The art of prompting: this is how to write the perfect prompt in 10 steps.

An AI tool can do a lot, but without proper instructions it remains a rudderless ship. We also noticed this when building our AI content assistant. Do you want AI to work like a real colleague taking your work off your hands? Then it's time to learn how to write powerful prompts. With the right instructions, you will not only get better results, but save time and ensure consistent, relevant content. In this article, we dive into the world of prompting and show you how to effectively drive AI for the best output.

What is prompting?

With prompting, you give an AI system clear instructions or questions to arrive at the desired output. You can do this directly in a chat message, but you can also think of the instructions in your custom GPT or our AI content assistant as a prompt. It's more than just asking a question: it's about giving the right context, details and expectations so that the AI understands exactly what you mean and can give you what you need.

See prompting as breaking in a new colleague. This colleague has the knowledge and experience, but does not yet know how your processes work or what exactly is expected of him or her. You should also first induct this colleague, train him or her with handbooks and manuals, and introduce him or her to the company and colleagues. Just as you can't expect a new colleague to get everything perfect right away, the same applies to AI.

Prompting thus forms the basis of how you collaborate with an AI, whether answering questions, creating creative content, or solving complex problems.

Different types of prompting

Prompting can be broadly divided into two categories:

• Informative prompting - You use AI to gather facts and data or answer questions, for example in technical analysis or research.
• Creative prompting - You use AI for brainstorming, storytelling or visual concepts, such as generating marketing ideas or ad copy. This is the broader category that also includes content prompting, which is specifically aimed at creating textual content. And that is exactly what we focus on at Sterc!

Content prompting

Content prompting is the structured and targeted application of creative prompting, with a focus on textual output such as blogs, social media posts, emails and advertisements. Whereas creative prompting can be broader (for example, an idea for a new product concept), content prompting focuses directly on applicable and usable content.

We believe that content prompting is more than having an AI tool write a text. At Sterc, we use AI strategically so that the generated content is not only creative, but also perfectly aligned with your brand, target audience and goals. Content prompting allows you to:

• Specific tone of voice, such as professional or informal.
• Create content that perfectly matches a chosen format (think a blog or social post) and target audience.
• Direct applicability by providing specific guidelines and goals.

Why is a good prompt so important?

So a prompt is really nothing more than the question or command you give to an AI tool. Sounds simple, right? Yet this is where things often go wrong. A bad prompt is like giving an unclear assignment to your team: you get a messy result. A good prompt, on the other hand? That one makes the AI work as if you were hiring a specialist.

An effective prompt usually contains several elements, such as:

• Context: why are you asking this question, and what is the background information?
• Specific details: What exactly should the AI include or avoid?
• Purpose: What do you ultimately want to achieve with the answer?

By combining these elements, you give the AI all the tools it needs to respond in a targeted and relevant way.

For example, if you want to ask an AI to help write a blog about digital accessibility, you can choose to mention 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 for a moment:

❌ Bad: "Write a text about marketing."

❌ Bad: "Write a text about marketing.

✅ Good: "Write a 300-word text on how small businesses can use social media to get more customers. Keep 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.

Our step-by-step plan for the perfect prompt.

The success of AI hinges on the quality of your prompts. The better you drive AI, the more relevant and useful the results will be. Our 10-step plan will help you create the most complete prompt possible. 

1. Role

What role should the AI take on? For example, don't think of this as the role of an HR consultant writing a job posting, but rather the role of the person you want to get interested in applying. In other words, someone who knows your target audience or what you are writing about inside out, because only then will you really connect with your target audience.

For example: "Write from the role of an experienced hiker who has made countless trips through Scandinavia himself, is familiar with the challenges of extreme weather conditions, and has a practical preference for user-friendly and reliable equipment."

Write from the role of an experienced hiker who has made countless trips through Scandinavia himself, is familiar with the challenges of extreme weather conditions, and has a practical preference for user-friendly and reliable equipment.

2. Purpose

From what purpose do you want AI to write for you? What do you want to achieve with the generated text?

Example: "The goal is to provide an overview of trekking equipment, including specifications, advantages and disadvantages, so that the target audience can make a sound choice and buy the right items for their needs."

3. Target audience

For whom are you writing? Consider age, interests and challenges. Explain who your target audience is.

Example: "The target audience is a novice hiker who is going on a longer trek in cold areas for the first time and is looking for simple and reliable recommendations as well as high-quality and durable equipment."

The target audience is a novice hiker who is going to do a longer trek in cold areas for the first time and is looking for simple and reliable recommendations and high-quality and durable equipment.

4. Tone of voice

What tone of voice should the AI adopt? It should match your target audience, of course, but also your unique brandvoice.

Example: "Use a helpful, motivating tone, as if you were enthusing and reassuring a friend about his first draw."

5. Style

What style should the AI apply? For instance, which language level, but also capitalisation in headings. AI tools still like to have a hand full of starting every word in a headline with a capital letter. Something that may be common in the US, but we don't see this very often in the Netherlands.

Example: "Write in short, clear paragraphs with headings and bullet points. Use minimal jargon. Use B1-level Dutch. Use sentence case for headings."

6. Output

What format should the AI adhere to. This can be what file format, but also how a page should be constructed.

Example: "Build a product page with:

• A descriptive H1 including product name of 1 - 5 words.
• A short paragraph of 20 - 50 words highlighting the main features of the product and what you use it for.
• Followed by a paragraph highlighting the benefits, each benefit is briefly explained in 5 - 10 words.
• Give tips on how to use the product.
• Show a summary of all product specifications.
• A paragraph with recommended products."

7. Knowledge

What sources may the AI use? Without instructions, the AI gets its information from everywhere, including your competitor. And you don't always want that. If you want the AI to use only specific sources when generating content, specify this clearly.

Example: "Use only the uploaded knowledge documents to create the product page."

8. Roadmap

Specify the steps the AI should follow to arrive at its answer or the generated content.

Example: "Step 1: Read the input and analyse 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 trustworthiness of the page."

9. Conditions

What should the generated text comply with? For example, if it must be SEO-optimised, also specify which keywords and long-tail keywords the texts may contain.

For example, "Make sure the texts are SEO-optimised, with keywords such as 'best trekking gear', 'waterproof jacket', and 'lightweight sleeping bag'."

10. Validation

Let the AI check itself that it has followed all the steps correctly and used the right sources. This reduces the number of hallucinations, especially if it is super important that the AI uses only the sources you have specified.

Example: "Check that the data used comes exclusively from the uploaded knowledge document. Check that you use sentence case for headings."

This is how you end up with the following prompt:

Role
Write from the role of an experienced hiker who has made numerous trips across Scandinavia himself, is familiar with the challenges of extreme weather conditions, and has a practical preference for easy-to-use and reliable equipment.

Purpose
The aim is to provide an overview of trekking equipment, including specifications, advantages and disadvantages, so that the target group can make a sound choice and buy the right items for their needs.

Target group
The target group is a novice hiker who is going on a longer trek in cold areas for the first time and is looking for simple and reliable recommendations and high-quality and durable equipment.

Tone of voice
Use a helpful, motivating tone, as if you were enthusing and reassuring a friend about his first trek.

Style

• Write in short, clear paragraphs with headings and bullet points.
• Use minimal jargon.
• Use Dutch at B1 level.
• Use sentence case for headings.

Output
Build a product page with:

• A descriptive H1 including product name of 1 - 5 words.
• A short paragraph of 20 - 50 words highlighting the main features of the product and what you are using it for.
• Followed by a paragraph highlighting the benefits, each benefit is briefly explained in 5 - 10 words.
• Show a list of all product specifications.
• A paragraph with recommended products.

Knowledge
To create the product page, use only the uploaded knowledge documents.

Step Plan
Step 1: Read the input and analyse it. 
Step 2: Review the uploaded files first and use them as primary sources. 
Step 3: Use additional information only if it is verifiable and clearly contributes to the relevance and reliability of the page.

Conditions
Make sure the texts are SEO-optimised, with keywords like 'best trekking gear', 'waterproof jacket', and 'lightweight sleeping bag'.

Validation

• Check that the data used comes exclusively from the uploaded knowledge document.
• Control whether you use sentence case for headings.

This way you make your prompt specific, give the AI context and keep the output consistent.

Examples of good and bad prompts.

Every department in your company can use AI tools like ChatGPT and Claude in a unique way.We make our roadmap concrete with real-life examples for each department. This way, you can immediately see how AI can help your team:

Marketing

❌ Bad prompt: "Write a landing page for our Google Ads campaign about our marketing tool."

Why does this prompt work?

Why doesn't this prompt work?

• No clear role: It is not clear who is delivering the message or what perspective is being used.
• No purpose: Without a purpose, it is unclear whether the page should convert, inform or generate leads.
• No target audience: There is no information about who is reading the page or what problems they want to solve.
• No structure: There is no indication of how the page should be structured.
• No specifications: Nothing is said about SEO, call-to-actions, or other requirements.

✅ Good prompt:
"Write a landing page from the role of a marketing consultant who helps companies optimise their online advertising campaigns. The goal is to convince marketers and business owners to try out our marketing tool by showing them how it can increase their advertising ROI. The target audience is 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 states the problem and solution.
• A short introduction (20-50 words) that outlines 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 that shows how the tool has worked for a similar company.
• A clear call-to-action to try the tool for free.

Optimise the text for SEO with keywords like 'Google Ads optimisation', 'increase ad ROI', and 'marketing tool for small businesses.' 

Check whether the landing page directly addresses the needs of the target audience and is compelling enough to take action."

Sales

❌ Bad prompt: "Write a presentation about our product and why it is useful."

✅ Good prompt:
"Write a sales presentation as if you were an IT consultant helping a logistics manager understand the benefits of transport management software (TMS). The goal is to convince the logistics manager that the software helps them work more efficiently and reduce costs. The target audience is logistics managers in medium-sized companies who are familiar with operational challenges but lack in-depth technical knowledge. Use a professional and solution-oriented tone and write the presentation in a structure that includes:

• A powerful opening sentence to generate interest.
• A brief introduction about the problem experienced by logistics managers.
• An overview of three to five benefits of the software.
• A real-life example of a customer case.
• A clear call-to-action to request a demo.

Write concisely, use bullet points and avoid technical jargon. Check that the presentation is relevant and compelling to the target audience."

HR

❌ Bad prompt: "Write a job description for a software developer."

❌ Bad prompt: "Write a job description for a software developer."

✅ Good prompt:
"Write a job posting as if you were a senior software developer who knows what experienced professionals value. You know 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 aim is to convince experienced software developers to apply by showing that this position offers them what they need: technical challenge, room for personal input, and a pleasant working environment.

The target group consists of senior software developers with at least five years' experience, who are looking for a position where they can use 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 emphasise how valuable their experience is. Write in short, clear paragraphs and use bullet points to make tasks and benefits clear. Make sure the text is attractive and to-the-point.

The job posting text should have the following structure:

• A catchy opening sentence that arouses curiosity.
• A brief description of the role that makes it clear why this position is of interest to senior developers.
• A list of three to five key tasks.
• A listing of three to five benefits of working at the company, specifically aimed at experienced professionals.
• A clear call-to-action to apply.

Make sure the text is SEO-optimised with keywords such as 'senior software developer job vacancy', 'experienced developer wanted', and 'software development job vacancy.' 

Make sure the text appeals to senior developers and matches their needs and priorities."

Tip!

Create your ideal candidate and have them roast your job description and rewrite the vacancy.

Our tips to get started yourself.

Whatever department you work in, an AI tool is as smart as the instructions you give it. Think of it as a new colleague you are inducting: the clearer you explain what you expect, the better the results. By directing AI properly, you ensure you work faster, more efficiently and more consistently.

Whether you use our roadmap or not, these five golden rules will always help you get better output:

1. Give context: Explain as if you were instructing a new colleague. What is the background? What does AI need to know to generate the right output?
2. Be specific: The more specific you are, the better the results. Give details on target audience, tone of voice and structure.
3. Stay consistent: Make sure tone and style match your brand identity. A unified look reinforces your message.
4. Important information at the top: AI tools process instructions from top to bottom. So put the most important guidelines and requirements first.
5. Test and optimise: AI learns from your input. Experiment with different prompts and see which wording produces the best output.

This approach will help you get the most out of AI and avoid wasting time on disjointed, generic content. Want to get started yourself? Then download our handy cheatsheet in which we have compiled all our tips!