Let me be honest with you from the start.
I did not wake up one day and delete ChatGPT. That is not what happened. What happened is more gradual and, I think, more useful to understand because it is probably closer to where a lot of you are right now.
For a long time I used ChatGPT for almost everything. Then I started using Claude alongside it. Then slowly, almost without making a conscious decision, I found myself opening Claude more. Writing more there. Getting better results there. And now, after months of running both side by side, I have a very clear picture of which tool does what job in my business and why.
The short version: I still use ChatGPT. But I have moved almost all of my content writing to Claude, and the difference in how that content sounds is hard to argue with.
Here is the full story, what I use each tool for, how I have set both of them up to actually know my business, and what I am working on next that has me genuinely excited.
First: What Are We Even Talking About?
If you are new to AI tools entirely, here is the simple version.
Both ChatGPT and Claude are AI writing assistants. You type a request or a question, and they write something back. Think of them as a very fast, very available creative partner who is on call at any hour and does not charge by the word.
ChatGPT is made by a company called OpenAI. It was the tool that put AI on the map for most people and it still has the biggest name recognition.
Claude is made by a company called Anthropic. It has been around for a couple of years but really started picking up traction recently, particularly among business owners and writers who care a lot about how their content sounds.
Both are good. They are just good at different things. And that is the whole point of this post.
What I Still Use ChatGPT For
ChatGPT is a genuinely strong strategic thinker. When I need to map out a launch plan, build a funnel framework, think through a content strategy for a new product, or work through a business problem from multiple angles, it is excellent. Structured, thorough, and good at giving you a clear framework to work inside.
I also use it for research-style tasks. Getting a broad overview of a topic, comparing options, summarising something complex into plain language. That kind of analytical, logical thinking is where it shines.
But here is where it falls short for me. When I ask ChatGPT to write content in my voice, I get something that is competent and completely generic. Polished in a way that could have been written by anyone. I end up spending almost as much time editing as I would have spent writing. Every draft comes back with that slightly corporate, slightly over-enthusiastic tone that sounds like a business blog rather than a real person having a conversation.
That is the gap Claude fills. And once you feel it, you cannot unfeel it.
Why I Moved My Content Writing to Claude
Claude’s writing sounds more like a human wrote it. When I give it proper context about who I am, how I talk, and who I am writing for, the output is genuinely close to my voice. Not perfect, it still needs my touch, but I am refining rather than rewriting. That is a meaningful difference when you are creating content every single week.
There is also something about the way Claude approaches a task that feels more considered. It does not just execute instructions. It thinks. It sometimes flags something worth considering before diving in. It feels more like working with someone who is actually paying attention.
But the biggest reason I moved my content work here is a feature called Projects, which I will explain in detail shortly. It changed how useful AI actually is for running a real business.
The Secret to Making Either Tool Sound Like You: Train It First
Here is where most people go wrong. They open a blank chat, type a vague request, get a generic result, and decide AI is not worth it.
The problem is not the tool. The problem is that you walked in like a stranger and expected it to know you.
Both ChatGPT and Claude have a way to fix this. And once you set it up properly, the difference in output quality is enormous. This is the step most people skip, and it is the most important one.
Inside ChatGPT: Custom GPTs
ChatGPT has a feature called Custom GPTs. It sounds more technical than it is. A Custom GPT is simply a version of ChatGPT that you have trained to know your business.
You feed it everything it needs: how you communicate, who your audience is, what you sell, what your brand sounds like. Then instead of opening a generic chat, you open your Custom GPT and it already knows all of that. Every single session. No re-explaining.
Here is what I have loaded into mine:
-
Blog posts I have written that I genuinely love, ones I read back and think “yes, that sounds exactly like me”
-
Emails I have sent that got strong responses
-
Our entire brand story
-
Audience details and tone of voice guidelines
-
Product descriptions and course outlines
It sounds like a lot but most of it already exists. You are not creating new documents, you are collecting things you have already written and uploading them to one place.
Once it is set up, ChatGPT is doing its strategic thinking with the full context of your business in the background. It knows your voice. It knows your products. It knows who you are talking to. That matters even when you are using it for planning rather than writing.
How to find and build your Custom GPT:
-
Log into ChatGPT at chat.openai.com
-
Click “Explore GPTs” in the left sidebar
-
Click “Create” in the top right corner
-
Follow the setup flow: name your GPT, write instructions, upload your documents
-
Save it. Now open it instead of regular ChatGPT whenever you are working on your business
If you are using ChatGPT and you have not built a Custom GPT yet, please do that before anything else. It will change what the tool can actually do for you.
Inside Claude: Projects
Claude’s equivalent is called Projects. Same concept, different setup, and in my experience even better for content writing specifically.
A Project is a dedicated space inside Claude where everything lives together: your brand instructions, your uploaded reference documents, and your full chat history with that project. When you open it, Claude has already read everything. You walk into each session with a writing partner who already knows your business inside out. No preamble. No explaining who you are. Just the work.
I have two Claude Projects running right now.
TYME Content Engine
This is my content writing project. Every blog post, email newsletter, Instagram caption, Pinterest pin, and piece of copy that goes out under my name gets drafted here.
What I have loaded into it:
-
My brand voice guide, how I talk, what I never say, what my tone sounds like
-
My best blog posts as writing examples, actual posts I love that show Claude how I really write
-
Emails I have sent that felt true to my voice
-
The full outlines for both my courses so it knows what I am selling and how to talk about it
When I open this project and give it a topic, it already knows my voice, my audience, my products, and my preferred formats. I do not explain any of that. It is just there. Ready.
TYME Strategy
This is a separate project for higher-level thinking. Business planning, funnel strategy, launch mapping, anything that needs structured analytical thinking rather than creative writing. Keeping it separate is intentional. The creative brain and the strategy brain do different jobs. They get different spaces.
Having two distinct projects means I am never asking one tool to do everything. Each one is set up for its specific purpose and it shows in the quality of what comes back.
How to Set Up a Claude Project: Step by Step
This takes about fifteen minutes and it is worth every one of them.
-
Go to claude.ai and log in or create a free account.
-
Find “Projects” in the left sidebar. Click it, then click “New Project.” Give it a clear name. Something like “Your Business Name Content” works well.
-
Click the “Instructions” tab. Write out everything Claude needs to know every session: your brand voice, your audience description, your products or services, your preferred formats, and anything you never want it to do or say. Write it like you are briefing a new team member who has never heard of you.
-
Click the “Knowledge” tab and upload your documents. Your best blog posts. Emails you love. Your brand story. Product descriptions. Course outlines. The more specific and real these are, the more accurately Claude learns your actual voice.
-
Start your first chat inside the project. Ask it to write something simple as a test. See how close it gets. Tweak your instructions if anything feels off.
That is it. You now have an AI writing partner that knows your business. Every conversation inside that project builds on the last. It gets more useful the more you use it.
The mockup earlier in this post shows exactly what the Projects screen looks like, your projects in the sidebar, your knowledge files loaded, and your chat ready to go.
A Word on AI and Authenticity
I know this topic makes some people uncomfortable. Does using AI to help you write mean the content is not really yours?
Here is how I think about it. The ideas are mine. The stories are mine. The specific knowledge about my industry, my customers, and what actually works is mine. Claude handles structure and the bulk of the first draft. I make it real. Every single piece that goes out still gets my eyes on it, my edits, my personal touches.
A photographer who uses Lightroom presets is not less of a photographer. A baker who uses a stand mixer is not cheating. Tools help us work faster and more consistently. That is all this is.
What AI does badly: original thought, genuine lived experience, real personality. What it does well: giving that raw material a structure and getting a solid first draft done in minutes instead of hours. You bring the first part. Let the tool handle the second.
What Is Coming Next: I Am Building My First Agent
I want to share something I have only just started talking about publicly, because I think it is going to be the next big shift for small business owners who are already comfortable with AI tools.
I am learning to build my first AI agent. And I cannot wait to show you what I learn.
If you are wondering what an agent actually is, here is the simplest way I can explain it. Right now, when I use Claude or ChatGPT, I am the one doing the work. I open the tool, I type the prompt, I take the output and do something with it. I am in the loop for every step.
An agent changes that. An agent is an AI that can take a goal and figure out the steps to complete it on its own. It can use tools, make decisions, take actions, and work through a multi-step task without you holding its hand the entire way.
Think about what that could mean for a small business. An agent that monitors your content calendar and drafts posts when it notices a gap. An agent that responds to new leads with a personalised follow-up. An agent that takes a voice note you recorded on a walk and turns it into a formatted blog draft, sends it to your editor, and adds it to your Trello board. All without you manually starting each step.
That is not science fiction. That is what people are building right now. And it is what I am learning to build.
I am at the very beginning of this. I do not have something finished to show you yet. But when I do, you will be the first to know. I am documenting everything as I go and I will be sharing exactly what I learn, what works, what does not, and what it actually looks like to implement this as a real business owner who is not a developer.
If you want to follow along as I build, make sure you are on the email list. That is where I share the unfiltered version of what I am working on before it becomes a polished blog post.
Where to Start Today
If you have never used AI tools before, start simple. Go to claude.ai and create a free account. Spend twenty minutes setting up a Project, upload a couple of documents that show how you write, add a brief description of your audience, and ask it to draft one piece of content. Notice how much closer it gets when it has context.
If you are already using ChatGPT, check whether you have a Custom GPT set up. If not, that is your next step. You are currently getting a fraction of what the tool can do.
And if you are ready to go deeper on using AI to turn one piece of content into a full week of posts, emails, and pins without starting from scratch every time, that is exactly what we teach inside 1 Hour Repurposing System
Start with the free version. Build your first project. See what happens.
No pressure. Glad you are here.
Want a head start on your content?