos (who owns The Washington Post), involved training on high-quality journalistic and literary sources. This strategic use of superior training data gives it a distinct advantage in crafting persuasive prose.

Craig Hewitt argues ChatGPT is a consumer product. For serious business tasks, agentic AI tools like Manus (built on Claude) are superior, offering web browsing, data aggregation, and code generation that go far beyond a simple chat interface.

An effective skill goes beyond a simple instruction. It should be structured like an expert's toolkit, including established frameworks (e.g., AIDA for copywriting), a scoring system for evaluation, and a defined output template for consistency and clarity.