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What copywriting, Boolean search and years of working with AI have taught me about getting clearer, sharper and more useful answers.
Getting the most out of AI Search and understanding what your customers are searching for on AI platforms are two of the hottest challenges I hear about from marketers, today. I think that marketers can solve this easily - write better AI prompts by doing what good marketers have always done: define the audience, clarify the objective, provide the right context and make things clear.
(Image is AI with Hubspot ChatGTP integration)
I’ve been writing copy for decades, using Boolean search for years, and working with AI since well before ChatGPT became mainstream. The more I use generative AI, the more I see those skills overlapping.
Good prompting isn’t about discovering a magic collection of words. It is about giving clear instructions and directing attention towards what matters - that is also what good copywriting does. A copywriter thinks about audience, intent, tone, structure, objections and the action they want someone to take. When I prompt AI, I’m doing the same thing!
Boolean search adds another useful discipline - anyone who has built complex search strings understands the value of AND, OR, NOT, quotation marks, brackets and exclusions (...hello recruiters!).
Small changes to the instructions can dramatically change the results - the same applies to prompting.
Here's a few shorthand prompts I use almost every day (copy and paste them into your own search):
/REDTEAM - attack the idea and identify weaknesses, risks and assumptions.
/PROSECUTOR - build the strongest possible case against my argument.
/RAWTRUTH - strip away the politeness and identify what is genuinely strong, weak or unrealistic.
/RIVALS - look at the idea through the eyes of competitors and identify how they might respond.
/BOARDROOM - assess it as if it were being presented to senior decision-makers. What would a CEO, CMO, investor or board challenge?
None of these replace my thinking, and that's the point - for me, the best use of AI isn’t always asking it to think instead of me, it’s using prompts to make my own thinking clearer, sharper and harder to fool.
Read more about our AI Search Visibility Services (we do both in Swedish and English)
