248 | Beyond ChatGPT: Use Claude Projects For High Impact Content. Steal Michael Steltzner’s Proven Blueprint - Leveraging AI

Episode Transcript
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Isar Meitis (00:00):
Hello and welcome to the Leveraging AI Podcast,

(00:03):
the podcast that sharespractical, ethical ways to
leverage AI to improveefficiency, grow your business,
and advance your career.
This is Isar Metis, your host,and we have an incredible
episode for you today.
It is very exciting for mepersonally, and you are
absolutely going to love itbecause we're going to share
something that is going to behelpful for every single one of
you, regardless of what you do,because we're going to learn how

(00:25):
to create effective content.
Now, I know what you'rethinking.
I don't create content that'sonly marketing.
People do that, and that is notcorrect because if you're in
sales, you write sales emails.
If you are in finance, youcreate reports, et cetera, et
cetera.
Literally.
Content is a fancy word forcommunication, right?
We all need to communicate withpeople around us.

(00:45):
And the goal of thiscommunication could be either to
educate people or drive peopleto a specific kind of action.
And again, we all need to dothat, whether with our peers,
with the people we report to orwith the people who report to
us, our clients, and so on.
Communication is a big part ofwhat we do, regardless of what
you are doing.
So creating high.
Quality content consistentlythat drives results consistently

(01:09):
is something that should be ofhigh value to every single
person listening to thispodcast.
And hence why this is exactlywhat we're going to learn in
this episode.
We're going to learn how tocreate structured, consistent,
effective content using ClaudeProjects.
So many of you probably don'tknow what Claude projects are,
and this is what we're going tostart in the episode is telling
you exactly what that is.

(01:29):
So to teach us how to createeffective content with cloud
projects, we are going to be,uh, joined by the one and only
Mike Stelzner.
Now, those of you who don't knowMike, now, first of all, if
you've been listening topodcasts for a while, you
probably heard the name becauseMike has been recording, uh, the
Social Media Marketing podcastsince people was listening to
Walkman's.
That's how long he's been in thepodcasting industry.

(01:52):
Uh, but he's also the founder ofSocial Media Examiner and Social
Media Marketing World.
social Media Marketing World isthe largest social media
marketing conference in theworld as far as I know, which
tells you he knows one or twothings about creating effective
content if he can bring allthese people to California every
single year.
Now, on a very personal note,Mike's podcast was the very

(02:13):
first podcast I ever listened tosomewhere back in, I dunno, 2014
ish.
And, uh, he has been probablyone of the biggest inspirations
for me to become a podcaster.
So if you are enjoying thispodcast, you need to give some
credit to Mike because withouthim I might not have been, uh,
in the podcasting universe.
So it's on, on a very personallevel.

(02:33):
It's a great honor for me tohave him on the show.
But beyond my personalexcitement about the whole
situation, uh, Mike is also,the.
Been always ahead of the curvewhen it comes to technologies
and adopting them so beyond justa.
Social media marketing.
He was one of the very firstpeople to start sharing real
serious information about,blockchain and about crypto, and

(02:54):
now AI as well.
So he is always been out therelooking for what's the next
biggest thing and being one ofthe first people to adopt it.
And they share with other peoplewhat he's learning through
himself and through otherexperts that he's hosting, which
he's also doing in ai.
So he has an AI podcast,probably the only podcast other
than leveraging AI who is verypractical and tactical.

(03:15):
So if you want to learn, otherthan just through my podcast,
through other podcasts thatprovide very tactical knowledge,
AI explored, which is Mike's AIpodcast, he has a bunch, uh,
would be a great way to do that.
Now, in addition to make it evenmore interesting, he, this year
is launching another conference.
So in parallel to social mediamarketing world, which again is

(03:35):
the largest marketing.
social media marketingconference in the world.
He's launching the AI WorldConference, which is gonna
happen at the same time inCalifornia in April of 2026.
And he has an incredible rosterof speakers.
As somebody, and you know me,I've been speaking at a lot of
conferences and I meet and hosta lot of the biggest AI experts
in the world.
The speaker list that Mike hasput together for this conference

(03:58):
is second to none.
All the, literally the bestpractitioners out there across
different aspects of AIimplementation are gonna be at
AI world.
And so, myself included, but I'mreally humbled to be there.
The list is, very, very long,like really amazing list of
speakers.
So if you want to meet in personwith people who are like you or
business people who want tolearn how to implement AI and
get to learn from the bestpractitioners on the planet, I

(04:20):
highly.
Recommend coming to Mike'sconference.
But now to today's topic, Mikehas been creating content at the
highest levels for a very longtime.
I'm not gonna date him I, buthe's been doing this at the
highest levels for a very longtime, and he was able to grow a
very successful business, andagain, the largest conference in
the world on a topic by creatingthis content.

(04:42):
And he's an amazing educatorwhen it comes to breaking things
down into steps and being verypractical in his approach.
And so it makes him the perfectperson to teach you and me how
to effectively create contentwith Claude Projects.
And so I'm really on a personallevel and on a professional
level.
Excited and humbled to welcomeMike to the show.

(05:03):
Mike, welcome to leveraging Ai

Mike Stelzner (05:48):
Isar.
Thank you so much.
I am Excited to be here with youtoday, and I'm very excited
you're gonna be speaking at AIBusiness World.
That's the key word that wasmissing AI business world, which
is part of social mediamarketing world.
Um, it's gonna be amazing and Ican't wait to talk about what
we're gonna talk about today.

Same here.
I, I, like I said, I thinkpeople, you know, you come from
a marketing background and acopywriting background, but
everything is creating content.
when you're writing an email,you're creating content, of
course.
And so I know what you're gonnateach us today based on what
we've, what we talked about inthe onboarding call is gonna be
extremely valuable to people.
But let's really start with.

(06:24):
What the hell is ClaudeProjects?
And why is this your weapon ofchoice when it comes to content
creation?

Yeah.
Well, let's back up a little bitand talk about Claude.
DRO Amide, who used to work forOpen ai, went off and started
his own company calledPhilanthropic.
A few years back, and his anglewas he wanted to try to do an
ethical alternative to ai.
Now we can debate whether or nothis company has done things
ethically or not, because theyrecently had a lawsuit where a

(06:50):
bunch of authors, uh, settledbecause they, quote, unquote,
bought one copy of my book andother people's books, my writing
book and train their AI model onit.
But I would say that that, uh,anthropic is one of the best,
platforms for writing and.
The reason why is becausethey've got some pretty strong
investors.
They've got Jeff Bezos whohappens to own the Washington

(07:12):
Post, and you can bet yourbottom dollar that this model's
been trained on all thejournalism that came outta the
Washington Post.
In addition, Amazon is a majorinvestor, which means you've got
all of the Amazon ecosystem andyou think about all the stuff.
Amazon's a lot more than just awebsite, and then of course,
Google is the other majorinvestor, despite the fact that

(07:32):
they have their own model.
In Gemini, Google is a majorinvestor.
So when you take Google andAmazon and Jeff Bezos and you
pit them up against open AI andMicrosoft, right, which is the
big investor, you can begin tosee kind of.
Where it's all going now.
Claude is widely accepted asbest in class for coding.
Uh, anybody who's a developer,which I know a lot of your

(07:53):
audience probably is not adeveloper, knows that Claude is
the best coder on the planet,okay?
There's others that are tryingto compete against it.
But what a lot of people do notrealize is it's also one of the
best writers.
My first book was called WritingWhite Papers.
I have a huge, community offriends that are, uh,
copywriters and former writers,and they've all been up in arms

(08:13):
about ai.
but they mostly because theythought it was going to take
their job, but they realize thattech GPT is good.
But it's not great.
So a lot of them aren'tconcerned, but I'm here to tell
you.
Claude is great.
Okay.
Claude is exceptionally goodwith writing, exceptionally good
with persuasive writing, andanybody who's listening right
now, our job is almost always topersuade someone.

(08:36):
And if you can create somethingthat is very persuasive, then
you can increase the likelihoodthat you accomplish whatever you
want.
and the other thing that'sreally important is that it's
got a very.
intuitive experience.
I don't know how else todescribe it, but it's one of the
most friendly, easy to useplatforms.
Way, way more intuitive, thanchat GPT as far as the way it
communicates, as far as itsvisual interface.

(08:59):
And the other thing that'sreally important is it's very
prompt compliant.
Now, a lot of people that aren'ttechnical might not know what
that means, but it's a rulefollower, that's the best way to
say it.
Okay.
It's going to follow the rulesvery precisely, and there is a
place for that, and that'sreally valuable when you wanna
do really, really precise stuffnow to the projects.

Um, I'll, I'll pause you.
I'll pause you just for onesecond.
to add my 2 cents.

Yeah.

Uh, first of all, I agree.
I think Claude, from a writingperspective, is the best writer.
But I think the most excitingthing about what we're gonna
cover now is most people are notlike you.
Most people do not havecopywriting background.
Most people are not beencreating content for years.
Most people, and Claude, if youknow how to structure it
correctly, which is what wewere, we're going to teach you
in the next 30 minutes, isexceptional at doing exactly

(09:46):
that.
So once you give it.
The frameworks and the process,you can then tell it what you
want it to write about and youwill do.
Uh, from my perspective, it doesa significantly better job than
I can write myself because Idon't have a copywriting,
background.
And so that's why I think thisis so, powerful.
It's just that it's beyond thefact that it's easy to use.
It just writes better contentthan probably 99% of the people

(10:08):
on the planet.

Exactly.
So now to Claude Projects, uh, aClaude project is similar to a
custom GPT or a Google Gem, aGemini gem.
it's not the same as a, uh, chatGPT project, but it's kind of
similar to a chat GPT project.
But projects started withClaude.
And the big advantage toprojects, first of all, is that

(10:31):
they allow you to create a setof instructions and then to have
as many threads inside this.
Project as you want.
So a lot of people will useprojects to delineate different
kinds of tasks or pro or clientprojects or whatever you can
imagine.
Every project is, contained,meaning it's not going to like
bleed out into your general useof clawed.

(10:52):
It's not gonna bleed into otherprojects.
the projects also have memory,and memory is really important.
Those of you that use chat, GPT,you already understand the power
of memory well within a project.
As you have like tens and dozensof, and hundreds of interactions
with a project, the memoryfeature begins to, for lack of
better words, augment itsproject instructions by learning

(11:13):
what your preferences are.
And that is not something youcan edit in a traditional sense.
You have to prompt edit it.
Where with, chat GPT, you can goin and actually edit it, at
least it used to be that way.
With Claude, you have to reinstinstruct it to, to change it,
but it is smart and it learnsover time.
In addition, this part is, whatI love about Claude is it acts
as an advisor.

(11:34):
So it will eventually learn thatwhat you're doing is you're
writing something and it willeventually start scoring it or
giving you its opinion.
So if you ask it to do multiplevariations of things, eventually
it's gonna tell you, here's mytop pick and here's why.
And it's not, it's gonna do thatwithout even being prompted.
And that's part of the reasonwhy so many writers really,

(11:55):
really love.
Claude.
So some of the projects that I,use on almost a daily basis.
The first one is I have an emailcopywriter for social Media
marketing world, and we're gonnaspend a lot of time looking at
that project because that's avery powerful project.
I've also got a YouTube hookspecialist and a personal
writer.
but the one that we're gonnaprobably spend the most time on

(12:16):
is creating a copywriter foryour own product.
And this is really, I think, thekey value proposition.
And just so I begin to explainhow this works for our company,
um, we have emails that arepromotional emails that we send
out to.
Our email newsletter audience orto people who have bought
tickets before and are trying toget'em to come back, or to

(12:36):
people that belong to our AIBusiness Society or.dot.you.
We've got all these differentaudiences that we can
communicate this product to.
In addition, we also have peoplewho have bought a ticket and we
want to get them excited aboutcoming to the event.
So this copywriter is trained upand intimately understands
everything about this productand we can use it to do all

(12:58):
sorts of other things, whichwe're gonna talk about today.
but I literally use it almostevery single day and it is my
absolute favorite thing.
So any thoughts on Claudeprojects in general before we
get into actually the copywriterand how to set it up and all
that fun stuff?
Yeah, my

2 cents and then we'll dive right into sharing
exactly how it works in a quicksummary to everything that Mike
said, which is all a hundredpercent accurate, the way it
works is you upload.
Examples, documents, samples,whatever you want as reference
material.
You give it instructions, butthen different than a custom
GPT, you can have a free formconversation with it based on
that information.

(13:33):
And as Mike said, based on whathe learned over time.
So after he had thisconversation 50 times in the
first.
10.
It's gonna write exactly likeyou said the instructions, but
if you fix it kind of in thesame direction every single
time, say, oh, I want it to bemore like this, or more like
that, it will learn and willadapt slightly based on your
ongoing feedback to be exactlywhat you want, which means you
will need less and lesscorrections over time, which

(13:55):
makes it even more powerful thanthe initial instructions.
So with that, let's dive in.
See how this looks like, how itworks, how you're using it, and
get to the meat and potatoes ofthis episode.

One important distinction.
As I go into screen sharing isthis is only available with a
paid account.
Yes.
And this is really important, sotrust me, it's worth the 20
bucks or whatever it is.
totally worth it.
Okay, what we're looking at hereon the screen, I'm gonna narrate
this for anybody who's listeningto the podcast, is what a
general project look like, lookslike.
And you've got all, you've gotall your threads here and I've
got bazillions of them in here.

(14:24):
And, um, it looks a lot likechat, GPT, but it has a memory.
And the memory as I can seeright here, if I click in on it,
has all sorts of interestinginformation that it's just.
Made up on its own, and you cantell it, for example, you're
overusing something and it'sgonna go ahead and update its
memory, you know?
So it's very similar to chat GPTin that regard.

(14:45):
You can just tell it, Hey, addthis to your memory.
um, okay, so the key thing to aproject is to set up the
instructions and theinstructions.
By the way, this is kind ofwonky, but it's recommended that
you use a browser, and you makeyour browser window wide enough,
because if your browser windowis not wide enough, the

(15:05):
instructions are inaccessible,they literally disappear.
There's no way to get to'em.
The only way to get to'em is toactually have you found this to
be true also, ISAR.
It's the, it's the biggest,biggest.
It's weird

how sometimes they do this in a way that're like,
why did you do this like this?
Yeah.
Its super not

intuitive.
So if you're on a laptop, makethe window as big as possible.
Okay.
So there's a section calledinstructions.
And in here you want to includeyour instructions.
So what I'm going to do isbasically tell you the most
important part of theinstruction is going to be the
primary role and responsibility.
And you always wanna start withthis language.

(15:38):
You are a world-class writerspecializing in crafting and
improving persuasive marketingemails for put your product in
there.
Okay.
It's that simple.
and then in my case, I saidSocial media marketing world
2026 with the, with the month.
And I said, note, AI businessWorld is a sub conference of
social media marketing world.
That was an importantdistinction I needed to add in

(16:00):
there so I could use thisproject to actually have both of
these things on one project.
Then your role, this next part'sreally important.
Your role is to help createcompelling email content that
sells tickets and promotes theconference to the target
audience of experiencedmarketers, particularly focusing
on.
X, Y, and Z.
Okay.
So that, that first paragraphshould be very simple.

(16:21):
The key part of it is you haveto say that you're a world class
writer specializing in craftingand improving persuasive emails
or whatever you want.
Okay?
So as we go through this, thereare other parts of this that I'm
going to generically describe.
Okay.
their label is key instructionsand guidelines.
And this is kind of important.
Um, and this is something Ilearned after literally using

(16:44):
this cloud project now forcoming up on two years.
first of all, you want to tellit to use artifacts.
Let me explain what a artifactis.
I'm going to show, I'm gonnashow people what a artifact
looks like.
in one of these tabs here, I'vegot a artifact up.
And what a artifact iseffectively, it's kind of like a
Microsoft Word document.
And what it does is it formatseverything beautifully.

(17:06):
So you've got like your H oneheadlines, your H two, your
bullets, your bolds, all thestuff is in there.
And you can copy that if youwant to write into a Google Doc
or into a Word doc.
But the reason you want it inartifact is because when you're
writing, it's just so mucheasier to read an artifact and
to interact with an artifact.
And by the way, for what it'sworth, when you're in an

(17:26):
artifact, you can select, thesection of the artifact.
And normally you would have alittle popup that would appear
and it would allow you to edit,um, something inside of the
artifact.
And obviously I'm not able to dothis right now for whatever
reason.
But, oh, probably because thisis just a recommendation
artifact, but normally if, ifyou're work, here we go.
If you're working inside of anartifact and you don't like the

(17:48):
way something sounds, you'resupposed to be able to right, to
right click on it.
And typically, of course, it'snot working right now.
But typically what would pop upis it would say improve or
modify, and then you just typein what you wanna approve and it
would improve.
But if you don't even use that,it's fine.
It's just use it for a visualinterface.
Go ahead.

So it's the biggest difference between artifact and
just running it in the regularcloud is that it's a side by
side like environment, where onthe right you have the output,
basically what the AI wrote.
And on the left you have theregular chat.
And as Mike suggested, you caneven interact with specific
segments, inside of artifacts.
Those of you who know Canvas inChachi pt, it is very similar to
Canvas in Chachi PT with twomajor distinctions.

(18:28):
Uh, one.
In canvas, you can actually editmanually.
You can type things, which youcannot do in artifact, which
drives me crazy, I dunno why.
Yeah.
And two, from a formattingperspective, artifact is a
completely different ball game.
if you give it your brandguidelines, it will use your
colors and your fonts, hundredpercent and headers and footers,
like all this stuff that isrequired for it to be almost a

(18:50):
final and complete product.
So from a formattingperspective, uh, artifact is by
far the number one tool rightnow as far as getting the
closest that you can to thefinal product that you need.

So what you wanna do is you wanna, that's your
first guideline is you want itto be in an artifact because
it'll be just much easier foryour eyes to read it.
I end up copying all this into aGoogle Doc anyways, when I find
what I want.
I don't like to use any AI modelas, as a storage repository for
my final work.
I like to just take it into aGoogle doc and, and work on it
that way.
So that's the first thing is useartifacts.

(19:22):
The second thing is to explainwho the target audience is.
This is really important, thisbasic copywriting principle.
the more you know about who yourtarget audience is, the more and
what their interests are, themore your project is going to be
highly customized to you.
So in my case, it's um, Americanfemale marketers, 30 years of
age and older who are interestedin ai, Instagram, and Facebook

(19:42):
market.
And it's a very, very simple.
Description of the targetaudience.
You can be a little bit morecomplex if you want, but you
don't have to.
Then the next thing you wannado, so, so far we've key
instructions is use artifacts,focus on the target audience.
third thing is to emphasize thekey benefits.
So whatever your productsbenefits are, you want to
identify what those key benefitsare.

(20:04):
So those could be, and if youdon't know what they are, you
could use AI to think how todelineate between a feature and
a benefit.
So for example, a feature wouldbe like.
We have a sub conference focusedon ai.
A benefit would be you can cometo this conference and spend two
solid days just exclusivelylearning AI and walk away with

(20:27):
security for your job in thefuture.
Do you see the difference?
So one is just very focused onwhat it is.
The other one is the outcome,the desired outcome.
Typically, that would beachieved, and a lot of people
that are not writers have a hardtime thinking in benefits.
But you can ask Claude totranslate something into a
benefit.
You can just say, here's who ourtarget audience is.
Help me take these features andtranslate them into benefits.

(20:47):
Okay.
So that's really important foreverybody to think about from a
writer.
Perspective.
the next set of instructions isthe, is the way I want it to
write.
So in my case, I said maintain afriendly conversational tone,
but, but be concise andimpactful.
And this is important becauseI'm sending emails and I don't
want it to be so long.
People are getting disrupted intheir inbox.

(21:08):
And then I said, use activelanguage instead of passive
language and start bullet pointswith verbs.
So grow your reach, you know,expand your horizon, you know,
whatever, you know, instead ofnon verbs.
And then the most importantthing of this is I said
incorporate testimonials andsocial proof.
But in all caps I said, do notmake up testimonials.

(21:28):
Okay?
Instead pull them from the dataset.
And we're gonna talk about thatin a sec.
and then create a sense ofurgency where appropriate.
Then over time you're going tolearn that it makes mistakes.
And you're gonna have a sectioncalled feedback and corrections
where you're gonna tell it whatnot to do.
You might say like, Hey, ease upon emojis.
or in my case, I don't have aproblem with M dashes, so I

(21:49):
don't have that in there.
And then this last part is alsovery important.
If you know that there's acouple samples of writing that
have been very performative foryou, you wanna include those.
So for example, if you have areally, if you've sent emails in
the past that got a lot of,interaction.
Then you're gonna want toinclude that in there as well.
um, so the most important partof this is primary role and

(22:10):
responsibility, and then underthese key instructions, the most
important instruction is gonnabe that target audience.
And then if you havetestimonials, we're gonna talk
about that in just a sec, butI'm gonna move on to files and
stuff here, unless you have somequestions, uh, about the
instructions.
Yeah.
I'll

add one, one small thing and then I have a small
follow up question.
What I will add is, for those ofyou who are scared of creating
this kind of prompt, the easiestway to do this is to open a
regular chat in your, in Claudeor in any other platform, say,
Hey, this is what I'm trying todo.
I want to create instructionsfor a club project that will
achieve this and that goal, inthis particular case, writing,
convincing and effectivecontent, for newsletters.

(22:46):
and I need your help in craftingthe instructions.
What do I need to think about?
Ask me questions about mycompany, ask me questions about
what I do, and.
It will then write theinstructions for you and it's
gonna be a good start, and thenyou just iterate from there.
So, okay, now

this is fascinating.
Isar.
I pitted two projects head tohead.
One was written by me, the otherone was written by Claude.
After looking at myinteractions, the one that was
written by me outperformedliterally eight outta 10 times
the other one, and by the way,this is worth experimenting with
folks.
You can create as many cloudprojects as you want.
I had the exact same data set,the exact same instruction.

(23:23):
The only difference was theinstructions were one of'em was
created by ai, the other one wascreated by me.
Now I think it's because I havea background as a copywriter, I
was able to outperform it, but.
This is my cautionary tale tothose of you that are listening.
If you let AI do this for you,you might not get as good of a
response as what I've justshared with you.
So maybe instead, use AI to helpyou identify the categories that

(23:46):
I came up with instead ofletting AI do it for you.
Because AI is probably not gonnabe as good as someone who has a
background as a professionalcopywriter just coming up with a
system instruction.
And by the way, I, I always liketo tell everybody this when I'm
interviewing people on mypodcast.
The best use of AI is toactually make you a better
version of yourself.
And I think you believe this tobe true, right?
So like, if you have extremedomain expertise like I do, um,

(24:11):
I, I, I just, I love splittesting everything.
So try creating multipleprojects, put AI up against you
following the mike method andsee which one wins.
You'll be surprised.
So, um, I, I'm,

I'm with you a hundred percent.
Yeah.
Uh.
I just think exactly as yousaid, you are an expert on this
topic and not necessarilyeverybody is.
Yeah.
Yeah.
But if everybody follows

what I said, they're gonna be golden.
Yeah.

Uh, my, my next question really goes to the
files and I see you have a lotof them.
Yeah.
Now that you've developedmultiple of those, do you have a
feel of how many and what kindof files you need to have for
this to be as efficient?
And can you overdo it?
did you get to the point oflike, okay, I've uploaded 50
files and now it's not workingvery well.
Well, lemme explain

what I have here.

Okay.

Excuse me.
And why I have them, becauseit's very important.
um, the reason I have what lookslike 10 or 15 files here is
because I have taken the salespage for social media marketing
world, and I've made PDFs ofevery page.
Mm-hmm.
So each of our ticketing typeshas a page.
our agenda has a page.
Our speakers have a page, ourhotel, I mean, commonly asked

(25:16):
questions.
So if you have a sales page thatis one page sales page, you
don't need all these pages.
So every one of these pagesserves a different purpose.
I've also got the pages for AIbusiness world in here.
but the key file that I havehere is something called SM is
my testimonial CSV file.
This is the magic sauce, likethe second magic sauce.

(25:36):
if you happen to have a productwhere you have lots of customer
testimonials, which I have overa thousand of them because we've
been doing social mediamarketing world since 2000, 13,
13, 14, 13, something like that.
We've been doing it for a while.
Yeah, since 2013.
You can export a CSB file.
Like we have these in a sheet,okay?
And in the sheet we've got likename and then testimonial.

(25:58):
And we even had a column thatsaid topics, but we didn't need
the topics'cause AI is reallysmart.
So all I did was export thequote, the na and the first name
and the last name of thetestimonial person.
This is where it gets reallyfricking cool.
AI is so smart that it will beable to look through all of
those testimonials and find thebest portions of the best

(26:19):
testimonials to integratedirectly into the emails, which
is 100% magic sauce.
Because you know, when you gettestimonials, typically they're
rambling.
They might be two paragraphslong and there might be just
like one section and that reallymatters.
Well, AI knows how to pull that.
Right section, if you will, andknows how to integrate it in the
right place inside your messageswas, which is absolute gold

(26:40):
because the concept there issocial proof and there's nothing
better to sell than socialproof.
The other thing that I'vetrained my AI model to do is
also to recommend an image toplace inside the email.
We have thousands and thousandsof images that I'm not uploading
into the database, but insteadI'm asking the model to
recommend what kind of imagewould make the most amount of

(27:00):
sense.
Like it'll say people smiling,taking notes, people talking to
a speaker in the hallway, thatkind of stuff.
And then I just go through andI'm manually pick the one that I
think is best for the email.
which I think is kind of cool.
um, yeah, that's the only reasonI have lots of PDFs here.
And question

about the PDFs.
You said most of them arebasically, PDF versions of
webpages.
Yes.
Did you try just giving theinstructions, the links to the
relevant webpages instead ofuploading all these files?
Or you just, you can't do that.

Files.
but the reason I can't do it isbecause my website, Claude
cannot, I use Super botProtector, uh, which is,
CloudFlare and for whateverreason, Claude can't get past
it.
Does that make sense?

Got it.
So it allow, it does not allowthe, the AI to crawl your
website, so you have to convertit two pages.

That's right.
Exactly.

Got it.
Makes sense.

And, but it does mean that every once in a while
I've gotta remember to up updatethe files.
And that's something I, youknow, like every year I've got
new speakers, right.
So I have to up update a newpdf, DF yeah.

That kind of stuff.
Yeah.
And new testimonials and all.
And now you'll have testimonialsabout ai.
So yeah, all these things haveto, and there's probably

better ways to do this, but this is just the way
that I do it because this is theway I know how to do it.

Yeah, no, I, I, I will add one more thing that I
do on a slightly different note,but it's still connected to the
topic of projects.
I, I have a project that writeson my proposal.
Just as an example of what Ihave in there is I have a
template of a proposal, likewhat are the different
components I include in theproposal, so it knows how to
pull from that.

(28:27):
And just like Mike said, itdoesn't pull everything, it just
pulls what's relevant to thisparticular, client based on the
transcript of a call I have withthem.
So it's just, it is really goodat pulling information from the
different files and combining itinto the output that you want to
combine it.
And as Mike said earlier, uh,another big one is good
examples.

(28:47):
Like if you have greatperforming emails, newsletter
reports, proposals, whatever itis that you've done in the past
that you're using this for, youcan upload one or two examples
and say, these performed really,really well.
Uh, use these as.
Hints to what is good and thenyou can do that as well as far
as the files that you upload.

Now this is really important because Claude
is very prompt, compliant.
It might keep modeling thoseexamples over and over again,
and at a certain point you haveto tell it, stop modeling it so
closely, get creative.
Like I have this, there's twotypes of marketers and it,
Claude just loves to use that amillion times.
And I finally had to say, easeup on it.
You know?
Yeah.
There's a better way they cansay it without like saying it so

(29:27):
directly.

Yeah.

So if you want, I can show you how I now use this
project to accomplish.

yeah, yeah.
I think that will be extremely.

So I have my director of marketing, who also
has, a Claude project.
And his project is, an ideationproject where he sends me themes
that I can, um, use to writeemails.
And basically what he includesis the core audience.
So, for example, this particularone I'm showing is people that
subscribe to our newsletter.
the focus, which in this casewas invest in yourself and grow

(29:56):
your business for next year.
The theme.
and then emotional triggers.
Um, and emotional triggers arejust things that, you know, go
from overwhelm and control andgain clarity, key message, and
it will declare some keymessages.
And then, usually this is a,this could be a small or a big
section, but in the key messageyou can include important sales
that are ending, like we have a700 off kind of thing.

(30:19):
So what I'll do is I will startmy prompt with, create multiple
email variations based on thebelow theme.
This is the important part.
Ask it to create multiplevariations.
If you do not do that, it willnot do that.
Okay?
And what it will do is it'llreiterate what it's going to do,
and then it'll start processingand thinking.
And you can set it up if youwant to, to notify you when it's
done.

(30:40):
But typically what it will do isit will start going through its
database.
It will start reading thecustomer testimonials.
And then what it will do is itwill actually output a bunch of
different variations.
And I'm not gonna go through allthese variations, but I'm
showing eight differentvariations.
Sometimes it does six times,sometimes it does eight.
Now what I'll do, depending onhow much time I have, is I'll

(31:00):
read all these variations andI'll get a sense as to which one
I like best.
Then I'll ask it, which is best,and this is where it gets really
interesting.
It's gonna say variation three.
Is the one that I think is thebest.
And it's gonna tell you exactlywhy, because it's, you know,
it's gonna make the case for youas to why it's best.
Okay.
And then, I noticed this quotein here was from this guy

(31:22):
Anthony Ambre.
So I asked it to show me theentire quote because I just
wanted to see the context of theentire quote.
And sure enough, it pulled upthe quote right out of the
database.
and then I said, all right,let's come up with some
alternative subject lines andavoid the word investment
because I knew the wordinvestment was gonna send it to
a promo tab.
So it came up with a whole bunchof different investments.

(31:42):
And look at this, it says it'sbest recommendations are this.
So you can see how this is areally consultative, Advisor, if
you will.
Any thoughts?
Any, any feedback on any of thisso far?
I got three other examples wecan talk about.
Yeah.
I,

I love this.
I, I think the two things thatyou said that are very critical,
one is asking for multipleoptions.
And I always do that.
What happens to me in many casesis I mix and match between them.
I like the first part of thefirst one and the second part of
the second one.
And then I add like, well, youcan tell it to

combine them together if you want.
Yeah, that's, and that's

exactly what I'm doing.
And then I add my own 2 cents.
So I would like you to do thisand that and add this, and then
it creates a new version.
And it's like you're saying, inaddition to being a consultant,
it's a great brainstormingpartner.
It helps me come up with juicierideas and together with ai, we
get to the final, uh, the finalconclusion.
Conclusion of this.
My, my question to you is how doyou eventually decide?

(32:35):
It's, it's the final version.
It just what feels right to you?
It is,

yeah.
what I.
Because I'm a crafts person, Ikind of know good when I see it.
but I also think that mostpeople just take the first
iteration out of AI and they sayit's way better than I could
ever do.
I think by asking for multiplevariations, what you wanna do is
you want to, you want to askyourself, which one connects to
me emotionally?
am I getting the feels?

(33:00):
You know, am I, is theresomething about that that makes
me want to keep reading?
Does it come off as kind ofspammy and not me?
Or does it come off as like, ohyeah, this is actually something
I feel like I could say.
You know what I mean?
And if it does, that's a goodsign that you're off to, to, to
the right races.
But you know the subject lineyou might not like.
And that's where you can ask itto come up with variations of
subject lines.

(33:20):
You might not like the quotesthat it came up with.
So you can go and look at allthe other quotes that pulled for
all the other emails, but justbe careful because sometimes it.
Assembles the whole messagearound the quote.
Yeah.
Which is really kind of cool.
Yeah.
Um, you'll also notice that itrecommends, an image of people
networking at the conference.
So that's important.
Um, and you can train iteventually to how to, how to

(33:40):
format the name and how toformat your signature and all
that kind of stuff.
But yeah, I mean, it's, it'sgotten to the point now Esau,
where I can literally in 15 to30 minutes, go from this prompt
to the final output.
And in the past.
I probably could have written amessage in the same amount of
time, but it wouldn't have beenat this quality.
Yeah.
I would forget to include atestimonial or I wouldn't have

(34:03):
the patience to go find theright testimonial.
Yeah.
Or I wouldn't, I would forget toinclude an image or I wouldn't
even know what kind of themethematical direction I should go
into.
So, um, I find that this is, notnecessarily saving me time, but
it is radically increasing thequality of my output, which is
what we want when we're tryingto create this ways of
messaging.

I'll say one more thing and then let's jump into
another example.
you, you talked about the factit's really, in this particular
case, a two step process.
The first is a different projectthat generates the theme and the
audience and the definition andthe goal and so on.
Yes.
And then this part of theprocess in, there's two
important aspects about thisaspect.
Number one is this is what youwant to do.
You don't want to combineunrelated.

(34:41):
Automations into one processbecause it just confuses the AI
and it dilutes the quality.
So you want to do two, threesteps, do them separately, and
then copy and paste the outputfrom one to the other.
And the second thing that I willsay, if you really want to do
this, you can then go to a thirdparty tool, like make.com or NA
10 or whatever to string thesesteps together, assuming there's

(35:02):
no human input in the process.
Meaning if it's literally justcopying and pasting from one to
the other, you can use a thirdparty tool to move the data from
one to the other, and you justlook at the final version or
look at all the differentcomponents and the end of the
process versus having to copyand paste.
But definitely the importantpart is break this down into
several different steps.
Each one is focused on providinga specific kind of value.

Yeah, exactly right.
So here's another example.
This one was for a differentaudience.
This was for people that hadpreviously attended.
And this was all abouttriggering nostalgia and
belonging and memories of thegood things that have happened.
And, but also dealing with someof the challenges that my
audience faces.
'cause they often work alone andthey don't, they're not around
people that understand them.

(35:46):
So, um, in this particular case,we can see that it came up with
a.
A ton of variations, just likethe other one.
And it went through its wholeprocess.
And then I asked it just like Idid before, which one is the
best?
And it came up with, one of thevariations that it thought was
the best.
And of course you can see thistype one, type two thing I was
talking to you about before.
It does it a lot becauseunfortunately it's, it's what

(36:07):
it's got.
Then I, I did what you suggestedis I said, can you combine
number two with number one?
Because I actually really likenumber one, it was like, you
already know what it feels like,you know, that feeling, walking
into it, blah, blah, blah.
It just felt a little bit morelike nostalgic than number two.
And, um, what it ended up doingwas it ended up making this
hybrid version of it, which iswhat you were talking about.

(36:30):
And, um, it took the best ofboth of them and it effectively
combined it together.
and then just like before Isaid, can you come up with
better subject lines?
And in this particular case itjust said, here's my number one
recommendation and here's mynumber two, and here's my number
three.
So again, this project isexactly the same thing.

(36:50):
It's just a different audience.
Yeah.
Right.
And this is really important'cause a lot of marketers will
just take the same message andthey'll slightly modify the
message to the differentaudiences.
I'm a proponent that if you havethe power of AI behind you, why
not come up with a completelydifferent message for each of
the audiences that is 100%customized to them, that's going
to yield in something really,really powerful.

(37:11):
Now there's two moreapplications I'm going to be
talking about.
One of them is actually using awriter project to do a
non-writing related task, whichis to create a script for a
podcast ad.
And the other one is actually touse it to do something
completely out of the box.
now do you want me to go to thatright away or do you have any
questions at this point, Sean?
No.

Let's, let's go.
I think it's exciting.

Alright, so this is fun.
so this model understands myconference like no other model.
So here's what I said.
I said you are now also anexport at creating spoken word
ads.
This is important.
I gave it a new role.
Okay.
Then I went on still,

still within the same project.
Again, I project for people.
Project.
You're not creating a newproject, you're.
Using the fact that this projectknows so much about the
conference and what you do init,

it would be a nightmare for me to create a new
project considering how complexthis project is.
So this is the secret sauce.
You can take any project that,is designed to do a very
specific task and you can haveit do a tangential task for you
as long as you give it a newrole.
Okay, so I gave it a new role.
you're expert at.
You're now also expert atcreating spoken word ads.
Create a 32nd pre-roll podcastad based on this content.

(38:20):
So this is important.
What I did was I took an emailthat my director of marketing
said, use this as inspiration.
That was created by Claude inthe first place and create a, a
podcast ad out of it.
Okay, so you're seeing I'm justrepurposing something here.
And it said, okay, here it is.
You know, and it, it basicallyjust created a very simple ad.
It knew I was gonna be speakingit, so it made almost every

(38:42):
paragraph one line.
So it was easy for me to speak.
And, um, it, even without measking, suggested when I can
talk a little bit faster andwhen I can talk a little bit
slower, isn't that cool'sincredible?
I didn't ask it to do.
That's, and it came up with somealternative openings, you know,
for me.
And then I said, oh, I forgot toadd in this information.
So it went ahead and it createda new version of the, of the ad.

(39:03):
And this time it put it in a it,this time it put it in a, in a,
um, uh, what do you call thisthing?
A artifact, right?
And it included this importantpiece of data that I had
forgotten, which is that we havea sail ending.
But it wrote it in a way that.
Works for me when I verballyspeak it.
and then I also, there was aquote in here and I asked it, to
source the quote, and I ended,I, I worked back and forth with

(39:24):
it, and then I ended up, havingit create a Midroll ad next.
And then finally, you know, I, Ijust, I just kept working with
this until I got what I wanted.
And then, you know, it ended upcreating, a final, final ad with
it.
I had to end up putting adifferent quote in front, in
front of it.
I had to put the name of theperson before I actually said
the quote instead of after I putthe quote.
Because when you're speaking aquote, It's kind of like weird

(39:46):
if you just start quote unquoteacting like you're someone
different, you know?
Yeah, yeah, yeah.
So, but anyways, this allowed meto very rapidly take an email
and out and, and, and output areally nice looking final
podcast episode, ad that Irecorded and it told me.
Told me how long it would take.
It told me when I should, focuscertain kinds of things.
It was pretty cool.
Yeah.
Any, any feedback on that or anythoughts on that?

Yeah.
First of all, I think it'sbrilliant.
I think the key take here forpeople is that you can quote,
unquote, repurpose your existingproject.
The project knows a lot about atopic.
That's the whole point of it,right?
And then if you ask it to dosomething else, it will leverage
all the knowledge that it has,the instructions, the reference
material, the memory, all thestuff that we talked about.
It's gonna use that to do thenew task and the new role that

(40:28):
you gave it, which is.
Magical because it, it has,again, Mike said it has two
years of experience of workingwith Mike, right?
As a brainstorming partner, as aconsultant, as a copywriter.
All of that combined into oneproject.
And now you can use that projectto do other things.
Again, generalize this toanything that you're doing,
whether you're writing reports,whether you're writing sales

(40:49):
emails, whether you are,creating training materials for
companies, like whatever it isthat you're doing that is quote
unquote your content.
You can use a project that knowsa lot about that particular
topic to do anything because itknows a lot about the topic and
how you like to do it, which isanother big part, uh, of this.
So I, I think this is a, abrilliant example.

Okay, this last one is really creative and out
of the box.
this time I asked it, I said,you're an expert at helping put
together podcast episodes thatare designed to create high
quality content, yet alsopromote social media marketing
world.
I will provide context as to whois speaking on what topics.
And we'll ask you to assist meto analyze the best guests for
certain themes.
Do you understand?
Okay.
It was very simple.
It said, yep, I'm adding a newrole, podcast episode strategy.

(41:32):
And just so you understand, whatI was trying to do here was I
decided that I'm going to havefour round table podcast
episodes that are gonna beregular episodes of my social
media marketing podcast, but I'mgoing to bring on guests, to
other people around certainkinds of themes.
So what I did was I pasted inthe most up-to-date list of all
the speakers across, there'slike 50 of'em, okay?

(41:53):
And I said, study this list andI will ask questions.
And it said, okay, here's what Isee.
You've got all these people inall these different categories.
and I said, okay, if I did anepisode called What's Working
with Instagram Marketing rightnow, select two other guests to
join Michael Stelzner.
That will create an interestingshow.
And here's what it did.
It went and it looked at all,'cause it already has.

(42:13):
You know, it already knows whoall these speakers are.
It must have from its LLM kindof understood some of this
stuff.
And it said, here's the twoguests that I would recommend
and here's why this works.
It's diverse perspectives, blah,blah, blah.
Different teaching styles,different gender balances.
And then it said, would you likeme to suggest different angles
for themes of the podcast?
And I said, sure.

(42:34):
And it went ahead and it came upwith like a, I mean, look at
this.
It came up, it's pretty frickingcrazy.
It came up with a headline andopening hook segments, all sorts
of stuff because I just asked itto take on this new role and
this is where it gets reallyinteresting.
I also went on to ask it to,alright, let's come up with one
on what's working with contentmarketing right now.

(42:55):
And it picked two people, AndyCrest and Brian Piper, who are
big names in the contentmarketing world.
And then I said, okay, how aboutwhat's working with short form
video?
Said Pat Flynn and Ed and Hasan,pat Flynn's got this massive.
Pokemon channel.
and then I said, okay, what'sworking?
And by the way, it also said whyit didn't choose other people
that are speaking on the sametopic, which is really

(43:16):
intriguing.
And then I said, okay, Facebookads.
I just went through a bazillionof these things, okay.
And then I said, Hey, you haveEd and Hasan twice.
Can we swap'em out with someoneelse?
So it came up with somebodyelse.
And then as we keep goingthrough here, this is where it
gets really interesting.
I eventually got to the pointwhere I said, okay, here's the
ones that I like the most.

(43:37):
If I could only choose four,which would you choose?
Okay.
And then it came up with its toppriority of them.
So for example, number one, priOh, you know what, actually, I
have to back this up a littlebit.
I did ask it what?
Um, I, somewhere in here I askedit, what's something I'm not
covering?
It said, well, here's sometopics you probably should

(43:59):
consider.
So in the end, you can see I'musing this as a consultant.
And basically, this was a reallyout of the box.
Oh, here we go.
What are other topical themes Ishould consider that might be
just as powerful as the firstone?
So it had said, the one that itthought was the best was about
the threat of marketing.
And it came up with these, whatare called maximum urgency
themes, like the AI replacementreality, which marketing jobs

(44:20):
will disappear first.
Here's some guess.
So this was a very powerful, andthis is really, this is the
essence of what I wanna share.
this is the complete out of thebox way of using a project that
I'd already created, but I'mtelling you right now was
brilliant and this, this was sogood that I actually ended up
using this to not just pick thetopics, but eventually to create

(44:42):
the questions that were gonnabe, the questions I was gonna
ask during the interview.
Crazy, huh?

Absolutely incredible.
really, really incredible.
And, and I wanna, I wanna addone last thing to, to what you
said is going, connecting fullcircle to what you said in the
beginning.
Yeah.
You have a full-time 24 7incredible consultant,
brainstorm, partner andcopywriter for 20 bucks a month,

(45:07):
which is what you said in thebeginning, like, who understands
my product better than I do evenYeah, yeah, yeah.
Like if you, and again, toconnect this back to, to, to
business, right?
At the end of the day, yes, Mikeis investing a lot of effort of
his time to work with the ai, totrain it, to work with it, to
interact with it, to put hissoul and knowledge and
experience into this.

(45:27):
But if you, because of thesemore nuanced emails, newsletter,
podcast episodes, guests,examples, questions that he's
asking can increase the amountof people who come to the
conference by 10%.
That is a lot of money.
So the business benefits from itjust by having this free

(45:47):
consultants and by this justbetter finessed.
And I think what you said isvery, very interesting because
most people go to how is thisgonna save me time?
And you said, it doesn'tnecessarily save me time, it
just makes it better and betterdrives more business and more
business means more money.
And this is why we're doingthis.
And so I think this is a, firstof all, incredible episode.

(46:09):
I really appreciate you sharing,uh, all your secret sauce.
Can I say

something else just to Yeah, a hundred percent
what you said.
let's not discount the leveragethat this brings because it
enables you to be creative.
Yeah.
In a way, maybe you're tired'cause you've got a lot going on
and it would be a lot of workfor me to do.
What I just showed you withanalyzing all these different

(46:35):
people, trying to make the bestselections, discounting my
biases about who's a friend andwho's not a friend, and all that
kind of stuff.
this is objective.
This understands who thesepeople are.
Even though I haven't given it alot of information because it's
in its large language model.
It's looking at it through thelens of the ideal customer,
which is what I often forgetabout, and it just gives me

(46:56):
incredible leverage to now say,huh, I've got this project
that's really, really good atthis thing.
What if I just gave it aslightly different assignment
and could I use it for thisthing over here?
And I'm telling you that that isa massive unlock because a lot
of people don't.
Allow themselves to get creativeand expand their horizons on

(47:16):
things.
'cause they just don't have themental energy to do it.
AI will never get tired.
It might freeze up on you.
It might tell you you're, yougotta wait until one o'clock in
the afternoon before you canreuse it'cause you're using it
too much.
But I feel like that's a massiveunlock for a lot of us is the
ability to actually go further.
and it also, another big unlockfor me is I used to be only be

(47:37):
able to do this work in themorning when I'm most creative.
Now I find even when I'mexhausted, I can do this work
with Claude because it's becauseit reenergizes me.
I don't know, I just, I thinkthere's something really
powerful here that, is moreabout creative output and less
about necessarily just the timesaving.
So I just wanted to double downon that.

I, again, exceptional.
Really, really great.
I really, really appreciate yousharing.
If people want to find you, workwith you, learn about what you
do, join the conference, followthe podcast, what are the best
ways to do that?

Yeah, well first of all, we've got a a hundred
dollars off coupon off thealready discounted price.
that's gonna expire on January1st, 2026.
Social mediaexaminer.com/leveraging ai.
Okay.

That's gonna be easy for people to remember.

Yeah.
Leveraging ai, that wordleverage is there again.
and it'll show up and I'll drop,

I will drop a link to that in the show notes.
Yeah.
So you guys can be lazy and justclick on the link.

Yeah.
And you know.
It's across all the differentticketing types if you, virtual,
physical or whatever.
I am most active on Facebook,LinkedIn, and X.
So you can follow me on any ofthose channels.
And then if you just wannalisten to another podcast, AI
explored is the one that, uh,Essar was mentioning earlier in
the show.
other than that, thank you somuch for having me.

No, this was absolutely awesome.
Again, it's been a realpleasure.
You went above and beyond inreally sharing, you know, the
details of your real day-to-daywork.
Like most people give youframeworks and don't show the
like, this is really my secretsauce and you did.
So I really appreciate that.
Thank you so much for being onthe show.

My pleasure.

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248 | Beyond ChatGPT: Use Claude Projects For High Impact Content. Steal Michael Steltzner’s Proven Blueprint

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}248 | Beyond ChatGPT: Use Claude Projects For High Impact Content. Steal Michael Steltzner’s Proven Blueprint