March 2025

Is there a right and a wrong way to prompt AI?

In short - yes. AI tools are only as good as the prompts you give them. And mastering AI prompting is the key to getting meaningful and high-quality responses from your tools. Whether you’re using AI for writing, research, or problem-solving, our copywriter, Maggie Crusell shares some essential techniques to help you craft better prompts for more valuable and engaging results.

Enjoy the read - and get ready to prompt like a pro!?

"Prompting well isn’t just about getting better AI responses – it’s about thinking clearly as a communicator."

The art of talking to AI?

In a world where AI tools are becoming essential for work, creativity, and problem-solving, knowing how to communicate effectively is a skill worth mastering. Whether you’re using AI for brainstorming, research, content creation, or coding, crafting the right prompt can mean the difference between a generic response and something truly valuable.?

Be specific but not overly restrictive?

Think of AI as an assistant. You want to provide enough detail for clarity but leave room for creativity.?

• Bad prompt: "Write an article about sustainability."?

• Better prompt: "Write an engaging and informative article about why sustainability is essential for businesses. Keep it under 500 words and include three key takeaways."?

• Pro tip: If the first response isn’t perfect, refine it. Treat AI like a collaborator – adjust your prompt and iterate.?

Give AI a role to play?

Give the AI a role or persona to shape the response. What I mean by this is specifying who or what the AI should ‘act like’ when generating a response. This helps shape the tone, depth, and perspective of the answer.?

• Bad prompt: "Explain the importance of cybersecurity."?

• Better prompt: "Imagine you’re a cybersecurity expert explaining the importance of online security to someone with no technical background. Use simple language and real-world examples."?

• Pro tip: Try different personas. “Explain it like a university professor” vs. “Explain it like a YouTube tech reviewer” will give you different (and sometimes surprising) results.?

Use parameters to improve results?

Set clear limits on word count, tone, and format. This helps ensure the AI’s response aligns with your needs.?

• Bad prompt: "Summarise this article."?

• Better prompt: "Summarise this article in three bullet points, keeping each point under 20 words."?

• Pro tip: If AI keeps ignoring your parameters, try rewording: "Summarise in EXACTLY three bullet points" instead of "Summarise in three bullet points."?

Give examples of tone and style?

Show AI what kind of tone you want with examples. This helps it match your style more accurately?

• Bad prompt: "Write an ad for a new coffee brand."?

• Better prompt: "Write a playful and bold ad for a new coffee brand. Here’s an example of the style I like: [insert example]."?

• Pro tip: If you don’t have an example, describe the tone: "Make it sound like a VW ad but for coffee."?

AI is a powerful tool, but it’s only as good as your prompts. And prompting well isn’t just about getting better AI responses – it’s about thinking clearly as a communicator. The more precise and intentional you are, the more you’ll get out of AI. Even great prompts don’t always get perfect results on the first try. So next time you’re staring at a blank prompt, remember to be specific, set a role and structure, add constraints, give examples, and iterate. With these tips, you’ll prompt like a pro and make AI work for you – not the other way around. ?

This month’s newsletter was written by Maggie Crusell, copywriter at Comprend.

We are Comprend – tech-enabled marketing and communication creating trust and sustainable growth

We are 300+ experts collaborating across offices in Sweden, the UK,?Finland and Poland with a strong track record in B2B, B2C and corporate communication. Leveraging technology as an enabler, we decode complexity to find solutions to influence audiences and strengthen brand perception. We help clients to make decisions, act fast and measure results.

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