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Writing good prompts: role, context, examples, format
6 minutes · 8 steps · workout 1 of 6 in this module
What you'll be able to do
By the end of this workout, you'll be able to write a prompt with role, context, examples and format so that an AI assistant's first draft is usable, and improve a weak output instead of starting over.
A first look: The four parts of a prompt: role, context, examples, format
An AI assistant like ChatGPT, Gemini or Claude doesn't know your brand until you tell it. A good prompt has four parts. Role: who the assistant should be (“a copywriter for a DTC skincare brand”). Context: audience, product, goal, what you've tried, what to avoid. Examples: 2-3 pieces you already like, so it can copy the tone instead of guessing. Format: how many options, how long, what structure, what to leave out. Miss the context and you get generic text. Miss the format and you spend your time cleaning up.
Example: Northpack: “You're a product copywriter for Northpack, a backpack brand for bike commuters. Write a product description for the 20L Daypack. Audience: people who cycle to the office and carry a laptop. Here are two descriptions our customers praised: [...]. Format: one 40-word paragraph plus 4 bullet points on features. Don't use the words ‘premium’ or ‘elevate’.”
What this workout covers
- The four parts of a prompt: role, context, examples, format
- The first output is a draft, not an answer
- Case: Northpack's generic product descriptions
A question from this workout
Corner Coffee needs an Instagram caption for its new oat-milk latte. Before anyone explains what a good prompt is, use your judgement: which prompt will most likely give a usable first draft?
- “Write an Instagram caption for a coffee.”
- “Write a great, viral, engaging caption for our amazing new latte. Make it perfect.”
- “You're the social media writer for Corner Coffee, a café chain near train stations. Audience: commuters aged 25-40 in a hurry. New product: oat-milk latte, ready in 90 seconds. Here are two captions we liked: [...]. Give me 5 options, under 120 characters, no hashtags, no emojis.”
- “Write 50 captions about coffee and I'll pick one.”
Pick your answer first, then open the reasoning below.
Show the answer and the reasoning
Answer: C. “You're the social media writer for Corner Coffee, a café chain near train stations. Audience: commuters aged 25-40 in a hurry. New product: oat-milk latte, ready in 90 seconds. Here are two captions we liked: [...]. Give me 5 options, under 120 characters, no hashtags, no emojis.”
The third prompt tells the assistant who it is, who it's talking to, what the product is, what “good” looks like and what shape the answer should take. That's why the first draft is usable. The most common mistake is the second option: words like “great” and “viral” feel like instructions, but they give the model nothing to work with. It doesn't know your audience or your voice, so it guesses.
The other steps work the same way: you decide first, then see why each option is right or wrong.
How you practice here
- 2 short concept cards
- 2 multiple-choice questions
- 1 campaign case with real-looking numbers
- 1 put-in-order exercise
- 1 matching exercise
- 1 guided calculation
Part of the module: AI in Marketing
Make AI your teammate for content, ad creative, analysis and research, and understand how AI search is changing marketing.
More workouts in this module
- Creating content with AI: speed, brand voice and control
- AI for ad images and video creative
- AI for data analysis: from spreadsheet to insight
- AI search: how ChatGPT, Gemini and AI Overviews are changing traffic
- Risks: hallucinations, copyright, privacy and brand safety
Programs that include this workout