AI is here but Are you using it effectively?

AI tools like ChatGPT and Claude are playing a key part in marketing and business development (BD) across professional services however many firms aren’t using them to their full potential.

Instead of harnessing AI for strategic advantage, firms often end up with:

🔹 Generic, surface-level content that lacks professional depth.
🔹 Inconsistent AI-generated outputs that require heavy editing.
🔹 A lack of AI expertise, leaving marketing and BD teams hesitant to integrate it effectively.

But AI can be a game-changer if you know how to use it correctly. The key is better prompting techniques that ensure AI produces high-quality, tailored, and effective content. And that’s exactly what my AI Prompting Workshop delivers.

Why law and accountancy firms struggle with AI prompting

The professional services sector, especially law and accountancy firms, has traditionally relied on expertise, relationships, and in-depth industry knowledge to win and retain clients. Marketing and BD efforts in these firms are complex, requiring thought leadership, credibility, and highly tailored messaging. While AI tools like ChatGPT and Claude offer powerful ways to create content and streamline BD activities, most firms struggle to use them effectively. Here’s why:

1. Lack of AI expertise: The problem with default prompts

Many marketing and BD professionals in law and accountancy firms are keen to explore AI but don’t know how to structure prompts effectively. This means they rely on default AI outputs, which tend to be:

• Generic – AI, when used without proper instruction, produces broad, uninspired content that lacks the depth required in professional services.
• Overly simplistic – Law and accountancy firms deal with nuanced topics that require a level of expertise AI can only replicate if guided properly. Without precision, AI-generated content lacks strategic insight and this can quickly annoy partners who then have to spend editing or even rewriting content.
• Missing the human element – Professional services thrive on trust and relationships. AI-generated content, if not prompted correctly, can sound robotic, failing to reflect a firm’s tone of voice and personality.

Many firms try AI once, find the results disappointing, and give up, not realising that the issue isn’t AI itself, it’s how it’s being used. The key to unlocking AI’s true potential lies in writing structured, strategic prompts that guide AI to produce high-quality, industry-relevant content.

2. Limited real-world application: Where most AI training fails

Most AI training available today is too generic and doesn’t consider the unique needs of professional services firms. Typical AI sessions focus on the technical aspects, explaining how AI models work or showcasing general AI use cases that don’t apply to the realities of marketing and BD in law or accountancy firms.

💡 However Professional services firms need AI to do very specific things:

✅ Help create compelling thought leadership content that positions partners as experts.
✅ Support lawyers and accountants in developing LinkedIn ideas posts that are engaging and credible.
✅ Generate SEO-optimised content that reflects the firm’s industry expertise.
✅ Streamline the creation of pitch documents and proposals without losing the bespoke nature required.
✅ Assist in developing targeted campaigns and lead magnets to attract high-value clients.

Most AI training sessions fail to provide industry-specific examples or practical ways to apply AI to real marketing and BD challenges. This leaves teams with theoretical knowledge but no clear roadmap for using AI in their daily workflows.

My AI Prompting Workshop is designed to bridge this gap. I show firms how to apply AI directly to their business needs, ensuring they get meaningful, practical results immediately.

3. Time pressures: AI needs to save time, not waste It

One of the biggest reasons firms struggle with AI is that marketing and BD teams simply don’t have time to experiment with AI prompting.

• They are already stretched thin, juggling multiple responsibilities, from running email campaigns and maintaining the firm’s website to supporting fee earners with BD activities.
• They can’t afford to waste time trial-and-erroring their way to good AI outputs.
• They need structured, repeatable frameworks that generate high-quality results quickly and consistently.

Instead of spending hours refining AI-generated content, firms need a proven system that allows them to:
🔹 Write effective prompts the first time—eliminating wasted effort.
🔹 Use AI to speed up workflows rather than create more work.
🔹 Apply AI in a way that complements their firm’s existing marketing and BD strategy.

That’s why my AI Prompting Workshop is built around efficiency—teaching teams how to get high-quality, professional outputs from AI in minutes, not hours.

Testimonial Highlight:
“We knew Helen was a marketing expert, but she blew us away with how much she knows about AI prompts already… The session gave us really valuable context and action points to go away with.”

💡 Want to see how AI can work for your firm? Book a free discovery call and let’s explore how AI prompting can make your marketing and BD more effective.

What you’ll learn in the AI prompting workshop

This isn’t just another theory-based AI training session. This is hands-on learning, packed with real-world examples that show you how to apply AI to your firm’s specific marketing and BD needs.

Here’s what you’ll get:

✅ The PIC Framework: Learn my Personality, Intent, Context framework—designed specifically to generate high-quality, strategic AI outputs.

✅ Live demonstrations: Watch AI prompts in action, applied directly to the kind of content your firm produces.

✅ Practical techniques to generate high-value marketing and BD content, including:

• Writing SEO-optimised blogs that attract the right clients.
• Creating detailed ideal client profiles (ICPs) to refine targeting.
• Brainstorming campaign ideas and thought leadership topics.
• Helping lawyers and accountants generate LinkedIn post ideas.
• Developing lead magnets to increase lead conversion.

Why this workshop is different from other AI training sessions

There’s no shortage of AI training out there, but most of it isn’t designed for professional services firms. My workshop stands out because it is:

🔹 Tailored to your business: Before the workshop, I conduct a discovery session to understand your firm’s marketing and BD objectives. The training is then customised to meet your specific needs.

🔹 Live and interactive: This isn’t a one-size-fits-all webinar. You’ll see AI prompts working on your own business content so you can immediately apply what you learn.

🔹 Practical, not theoretical: No generic AI outputs. No complex tech jargon. Just real-world AI applications that deliver results for your firm.

Who is this workshop for?

This training is designed for:

✔️ Marketing & BD teams in law and accountancy firms who want to work smarter with AI.
✔️ Professionals looking to integrate AI into their daily workflows.
✔️ Firms that have started using AI but aren’t seeing meaningful results.

🚀 Formats Available:

🔹 1-2-1 coaching for senior marketing and BD professionals.
🔹 Team training sessions for in-house marketing and BD teams.
🔹 Customised workshops tailored to your firm’s unique needs.

Ready to transform your firm’s Marketing and BD?

AI isn’t just a passing trend it’s a powerful tool that can elevate your marketing strategy, improve efficiency, and drive business growth. But to make AI work for you, you need the right prompting techniques.

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.