AI as Your Marketing Co-Pilot
ChatGPT and AI language models are the most significant productivity tools to enter marketing since the internet itself. But most marketers use AI like a search engine — typing vague requests and getting generic results. This chapter teaches you to use AI like a senior marketing strategist who produces publication-ready content on demand.
The Prompt Engineering Framework for Marketing
A great marketing prompt has five components — CRAFT:
C — Context: Background information about your business, audience, and situation R — Role: Who should the AI act as (copywriter, strategist, analyst) A — Action: The specific task you want completed F — Format: How the output should be structured T — Tone: The voice and style of the writing
Basic vs Advanced Prompts
Basic prompt (generic result):
Write a Facebook ad for my course
CRAFT prompt (publication-ready result):
Context: I sell a digital marketing course for small business owners
who struggle with getting online customers. Price: $197. Main benefit:
they learn to generate leads without hiring an expensive agency.
Role: Act as a direct-response copywriter with 15 years of experience
writing Facebook ads that convert cold audiences.
Action: Write 3 versions of a Facebook ad using the PAS
(Problem-Agitate-Solve) framework. Each ad should be under 125 words
for the primary text.
Format: For each version, provide:
- Primary text (125 words max)
- Headline (40 characters max)
- Description (25 words max)
- Suggested call-to-action button
Tone: Conversational, empathetic, confident. Avoid hype words like
"revolutionary" or "game-changing." Use specific numbers and results.
Essential Prompt Techniques
1. The "Act As" Technique
Act as a senior SEO strategist at a top digital agency. Analyze these
5 keywords and recommend which to target first based on search volume,
competition, and buyer intent: [keywords]
2. The Iteration Technique Start broad, then refine:
Step 1: "Generate 20 blog post title ideas about email marketing"
Step 2: "These are good. Now refine the top 5 to be more specific
and include numbers. Target keyword: 'email marketing tips'"
Step 3: "Perfect. Now write an outline for title #3 with H2 and H3
subheadings optimized for SEO"
3. The Template Technique
I'll give you a template. Fill it in based on my business:
Business: [online fitness coaching]
Audience: [busy professionals age 30-45]
Template:
- Headline: How [audience] can [achieve goal] without [common objection]
- Subheadline: [specific promise] in [timeframe] or [guarantee]
- CTA: [action verb] + [benefit]
4. The Critique Technique
Here's my landing page headline: "Get More Customers Online"
Critique this headline from the perspective of a conversion rate
optimization expert. Score it 1-10 and provide 3 improved versions.
AI Tool Comparison for Marketers
| Tool | Best For | Cost |
|---|---|---|
| ChatGPT (GPT-4o) | General copy, strategy, brainstorming | $20/mo |
| Claude | Long-form content, detailed analysis | $20/mo |
| Jasper | Marketing-specific templates | $49/mo |
| Copy.ai | Short-form ad copy, email | $36/mo |
| Canva Magic Write | Social media captions with design | Free-$13/mo |
For this course, we will primarily use ChatGPT as it is the most versatile and widely accessible. The prompt techniques you learn here work across all AI tools.
Golden Rule of AI Marketing
AI generates — you curate. Never publish AI output without reviewing, editing, and adding your unique perspective. AI is your first draft machine, not your final word.