Mastering AI Prompts with the PIC Framework

Today, I want to introduce you to a simple but powerful way to get better results from AI tools like ChatGPT. If you have ever struggled with vague, generic AI responses, it is probably because of how you are prompting it.

That is where the PIC Framework comes in. I developed this approach specifically for professional services and B2B marketing to make AI-generated content more accurate, relevant, and usable and I’m using this video to show you how it works.

What is the PIC framework?

PIC stands for Personality, Insight, and Clarity, the three essential components of an effective AI prompt.

First, Personality. This means giving the AI a clear role so it understands the approach you need. For example, instead of saying, “Write a LinkedIn post about AI in marketing,” you could say, “Act as an expert LinkedIn copywriter for a B2B consultancy who specialise in using AI in marketing.”

Next, Insight.

This is about giving the AI context who you are, your industry, your audience, and even your tone of voice. For example, “Our consultancy helps CEO’s and Managing Partners of mid-sized law firms improve client retention through digital marketing strategies such as social media and SEO.Our audience often struggle to see the value of digital marketing but spend most of their time doing it. –

or you can state some more typical pain points as well as additional services. The more information you give the better.

Finally, Clarity. AI needs clear instructions on what kind of output you want. That includes format, structure, and tone. For example, “Write a LinkedIn post in a friendly and professional tone of voice (or you can attach your Tone of Voice guidelines) with three key insights, a headline which is a question and a CTA.”

Why does this work?

Think of AI like a team member. If you give a vague brief, you will get vague results. But if you set expectations clearly, you get tailored, high-value responses.

Let’s look at a practical example.

If you ask AI to “write a follow-up email to leads,” you might get something generic. But if you apply the PIC framework, you could say:

“You are an email marketing expert for professional service firms. Our target clients are law firm partners struggling with lead conversion. Write a follow-up email offering a free 30-minute AI marketing consultation. Make the tone professional yet warm, and end with a clear CTA.”

The result? A much more focused and effective email.

How to start using the PIC framework today

If you want to improve your AI prompts, here is what you can do:

Try it out. Before your next AI interaction, take a few extra seconds to structure your request using Personality, Insight, and Clarity.
Create a cheat sheet. Write down sample prompts tailored to your business and use them as a guide.
Train your team. If your firm is using AI for marketing, client communications, or business development, make sure everyone is aligned with this approach.

Mastering AI is not about asking for more, it is about asking better. If you would like help refining your AI prompting, feel free to reach out. Thanks for watching, and I will see you in the next video!

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.

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