AI
15. January 2025
How to write AI prompts that actually work – and don’t just waste your time
AI has, in record time, earned a permanent place in the toolbox of most marketers. But that does not mean everyone uses it wisely. Because while it may be tempting to throw a task at ChatGPT and hope for miracles, AI is only as good as the material you give it.
Content
The biggest mistakes Start with context Give it a lot of info Define the role Have a clear goal Format and length Feedback Save what works Remember brand DNAIn this post, our very own in-house AI nerd, Matti Ljungberg, will walk you through how to put together a prompt that actually gives you something useful back – without having to go through 14 rounds of “can you try again?” and “no, that’s not what I meant”.
The 3 biggest mistakes people make with AI prompts
I would argue there are three classics that keep coming up:
- Prompts that are far too open-ended – the AI has no idea what you want and just guesses. And it is rarely a good guess.
- No context – if you do not say who the text is for and what it will be used for, you will get generic nonsense.
- Setting the bar too low – many people do not realise how much you can actually steer the output if you are willing to do a bit of groundwork.
So how do you get something that actually works?
It starts with understanding that AI is not a magical text machine. It is a collaborator that requires you to take the lead. Here are our 8 best prompt tips, straight from the engine room.
1. Start with the context
AI is not a mind reader. It needs to know:
- Who are we speaking to?
- What is the purpose?
- What format should it be in?
The clearer you are, the sharper the answer will be. Think of it as a briefing – just for a robot.
2. Give it something to work with
The more relevant input, the better the output. Drop in a link, an existing text, or a note with the key points. Use what you already have – or find something good online.
3. Define the role
You will get something completely different from AI if you ask it to behave like someone specific. For example:
“You are an SEO copywriter for a Danish e-commerce brand focused on outdoor gear.”
That sets the framework for style, angle, and depth.
4. Have a clear goal
Avoid fluff like “write a text about our new product”. Say instead:
“Write a product description for our new rain jacket. It should convince people that it is the most durable on the market – max 150 words.”
Boom. Now the AI has something concrete to work with.
5. Set requirements for format and length
Do you want bullet points, headings, body text? Should it be 300 words or 1,000 characters? Say so. AI has no preference – but it makes a world of difference to the result.
6. Provide feedback along the way
If you are not satisfied, say why. Feel free to use “this works, but I am missing X”. You need to think in iterations – a bit like when you edit copy from a colleague.
7. Save what works
When you have a prompt that works, use it again. Build a library of templates – for blog posts, social media posts, emails, you name it. It will save you a huge amount of time.
8. Give the AI your brand DNA
Do yourself a favour and create a prompt or a project where you feed the AI your tone of voice, brand values, and target audiences. Then you do not have to start from scratch every time – and you avoid ending up with AI copy that sounds like a 2019 template.
It is about taking control
AI is great. But you need to be the one in charge. When you learn to write good prompts, you get output you can actually use – and that is where the magic happens.
Or as Matti puts it:
“AI is not a copy machine. It is a conversation partner. If you treat it like a poor intern without a proper brief, you will get poor answers too.”
The question is: Will you use AI as a shortcut – or as a colleague who makes you 10x more effective?
Your choice.
