As AI tools like ChatGPT and DeepSeek become essential tools in marketing and creative industries, mastering the art of prompt engineering is no longer optional…it’s a sure fire route to a competitive advantage.
But from generating compelling ad copy to producing stunning visuals, the quality of AI-generated content is only as good as the prompts that guide it.
But what are the essentials to get the most out of your AI prompts? In an ever-shifting world of AI, there are very few definitively correct answers (although there are lots of wrong ones). Here are six easy tips about how to craft prompts that deliver impactful results…
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1. Be clear and concise – but remember context is king
Think of a prompt as a creative brief for AI. Just as you’d brief a designer or copywriter, providing context is crucial. Instead of vague requests, specify the brand voice, target audience, and desired emotional tone.
Example: ❌ “Create a social media ad for a new coffee brand.”
✅ “Generate an engaging Instagram ad for a premium coffee brand aimed at young professionals. The tone should be warm and sophisticated, evoking a sense of morning ritual and luxury.”
The more detail you provide, the better AI can align its output with your vision.
2. Guide AI with role-based instructions
AI performs best when given a defined role. Framing your request from the perspective of an expert helps the AI adopt a more refined approach.
Example: ✅ “You are a senior copywriter at a leading digital agency. Write a punchy, high-converting email subject line for an eco-friendly fashion brand’s flash sale.”
This technique ensures more tailored and relevant responses, saving you time and effort.
3. Iterate and refine
AI-generated content often improves with iteration. Treat your first prompt as a starting point, not the final product. If the initial output isn’t quite right, tweak your prompt by adjusting the tone, audience, or structure.
Examples:
- Writing – Original: “Write a blog post about time management.” Refined: “Write a conversational, tips-driven blog post about time management for freelancers, using a friendly and relatable tone.”
- Visuals – Original: “Create an image of a city skyline.” Refined: “Create a futuristic, neon-lit city skyline at night, with flying cars and towering skyscrapers, in a cyberpunk style.”
You can even use AI to refine your prompts. Ask: “Revise this prompt to make it more engaging: [Insert your original prompt].” “How can I adjust this prompt to get a more creative output?”
This iterative approach ensures higher-quality results with less back-and-forth.
4. Use negative instructions to avoid pitfalls
AI can sometimes ‘hallucinate’, producing off-brand, misleading, or overly generic content. Counteract this by using negative instructions to steer the AI away from unwanted outcomes.
Example: ✅ “Generate a LinkedIn post about sustainable marketing strategies. Avoid jargon and keep the language accessible.”
This method ensures more precise and usable content, aligned with your goals.
5. Experiment with ‘magnetic prompts’
Certain words and phrases act as “magnets” within AI models, pulling the output toward specific styles, tones, or concepts. These magnetic prompts can significantly enhance the quality and relevance of AI-generated content.
Examples:
- Writing – Instead of: “Write a blog post about productivity.” Try: “Write a step-by-step, actionable guide on productivity hacks for busy professionals, using a motivational and upbeat tone.”
- Visuals – Instead of: “Create an image of a forest.” Try: “Create a cinematic, moody image of a misty forest at dawn, with soft lighting and vivid autumn colours.”
Experiment with words that evoke specific emotions, styles, or structures. Over time, you’ll build a library of magnetic prompts tailored to your needs.
6. Leverage multi-step prompts
Instead of asking AI to produce a final piece in one go, break tasks into steps. This structured approach mimics the workflow of a human creative team, leading to more refined outputs.
Example:
✅ Step 1: “List three unique angles for a campaign promoting a plant-based burger.”
✅ Step 2: “Develop a social media post using the best angle.”
By breaking down tasks, you can guide the AI toward more polished and targeted results.
The future is AI – but guidance is key
AI is a powerful tool, but it thrives on guidance. For marketers and creatives, mastering the art of prompt engineering is the difference between generic, uninspiring content and truly innovative results.
By treating AI prompts as strategic briefs – specific, iterative, and contextual – you can unlock new levels of efficiency and creativity.
With so many untapped possibilities, we want to hear how you’re deploying AI in your work. Whether it’s for content creation, campaign optimisation, data analysis, or other innovative applications, your insights can help shape the conversation.
Have you discovered any unique prompt techniques or strategies that have significantly improved your outcomes? Are there challenges you’ve faced that others could learn from?
Share your experiences, insights, and best practices by emailing [email protected].
