The art of prompting: how to write the perfect prompt in 10 steps
An AI tool can do a lot, but without the right instructions, it’s like a rudderless ship. Do you want AI to work as a real colleague that takes your workload off your hands? Then it's time to learn how to write powerful prompts. With the right instructions, you not only achieve better results, but also save time and ensure consistent, relevant content. In this article, we dive into the world of prompting and show you how to effectively steer AI for the best output.
What is prompting?
Prompting involves giving an AI system clear instructions or questions to achieve the desired output. You can do this directly in a chat message, but the instructions in your custom GPT or our AI content assistant can also be seen as a prompt. It’s more than just asking a question: it’s about providing the right context, details, and expectations so that the AI comprehends exactly what you mean and can deliver what you need.
Think of prompting like onboarding a new colleague. This colleague has the knowledge and experience, but doesn’t yet understand how your processes work or what’s specifically expected of him or her. You also need to onboard this colleague, train them using manuals and guides, and introduce them to the company and coworkers. Just as you can't expect a new colleague to get everything right immediately, the same goes for AI.
Thus, prompting forms the basis of how you collaborate with AI, whether it's answering questions, creating creative content, or solving complex problems.
Different types of prompting
Prompting can broadly be categorized into two types:
- Informative prompting: You use AI to gather facts and data or answer questions, for example, in technical analyses or research.
- Creative prompting: You engage AI for brainstorming, storytelling, or visual concepts, like generating marketing ideas or ad copy. This includes content prompting, which is specifically focused on creating textual content. And that’s exactly what we at Sterc focus on!
Content prompting
Content prompting is the structured and purposeful application of creative prompting, focusing on textual output such as blogs, social media posts, emails, and advertisements. While creative prompting can be broader (like an idea for a new product concept), content prompting directly aims at applicable and usable content.
We believe that content prompting is more than just having an AI tool write text. At Sterc, we use AI strategically, so the generated content is not only creative but also perfectly aligned with your brand, target audience, and goals. Content prompting allows you to:
- Adopt a specific tone of voice, such as professional or informal.
- Create content that fits perfectly into a chosen format (think of a blog or social post) and target audience.
- Ensure immediate applicability by providing specific guidelines and objectives.
Why is a good prompt so important?
A prompt is essentially just the question or task you give to an AI tool. Sounds simple, right? Yet this is often where things go wrong. A bad prompt is like giving an unclear instruction to your team: you get a messy result. A good prompt, on the other hand? That ensures the AI works as if you’ve hired a specialist.
An effective prompt typically contains several elements, such as:
- Context: Why are you asking this question, and what is the background information?
- Specific details: What should the AI specifically include or avoid?
- Goal: What do you ultimately want to achieve with the answer?
By combining these elements, you equip the AI with the tools to respond in a targeted and relevant manner.
For instance, if you want to ask AI for help in writing a blog about digital accessibility, you might choose to provide not only the topic but also details about the target audience, desired writing style, and specific themes. Only when these components are clear will the output exceed your expectations.
Let’s make it practical:
❌ Bad: “Write a text about marketing.”
✅ Good: “Write a 300-word text on how small businesses can leverage social media to gain more customers. Keep it in an informal, enthusiastic tone.”
See the difference? It’s all about clarity and context. AI is incredibly powerful, but it can’t guess what you mean. You set the direction, and AI follows. The better we steer, the better the results.
Extra: What makes GPT-5 different
While we were used to GPT-4o's AI adapting smoothly to our prompts, GPT-5 requires a new approach. This model is smarter, more critical, and... pickier. You get more out of it, but only if you steer it correctly.
The four modes of GPT-5
GPT-5 no longer operates under one standard mode, but lets you choose:
- Fast mode: lightning-fast and brief, ideal for summaries or quick rewrites.
- Thinking mode: more depth, for complex analyses and strategies.
- Auto mode: AI chooses independently, convenient in 80% of cases but certainly not always error-free.
- Pro mode: the heavy lifting, only for Pro/Team accounts, for research and in-depth analyses.
More precision, more result
OpenAI emphasizes in their own guide that GPT-5 performs better when you:- Use English for instructions: the AI understands nuances better in English, although the final output can certainly be in Dutch.
- Provide detailed instructions: from tone and length to prohibited elements. The more specific, the better.
- Let it think in steps and reflect: let GPT-5 first show its approach and thought process, reflect and improve on it before asking for the final result.
Our step-by-step plan for the perfect prompt
The success of AI hinges on the quality of your prompts. The better you steer AI, the more relevant and useful the results will be. Our 10-step plan helps you create the most comprehensive prompt possible.
1. Role
What role should the AI assume? For instance, don’t think about the role of an HR consultant writing a job ad, but rather the role of someone who wants to spark interest in applying. So, it’s someone who knows your target audience or the subject matter inside and out, because only then will you really connect with your audience.
For example: "Write from the perspective of an experienced hiker who has made numerous treks across Scandinavia, is familiar with the challenges of extreme weather conditions, and prefers practical, reliable gear."
GPT-5 addition
GPT-5 takes roles very literally and can become confused if you assign ambiguous or overlapping roles.- Ensure you clearly define the role (expertise, boundaries, limitations)
- “Act as…” followed by the role, expertise, and context.
- “Do not…” to set limitations.
- Have GPT-5 briefly confirm the role (“acknowledge”) so you can be sure it has understood correctly.
- “Acknowledge this role in one sentence before continuing.” to check that GPT-5 understands the role.
2. Goal
From what goal do you want AI to write for you? What do you want to achieve with the generated text?
For example: "The goal is to provide an overview of trekking gear, including specifications, pros, and cons, so the audience can make an informed choice and purchase the right items for their needs."
GPT-5 addition
In GPT-5, you cannot separate the goal from verbosity: the parameter that determines how brief or extensive the final response should be. Set this immediately with your goal. This way, you avoid getting either a text that is too short or far too long. For instance:
- “Verbosity: brief (≤120 words)”
- “Verbosity: long (≈600 words)”
- “Verbosity: medium (≈300 words)”
Example for GPT-5: “Goal: provide an overview of trekking equipment, including specifications, pros and cons.
Verbosity: medium (≈300 words).”
3. Target audience
For whom are you writing? Consider age, interests, and challenges. Explain who your audience is.
For example: "The target audience is a beginner hiker preparing for their first longer trek in cold regions and seeking simple, reliable recommendations and high-quality, durable gear."
GPT-5 addition
GPT-5 requires more guidance in defining the audience. Don't just describe “novices” or “experts,” but specify knowledge level, preferences, and tone. The more concrete, the more consistent the output. For example:
- “Audience: small business owners with little marketing knowledge”
- “Audience: HR professionals, intermediate level”
Example for GPT-5: “Audience: beginner hikers preparing for their first longer trek in cold regions, seeking simple and reliable recommendations for high-quality and durable gear.”
4. Tone of voice
What tone of voice should the AI maintain? This should naturally align with your audience but also with your unique brand voice.
For example: "Use a helpful, motivating tone, as if you're getting a friend excited and reassured about their first trek."
GPT-5 addition
Because GPT-5 is extremely precise, it works well to label tone, style, and length consistently. This avoids vague interpretations:
- “Tone: professional but accessible”
- “Style: conversational, short sentences”
- “Length: 250–300 words”
Example for GPT-5: “Tone: helpful and motivating, as if encouraging and reassuring a friend
before their first trekking adventure.”
5. Style
What style should the AI apply? This can refer to language level, but also capitalization in headings. AI tools tend to have a hard time starting every word in a heading with a capital letter. While this might be common in the U.S., we don't often see it in the Netherlands.
For example: "Write in short, clear paragraphs with headings and bullet points. Use minimal jargon. Use Dutch at a B1 level. Use sentence case for headings."
GPT-5 addition
By default, GPT-5 in the API does not use Markdown. If you want a text with headings, bullets, or lists, you need to explicitly request that:
- “Use Markdown headings (H2, H3) and bullet lists where appropriate”
- “Format as a structured article with sections”
Example for GPT-5: “Style:
- Write in short, clear paragraphs with headings and bullet points.
- Use minimal jargon.
- Language: Dutch, B1 level.
- Use sentence case for headings.
- Format with Markdown headings and bullet lists where appropriate.”
6. Output
What format should the AI follow? This can refer to file format or how a page should be structured.
For example: "Structure a product page with:
- A descriptive H1 including product name of 1 - 5 words.
- A short paragraph of 20 - 50 words highlighting the key features of the product and indicating its use.
- Followed by a paragraph that emphasizes the benefits, with each advantage briefly explained in 5 - 10 words.
- Provide tips for using the product.
- Show a list of all product specifications.
- A paragraph with recommended products."
GPT-5 addition
Ensure GPT-5 always plans before writing: decompose → plan → execute. This prevents the model from drifting midway:- “First outline the structure in bullet points, then write each part step by step”
- “Confirm the outline before execution”
- H1 (1–5 words) with the product name.
- Short introduction (20–50 words) highlighting the key features and use.
- Paragraph explaining the benefits, each advantage summarized in 5–10 words.
- A bullet list of all product specifications.
- A closing paragraph with recommended related products.”
7. Knowledge
What sources may the AI use? Without instructions, the AI pulls information from everywhere, including your competitors. And that's not something you always want. If you want the AI to only use specific sources when generating content, make this clear as well.
For example: "Create the product page using only the uploaded knowledge documents."
GPT-5 addition
GPT-5 tends to hallucinate when context is missing. Guide the model to highlight uncertainties and refrain from inventing. For example:
- “If information is missing, state it explicitly instead of inventing”
- “Mark uncertainties clearly”
Example for GPT-5: “Use only the uploaded knowledge documents as the primary source when creating the product page. If information is missing, state it explicitly instead of inventing.”
8. Step-by-step plan
Indicate the steps the AI must follow to arrive at its answer or generate the content.
For example: "Step 1: Read the input and analyze it. Step 2: Review the uploaded files first and use them as the primary source. Step 3: Use additional information only if it is verifiable and clearly contributes to the relevance and reliability of the page."
GPT-5 addition
GPT-5 performs better when given a workflow with reflection. Don’t just have it complete tasks, but also identify uncertainties and improve:
- “Identify ambiguities before answering”
- “List 3 weaknesses in your draft and improve them”
Example for GPT-5: “Step 1: Read and analyze the input.
Step 2: Review the uploaded documents first and use them as the primary source.
Step 3: Use additional information only if it is verifiable and clearly adds relevance.
Step 4: Identify any ambiguities before answering.
Step 5: Produce a draft, list 3 weaknesses, then improve it.”
9. Conditions
What must the generated text comply with? If, for example, it needs to be SEO-optimized, also specify which keywords and long-tail keywords the texts may include.
For example: "Ensure that the texts are SEO-optimized, with keywords like 'best trekking gear,' 'waterproof jacket,' and 'lightweight sleeping bag.'
GPT-5 addition
Use the OpenAI contract formula: Goal, Must, Format, Tone, Length, Constraints. This prevents contradictory or incomplete prompts.
Example for GPT-5: “Goal: SEO-optimized Dutch product page.
Must: include keywords “beste trekkinguitrusting”, “waterdichte jas”, and “lichtgewicht slaapzak”.
Format: structured product page (as described above).
Tone: professional but accessible.
Length: ±300 words.
Constraints: avoid jargon, avoid contradictions.”
10. Validation
Have the AI check itself to ensure it has followed all steps correctly and used the right sources. This reduces the number of hallucinations, especially when it is crucial that the AI uses only the sources you have specified.
For example: "Check that the data used comes exclusively from the uploaded knowledge documents. Check if you used sentence case for headings."
GPT-5 addition
Have GPT-5 not only check correctness but also function as a metaprompt coach: suggesting small improvements for the prompt itself:
- “Validate against: goal, audience, tone, length”
- “Propose 2 minimal edits to improve this prompt next time”
Example for GPT-5: “- Validate against: goal, audience, tone, length, constraints.
- Check that data comes only from the uploaded knowledge documents.
- Confirm headings are in sentence case.
- Propose 2 minimal prompt edits to improve results next time.
Write the final text in Dutch.”
In this way, you ultimately get the following prompt:
Role
Write from the perspective of an experienced hiker who has completed numerous treks across Scandinavia, is familiar with the challenges of extreme weather conditions, and prefers practical, reliable gear.
Goal
The goal is to provide an overview of trekking gear, including specifications, pros, and cons, so the audience can make an informed choice and purchase the right items for their needs.
Target Audience
The target audience is a beginner hiker preparing for their first longer trek in cold regions and seeking simple, reliable recommendations and high-quality, durable gear.
Tone of voice
Use a helpful, motivating tone, as if you're getting a friend excited and reassured about their first trek.
Style
- Write in short, clear paragraphs with headings and bullet points.
- Use minimal jargon.
- Use Dutch at a B1 level.
- Use sentence case for headings.
Output
Structure a product page with:
- A descriptive H1 including product name of 1 - 5 words.
- A short paragraph of 20 - 50 words highlighting the key features of the product and indicating its use.
- Followed by a paragraph that emphasizes the benefits, with each advantage briefly explained in 5 - 10 words.
- Show a list of all product specifications.
- A paragraph with recommended products.
Knowledge
Create the product page using only the uploaded knowledge documents.
Steps
Step 1: Read the input and analyze it.
Step 2: Review the uploaded files first and use them as the primary source.
Step 3: Use additional information only if it is verifiable and clearly contributes to the relevance and reliability of the page.
Conditions
Ensure that the texts are SEO-optimized, with keywords like ‘best trekking gear,’ ‘waterproof jacket,’ and ‘lightweight sleeping bag.’
Validation
- Check that the data used comes exclusively from the uploaded knowledge documents.
- Check if you used sentence case for headings.
Role
Act as an experienced hiker who has completed many treks in Scandinavia, is familiar with extreme weather conditions, and prefers practical, reliable gear.
Do not include technical climbing knowledge.
Acknowledge this role in one sentence before continuing.
Goal
Provide an overview of trekking equipment, including specifications, pros, and cons.
Verbosity: medium (≈300 words).
Audience
Beginner hikers preparing for their first longer trek in cold regions,
seeking simple and reliable recommendations for high-quality and durable gear.
Tone of voice
Helpful and motivating, as if encouraging and reassuring a friend
before their first trekking adventure.
Style
- Write in short, clear paragraphs with headings and bullet points.
- Use minimal jargon.
- Language: Dutch, B1 level.
- Use sentence case for headings.
- Format with Markdown headings and bullet lists where appropriate.
Output
Build a Dutch product page with the following structure:
- H1 (1–5 words) with the product name.
- Short introduction (20–50 words) highlighting the key features and use.
- Paragraph explaining the benefits, each advantage summarized in 5–10 words.
- A bullet list of all product specifications.
- A closing paragraph with recommended related products.
Knowledge
Use only the uploaded knowledge documents as the primary source
when creating the product page.
If information is missing, state it explicitly instead of inventing.
Steps
Step 1: Read and analyze the input.
Step 2: Review the uploaded documents first and use them as the primary source.
Step 3: Use additional information only if it is verifiable and clearly adds relevance.
Step 4: Identify any ambiguities before answering.
Step 5: Produce a draft, list 3 weaknesses, then improve it.
Constraints
Goal: SEO-optimized Dutch product page.
Must: include keywords “beste trekkinguitrusting”, “waterdichte jas”, and “lichtgewicht slaapzak”.
Format: structured product page (as described above).
Tone: professional but accessible.
Length: ±300 words.
Constraints: avoid jargon, avoid contradictions.
Validation
- Validate against: goal, audience, tone, length, constraints.
- Check that data comes only from the uploaded knowledge documents.
- Confirm headings are in sentence case.
- Propose 2 minimal prompt edits to improve results next time.
Write the final text in Dutch.
In this way, you make your prompt specific, provide AI with context, and maintain consistent output.
Examples of good and bad prompts.
Every department within your company can leverage AI tools like ChatGPT and Claude in a unique way. We make our step-by-step plan concrete with practical examples for each department. This way, you can see right away how AI can assist your team:
Marketing
❌ Bad prompt: "Write a landing page for our Google Ads campaign about our marketing tool."
Why doesn't this prompt work?
- No clear role: It's unclear who is conveying the message or what perspective is used.
- No goal: Without a goal, it’s unclear whether the page should convert, inform, or generate leads.
- No audience: There’s no information about who is reading the page or what problems they want to solve.
- No structure: There’s no indication of how the page should be built.
- No specifications: Nothing is mentioned regarding SEO, call-to-actions, or other requirements.
✅ Good prompt:
"Write a landing page from the role of a marketing consultant helping businesses optimize their online advertising campaigns. The goal is to convince marketers and entrepreneurs to try our marketing tool by showing them how it can increase their ad ROI. The target audience consists of small to medium-sized businesses using Google Ads and struggling with inefficient campaigns and high costs. Use a motivating and professional tone, with short paragraphs and clear call-to-actions.
The structure of the page:
- A powerful H1 that directly addresses the problem and the solution.
- A short introduction (20-50 words) outlining the problem of inefficient ads.
- A paragraph with three benefits of the tool, explained in bullet points (5-10 words per benefit).
- A concrete customer case demonstrating how the tool has worked for a similar company.
- A clear call-to-action to try the tool for free.
Optimize the text for SEO with keywords like ‘Google Ads optimization’, ‘increase ad ROI’, and ‘marketing tool for small businesses.’
Ensure that the landing page directly meets the needs of the target audience and is convincing enough to prompt action."
In GPT-5:
Role & Goal
Act as a senior marketing consultant for SMBs.
Create a Dutch landing page that persuades small business owners and marketers
to try our marketing tool by showing how it improves Google Ads ROI.
Verbosity: medium (≈400 words).
Audience
Small to medium businesses using Google Ads,
struggling with inefficient spending and high costs.
Tone of voice
Motivating, professional, direct; low jargon.
Style
- Short paragraphs, clear H2/H3 headings, bullet lists where useful.
- Sentence case for headings; Dutch, B1–B2 level.
Output
Landing page structure:
- H1 naming the problem and solution.
- Intro (20–50 words) sketching the inefficiency problem.
- 3 benefits of the tool in bullet points (5–10 words each).
- 1 short customer case with results.
- Clear CTA to try the tool for free.
Constraints
Include SEO keywords: “Google Ads optimalisatie”, “advertentie ROI verhogen”, “marketingtool voor kleine bedrijven”.
Avoid jargon and exaggeration.
Validation
Check that all three SEO keywords are included
and that the CTA is clear and specific.
Write the final text in Dutch.
Sales
❌ Bad prompt: "Write a presentation about our product and why it's useful."
✅ Good prompt:
"Write a sales presentation as if you are an IT consultant helping a logistics manager understand the benefits of transportation management software (TMS). The goal is to convince the logistics manager that the software helps work more efficiently and reduce costs. The target audience consists of logistics managers in medium-sized companies who are familiar with operational challenges but have limited technical knowledge. Use a professional and solution-oriented tone and structure the presentation with:
- A powerful opening line to pique interest.
- A short introduction about the problem faced by logistics managers.
- An overview of three to five benefits of the software.
- A practical example from a customer case.
- A clear call-to-action to request a demo.
Write concisely, use bullet points, and avoid technical jargon. Ensure that the presentation is relevant and convincing for the target audience."
In GPT-5:
Role & Goal
Act as an IT consultant presenting to a logistics manager.
Create a Dutch sales presentation showing how transport management software (TMS)
helps companies work more efficiently and reduce costs.
Verbosity: medium (≈400 words).
Audience
Logistics managers in mid-sized companies,
familiar with operational challenges but with limited technical knowledge.
Tone of voice
Professional, solution-oriented, persuasive; avoid jargon.
Style
- Clear sections with headings and bullet points.
- Short sentences, concise wording; Dutch, B1–B2 level.
Output
Sales presentation structure:
- Powerful opening line to grab attention.
- Short intro on typical logistics challenges.
- 3–5 clear benefits of the software in bullet points.
- 1 short customer case showing real results.
- Strong call-to-action to request a demo.
Constraints
Avoid technical jargon; keep it concise and persuasive.
Validation
Check that the presentation matches the audience’s needs
and ends with a clear call-to-action.
Write the final text in Dutch.
HR
❌ Bad prompt: "Write a job description for a software developer."
✅ Good prompt:
"Write a job description as if you are a senior software developer who knows what experienced professionals value. You understand how crucial challenging projects, autonomy, and a good work-life balance are, and you want to get other senior developers excited about joining your team.
The goal is to convince experienced software developers to apply by showing them that this position offers what they need: technical challenge, room for input, and a pleasant work environment.
The target audience consists of senior software developers with a minimum of five years of experience, who are looking for a role where they can leverage their expertise and influence projects.
Use a professional, motivating tone that appeals to senior developers without being too formal. Speak directly to the reader and highlight how valuable their experience is. Write in short, clear paragraphs and use bullet points to clarify tasks and benefits. Ensure the text is attractive and to the point.
The job description should have the following structure:
- A catchy opening line that sparks curiosity.
- A short description of the role that clearly explains why this position is attractive for senior developers.
- A list of three to five key responsibilities.
- A list of three to five benefits of working at the company, specifically aimed at experienced professionals.
- A clear call-to-action to apply.
Ensure that the text is SEO-optimized with keywords such as ‘senior software developer vacancy’, ‘experienced developer needed’, and ‘software development job.’
Make sure the text appeals to senior developers and aligns with their desires and priorities.”
In GPT-5:
Role & Goal
Act as a senior software developer who knows what experienced professionals value.
Create a Dutch job description that attracts senior developers by highlighting
technical challenge, autonomy, and work-life balance.
Verbosity: medium (≈400 words).
Audience
Senior software developers with 5+ years of experience,
seeking roles where they can apply expertise and influence projects.
Tone of voice
Professional, motivating, and direct; not overly formal;
speak to the reader’s value and experience.
Style
- Short, clear paragraphs; Dutch, B1–B2 level.
- Use bullet points for tasks and benefits.
- Sentence case for headings.
Output
Job description structure:
- Catchy opening line to spark curiosity.
- Short description of the role, why it’s attractive for seniors.
- 3–5 key responsibilities in bullet points.
- 3–5 benefits of the role, tailored to experienced professionals.
- Strong call-to-action to apply.
Constraints
Include SEO keywords: “senior software developer vacancy”,
“experienced developer needed”, “software development job”.
Avoid jargon and vague promises.
Validation
Check that the text appeals directly to senior developers
and includes all three SEO keywords naturally.
Write the final text in Dutch.
Tip!
Create your ideal candidate and let them roast your job description and rewrite it.
Our tips for getting started.
Whichever department you work in, an AI tool is only as smart as the instructions you provide. Think of it as a new colleague you’re onboarding: the clearer you explain your expectations, the better the results. By steering AI properly, you ensure that you work faster, more efficiently, and consistently.
Whether you use our step-by-step plan or not, these five golden rules always help you achieve better output:
- Provide context: Explain as if you are instructing a new colleague. What’s the background? What role, goal, and audience need to be clear to obtain the correct output?
- Be specific: The more concrete you are, the better the results. Especially with GPT-5, vague prompts yield worse output than ever. Mention details such as target audience, tone of voice, and structure.
- Stay consistent: Ensure that tone and style fit your brand identity. Be cautious not to give contradictory instructions (like "short" and "extensive"), as GPT-5 can literally get stuck on that.
- Important information at the top: AI reads your prompt from top to bottom. Place the most crucial guidelines and requirements upfront, like the goal, desired length, and constraints.
- Test and optimize: AI doesn’t truly learn from previous conversations, but you can learn what works. Experiment with different phrasings and see which prompt yields the best output. Working with GPT-5? Don’t hesitate to ask the model to analyze your prompt and suggest improvements. In that way, you can use GPT-5 as your own “prompt coach.”
Extra tips for GPT-5
- Set length and reasoning power: Use Verbosity (short, medium, long) and Reasoning effort (low, medium, high) to indicate how much GPT-5 should write and how deeply it must think.
- Provide a step-by-step plan: GPT-5 performs better with a clear structure. Ask the model to first create an outline and then develop it step by step.
- Let GPT-5 reflect: Ask the model to check its own output and provide improvement suggestions (Validate against: …). This ensures you get more consistent and reliable results.
Cheatsheet content prompting
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