The outputs you're getting from AI aren't bad because AI is bad. They're bad because the brief is bad.
Think about the last time you handed work to a junior hire without enough context. They came back with something technically correct and completely wrong — the right deliverable, the wrong angle, the wrong tone, totally missing the point. That's not a talent problem. That's a briefing problem.
AI works the same way. Give it a vague input, get a vague output. Give it a sharp brief, get something useful.
Here's how to brief one.
The 5-Part Brief Framework
1. Role Tell it who it is. "You are a senior email copywriter who specializes in SaaS marketing." This primes the model's framing before it writes a word. A generic response often starts with a generic prompt — no role assigned.
2. Context What's the situation? Who's the audience? What do they already know? What do they care about? "Our audience is marketing managers at companies with 5–50 employees. They're skeptical of AI hype but open to practical tools. They're time-poor and allergic to theory."
3. Task Be specific about the deliverable. Not "write an email" — "write a 200-word email to re-engage subscribers who haven't opened in 60 days. Subject line included. One CTA: clicking through to read the latest blog post."
4. Constraints What are the guardrails? Tone, length, format, things to avoid. "Keep it conversational. No bullet points. Don't mention competitors by name. Avoid the word 'leverage.'" Constraints aren't limiting — they're what separates a useful output from a generic one.
5. Output format Tell it exactly what to give back. "Return: the subject line, preview text, and email body. Label each section." If you don't specify format, you'll get whatever the model defaults to, which may not be what you need.
The Test
Before you send a prompt, ask yourself: if I handed this to a sharp junior marketer I'd just hired, would they have everything they need to do good work?
If the answer is no — if they'd have to guess at the audience, the tone, the deliverable, or the goal — your prompt isn't ready. Add what's missing.
Common Briefing Failures
- Too vague on audience: "write for marketers" means nothing. "Write for marketing managers at 5-person DTC brands who run their own paid social" means something.
- No output format specified: You'll get an essay when you wanted three bullet points.
- Skipping constraints: "Sound like us" is not a constraint. "Match this example paragraph's tone" is.
- Forgetting the goal: The task and the goal aren't the same thing. The task is "write an email." The goal is "get them to click the CTA." Name both.
The Mindset Shift
Stop thinking of AI as a tool you operate and start thinking of it as a collaborator you brief. The better your brief, the better the work — every time.
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