What’s a Prompt, and Why Does It Matter?
A prompt is what you type into AI tools to get a response. It’s how you tell platforms like ChatGPT or Claude what you want them to do. Think of it like giving instructions to a junior team member.
The clearer you are, the better the output.
A strong prompt includes:
WHO – Who is this for? (Target audience, tone of voice, persona)
WHAT – What do you want it to do? (Write, summarise, create ideas…)
WHY – What’s the goal? (Inform, persuade, simplify, inspire?)
CONTEXT – What should it know? (Product, channel, industry, competitors)
FORMAT – What should the output look like? (List, email, headline, slide deck?)
STYLE – Casual or formal? UK English? Include emojis or keep it clean? Strictly no em dashes?
CREATOR – Writing effective prompts
Writing effective prompts is the key to getting the best results from AI language models like ChatGPT, Claude, Gemini, and others. This comprehensive guide will teach you how to craft detailed, precise prompts that consistently deliver high-quality outputs.
The CREATOR Framework
Use this proven framework to structure your prompts:
C – Context
R – Role
E – Examples
A – Action
T – Tone
O – Output Format
R – Refinement
1. Context: Set the Stage
Provide background information that helps the AI understand the situation, constraints, and environment.
What to Include:
- Background information
- Current situation
- Constraints or limitations
- Target audience
- Business/personal context
2. Role: Define the AI’s Identity
Tell the AI what expert role to adopt. This shapes the perspective, knowledge base, and approach it will use.
Popular Roles:
- Marketing strategist
- Content marketing specialist
- Brand manager
- Social media strategist
- Email marketing expert
- SEO/SEM specialist
- Digital advertising manager
- Marketing analytics expert
3. Examples: Show Don’t Tell
Provide concrete examples of what you want. This is one of the most powerful prompt techniques.
Types of Examples:
- Input-output examples: Show the format you want
- Style examples: Reference similar work
- Structure examples: Demonstrate organization
- Quality examples: Show the standard you expect
4. Action: Specify the Task
Clearly state what you want the AI to do. Use action verbs and be specific about deliverables.
Strong Action Words:
- Create, generate, write, design
- Analyse, evaluate, compare
- Plan, strategise, outline
- Summarise, explain, clarify
- Optimise, improve, refine
5. Tone: Set the Voice
Define the personality and communication style you want the AI to use.
Tone Options:
- Professional, casual, friendly
- Authoritative, conversational, playful
- Formal, informal, technical
- Empathetic, confident, inspiring
- Humorous, serious, educational
6. Output Format: Structure the Response
Specify exactly how you want the information organised and presented.
Format Options:
- Bullet points, numbered lists
- Tables, charts, calendars
- Step-by-step guides
- Executive summaries
- Detailed reports
- Scripts or templates
7. Refinement: Add Constraints and Specifications
Include any limitations, requirements, or specific details that will improve the output quality.
Refinement Elements:
- Word count limits
- Specific requirements
- Things to avoid
- Quality standards
- Deadline considerations
- Brand guidelines
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Open in new tab Advanced Prompt Techniques
Chain of Thought Prompting
Ask the AI to show its reasoning process.
“Before providing your final answer, walk me through your thinking process step by step. Consider the pros and cons of each approach and explain why you’re recommending this strategy over alternatives.”
Few-Shot Learning
Provide multiple examples to establish a pattern.
“Here are three examples of the style I want:
Example 1: [Input] → [Desired Output]
Example 2: [Input] → [Desired Output]
Example 3: [Input] → [Desired Output]
Now apply this same pattern to: [Your actual request]”
Iterative Refinement
Build on previous responses.
“Take your previous response and:
1. Make it more specific to [particular aspect]
2. Add [missing element]
3. Restructure it to [new format]
4. Ensure it addresses [specific concern]”
Role-Playing Scenarios
Create specific situations for more realistic outputs.
“Imagine you’re presenting this strategy to a sceptical board of directors who are concerned about ROI. How would you address their main objections and demonstrate the value of this approach?”
Prompting Mistakes to Avoid
1. Vague Requests
❌ “Write some marketing content”
✅ “Create 5 Instagram captions for our new protein powder launch, targeting fitness enthusiasts aged 22-35, using an encouraging but scientific tone, each under 125 words with 8-10 hashtags”
2. Missing Context
❌ “Help me write an email”
✅ “Help me write a follow-up email to a potential client who attended our webinar last week but hasn’t responded to our initial outreach. Our company provides B2B marketing automation software.”
3. No Examples
❌ “Make it sound professional”
✅ “Make it sound professional like this McKinsey report excerpt: [include sample text]”
4. Unclear Output Format
❌ “Give me a plan”
✅ “Give me a plan formatted as a numbered list with timeline, responsible person, and success metrics for each step”
Quality Check Questions
Before submitting your prompt, ask yourself:
- Is my context complete? Would someone unfamiliar with my situation understand the background?
- Is my role specific enough? Am I asking for generic advice or expert-level insights?
- Have I provided examples? Do I have concrete references for style, quality, or format?
- Is my action clear and specific? Would two different people interpret my request the same way?
- Is my desired tone obvious? Will the AI know exactly what personality to adopt?
- Is my output format detailed? Have I specified structure, length, and organisation?
- Have I included constraints? Are there limitations, requirements, or quality standards I need to mention?
