Lisa Schwartz, Growth Marketing lead at Digitate (a Tata Consultancy Services AIOps company) and Amazon author of “Guidebook to Digital Marketing and Customer Attraction,” personifies 18+ years driving innovative marketing transformation for top tech brands in the world, such as HP, AWS, Citrix, Oracle, and Nortel. Lisa is a sought-after speaker on executive marketing thought leadership, demand generation, marketing operations, global marketing, ABM, and AI use cases in Marketing. In her free time, she writes about how executives can harness the power of AI in their marketing teams.
The art of ChatGPT AI prompting for marketers is truly the differentiation that sets most modern marketers apart from other organizations that merely use paid AI tools. With ChatGPT you can quickly create a lot of real-world value in your marketing team where results are realized quickly and can supplement budgets that are being scrutinized during market and category consolidations and economic uncertainty.
Harnessing the ability of AI apps like ChatGPT, marketing teams can create content, videos, graphics (both 2D and 3D), chatbot assistants, visual assets, grammar corrections, derivative assets from videos and images, product, category or social post titles and names and descriptions, SEO, proofreading, plagiarism checking, analogy creation, keyword discovery, topic outlines and web scraping, and more. Making AI accessible to marketing teams with a consistent framework is a method I’ve termed called “co-piloting.” ChatGPT copilots will supplement your marketing projects but won’t steal people’s jobs, however, learning these prompts will develop a modern marketing team that can compete effectively.
For those unfamiliar with prompting or ChatGPT, it does take practice and some trial and error. For example, at the beginning of using ChatGPT, it would provide a very generic, plain vanilla, boring output. After several tries, I received a good response and that was my aha moment and the learnings I share in the co-pilot framework.
Here’s the co-pilot art of prompting framework to successfully create responses from ChatGPT.
In this framework, prompts are split into five core areas: 1/goal, 2/context, 3/intent, 4/instructions, and 5/presentation. This sequence helps to layer information into your prompts intuitively, flowing from one area of the prompt to the next. It also allows you to edit or tweak your prompts, because it’s easier to navigate around the prompt and understand what each area of the prompt is designed to do.
By following the co-pilot framework steps, you’ll be able to create tailored prompts that meet your specific needs. For this example, we will create product descriptions for our main technology categories.
Step 1: Goal (Set the Scene)
The first step is to greet ChatGPT and ask it to assume a specific role. In our example, the person who will be doing this prompting is the marketing manager who will have information about the product and target audiences. This information is needed so the prompt knows the context of the question (who is asking the question).
By telling ChatGPT to assume a specific role, it’s able to draw on specific parts of its training that relate to the topic. You’ll also want to give ChatGPT a high-level overview of the task you want it to help with. This will help ChatGPT understand the context of the prompt and tailor its output accordingly.
Step 2: Context
Provide ChatGPT with information to help it understand the context of the prompt. This could include details about your target audience, the specific use case, or any other information that will help ChatGPT deliver the best possible output. Think of this as your INFORMATION part of the prompt. The context provides ChatGPT with all relevant information that it will draw from when creating the output. It’s a critical part of the prompt.
To create context, just write in your own words the background information that you think is important for ChatGPT to know about to create the output. If you simply instruct it to write a product description that resonates with the target market, but you haven’t provided who your target market is in the CONTEXT, then you’ll get bland output that won’t be very useful, and most certainly won’t resonate with your audience.
Step 3: Intent
The intent is the “why”. This could be anything from providing information to encouraging action. You should try to be as specific and clear as possible when stating your intent to avoid ambiguity and ensure that ChatGPT fully understands the goal.
By clearly stating your intent, you’ll help ChatGPT create a prompt that is specifically tailored to your intended goals. By providing intent, it will produce marketing content and responses that act as your marketing co-pilot.
Step 4: Instructions
As an artist, you shape and control the output using the instructions and your modifiers. Think of a large block of marble – Michelangelo can sculpt amazing statues from these blocks, whereas someone who can’t sculpt will never be able to produce amazing statues. Your instructions are where you ‘sculpt’ your output and express your unique creativity and vision.
Within the instruction segment of the prompt, we use moderators that convey the tone, emotion, and voice to adjust the output to our unique needs to tailor the prompt to match your brand’s personality and tone of voice and convey the right emotions that resonate with your target audience.
You can also include any other relevant instructions that will help ChatGPT create the perfect prompt. Other instructions you might include could include, the length of the output, information to use, information NOT to use (exclude), level of creativity you want to use, and a step-by-step breakdown of the desired output.
Step 5: Presentation
Finally, it’s time to tell ChatGPT how to present the information. This could be anything from a table or list to an article to copy blocks or blog posts. By providing ChatGPT with clear instructions on how to present the information, you’ll ensure that the final output is exactly what you need. You can have ChatGPT output lists, articles, blogs, landing page copy, tables, code…you name it, ChatGPT can probably do it!
For marketing teams, prompting can become your marketing co-pilot and those who can prompt will be able to ride this incredible AI wave! The key is practice. Use this structure to add marketing AI co-pilots to your team. Keep reading Digital First Magazine for the next part of this Marketing AI use cases series to easily set up your marketing co-pilots using AI.