ChatGPT and other AI language learning models are becoming revolutionary tools in the digital marketing industry. They can be very accurate and useful with a minimal input, however, there are ways to dramatically improve the quality of the responses provided by AI language models by fine tuning the instructions provided in the prompts. This technique is called prompt engineering and is something we spent time working on to boost the efficiency of our digital marketing efforts.

What is prompt engineering?

Prompt engineering refers to the strategic design and formulation of prompts used to interact with an AI language model like ChatGPT. It involves crafting prompts or instructions in a way that influences the output of a language model and obtain more relevant and accurate responses. Clear and specific prompts provide context, while well-defined intent guides the model in generating appropriate responses. Specifying format (e.g., list, summary, step-by-step) helps achieve desired output while language and tone in prompts influence the model’s responses. Experimentation with different prompt variations and fine-tuning based on task, context, and outcomes are essential.

Building and refining prompts

ChatGPT is a learning-based AI model, so it can provide improved responses based on the context provided by previous prompts and content within a thread or chat. Here, we will go through some of the best ways we have found to improve responses provided by ChatGPT.

Break down the structure of the prompt

This involves defining the structure of the prompt you are trying to create and asking ChatGPT to provide an outline for the best way to write the response. For example:

Please outline how to structure a brief paragraph that describes a topic:

A well-structured paragraph typically consists of four key components: a topic sentence, supporting sentences, evidence or examples, and a concluding sentence.

Topic Sentence: The topic sentence is the first sentence of the paragraph and provides a clear and concise statement of the main idea or topic that will be discussed in the paragraph. It should be specific and compelling to engage the reader’s interest.

Supporting Sentences: Following the topic sentence, there should be several supporting sentences that elaborate on the main idea or topic. These sentences provide relevant details, explanations, or descriptions to support and develop the main idea. They should be logically organised and flow smoothly from one to another, creating a coherent and cohesive paragraph.

Evidence or Examples: To further strengthen the paragraph, it’s important to include evidence or examples that support the main idea. This can include facts, statistics, research findings, anecdotes, or quotations from credible sources. These provide evidence to back up the claims made in the paragraph and make the paragraph more persuasive and credible.

Concluding Sentence: The concluding sentence is the last sentence of the paragraph and serves to summarise or reinforce the main idea. It should be concise and provide a sense of closure to the paragraph. It can also be used to transition smoothly to the next paragraph or topic.

Please rewrite the outline in a more succinct manner following the step-by-step format.

Topic Sentence: Clear and concise statement of the main idea or topic.

Supporting Sentences: Elaboration and development of the main idea, logically organised.

Evidence or Examples: Inclusion of facts, statistics, anecdotes, or quotations to support the main idea.

Concluding Sentence: Summary or reinforcement of the main idea, providing closure to the paragraph.

On the first iteration, ChatGPT’s responses can feel wordy and robotic, a great way to simplify the information is to ask it to rewrite the text in a ‘succinct’, ‘concise’ or ‘brief’ manner following a specific format – ‘paragraph, step-by-step’ etc. This helps establish the tone and structure of the response.

Following the outline:

Now that you have the outline for what you would like to write, whether it be a paragraph, introduction, conclusion, or entire blog, you can ask ChatGPT to write following the outline it has created.

Following this outline, please write a short paragraph explaining one of the benefits of ChatGPT using the keyword ‘Digital marketing agency Melbourne’

As a digital marketing agency based in Melbourne, ChatGPT offers numerous benefits. Our cutting-edge language model can generate high-quality content for social media posts, blog articles, and website copy, helping businesses effectively communicate their message to target audiences. Our team of language experts and AI technology work together to create engaging and persuasive content that is tailored to the unique needs of businesses in Melbourne. With evidence-based writing and relevant examples, we can assist digital marketing agencies in Melbourne to optimise their online presence, attract more customers, and achieve their marketing goals. Partnering with ChatGPT can provide businesses in Melbourne with a competitive edge in the dynamic world of digital marketing.

Now ChatGPT is writing responses in your desired format. Alternatively, you can input an example or reference of the desired text format in your prompt and ask ChatGPT to copy the structure in its response. This is another way to achieve the same structural effect.

Criticise and feedback loop

One of the best ways to receive higher quality responses from ChatGPT is by asking the language model to criticise the initial response it provided, followed by asking it to implement the criticism in an improved generated response. If desired you can ask it to rewrite the text by improving it in a specific manner such as ‘be in a different tone, more succinct, more salesy’ etc.

Please criticise the following text and create a step-by-step outline of ways to improve it.
(copy and insert previously generated response here)

Ways to improve the text:

Clarify the main idea: The paragraph lacks a clear and concise topic sentence that clearly states the main idea or benefit of ChatGPT for digital marketing agencies in Melbourne. The main idea should be stated upfront in a topic sentence to guide the reader.

Provide specific details: The paragraph mentions “numerous benefits” but lacks specific details or examples to support this claim. Providing specific examples of how ChatGPT can benefit digital marketing agencies in Melbourne would make the paragraph more compelling and persuasive.

Streamline sentence structure: Some sentences in the paragraph are overly long and complex, which can make the text harder to read and understand. Streamlining sentence structure and avoiding excessive use of jargon can make the paragraph more concise and reader friendly.

Use evidence and data: The paragraph mentions “evidence-based writing” but does not provide any actual evidence or data to support the claims made. Including relevant data, statistics, or research findings can make the paragraph more credible and persuasive.

Provide a strong conclusion: The paragraph lacks a clear concluding sentence that summarises the main idea and reinforces the benefit of partnering with ChatGPT. A strong concluding sentence can leave a lasting impression on the reader.

Please rewrite and improve the text based on your criticisms.

With ChatGPT, a leading digital marketing agency based in Melbourne, businesses can reap a multitude of benefits. Our cutting-edge language model generates high-quality content for social media posts, blog articles, and website copy, allowing businesses to effectively convey their message to target audiences. Our team of language experts and AI technology work seamlessly to create engaging and persuasive content that is tailored to the unique needs of Melbourne-based businesses. Backed by evidence-based writing and data-driven strategies, ChatGPT assists digital marketing agencies in optimising their online presence, attracting more customers, and achieving their marketing goals. Partnering with ChatGPT provides businesses in Melbourne with a competitive edge in the dynamic world of digital marketing.

Here we can see the response has been dramatically improved to become more cohesive and human-like by integrating a more complex sentence structure. However, we can see the language learning model has made an error at the start of trying to integrate the desired keyword. The current topic sentence sounds like ChatGPT is the name of the marketing agency.

Human collaboration – the benefits of a digital marketing agency

As we can see, ChatGPT’s responses have limitations and can be prone to misunderstanding the prompt. As fantastic as current AI language learning models are, some of the best ways to improve the writing to your desired effect is by reviewing, editing, and adjusting the text output to suit your desired needs.

With ChatGPT, businesses can reap a multitude of benefits. The cutting-edge language model generates high-quality content for social media posts, blog articles, and website copy, allowing businesses to effectively convey their message to target audiences. Backed by evidence-based writing and data-driven strategies, ChatGPT assists Melbourne digital marketing agencies such as AWD Digital in optimising their online presence, attracting more customers, and achieving their marketing goals. At AWD Digital, our team of language experts and AI technology work seamlessly to create engaging and persuasive content that is tailored to the unique needs of Australian businesses. Partnering with ChatGPT provides Melbourne digital agencies with a competitive edge in the dynamic world of digital marketing.

With minimal reworking and adjustments, we now have improved the content and context of the paragraph to create an engaging response.

ChatGPT limitations and where a Digital Marketing Agency can help

ChatGPT has limitations around location-based context and up-to-date information. The dataset for the model does not have real-time information updates which means responses may not be relevant for 2023. It also can confuse context-dependant information between countries and provides it as a broad over-arching statement. For example, in response to Australian legislation, the language model may reference American laws. Due to its America-centric dataset, the spelling of responses may also need to be adjusted for Australian demographics. Therefore, it is important to review and fact-check all information provided by ChatGPT before publication.
Meanwhile, we can help your business increase productivity by utilising ChatGPT.

Collaborate with a Digital Marketing Agency to propel your business

Utilise cutting-edge AI technology to propel your business in collaboration with a leading Melbourne digital marketing agency. Let’s grow together! Give us a call on 03 9001 6255, or fill out the form to learn more about how we can help you leverage the power of AI to boost your brand’s credibility and drive more sales.