“Which AI model should I focus on?”
TLDR - Claude + ChatGPT
I have strong opinions on this based on my experience, but different things work for different people.
My take is to start with Claude and ChatGPT.
These are your foundation models, your blank canvas. They're $20 a month each - whether you're a freelance copywriter, in-house marketer, VP marketing, or founder.
Why these two? Same reason you don't need to be on every social platform.
Niche down. Get really good at a select few.
Don't take this as gospel - it's just what works for me.
I see too many people overengineering their workflow with agents and fancy tools before mastering the basics.
The foundation is learning how to:
- Talk to the model
- Build genuine back-and-forth
- Clarify your thoughts
- Set proper context
- Steer AI with your unique situation
- Articulate what you want
- Teach the AI your style
- Do real projects, get usable outputs
- Feel that incremental improvement
Speaking of improvement - I do indoor bouldering, and it's similar. You get hooked when you hit those micro-moments of success. Landing your first V6 problem. It's the same with AI. There's a learning curve but those steady gains compound.
When you start noticing yourself becoming a stronger version of you - better at dialogue, better feel for the AI, almost mechanical in your approach - that's when it clicks.
That's why I recommend Claude and ChatGPT as starting points. Ignore the AI content creators pushing 500 different tools and massive databases of options. Get the fundamentals right first.
Which models do you use? I'd love to hear from you.
Reply to this email and let me know your go-to models, or if you're struggling to figure out which one to choose.
P.S. Want to talk through how you're using ChatGPT / Claude? I do paid 1-hour sessions where we can answer any questions about AI for copywriting, VOC data, prompting methodology and examples across email, web copy, social & blogging. We'll work through your specific challenges and I'll show you what's actually working for me.
Book time here:
https://meetings.hubspot.com/brooks-lockett/ai-copywriting-call-with-brooks