It’s easy to feel left behind by the advancements in AI these days. Especially if you’re running seven social accounts, a newsletter, and trying to keep a blog updated. How do you do that, and learn how to use AI effectively?

Thankfully, AI can help. If you think of it as your assistant, and get really good at delegating, using an LLM (large language model) such as ChatGPT, Google Gemini (formerly Bard), Anthrophic’s Claude, or Meta.ai can help you develop marketing plans, write articles, social captions and so much more.

Investing a bit of time now learning how to use it better will pay increasing dividends – after all, AI is only as good as the prompts that guide it.

Below is our most basic run-through of how to get into the groove with LLMs.

AI For Marketers is All About… Prompt Engineering

At its core, a prompt is a natural language instruction you provide to a large language model (LLM). The quality of the LLM’s response hinges on the quality of your prompt. Simple prompts, like “The sky is,” might elicit basic responses like “blue.” But to achieve truly impactful marketing results, we need to delve into the art of prompt engineering.

Prompt engineering is the iterative process of designing prompts that elicit the desired responses from LLMs. It involves providing the model with the necessary information to understand the task at hand. This information can include:

• Task: What specific action do you want the LLM to perform? Is it writing a blog post, composing an email subject line, or generating creative marketing copy?
• Instructions: Clearly outline the steps the LLM should take to complete the task.
• Context: Provide relevant background information to guide the LLM’s response.
• Examples: Illustrate the desired format or style with a few examples.

Crafting Effective Prompts: A Step-by-Step Guide

Here’s a practical approach to crafting effective prompts for your marketing needs:

1. Define Your Objective: Be clear about what you want the LLM to achieve. Do you want a catchy social media post, a persuasive email campaign, or a well-structured blog article?

Example: “Write a concise and informative product description for our new line of organic skincare products, targeting health-conscious consumers.”

2. Structure Your Prompt: Break down your prompt into clear sections. Include the task, any specific instructions, and relevant context.

Example:

• Task: Write a product description
• Instructions:
  • Target audience: Health-conscious consumers
  • Product: New line of organic skincare products
  • Highlight key features: Organic ingredients, cruelty-free, suitable for sensitive skin
  • Length: 150 words
• Context: Our brand prioritizes sustainability and uses natural ingredients.

3. Leverage Examples: Show, don’t just tell. Use a few examples to demonstrate the desired tone, style, or format for the LLM’s response.

Example:

“Here are some examples of product descriptions we like: ‘This lightweight, all-natural moisturizer hydrates your skin without clogging pores, perfect for everyday use.’ ‘Our gentle, vegan cleanser effectively removes makeup while leaving your skin feeling soft and refreshed.'”

Beyond the Basics: More Advanced Prompting Techniques

As you experiment with generative AI, explore these advanced prompting techniques to further refine your results:

• Persona: Define the voice and perspective the LLM should adopt. Are you crafting a press release or writing a customer support email?

Example: “Persona: Trustworthy and knowledgeable skincare expert. Tone: Informative and friendly.”

• Constraints: Set boundaries for the LLM’s response. Do you have specific keywords to include or a certain tone to maintain?

Example: “Constraints: Include the keywords ‘organic’ and ‘clinically tested’ but avoid making any medical claims.”

AI Prompt Examples to Spark Your Creativity

Here are a few examples to inspire your AI prompting journey:

• Social Media: “Generate 5 engaging social media post ideas for our upcoming product launch, targeting millennials interested in sustainable living. Use humor and highlight the eco-friendly aspects of the product.”
• Blog Content: “Write a blog post in the style of our brand voice about the benefits of using AI in marketing campaigns. Aim for a target word count of 1000 words and optimize for the keyword ‘AI marketing strategy’. Include real-life examples of how businesses have successfully used AI marketing.”
• Email Marketing: “Craft a compelling email subject line (under 60 characters) to encourage customer reviews for our new product line. Use emojis and a sense of urgency.”

It’s important to remember that experimentation is key here. Think of prompting more like jazz, than classical music. Don’t be afraid to improvise, to test different prompts and refine them based on the LLM’s output. Get your creativity working, and you’ll quickly harness the power of generative prompts to craft exceptional marketing content that resonates with your target audience.