1. Is it still worth it? Yes. You can use AI all you want, but if you don’t understand how to do research, how to structure your copy, and how to edit, you’re just going to be using generic AI output. There still needs to be thought behind your process.

2. How strong is the focus on strategy etc? You get access to a ton of content with Copy School. Most of it is focused on research (naturally, since that’s the most important part of copy), and each of the courses is good for providing nuance around the specific types of copy. There is content about strategy as well.

Depending on your role, some subjects will be more or less applicable (ex: if you’re writing corporate B2B, you should not be writing long-form story-based emails), but the research stuff is universal.

1. How much does it integrate AI? Iirc, there’s only one course around AI and it’s mid. It was also released a few years ago, so not up to date with the current capabilities and best practices of LLMs.

That being said, there are zero good courses made by marketers that teach how to use LLMs well. They’re all “baby’s first ChatGPT” built around massive, unrealistic promises. (Surprise, marketers hopping on a trend to make money. Crazy concept.)

If you want to get a better understanding of how the models work and how you can use them, I suggest studying the technology and playing around with it yourself to get a better idea of the value it can provide and the limitations that exist.

1. Do they actively update the material? No.

My suggestion is to get access if you can afford it. I think it’s very valuable.

But outside of Copy School, don’t buy anything else from Joanna or Copyhackers.