ChatGPT Isn’t Psychic, It’s Prompted
You’ve probably tried ChatGPT by now. Maybe you asked it to write a product description or summarize a blog. But did it sound a little off? Like a helpful robot that doesn’t quite get your vibe?
That’s because AI like ChatGPT doesn’t just “know” your brand. It responds to how you ask. That’s where prompt engineering comes in, it’s the art of asking better questions to get better, more tailored answers. And no, you don’t need to be a coder or an AI expert to do this well.
At BizKeyHub, we’ve helped small and medium-sized businesses (SMBs) shape AI to sound human, trustworthy and on-brand. It all starts with learning how to give AI the right instructions, just like briefing a new team member.
What is Prompt Engineering in Plain English?
Prompt engineering is about telling AI exactly what you want, how you want it and in what voice or format. Think of it like writing a recipe. You don’t just say “make pasta,” you specify the type, ingredients and how spicy you want it. The better your instructions, the better your results.
With ChatGPT, your “prompt” is that set of instructions. Want it to write like your company’s social media manager? Explain the tone. Want it to follow a specific format or avoid buzzwords? Say so in the prompt.
Why Brand Voice Matters With AI
Whether you’re running a dog grooming studio or a legal consulting firm, your brand has a personality. Maybe it’s fun and cheeky or formal and direct. Either way, it matters. When ChatGPT outputs content that doesn’t match your tone, customers feel that disconnect. They might think it’s off-brand, or worse, that it wasn’t written by you at all.
Prompt engineering helps you bridge that gap. It turns ChatGPT into a brand-friendly assistant instead of a generic chatbot.
How to Train ChatGPT to Match Your Brand Voice
1. Define Your Voice First
Before you can “train” ChatGPT, get clear on your voice. Ask yourself:
- Are we casual, corporate, clever or caring?
- Do we use contractions (we’re, don’t) or full words?
- Do we prefer short punchy sentences or longer explanations?
- Should we sound like a helpful friend or a polished expert?
Document this in a brand voice guide. Even a one-pager helps. You’ll use this in your prompts.
2. Use Detailed Prompts
Instead of saying:
“Write a LinkedIn post about our new product.”
Try:
“Write a LinkedIn post announcing our new product launch. Use a confident but casual tone. Keep it under 150 words. Start with a hook, add a customer benefit, and end with a call-to-action to visit our website. Our brand voice is helpful, honest and slightly witty.”
Notice the difference? The second version gives ChatGPT clear direction on structure, tone and intention. That’s what makes the output usable right away.
3. Use Examples to Reinforce Your Style
ChatGPT can mimic styles really well, if you show it how. Try this prompt format:
“Here’s an example of our brand tone: ‘Big ideas deserve a human voice. That’s why we keep things simple, honest and real.’ Use that tone to write a product description for our new eco-friendly lunchbox.”
Feeding it one or two samples goes a long way. You can even paste an old blog or social post and say, “Mimic this style.”
4. Save and Reuse Prompts
Think of your prompts as templates. Once you find a version that sounds just right, save it. You can reuse it every time you write an email newsletter, product description or blog intro. Just swap out the details.
5. Give Feedback—Yes, Really
If the output isn’t quite right, say so. Prompt engineering is iterative. You might follow up with:
- “Make it more casual and less formal.”
- “Add a bit more enthusiasm in the intro.”
- “Try a version that’s more direct, fewer adjectives.”
It’s like training a new employee. You wouldn’t expect perfection the first time—but you refine with feedback.
Real-World Example: Driftwood Coffee’s Rebrand
Driftwood Coffee, a small roastery in Colorado, wanted to update its blog content using AI. Their old tone was too stiff. They were aiming for friendly, earthy and smart. Using prompt engineering, they started every ChatGPT session with:
“Act as a copywriter for Driftwood Coffee. Our voice is warm, slightly cheeky, and grounded in sustainability. Write in a way that feels human, not polished. Avoid marketing fluff. Always focus on the customer first.”
The result? On-brand content that customers actually shared, and a writing process that took hours less than before.
Prompt Engineering Cheat Sheet
Here’s a go-to structure to start with:
- Role: “Act as a [brand’s] copywriter/social media manager.”
- Goal: “Write a [blog, ad, social post, email, etc.] about [topic].”
- Tone: “Use a tone that’s [fun, friendly, professional, etc.].”
- Style hints: “Keep it under X words. Use short sentences. Avoid jargon.”
- Examples: “Mimic this tone: ‘[insert sentence or paragraph].’”
Common Mistakes to Avoid
- Vague prompts: If it’s too generic, ChatGPT defaults to bland.
- Overloading in one message: If it’s too long or complex, the model can get confused. Break things into steps.
- Not iterating: Don’t be afraid to revise, clarify or rephrase.
AI + Your Brand = A Powerful Combo
When you combine your human understanding of your brand with AI’s lightning-fast writing, you get the best of both worlds. Prompt engineering puts you in the driver’s seat. You’re not just asking ChatGPT to write for you, you’re teaching it how you sound, what matters to your audience and how to bring your personality through the screen.
Simple Action Plan for SMBs
- Create a brand voice mini-guide: Even 3–5 bullets on tone and personality helps.
- Draft your first detailed prompt: Use the cheat sheet to write one good one.
- Try a test piece: Pick a blog, product page or email to draft with ChatGPT.
- Refine and reuse: Tweak until it sounds just right, then save it for future use.
Conclusion: You Don’t Need to “Sound AI” to Use AI
Your brand voice is one of the most human things about your business. With the right prompt, AI can echo it beautifully. And once you get the hang of prompt engineering, writing with ChatGPT gets easier, faster and way more on-brand.
At BizKeyHub, we help SMBs use AI without losing their human edge. Because technology should sound like you, not like a robot.
Want to make ChatGPT your brand’s best writer? Visit BizKeyHub.com and discover practical AI strategies built for businesses like yours.