Science fiction writer
Peter F. Hamilton once summed up an often shared belief about technology: “Computers aren’t smart, just fast. Garbage in, garbage out.”
Artificial intelligence is more capable, but it still doesn’t think like humans. Generative AI identifies patterns in large datasets and makes predictions. But the value of its output depends heavily on the quality of your input.
For example, the marketing manager of an HVAC company might ask AI to “write an email promoting furnace maintenance.”
AI’s response could be something like: “Regular furnace maintenance can boost efficiency and reduce the risk of problems. Schedule your service today to keep your home comfortable.”
Technically correct. But completely forgettable. It’s missing emotional context, timing and positioning. Homeowners aren’t motivated by “efficiency.” They’re worried about a furnace failing during a snowstorm. Without clear direction, AI produces safe, generic copy.
That doesn’t mean you should abandon
AI productivity tools. Instead, it’s important to learn how to write better, tailored AI prompts.
This five-part framework can help improve your results:
1. Define AI’s Role
Tell AI who it is supposed to be before you ask it for output. For example, should AI generate content from the perspective of a social media strategist, SEO consultant or marketing manager?
2. State Your Goal
Be explicit about what success looks like. Compare the following two prompts for a clear understanding of how to do this:
- “Write an email about our fall menu.”
- “Write an email announcing our fall menu designed to increase weekday reservations.”
The second prompt includes clear goals that will produce more focused results.
3. Provide Context
AI can’t read your mind. If you don’t supply information about your audience and goals, AI will default to safe generalities. AI doesn’t know your audience, location, budget or constraints unless you tell it.
- Target market
- Tone
- Offer details
- Geographic limits
- Fine print or restrictions
4. Specify the Output Format
Be specific about the output you want. You may ask AI to provide:
- Bullet points
- A 3-sentence social media post
- An FAQ list
- A step-by-step plan
Clear format instructions can dramatically improve the usability of AI-generated content.
5. Set Expectations
AI can adjust to your preferences by modifying elements like tone, length, clichés, examples and structure.
You can, for example, tell AI to “keep the output under 150 words, avoid clichés, include one concrete example and end with a clear call to action.”
When you’re ready to write your prompt, be specific. For instance, instead of asking AI to “write an Instagram post promoting my hair salon,” try this prompt:
“Write a three-sentence Instagram post promoting spring hair styles at my suburban salon. Target busy moms. Use an upbeat tone. Include three hashtags and end with a call to action to book an appointment.”
Custom AI prompts help to clarify:
- Topic
- Audience
- Offer
- Length
- Channel
- Call to action
Using AI Strategically
Once you’ve got content prompts working, you can also use AI for strategic planning.
For strategy work, try this three-step AI template:
- Ask me five clarifying questions about my goal.
- Propose three possible approaches.
- Recommend one option and explain why it will work best.
This type of strategic AI prompting can help you with:
- Marketing calendar planning
- Customer service scripts
- Pricing strategy
- Lead conversion optimization
- Operational improvements
Refining and Scaling Your Results
Don’t settle for the first draft. Most quality marketing requires refinement. Take the time to experiment with your prompts and adjust your approach to optmize your results. Treat AI like a collaborator, not a vending machine. Build a refinement loop using phrases such as:
- Give me three variations.
- Make it shorter and more direct.
- Rewrite for a different audience.
- What’s missing?
- Improve clarity and remove filler.
Create a simple prompt library using a spreadsheet or notes app. Try organizing by categories like marketing, client communications, operations and strategy. The goal is to replicate what works for you.
Over time, you’ll be able to rely on proven AI prompts that can save you and your team time and money.
