Beyond copy: strategy, personas and ideation

In this episode of The Digital Marketing Podcast, Daniel Rowles sits down with copywriting and AI expert Kerry Harrison to explore one of the most exciting—and often misunderstood—areas of artificial intelligence: AI-powered copywriting. Together, they dive into how Anthropic's Claude AI compares to tools like ChatGPT and Gemini, and why Claude is quickly becoming a favourite for writers who care about tone, style, and ethical AI. Kerry, a seasoned copywriter and trainer, shares her hands-on experiences using Claude to create high-quality marketing content. She explains how Claude's intuitive interface, stylistic flexibility, and alignment with ethical AI principles make it a uniquely powerful tool for communicators, marketers, and brands. But this isn't just a tool review. It's a masterclass in how to approach AI copywriting strategically. Daniel and Kerry explore a human-first methodology called the AI Sandwich, a practical framework for combining human creativity with AI efficiency. They tackle big questions about authenticity, originality, and prompt engineering, and show how to avoid the cookie-cutter feel that plagues so much AI-generated content. Highlights include: Why Claude's tone of voice and writing capabilities often outperform other models for consumer copy How to train Claude on your own style and get responses that reflect your brand's voice How to use Claude's Projects feature to build custom tools like tone checkers, newsletter editors, and interactive customer personas A breakdown of the AI Sandwich Methodology (Human → AI → Human) for crafting content that feels human, not robotic Techniques for fact-checking, editing, and sense-checking AI outputs to avoid hallucinations and blandness How Kerry uses Claude for marketing strategy, persona creation, positioning, and ideation Tips for integrating Claude with Gmail and calendar tools to improve time management and workflow efficiency This episode is packed with actionable ideas, whether you're a content creator, strategist, marketer, or business owner. You'll learn how to write better prompts, extract more value from AI tools, and remain fiercely authentic and creative in an age of digital automation. Key Takeaways: Train AI on your tone of voice to stand out from generic outputs Use Claude's extended thinking and reasoning models for strategic ideation Human guidance (before and after AI) is critical to compelling content Projects in Claude can act like custom GPTs tailored to your exact needs Staying human, thoughtful, and ethical is still your biggest advantage 💡 Whether you're new to Claude or already exploring AI content workflows, this episode will give you a fresh, grounded, and strategic perspective on what's possible, without losing your creative soul in the process. 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/ai-copywriting-and-claude 📩 Join the free newsletter for access to Daniel's monthly live sessions: https://targetinternet.com/newsletter