We all know by now that ChatGPT and Generative AI are incredibly powerful, but often, it is not until we see examples and concrete tips that we can realize how they can drastically accelerate our day-to-day productivity. This article by François Dufour, CMO in Residence, shares concrete techniques and a couple of powerful prompts for accelerating your growth and marketing efforts.
Guillaume Dumortier and I met years ago through the French community in Silicon Valley. We caught up recently after noticing each other's ChatGPT-related tips on LinkedIn. I then realized that Guillaume had perfected the art of prompting the tool to accelerate and augment many marketing and growth activities. He kindly agreed to share some of his techniques and prompts. I hope you find them as valuable as I did and that they can significantly boost your productivity and creativity.
I've been involved with Marketing and Growth in the Bay Area for over 15 years. In 2015, I built the first demand-generation team for Algolia, which played a critical role in accelerating its brand recognition in the US and emulating its loyal base of self-serve users. I've consulted and successfully deployed my marketing and growth frameworks across more than 500 companies including Bank of the West, Kering, Life360, and Henry’s.
My journey with ChatGPT began last year when I got my hands on ChatGPT-3 and started dabbling with DALL-E. After the initial thrill, I didn't engage much, but the game changed with the advent of GPT-4 in December. I found myself investing more time, even going as far as crafting a VC fundraising simulation game using the platform.
However, the real epiphany came during the notorious SVB crash weekend. It prompted a moment of introspection: "What could be a bigger threat than this?" The immediate response was the potential of AI overshadowing growth consultants. This insight fueled an intense 60-hour brainstorming spree over the subsequent three days. I channeled all my expertise to devise eight impactful prompts that resonated with my marketing ethos. Since then, my journey has been one of continuous refinement and innovation.
In an AI world where precision, clarity, and excellence are paramount, I came up with this approach to create the most optimal context for prompt engineering: the DAFT framework. It’s a powerful tool to guide and optimize task execution:
Defining the role of the agent involves clarifying the specific expertise, skills, and characteristics that the agent embodies. This step ensures that the agent understands its role and responsibilities clearly and can approach the task with the necessary knowledge and context.
Example: If the task is to create an engaging social media campaign for a fitness brand, defining the role of the agent might involve highlighting their expertise in digital marketing, social media strategy, and fitness industry trends.
Assigning the task involves providing the agent with a clear and detailed explanation of what needs to be accomplished. This includes outlining the task's objectives, goals, constraints, and any specific requirements. A well-assigned task sets the agent up for success by giving them all the necessary information.
Example: For a content writer tasked with creating a blog post about sustainable living, the assignment might include details about the target audience (eco-conscious millennials), the main topics to cover (reducing waste, eco-friendly products), and the desired tone (informative and motivational).
Formatting the output is about structuring the agent's work in a clear and organized manner. This could involve specifying the format, layout, and presentation style of the output. Proper formatting ensures that the information is presented effectively and is easy for the intended audience to understand.
Example: If the agent is asked to create a PowerPoint presentation on market trends, formatting the output would involve organizing slides with clear headings, concise bullet points, relevant graphs, and visual elements that support the information being presented.
Tuning the output is the process of refining and optimizing the agent's work to achieve the best possible outcome. This includes reviewing, editing, and enhancing the output to ensure it meets your quality standards, aligns with the goals of the task, and effectively communicates the intended message.
Example: Imagine the agent has created a promotional video for a new luxury skincare line targeting an audience seeking premium, natural beauty products. Tuning the output would involve reviewing the video script to ensure that the narration reflects the sophistication and the tone of the brand.
I also tell people to:
Of course. Here is even one that we worked on together, after I saw your LinkedIn post on creating billboard campaigns: it creates copy for attention-grabbing campaigns.
Note that ChatGPT already has quite often the context of popular frameworks. In the example below, I mentioned the 4C's copywriting formula. It's been documented so much on the internet that I do not need to reintroduce it to ChatGPT. Same thing for the “value proposition canvas”. Note how specific I am in the formulation and the formatting of the outputs. I am also specific with the voice and style I wanted to use.
Don't underestimate how critical it is to get the variable right - “product" in the example below.
After describing a product that resembles Twilio Engage (I got some copy from their site), this is what I obtained in just under 10 seconds:
Not bad for just a few minutes of prompting work and just one round, no!?
You can see some of my top use cases in this list:
For product marketing-related activities, you can create prompts to flesh out and refine your B2B customer personas (their profiles, common challenges, KPIs, needs, typical tasks, tools most commonly used, etc.), to explore positioning directions for your product (make sure to feed it your target personas and good description of your product, competitive alternatives), to craft the expression powerful positioning statements or narratives, to better tailor your messaging to your various personas, verticals or use cases. It's also a phenomenal companion to look for names of your category, products, or features.
Then, to craft and execute both your content and campaigns, you can use it to create copy for your blog posts, emails, and landing pages, even creating multiple versions of your pages to match the various combinations of personas, ICPs, use cases and industry targets (that saves you a ton of time), as you will see below. You can go further and craft personalize outreach for your BDRs and SDRs' targets based on their companies, things they started doing with your self serve product, pages of your website they consulted, their LinkedIn profile, etc.
You can also generate analysis and recommendations of keywords for your SEO, and even the associated copy for the various landing pages and blog posts that will try and rank for them.
For all things related to keywords, BARD will be more accurate when referencing Google Keyword Planner in the prompt, which will better quantify the monthly search volumes.
And of course, you can create copy for all your types of ads. It can very quickly propose multiple concepts and tailor them based on your various personas and industries.
Yes, here is a powerful prompt for creating structured landing page copy:
A recent addition to ChaGPT's functionality, Code Interpreter (available in ChatGPT Plus) allows you to:
A) Prepare a detailed marketing performance report based on a CSV file from your marketing tooling or CRM
B) Create advanced data visualizations by invoking specific libraries:
C) Create QR codes for your marketing campaigns
Code Interpreter allows you to upload files, a whole PDF for instance, and request either a summary, the key takeaways, or a rewrite of some sections. It can even generate graphics and files from it.
You can also create and run Sales / Customer call simulations to train and certify your Sales and CSM teams.
With other tools, you can up your knowledge base management game by automatically transcribing videos, chapterizing, summarizing and making them searchable.
Here are a few traps people commonly fall into:
There are so many tools, with more available every week. Future Tools does a good job of listing and organizing them. Their weekly newsletter is a good resource.
When it comes to writing good prompts specifically, I like Prompt Perfect (Freemium). This tool is invaluable for refining your prompting foundations. Not only does it help in optimizing token consumption, but it also allows for output comparisons to ensure enhancements have been made. It's a practical tool for those looking to get the most out of their AI interactions.
Beyond any tool, the most essential asset is an inquisitive mind. The quality of AI outputs is often directly proportional to the context provided. So, always stay curious. Continuously seek out new models and paradigms.
At Maestrix, the AI arm of Growth Concierge, we're pioneering the integration of AI into growth and marketing strategies. We offer:
Expert Consultation: we demystify how AI can be tailored to your unique business challenges and opportunities.
Outcome Acceleration: we elevate efficiency, productivity, and growth trajectories.
Custom Development, Training, and Support: We offer continuous support and training. Our goal is to empower your team, ensuring they're well-equipped to weave AI seamlessly into your business fabric.
You can contact Guillaume at email@example.com