Strategy - Julie Cole - Comms Example

 The MOST dangerous sentence in a creative brief:

‘Let’s build awareness.’

The problem I have with this statement is that it looks at things from the business point of view.

It doesn’t get inside the head of the consumer which is not sitting there waiting to become aware of your brand.

That is why when I’m creating a comms framework, I prefer the word living.

It speaks to the mindset of the audience, who are going about living their life, they’re not interested in the category at that moment.

So you need a message that is going to resonate with this audience and be bigger than just about that moment.

Good comms strategy creates a clear link between where the consumer is in their life and the message you need to make for them.

That’s what makes a comms strategy.

👉 Comms Strategy In 60 Minutes, come along to my free workshop.

Tagline vs Slogan

 

Take Coca-Cola.
“Real Magic” is the brand’s tagline, an enduring expression of what the brand stands for.

“Share a Coke”, on the other hand, was created as a campaign idea, designed to encourage a specific behaviour and drive a specific piece of communication.

Brand Positioning

 🎯 𝗕𝗿𝗮𝗻𝗱 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗶𝘀 the bridge between 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 and 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻.

https://beloved-brands.com/brand-positioning/

To win in the market, your brand needs to occupy a space that is both:
✔️ The most motivating to your consumers
✔️ The most ownable for your brand

Our brand positioning process starts with a clearly defined consumer target—the people your brand will serve better than anyone else. From there, we:

✅ Identify the emotional and functional benefits that truly differentiate your brand

✅ Layer in support points that prove your promise and separate you from competitors

✅ Build a simple, powerful positioning statement your team can use to guide every decision

Without this clarity, your marketing risks becoming inconsistent, unfocused, and forgettable. With it, you create a brand that consumers love and competitors can’t touch.

👉 𝗟𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗽𝗼𝘀𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 𝗵𝗲𝗿𝗲:

Prompt Strategy - Marketing

 Most marketers are using 10% of what AI prompting can do.

Most people type one instruction and hope for the best.
No role.
No structure.
No constraints.
Then they wonder why the output feels generic and flat.
They rewrite the same prompt five times and get five average answers.
The gap usually isn't the AI.
It's the prompt.

I spent years writing briefs for creative and media teams.
Long documents.
Endless rounds of back and forth.
Still missing the mark half the time, even with a full page of notes.
AI prompting works exactly the same way.
Vague brief in, vague output out.
Once I started treating prompts like proper briefs, the output changed overnight.
Less editing.
Fewer rewrites.
Answers I could actually use first time.
That's the shift most marketers still haven't made.

Sixteen years in marketing taught me one thing about instructions.
The clearer the brief, the better the work, every single time.
AI runs on the exact same rule.
Give it role, context, constraints, and format, and the output jumps a level.
This isn't a hack.
It's just proper briefing, aimed at a machine instead of a person.
Most people skip straight to the ask and wonder why the answer feels thin.
The people getting real value from AI aren't smarter prompters.
They've just stopped winging it.

Twelve of my favourites from the thirty in this infographic:

→ Role Prompting
Give it an identity before the task.

→ Goal First Prompting
State the outcome before the instructions.

→ Context Injection
Add background before you ask the question.

→ Constraint Prompting
Set limits on tone, length, and style.

→ Audience Prompting
Tell it exactly who the output is for.

→ Step by Step Prompting
Break the task into a clear sequence.

→ Self Critique Prompting
Ask it to find its own weaknesses.

→ Chain of Verification
Make it check the facts before finalising.

→ Comparative Prompting
Get it to weigh options before recommending one.

→ Progressive Disclosure
Outline first, then expand section by section.

→ Ask Before Answer
Get it to ask you what's missing first.

→ Reflection Prompting
ask for one improvement before you accept the answer.

The other eighteen are in the infographic above, saved and ready to use.
Save yourself the trial and error I went through learning these the slow way.
Print it, screenshot it, whatever gets it in front of you next time you open a chat window.

More like this every week, if it's useful, stick around.
Send this to a teammate who's still typing one line prompts and hoping.
Which of these are you already using? Genuinely curious.

30 AI PROMPTING HACKS

You Can Use On ChatGPT, Claude, Grok, Gemini, Perplexity, Mistral, and other AI models, LLMs, and AI tools

1. Role Prompting

• Explain: Assign the AI a specific expert identity before giving the task.

• Example: "Act as a senior cybersecurity consultant and audit this system."

2. Goal First Prompting

• Explain: State the exact outcome before providing instructions.

• Example: "Your goal is to increase this email's reply rate to over 20%."

3. Context Injection

• Explain: Give relevant background information before asking the question.

• Example: "This article is for beginner entrepreneurs with no AI experience."

4. Few Shot Prompting

• Explain: Show a few examples so the AI follows the same pattern.

• Example: "Example 1... Example 2... Now generate Example 3."

5. Zero Shot Prompting

• Explain: Ask the AI to perform a task without providing examples.

• Example: "Summarize this report in five bullet points."

6. Delimiter Prompting

• Explain: Separate instructions and data using clear markers.

• Example: "Summarize only the text inside ```"

7. Output Format Prompting

• Explain: Specify exactly how the response should be structured.

• Example: "Return the answer as JSON with title, summary, and keywords."

8. Constraint Prompting

• Explain: Specify exactly how the response should be structured.

• Example: "Return the answer as JSON with title, summary, and keywords."

9. Audience Prompting

• Explain: Tell the AI who the content is for.

• Example: "Explain quantum computing to a 12 year old."

10. Step by Step Prompting

• Explain: Ask the AI to solve the task one step at a time.

• Example: "Break the business plan into clear sequential steps."

11. Self Critique Prompting

• Explain: Ask the AI to review and improve its own output.

• Example: "Now identify three weaknesses and improve the answer."

12. Multi Persona Prompting

• Explain: Make multiple experts collaborate on one problem.

• Example: "Answer as a marketer, lawyer, and product designer."

13. Reverse Prompting

• Explain: Start with the desired output and work backwards.

• Example: "What prompt would produce this exact result?"

14. Socratic Prompting

• Explain: Make the AI ask questions before answering.

• Example: "Ask five questions before creating the strategy."

15. Checklist Prompting

• Explain: Give the AI a checklist to verify before responding.

• Example: "Ensure accuracy, clarity, and actionable advice before replying."

16. Decision Matrix Prompting

• Explain: Ask the AI to compare options using predefined criteria.

• Example: "Compare these laptops based on price, battery, and performance."

17. Chain of Verification Prompting

• Explain: Instruct the AI to verify important claims before finalizing.

• Example: "Check for factual errors before giving the final answer."

18. Iterative Refinement Prompting

• Explain: Improve the output through multiple revisions.

• Example: "Create Version 1, then improve it twice."

19. Persona Simulation Prompting

• Explain: Simulate a specific customer or user type.

• Example: "Respond as a skeptical enterprise buyer."

20. Tree of Ideas Prompting

• Explain: Generate multiple solution branches before selecting one.

• Example: "Suggest five different marketing strategies, then recommend the best."

21. Negative Prompting

• Explain: Clearly state what should not appear in the response.

• Example: "Do not use jargon, emojis, or marketing buzzwords."

22. Evaluation Prompting

• Explain: Ask the AI to score or rate its output using criteria.

• Example: "Rate this landing page from 1 to 10 for conversions."

23. Comparative Prompting

• Explain: Compare multiple alternatives before making a recommendation.

• Example: "Compare Claude, ChatGPT, and Gemini for coding."

24. Progressive Disclosure Prompting

• Explain: Reveal information in stages instead of all at once.

• Example: "Give only the outline first, then expand each section."

25. Error Finding Prompting

• Explain: Ask the AI to identify mistakes in text or code.

• Example: "Find every logical error in this business proposal."

26. Hypothetical Scenario Prompting

• Explain: Use imagined situations to test reasoning.

• Example: "How would this strategy change if the budget were zero?"

27. Template Prompting

• Explain: Force the AI to follow a reusable template.

• Example: "Use Problem, Solution, Benefits, and CTA for every response."

28. Ask Before Answer Prompting

• Explain: Require the AI to clarify missing information first.

• Example: "If anything is unclear, ask questions before answering."

29. Rubric Prompting

• Explain: Give detailed evaluation criteria before generating content.

• Example: "Optimize this article for clarity, SEO, originality, and readability."

30. Reflection Prompting

• Explain: Ask the AI to reflect on whether the response fully solves the task.

• Example: "Review your answer and make one final improvement before submitting."