Definition
Prompt engineering is the practice of designing and optimizing text inputs (prompts) to elicit desired outputs from AI language models like ChatGPT.
Most marketers are using ChatGPT wrong. They're typing vague requests and getting mediocre outputs that require extensive editing. The difference between AI that wastes your time and AI that 10x your productivity comes down to one skill: prompt engineering.
At Conversion System, we've tested thousands of prompts across SaaS, e-commerce, financial services, cannabis, and healthcare marketing teams. This guide shares the 10 prompt frameworks that consistently deliver production-ready outputs—the same frameworks we use in our AI Strategy engagements.
Why Most ChatGPT Marketing Prompts Fail
The Amateur Prompt Pattern
Here's what ineffective prompts look like:
❌ Weak Prompts
"Write a blog post about AI marketing."
"Give me some email subject lines."
"Create a social media strategy."
These prompts fail because they:
- Provide no context about audience, goals, or constraints
- Don't specify format, length, or style requirements
- Give AI no examples of what "good" looks like
- Lack clear success criteria
The Professional Prompt Framework
Effective prompts share a structure:
✓ Prompt Framework: RACE
- R — Role: Who should the AI be? (Expert, persona, function)
- A — Audience: Who is this for? (Demographics, needs, stage)
- C — Context: What's the situation? (Company, product, goals)
- E — Execution: What specifically should the AI do? (Format, length, style)
Now let's apply this to 10 high-impact marketing use cases.
Prompt #1: The Audience Mirror (Customer Research)
Purpose
Generate deep customer insights by having AI roleplay as your ideal customer.
The Prompt
You are [SPECIFIC CUSTOMER PERSONA: e.g., "a 35-year-old marketing director at a mid-size B2B SaaS company with a team of 5, under pressure to show ROI on marketing spend"]. Your company recently started exploring AI for marketing. You're skeptical because you've seen hype before, but your CEO is pushing for innovation. I'm going to ask you questions. Respond as this person would—with their concerns, language patterns, and priorities. Be specific and authentic. Question 1: What's your biggest frustration with your current marketing tools and processes? Question 2: If you could wave a magic wand and solve one problem, what would it be? Question 3: What would make you skeptical of an AI marketing solution? Question 4: What would make you excited about an AI marketing solution? Question 5: How do you evaluate new marketing technology investments?
Why It Works
This prompt uses AI's training data on human behavior to generate insights that feel authentic. The specific persona details trigger more nuanced, realistic responses than generic "customer" prompts.
Pro Tips
- Run this multiple times with slightly varied personas
- Use the outputs to inform messaging, objection handling, and content
- Cross-reference with actual customer interviews when possible
Prompt #2: The Contrarian Brief (Content Angles)
Purpose
Generate unique content angles that stand out from generic industry content.
The Prompt
You are a contrarian content strategist who specializes in creating thought-provoking content that challenges conventional wisdom. Topic: [YOUR TOPIC, e.g., "AI in marketing"] Target audience: [YOUR AUDIENCE, e.g., "B2B marketing leaders"] Industry conventional wisdom: [WHAT EVERYONE SAYS, e.g., "AI will transform marketing and everyone needs to adopt it now"] Generate 10 content angles that: 1. Challenge or nuance the conventional wisdom 2. Are defensible with evidence 3. Would make the target audience stop scrolling 4. Position the author as a sophisticated thinker, not a contrarian for its own sake For each angle, provide: - Headline (max 70 characters) - One-sentence hook - Key argument in 2-3 sentences - Potential controversy/pushback to anticipate
Why It Works
The contrarian framing pushes AI beyond generic outputs. Specifying "defensible with evidence" prevents wild claims while encouraging genuine insight.
Prompt #3: The Objection Destroyer (Sales Enablement)
Purpose
Create comprehensive objection-handling resources for sales teams.
The Prompt
You are a senior sales consultant who has trained thousands of B2B salespeople on objection handling. Our company: [COMPANY DESCRIPTION] Our product/service: [WHAT YOU SELL] Our typical customer: [CUSTOMER PROFILE] Our pricing: [PRICE RANGE] For each of the following objections, provide: 1. Why this objection comes up (the underlying concern) 2. A validating response (acknowledge without agreeing) 3. A reframe (shift the perspective) 4. Supporting evidence or proof point 5. A question to re-engage the prospect Objections to address: 1. "It's too expensive" 2. "We're not ready for AI yet" 3. "We tried AI before and it didn't work" 4. "We don't have the data/resources" 5. "Our industry is different" 6. "We need to think about it" 7. "We're already working with a competitor" 8. [ADD YOUR SPECIFIC OBJECTIONS]
Why It Works
The structured format (validate → reframe → prove → question) is a proven sales methodology. Specific company context makes outputs immediately usable.
Prompt #4: The Value Ladder (Email Sequences)
Purpose
Generate a complete email nurture sequence that moves prospects from awareness to decision.
The Prompt
You are an email marketing expert who specializes in B2B nurture sequences that convert. Context: - Company: [YOUR COMPANY] - Product/Service: [WHAT YOU SELL] - Target audience: [WHO RECEIVES THESE EMAILS] - Trigger: [WHAT STARTED THE SEQUENCE, e.g., "downloaded our AI marketing guide"] - Goal: [DESIRED ACTION, e.g., "book a consultation call"] - Sequence length: 5 emails over 14 days Create a complete email sequence. For each email, provide: 1. Day to send (relative to trigger) 2. Email subject line (max 50 characters) 3. Preview text (max 90 characters) 4. Complete email body (150-250 words) 5. Call-to-action 6. Psychological principle being applied The sequence should follow this value ladder: - Email 1: Deliver on the promise (value from their download) - Email 2: Identify a related problem they probably have - Email 3: Share a case study or proof point - Email 4: Address common objections - Email 5: Clear call-to-action with urgency Tone: Professional but conversational. No jargon. Write like a helpful expert, not a salesperson.
Why It Works
The "value ladder" framework gives AI a strategic structure to follow. Specifying psychological principles forces more thoughtful approach to each email.
Prompt #5: The A/B Arsenal (Ad Copy Variations)
Purpose
Generate multiple ad copy variations for systematic testing.
The Prompt
You are a direct response copywriter who specializes in paid social advertising. Product/Service: [WHAT YOU'RE ADVERTISING] Target audience: [WHO YOU'RE TARGETING] Platform: [LinkedIn/Facebook/Google/etc.] Offer: [WHAT YOU'RE OFFERING, e.g., "free consultation"] Character limits: [HEADLINE: X, BODY: Y] Generate 10 ad variations using different psychological angles: 1. Fear of missing out (FOMO) 2. Social proof 3. Authority/expertise 4. Scarcity 5. Curiosity gap 6. Pain agitation 7. Aspiration/transformation 8. Direct benefit 9. Question hook 10. Contrarian/surprising For each variation, provide: - Headline - Body copy - Call-to-action - Why this angle might work for the target audience Also flag which variations might be too aggressive for the platform or audience.
Why It Works
Specifying distinct psychological angles ensures variety. The "flag aggressive" instruction adds a quality control layer.
Prompt #6: The Case Study Architect (Proof Points)
Purpose
Transform raw client results into compelling case study narratives.
The Prompt
You are a B2B content writer who specializes in case studies that drive conversions. Raw information about this client success: - Client industry: [INDUSTRY] - Client size: [SIZE] - Their challenge: [WHAT PROBLEM THEY HAD] - Our solution: [WHAT WE DID] - Results: [METRICS AND OUTCOMES] - Timeline: [HOW LONG IT TOOK] - Quote from client (optional): [QUOTE] Create a case study in this structure: 1. Headline: "How [Client Type] Achieved [Specific Result] in [Timeframe]" 2. Quick stats box (3-4 key metrics, formatted as before/after) 3. The Challenge (200 words): Paint a picture of their situation before 4. The Solution (300 words): What we did, broken into clear phases 5. The Results (200 words): Specific outcomes with numbers 6. Client quote or testimonial 7. Key Takeaways (3 bullet points for readers to remember) 8. Subtle CTA: How readers can get similar results Tone: Confident but not boastful. Let the results speak. Focus on the client's transformation, not our brilliance.
Why It Works
The clear structure ensures consistent, scannable case studies. "Let results speak" instruction prevents overwrought marketing language.
Prompt #7: The Keyword Expander (SEO Research)
Purpose
Generate comprehensive keyword clusters for content planning.
The Prompt
You are an SEO strategist who specializes in B2B content marketing. Seed topic: [YOUR MAIN TOPIC, e.g., "AI marketing automation"] Target audience: [WHO SEARCHES FOR THIS] Business goal: [WHAT WE WANT SEARCHERS TO DO] Generate a keyword cluster with: 1. Head terms (high volume, high competition): 5 keywords 2. Long-tail keywords (lower volume, higher intent): 15 keywords 3. Question keywords (start with who/what/when/where/why/how): 10 keywords 4. Comparison keywords ([topic] vs [alternative]): 5 keywords 5. Problem-aware keywords (phrases someone with the problem would search): 10 keywords 6. Solution-aware keywords (phrases someone evaluating solutions would search): 10 keywords For each keyword, indicate: - Estimated search intent (informational/navigational/commercial/transactional) - Funnel stage (TOFU/MOFU/BOFU) - Content format recommendation (blog post, landing page, comparison page, etc.) Organize by content pillar theme for easy content planning.
Why It Works
The intent and funnel stage tags make this actionable for content strategy, not just a keyword list.
Prompt #8: The Meeting Maximizer (Pre-Call Research)
Purpose
Generate comprehensive briefings before sales or client calls.
The Prompt
You are a sales intelligence analyst preparing a pre-call briefing. Company: [COMPANY NAME] Contact: [PERSON'S NAME AND TITLE] Meeting purpose: [WHY YOU'RE MEETING] Information I have: [ANY CONTEXT YOU ALREADY KNOW] Research and compile: 1. Company Overview - What they do (1-2 sentences) - Size (employees, revenue if available) - Recent news or developments - Key products/services 2. Contact Background - Career history highlights - LinkedIn headline/summary themes - Shared connections or experiences - Communication style clues 3. Potential Pain Points - Industry challenges they likely face - Role-specific pressures - How our solution might address these 4. Conversation Starters - 3 personalized opening comments (not generic) - Questions to uncover needs - Potential objections to prepare for 5. Preparation Checklist - Specific proof points to have ready - Case studies most relevant to them - Questions they might ask us Note: Flag anything that requires verification (don't present assumptions as facts).
Why It Works
The "flag for verification" instruction is critical—AI may hallucinate company details. Use this as a starting framework, then verify facts.
Prompt #9: The Repurpose Engine (Content Multiplication)
Purpose
Transform one piece of content into multiple formats for different channels.
The Prompt
You are a content strategist who maximizes ROI from every piece of content created. Original content: [PASTE YOUR BLOG POST, ARTICLE, OR TRANSCRIPT] Transform this into the following formats: 1. LinkedIn Post (narrative style) - 150-200 words - Personal angle or hot take - End with engagement question 2. LinkedIn Carousel (educational style) - Title slide - 5-7 content slides (one key point each, max 50 words) - CTA slide 3. Twitter/X Thread - Hook tweet (max 280 characters) - 5-7 supporting tweets - Closing tweet with CTA 4. Email Newsletter Section - Subject line - 100-150 word summary with link to full content 5. YouTube Video Script Outline - Hook (first 15 seconds) - Key points with timestamps - Call-to-action 6. Podcast Talking Points - 3-5 discussion points with supporting details - Questions to explore 7. Infographic Outline - Title - 5 key stats or points to visualize - Visual style suggestion Maintain consistent core message across formats while adapting tone and style for each platform.
Why It Works
Specific format constraints for each platform ensure outputs are actually usable, not generic "here's the same thing shorter."
Prompt #10: The Workflow Automator (Process Documentation)
Purpose
Create clear documentation for marketing processes that can be automated or delegated.
The Prompt
You are a marketing operations specialist who creates clear, actionable SOPs. Process to document: [DESCRIBE THE PROCESS IN ROUGH TERMS] Who will execute this: [TEAM MEMBER ROLE OR AUTOMATION TOOL] Frequency: [HOW OFTEN THIS HAPPENS] Tools involved: [WHICH PLATFORMS/TOOLS] Create a complete Standard Operating Procedure (SOP) with: 1. Process Name and Purpose - What this accomplishes - When to use this process - Expected outcome 2. Prerequisites - Access/permissions required - Information needed before starting - Dependencies on other processes 3. Step-by-Step Instructions - Numbered steps with specific actions - Screenshots locations (describe what to show) - Decision points and what to do in each case - Error handling (what to do if something goes wrong) 4. Quality Checks - How to verify the work was done correctly - Common mistakes to avoid - Edge cases and how to handle them 5. Automation Opportunities - Which steps could be automated - Recommended tools for automation - What would still require human judgment Format for readability: use numbered lists, bold key actions, and clear headers.
Why It Works
The "automation opportunities" section is unique—it helps identify where AI can take over from manual processes.
Getting More from These Prompts
Iterate and Refine
Don't accept the first output. Use follow-up prompts:
- "Make this more specific to [industry/audience]"
- "Make this shorter/more concise"
- "Add more data/evidence to support point #3"
- "Rewrite in a more [casual/professional/urgent] tone"
Build Your Prompt Library
Save prompts that work for your specific context. Modify the examples above with:
- Your company name and description
- Your typical customer profiles
- Your brand voice guidelines
- Your specific use cases
Know the Limitations
ChatGPT excels at:
- Structuring and organizing ideas
- Generating variations and options
- Following specific format requirements
- Drafting based on clear guidelines
ChatGPT struggles with:
- Current events (knowledge cutoff)
- Company-specific facts (may hallucinate)
- Original strategic thinking
- Truly creative concepts
Use AI as a starting point and editor, not the final word.
Want Custom AI Prompts for Your Business?
Our AI Strategy & Consulting team develops custom prompt libraries and AI workflows tailored to your specific marketing challenges. We help teams go from "playing with AI" to systematically leveraging it for competitive advantage.
Get Your Free AI Readiness ScoreChatGPT Prompts for Marketing: Frequently Asked Questions
What is prompt engineering for marketing?
Prompt engineering is the practice of designing and optimizing text inputs (prompts) to get better outputs from AI language models like ChatGPT. For marketing, this means crafting prompts that include context about your audience, goals, and constraints to generate usable content, not generic outputs that require extensive editing.
How do I write better ChatGPT prompts for marketing?
Use the RACE framework: Role (who should the AI be), Audience (who is this for), Context (company, product, goals), and Execution (format, length, style). Include specific examples of what "good" looks like, set clear success criteria, and iterate with follow-up prompts to refine outputs.
What are the best ChatGPT prompts for marketing?
The most valuable marketing prompts include: the Audience Mirror (customer research by roleplay), Contrarian Brief (unique content angles), Objection Destroyer (sales enablement), Value Ladder (email sequences), A/B Arsenal (ad copy variations), and Repurpose Engine (content multiplication). Each uses specific frameworks to generate production-ready outputs.
Can ChatGPT replace marketers?
No—ChatGPT is a tool that amplifies marketer productivity, not a replacement. AI excels at drafting, organizing, and generating variations but struggles with original strategy, current company facts, and truly creative concepts. The most effective approach uses AI for first drafts and iteration while humans provide strategy, judgment, and final editing.
What are the limitations of ChatGPT for marketing?
Key limitations include: knowledge cutoff (doesn't know current events), potential hallucination of company-specific facts, limited original strategic thinking, and tendency toward generic outputs without specific prompting. Always verify facts, especially about specific companies, and use ChatGPT as a starting point rather than final authority.
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