The effectiveness of AI tools like ChatGPT depends entirely on the quality of the initial inputs. To get exceptional results, "brief" the AI by uploading foundational documents like your company manifesto, jobs-to-be-done, and brand positioning. A lazy or generic prompt yields generic results.
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Frame your interaction with AI as if you're onboarding a new employee. Providing deep context, clear expectations, and even a mental "salary" forces you to take the task seriously, leading to vastly superior outputs compared to casual prompting.
When prompting ChatGPT for scripts, add a final instruction: "tell me why that script should be engaging." This forces the AI to evaluate its own output against strategic goals, leading to better, more thoughtful suggestions and helping the creator understand the underlying strategy.
Instead of prompting a specialized AI tool directly, experts employ a meta-workflow. They first use a general LLM like ChatGPT or Claude to generate a detailed, context-rich 'master prompt' based on a PRD or user story, which they then paste into the specialized tool for superior results.
To get the best results from AI, treat it like a virtual assistant you can have a dialogue with. Instead of focusing on the perfect single prompt, provide rich context about your goals and then engage in a back-and-forth conversation. This collaborative approach yields more nuanced and useful outputs.
For large tasks like creating a business plan, act as a project conductor. First, prompt the AI for individual components like a table of contents or specific sections. Once all parts are generated, use a final prompt to synthesize them into a coherent whole.
Instead of only giving instructions, ask ChatGPT to first ask you questions about your goal. This leverages the AI's knowledge of what information it needs to produce the best possible, most tailored output for your specific request.
Instead of asking AI to generate generic blog posts, use it for strategic ideation. Prompt ChatGPT with a detailed description of your ideal client and their transformation, then ask it to list their top 25 problems or questions. This provides a roadmap for creating highly relevant, problem-solving content.
Simply using one-sentence AI queries is insufficient. The marketers who will excel are those who master 'prompt engineering'—the ability to provide AI tools with detailed context, examples, and specific instructions to generate high-quality, nuanced output.
Generic AI tools provide generic results. To make an AI agent truly useful, actively customize it by feeding it your personal information, customer data, and writing style. This training transforms it from a simple tool into a powerful, personalized assistant that understands your specific context and needs.
AI should not be the starting point for creation, as that leads to generic, spam-like output. Instead, begin with a distinct human point of view and strategy. Then, leverage AI to scale that unique perspective, personalize it with data, and amplify its distribution.
