Marketers and ChatGPT: The pitfalls of misguided prompts

AI tools like ChatGPT have transformed marketing and offer tremendous potential for content creation, customer engagement, and data analysis. Yet many marketers I speak to remain sceptical about the real value of ChatGPT.

Why some marketers struggle with ChatGPT

Did you know that about 60% of marketers using AI report mixed or unsatisfactory results? The problem isn’t the technology—it’s how we use it. A significant part of this disconnect lies in the quality of the prompts used.

Simply put, bad prompts lead to lacklustre outputs, leaving many marketers wondering if the technology truly delivers on its promise.

The pitfalls of bad prompts

ChatGPT is only as effective as the input it receives. Marketers often fall into the trap of using vague or generic prompts that fail to provide clear direction. For example:

❌ Bad prompt: "Give me content ideas."

✅ Better prompt: "You are a content strategist for a B2B Retail company. Suggest 10 blog topics focused on lead generation, thought leadership, and SEO. Include a brief description for each."

❌ Bad prompt: "Help with my marketing strategy."

✅ Better prompt: "You are a CMO developing a 6-month content marketing strategy for a cyber security SaaS startup. Outline a step-by-step plan, focusing on SEO, whitepapers, and LinkedIn thought leadership."

The quality of AI output directly mirrors the quality of our input. When we fail to provide clear direction, we receive generic, underwhelming results. This disconnect ultimately results in content that feels generic and fails to capture the essence of the intended message.

Poor prompt construction can lead to several issues:

• Lack of focus: Ambiguous prompts do not help the model understand your goals.
• Inconsistency: Without clear instructions, the output might vary widely in tone and depth.
• Reduced creativity: The absence of a well-structured framework means missed opportunities for innovative and tailored content.

The problem is not with GPT itself, but with the way it’s being utilised. Marketers often rely on simple commands without leveraging the power of advanced prompt engineering.

The importance of effective prompt engineering

Effective prompt engineering is a game-changer. When you take the time to design clear, detailed prompts, the quality of the output improves dramatically.

One of the most effective and simplest ways to get high-value responses from ChatGPT is by using the RTF framework:

• Role – Define the specific role or perspective ChatGPT should adopt.
• Task – Clearly state the objective or action you need.
• Format – Specify the preferred structure for the response.

Here’s how this works in a marketing strategy context:

🔹 Role: You are a CMO at a B2B SaaS company, responsible for driving lead generation through digital marketing.

🔹 Task: Develop a content marketing strategy to increase organic traffic and nurture leads over a 6-month period. Focus on SEO, thought leadership, and lead magnets.

🔹 Format: Provide a step-by-step plan with key action points, including recommended content types, distribution channels, and measurement metrics.

Why this works

This structured approach reduces ambiguity, making it easier for ChatGPT to provide focused, relevant, and actionable insights, rather than vague or generic advice.

When marketers fail to define these elements, they often end up with broad, unhelpful responses—leading to the misconception that AI lacks value.

PS: A big shout out to Yoke Design Solutions™ for the infographic, Walt does great work!!

Practical tips for marketers

To harness the full potential of GPT, marketers should adopt the following practices:

✅ Iterative prompting: Start with a simple question and refine it based on the response. Ask follow-up questions to deepen the output, ensuring that it evolves into a detailed narrative. (If you take one thing from this article, it should be this tip!)

✅ Conditional prompts: Use scenarios to guide responses. For example, “If targeting millennials, suggest trends; if targeting baby boomers, highlight traditional channels.” This approach allows the tool to adapt based on context.

✅ Contextual anchoring: Provide background information at the start of the prompt. By setting the stage, you can steer the model toward more accurate and meaningful responses.

✅ Multiple angles: Encourage the tool to approach the subject from various perspectives. This not only enriches the content but also ensures that diverse aspects of a marketing challenge are addressed.

Conclusion

GPT holds immense promise for marketers, but its true value can only be unlocked through careful, thoughtful prompt engineering. Bad prompts lead to subpar outputs, and marketers might mistakenly attribute these shortcomings to the technology itself rather than their approach.

By investing time in crafting detailed, structured prompts, marketers can transform GPT from a gimmick into a strategic asset.

Master the art of prompting, and you master the art of AI-driven marketing.