Ultra-specific ChatGPT prompts to 10x your team’s creativity 💻

Our secret ChatGPT playbook your entire team will ACTUALLY use...

Welcome to Marketing Ideas! 👋 I’m Tom Orbach (Head of Growth @ Wiz, Forbes 30 Under 30, MBA). I share 1 powerful marketing idea every week. Join 10,000+ smart, creative marketing leaders by subscribing here:

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We have finally perfected ChatGPT at Wiz’s marketing team (±50 people).

In this article, I’ll share how we use ChatGPT collaboratively to save loads of time and become 10x more creative every week — and how you can do the same — by having a team prompt library. 📒

Let’s step back a second: Why did we create a prompt library in the first place?

🥺 We had a ChatGPT problem…

It was an efficiency + adoption problem:

(1) Efficiency: Many of us in the marketing team have independently used ChatGPT, created our own copy & paste prompts, and never shared them with the entire team.

(2) Adoption: Despite the magic that ChatGPT (and AI in general) can do, many teammates just never used it at all.

It turns out we’re not the only company with this problem. JLL even dedicates an entire role to advocating the use of AI tools in the work of their marketing team 🤯

Knowing this, I started building standardized prompts for everyone to use.

💎 The Anatomy of a Good Prompt

As you know, the secret to winning with ChatGPT is being ultra, ultra, ultra-specific. Each of our prompts is 2,000+ words. They all have the same structure, no matter the goal (content writing, idea brainstorming, etc).

Here’s how my ultra-specific prompts are structured (breakdown below):

This one is for creating viral LinkedIn posts, but the rest are similar

Let’s break down the structure of a good, ultra-specific prompt:

1. Your company name & industry: Good for context, and sometimes I see GPT-4 looking up our company website online.

2. Your target audience: Super important to lay out your personas. GPT will give vastly different results for different audiences.

3. The task: Here, you describe what you want the result to look like.

4. Your voice & tone: These are the specific instructions for how you’d like ChatGPT to write the aforementioned result. It’s voice & tone for written content (like blogs or social media posts), but these could be other instructions for different results. Is there anything specific that might help direct ChatGPT to the characteristics you are aiming for?

5. Past examples: This is key, yet most people don’t do that. If you want ChatGPT to write you a good LinkedIn post — you must give examples of good LinkedIn posts. There’s no way around this. Preferably, give references from your own success, so that GPT will learn what works specifically for you.

6. Confirmation (the secret sauce 🍵): Here, we ask ChatGPT if the task is clear and if we may continue. Then, and only after the chat says ‘All clear!’, we provide specific context about our specific ask. In the LinkedIn post generation example, I will explain what we want to publish next.

Now, the secret to winning adoption in the team - is that no one has to edit the prompt to use it.

As you can see in my prompt above, there are no {{EDIT THIS}} placeholders. The entire prompt is ‘Copy and paste and forget about it’ - because after you paste it, the chat will ask you questions about the specific projects you’re working on. This is part #6 of the structure. And it makes our entire team use this so much more.

This is what the chat answers after we copy & paste the prompt

🌈 My ultra-specific prompt template (steal this):

We are {company}, an {industry} startup. 

Our target audience includes {persona 1}, {persona 2}, {persona 3}.

I'm going to send you something that is related to {company}. I want you to write {task}.

We want the result to be {specific instructions / voice & tone}.

For example, here are {successful results from the past}: {references}

ChatGPT, are you ready to get the topic and background information about the topic that I want you to write my current requested {task} about? (If so, please ask me to send them you).

Just remember to fill in the blanks (the placeholders) in length before you send the prompts over to your team. It’s your job to include all the details about your brand’s voice and tone, target audience, and past examples for reference. That’s the key to getting close to a 100% adaption rate in the team!

🦄 Building the ChatGPT Prompt Library

Now that we have the prompts, how do we create a prompt library?

I started by asking the team, what are the most repetitive tasks we do (at all roles) that require creativity but can be replicated and ChatGPT can assist us with?

I started getting answers. They told me about repetitive tasks like:

1. Coming up with questions for a CISO panel webinar

2. Writing a branded greeting card for a gift we’re sending customers

3. Drafting cold emails

I then built dozens of prompts (based on the structure I showed above) and organized them on a Notion page. I created a very simple page — my team members only need to answer a 1-step question to use it: ‘What are you working on?’

The ‘Homepage’ of the playbook - with only 1 click: “I’m working on..”

To get to their prompt, team members select what they are working on (Webinar, Case Study, Event, LP, etc).

Then, they get a mini-playbook for that thing. That’s where all the prompts are.

For example, if you’re working on a webinar, the playbook will invite you to start with the Webinar Setup, then its Promotion, and then repurposing its contents after the session.

Homepage » Webinar

Once you click on each, you get a copy & paste prompt:

Homepage » Webinar » Topic Idea

Eventually, after receiving some requests for more ‘general’ prompts (that are not output-specific), I also added a few bonuses to the homepage:

And, of course, we work hard on updating the playbook and receiving requests from the team about new prompts. Once a month-ish, I send an update to the marketing team on Slack about new prompts that I’ve added, inviting them to suggest other prompts. I then take it 1:1 with the person who suggested something - work with them on understanding exactly what output they expect and how they’ve done it manually in the past.

👉 My next step: create our own Custom GPTs

The capabilities of Custom GPTs are insane, and they in fact remove the need for a prompt library. But again, we’re focused on adaption rates here, and having a prompt library is the current best way to go. (Custom GPTs will lead to fewer people using them, despite being more convenient.)

Feel free to steal my library structure and prompt structure for your team. While I cannot share my actual library, it’s fairly easy to replicate based on my instructions above.

I’ll be available in the comment section on Substack if you have any questions!

See you next week ✌️

Tom

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