What is prompting and why does it matter in copywriting?

Prompting is more than throwing a random question into ChatGPT and hoping it works wonders. In the world of copywriting, where precision, context and communication purpose matter, prompting is becoming a new skill that can speed up work and unlock creativity. A properly constructed prompt can turn AI into a formidable writing partner, but for it to work, you need to know how to talk to the machine.

Definition of prompting - what exactly is it?

Prompting is simply... giving instructions. But not the ordinary kind, but very specific ones, directed to artificial intelligence (such as the most famous ChatGPT).
It can be a single sentence, but also an extended message with context, purpose and expected style. Importantly - what you "put in" has a direct impact on what you "take out." In other words: the prompt is the rudder and the AI is the engine. And you can't expect to sail in the right direction if you don't know how to use it well.

The role of prompts in AI communication, such as ChatGPT

With AI, it's a bit like having a very intelligent but somewhat confused co-worker. He can do a lot, but he doesn't read your mind. The Prompt acts here like an instruction manual: it tells you what you expect, what style you want to use, who you are talking to and what you want to achieve. Without that, the AI can start improvising - and that doesn't always end well.

That is why A well-written prompt is your most important tool in communicating with a language model. You can use it to precisely target AI to what you need: a lightweight post on social media? Specific. A formal description of the service? You can do that, too. But only if you communicate it clearly. In a word: the better the instruction, the better the result.

How does prompting work in AI tools such as ChatGPT?

Prompting in tools like ChatGPT is a bit like talking to a very capacious encyclopedia, which additionally knows how to joke, write songs and explain tax intricacies. But it doesn't work pure magic, because there's a fairly sophisticated, albeit approachable, mechanism behind everything. In this section, we'll shed light on what's going on "under the hood" and why it matters to anyone who wants to use AI in a meaningful and creative way.

Mechanism of operation of AI language models (briefly and accessibly)

You can imagine the artificial intelligence as a very smart student who has read practically the entire Internet (so roughly by 2023) and is now trying to predict, based on this knowledge, what word should fall next (in a very big way). This is how the language model works - does not understand the world like a human being, but it recognizes patterns very well.

There are statistics and billions of parameters sitting underneath. AI doesn't "know" that you're writing an article about marketing, but it knows that the word "copywriting" is often followed by "strategy" or "communication," for example. As a result, it can create neat, sensible answers - as long as you give it a starting point, i.e. a good prompt. Because while AI has vast resources, it still needs direction from you.

Errors in prompting that kill the effects of AI work

The Prompt can decide whether the AI generates something useful or just text that you read halfway through out of politeness. Unfortunately, many people use tools like ChatGPT on a "type something and see what pops up" basis. And while this works - it only seems to work. The most common prompting mistakes are surprisingly simple, but have a real impact on the quality of the content. 

Overly vague instructions

One of the most common mistakes is typing very broad, meaningless queries. If you write "create a post about marketing," the AI will generate something correct, but completely bland. The topic may be hit, but everything else - style, purpose, direction - is left by default. And "default" often means: expressionless, characterless, without meaningful application.

The overall prompt gives no clues, causing the AI to operate in autopilot mode. The result is content that doesn't stand out, doesn't fit into your strategy and requires a mass of revisions. Simply clarify the topic, add form and specify the audience, and the quality of the response goes up immediately.

Lack of context and purpose of the prompt

AI works effectively when it knows why it should create something. Lack of purpose in prompting leads to a situation where the content seemingly answers the question, but fails to serve its purpose in any way. Are you writing an article? A post on social media? A newsletter? As we mentioned earlier - AI doesn't know until you tell it.

Overlooking the role of the recipient and communication style

Every text has its own addressee. You write differently to a young mother, differently to an IT specialist. AI needs this information to choose the right language, tone, structure and length of speech. If you don't, you'll get something one-size-fits-all, and therefore not very effective.

Style is the second issue. Is the text supposed to be loose? Official? Inspirational, or perhaps with a slight detachment? If you don't specify the communication style, AI will take the shortest route and generate a neutral text. And such a text neither engages nor builds brand image.

What affects the quality of responses from AI? 6 principles of effective prompting

Have you ever gotten an answer from AI that was completely not what you had in mind? Or was it ... bland? Instead of a creative text - a dry description, instead of an idea - a cliché? The good news is that it's not a "system error." In most cases, the culprit is not so much the model itself, but the way we write the instructions.

Fortunately, this can be fixed. All you have to do is learn the 6 principles that act as a map to effective prompting. 

1. start with a task - that is, a specific command

Imagine coming to a co-worker and saying, "Do something cool on Insta." The result? Most likely something completely out of your style. It's exactly the same with AI. Therefore, start the prompt with a clear command, preferably with a verb: create, write, generate, propose, analyze.

• Example: "Create a webinar invitation for small business owners, highlighting the benefits of automating tasks with AI."

2. add context, i.e. say, what it's really all about

AI does not know your situation, brand or target audience. Therefore, describe in a few sentences what your project is, what you want to achieve and who the audience is.

• Example: "I run a company that offers online consultations for cancer patients. I am planning a webinar to show what the mentoring process looks like and how it can realistically help patients. The goal is to encourage people to sign up for the program."

This is really enough. This will let AI know that it is not writing a general advertisement, but an invitation to a sensitive audience with a sensitive topic.

3. show an example - even a small part makes a difference

If you have something you like - a link, a piece of text, your own sketch - add it to the prompt. AI will have a better understanding of the style and the effect you want to achieve.

• Example: "Below I paste the invitation from the previous webinar - I would like the new text to be kept in a similar tone, but aimed at a different group: NGO leaders."
• Or even: "I want the text to be as accessible as the description of a TEDx event: concrete, inspiring, without being bloated."

4 Define persona - that is, who is talking?

Whether the text "speaks" to the viewer like an expert, mentor, buddy or salesman makes a huge difference. AI can get into a role, but it needs to know what role.

• Example: "You write as an experienced marketing professional who knows about webinar campaigns and how to write effective emails."
• Or: "Imagine you are a psychologist leading support groups - your words are meant to be supportive, empathetic, but also to give hope and concrete encouragement for action."

This sets not only the language, but the whole way of arguing.

5. specify the format 

Should it be an email, a post, a list, a table, an offer description, a workshop scenario? If you don't say what form you want the result in, the AI may respond "your way," and that won't always be accurate.

• Example: "Mail should have a clear structure:
  - An encouraging introduction: 2-3 sentences that will immediately show why the topic is important,
  - H2 headers separating sections,
  - A bulleted list of key benefits of participating in the webinar (max. 5 points, specific and dynamic),
  - clear CTA at the end, such as "Sign up now" - highly visible, motivating. The whole should not exceed 250-300 words."
• Or: "Post on LinkedIn in storytelling style - 3 paragraphs, no hashtags, with a discussion prompt at the end. Do not use the word "professional" and "key" in the text."

You give the format = you get exactly what you need.

6. name the tone - because style is half the battle

Loose, professional, motivating, funny, calm, expert? The tone gives character to the whole answer. If you don't define it, AI will guess. And sometimes it will guess... too neutrally.

• Example: "The tone of communication should be professional, but without industry jargon - understandable to those outside the community. Accessible in language, but strong in message. I want the recipient to feel that they know what to do, and that it's a good decision. A style that motivates, shows the benefits and encourages action - such as signing up for a webinar. You can add sentences like, 'Don't put it off - this could be an important step for you.'"
• Or: "Write a text in the style of loose expert blog - As if you were telling something to a friend over coffee. Human language, casual, empathetic and observational, but with specifics. No big words, with flair - some storytelling, some tips. You can use rhetorical questions and personal phrases like 'Perhaps you know this too...' or 'From my own experience I know that...'. It's important to keep it substantive, but approachable and warm."

Finally: is it necessary to always write these 6 things?

No. But it is worth knowing that the more complex the task - the greater the benefit of a full structure. Sometimes a task + tone + format is enough. Sometimes you need to add all the context and examples to get a really polished result.

How to optimize prompts for SEO and content marketing?

Effective prompting in content marketing is not just a matter of style or tone. It's also a matter of making sure that AI writes texts that are visible in search and respond to real user needs. This can be achieved, as long as you prepare the prompt properly - so that it takes into account not only the topic, but also the SEO strategy and content context. 

Create prompts for blog articles, product descriptions, social media

The first rule: there is no universal prompt "for everything". A social media post is governed by completely different laws than a blog article or an e-commerce product description. Therefore, when creating a prompt, always specify not only the topic, but also the content format, communication goal and recipient.

Examples:

• Blog articles: Here it is great to specify the structure ("with H2 and H3 headings", "in the form of a list"), length ("about 1200 words") and purpose ("educational text for beginners"). It's also worth noting that the text should be "human", with examples and explanations as for a person who is just starting out.
• Product descriptions: Pinpointing your target audience and style of language is key. "Write specifically, with an emphasis on benefits" sounds like a cliché, but it really works. Add a channel where the content will appear ("text for a product card in an online store") and you're on the right track.
• Social media: This is where it counts. pace, emotion, abbreviation. In the prompts, it's worth adding a note like "Instagram, direct style, youth, CTA at the end". What if it's Reels? Add: "max 150 characters in the first sentence, attracting attention".

Also remember humanization - regardless of the format. Even a description of a shampoo or a post promoting a webinar should sound like it was written by a human, not an encyclopedia. AI does a great job of imitating style if it knows you're going for a natural, engaging narrative. Add in prompts phrases like "Write as if you were writing to a friend," "Avoid stiff language," "Add human examples." This really works.

SEO starts in the prompts

If your content is to rank well, you can't count on AI to "guess" on its own what keywords are important. Say it directly - exactly as you would in a good brief to a copywriter.

"Use phrases: [key phrase 1], [key phrase 2], [long tail phrase 3]. Put them in the lead, headlines and at least once in the content."

It's also worth hinting to AI what search intention is to text implement:

• Information: the user is looking for knowledge, definitions, explanations.
• Shopping: user compares products, wants to click "buy now".
• Navigation: is looking for a specific brand, service, site.

And don't forget helpful content. Google increasingly favors content that is written "for people" - so make sure the prompt not only includes phrases, but also signals to AI: "don't make this an academic lecture." Emphasize that the content is supposed to be practical, concrete, answering real questions. Sometimes it is enough to add: "write as if you were talking to a customer on the phone - specific, factual, but with friendliness and a smile."

Examples of SEO-friendly prompts

Here are some more elaborate prompt templates that you can use when creating SEO-optimized content. It is worth remembering that effective prompts should include context about the company, product or service. That's why I'm leaving spaces for its completion:

1. "Write a blog article about the benefits of SEO. The article is aimed at small business owners who have no experience in online marketing. The company for which the text is created is [INSERT DESCRIPTION OF COMPANY: what it does, what its offer is, what distinguishes it]. Style: approachable, educational. Use phrases: SEO, SEO, visibility in Google. The article should respond to the informational intent."
2. "Create a product description for an organic hair shampoo. The product is part of an offer [INSERT BRAND DESCRIPTION HERE: values, target, communication style]. Include phrases: natural shampoo, eco cosmetics, hair care. Style: light, benefit-oriented. Audience: women 25-40 years old. Content should be engaging, with a personal tone, like a friend's recommendation."
3. "Generate content for a post on LinkedIn promoting an article on content marketing. The company regularly publishes expert content as part of personal brand building. Tone: professional, but not stiff - as if written by a consultant with experience who shares his knowledge. Incorporate the words: content marketing, content strategy, copywriting."
4. "Prepare a list of 5 blog topics on e-commerce that answer users' most common questions. The content will be part of the blog [INSERT DESCRIPTION OF COMPANY OR BRAND: e.g. online sales platform, electronics store]. Add SEO phrases and specify the intent (informational / shopping). List them with short descriptions."

PS: Consider creating a brand identity document (brand content book) that includes tone of voice, writing style, typical CTAs, vocabulary, mission and target audience, among other things. You can then attach such a document as context to prompts - and get consistent, well-tailored content without explaining what it's about each time.

These prompt "templates" can be modified, of course, but the structure itself already sets the AI on the right track - without the need for later adjustments.

The future of prompting - will copywriters be replaced by AI?

This question comes up more and more often, especially when someone sees for the first time how AI can write a pretty slick text in seconds. But does this mean that the copywriting profession is disappearing? Definitely not. It's changing - and dynamically - but it still relies on something AI doesn't have: experience, sense, empathy, understanding of cultural context and audience intent.

Prompting doesn't take work away from the copywriter, it transforms it. Instead of writing everything from scratch, it's increasingly about knowing, like lead AI to create something of value. And this is the direction that is gaining traction today.

The synergy of man and machine - how to use AI as a tool, not a competitor

The best results are achieved when AI and the copywriter work together. AI is great at quickly producing content, an idea base, structure suggestions or even headline versions. But it still needs a human to give that content meaning, consistency and character.

Instead of looking at AI as a threat, it's worth looking at it as a support that allows you to focus on what's creative: concepts, strategy, unique brand tone. In practice, this means better efficiency, fewer routine tasks and more space for things that require actual thinking.

New competencies: copywriter as prompt engineer

In a world where AI is becoming an everyday working tool, there is a growing need for people who can work with it effectively. That's why a new role is emerging: a copywriter who knows more than just words, like talk to technology.

Creating effective prompts is a viable competency today. It's about the ability to formulate queries that are clear, specific and lead to meaningful results. A well-written prompt is not a coincidence - it is the result of conceptual thinking, knowledge of the audience, awareness of language and the purpose of communication.

It is no longer just an "extra skill" - increasingly, it's simply part of the workshop.

How to keep up with change - prompting development and learning

Prompting is not something you learn once and get out of the way. Tools change, models are updated, and opportunities grow month by month. That's why it's worth approaching it like any other area of marketing - as a process in which you are constantly improving.

How to learn? The best way is practically. Test different prompts, compare effects, analyze what works better. Follow the news, participate in webinars, check out examples from other developers. It's also worth documenting your best prompts - build your own database, which will become an invaluable resource over time.

And most important: don't be afraid to experiment. These are what show how flexible and creative a tool AI can be - as long as you learn to use it with your head.