Why Every Marketer Needs to Master Prompt Engineering

Have you ever thought about the path we've travelled, from the creative minds of sci-fi writers and that somewhat dubious 1968 film featuring a speaker named HAL, to the emergence of Alexa and now ChatGPT?

Some of you may have tried it out, while others haven't, but did you know it's how easy it to make it a productivity powerhouse? And let's be honest, leisure marketers aren't exactly overflowing with spare time, are they?

Here are a few tips I've learned (after trial, error, and unintentionally funny AI responses): the true magic of AI isn't just having access to ChatGPT—it's knowing exactly what to ask. This magical skill is called prompt engineering.

Not every club and centre has the luxury of a dedicated marketing team, quite often it falls to operations staff or a gifted member of the front of house team. 

• Promoting swimming courses to hesitant parents and reluctant little swimmers
• Ensuring those fresh-faced new members stick around beyond their promotional sign-up offer
• Selling PT sessions without sounding like pushy salespeople ("yes, John, your plank form is perfect, but let’s spice things up a bit’)

But remember, rubbish in, rubbish out. Ask ChatGPT for a generic stuff, and you'll get content blander than beige oat milk embarrassed to call itself nutritious. Personally, I liken it to bagel thins versus toast, but let's not linger on that.

Learning how to 'Prompt Engineer' is your key to transforming how you use AI from that occasionally frustrating work experience placement, into your powerful marketing assistant. And ugh, who doesn’t love a great new term to throw into the next management meeting, not to mention its perfect for dropping casually into conversation when the IT dept sigh about another emergency receipt printer intervention at the front desk. Go on, own it!

What Exactly Is Prompt Engineering?

Think of AI as your clubs enthusiastic new apprentice: full of potential but needing clear, step-by-step guidance. Give it vague tasks; you get vague outcomes.

You've probably heard about Gladstone Audience Builder, part of the staff facing Go communications module, even with a highly precise dynamic data list, your communication efforts will fall flat if the message remains dull and uninspiring, apologies I am talking about oat milk again.

Weak prompt: "Write promotional email about swimming lessons."

Better prompt: "Write an engaging email campaign aimed at busy parents, encouraging them to sign-up their kids for the Easter red hat Stage1-2 swimming classes. Emphasise safety, fun, and skill development, and close with an easy-to-follow website booking link with Gladstone Go learn."

Spot the difference? Precision gets results.

My Go-To Framework for Effective Prompts:

Here's how I ensure AI consistently delivers leisure-specific, marketer-approved content:

Clarify Your Objective Be precise about:

• Your aim (engagement, retention, sign-ups?)
• Your audience (new gym-goers, seasoned swimmers, parents planning a birthday party?)
• Content format (email campaign, social post, marketing report?)
• Specify a style, write in a conversational, first-person tone
• Include emotions and provide a narrative to set up the context, it might be operational or serve as a reminder for clearing membership debt
• Put most critical instructions last

Example Social Post Prompt: "Write a motivational Instagram post aimed at new gym members, sharing three practical tips for maintaining their fitness routine and concluding with a welcoming CTA to book a complimentary PT consultation."

Assign AI a Clear Role Let AI imagine itself as a seasoned leisure and wellbeing expert.

Example Email Prompt: "You’re a friendly, experienced fitness marketer crafting an email to persuade gym members to refresh their workout routines with personalised PT sessions.

Adopt a supportive, enthusiastic tone, include an enticing subject line, a concise intro, and a clear call-to-action."

Pro Tip: Fancy a specific brand voice? Let AI channel it: "Make it sound like Gymshark—fun, direct, and inspiring.” If your audience is inspired by an wellness influencer or sports personality include it in your prompt.

Go Tip: Need to fill a class or activity that members haven’t booked on to, why not configure a ‘deep link’ with Gladstone Go and send them directly to a search that filters by date/activity.

Refine, Refine, Refine AI won't nail it first time, and that's fine. Simply adjust your prompts:

Follow-ups:

• "Make it shorter and snappier."
• "Include a relatable example about achieving fitness milestones."
• "Sound like a friendly fitness instructor who genuinely cares."

Remember, AI is your content buddy, not your boss. You’re still calling the shots and remain the senior club coach.

So, Why Bother with AI?

Done right, AI:

• Help you generate fresh content ideas to promote your activities
• Quickly builds social media content that resonates with your brand
• Helps you effortlessly repurpose marketing communications

• Allows you to catch your breath amidst managing front desk challenges or figuring out who should be setting up the badminton nets, argh!

Your AI Challenge:

Now, over to you:

Have you tried using AI in your marketing yet?

• What's worked well?
• What crashed and burned?
• What's holding you back from fully embracing prompt engineering?

P.S. So we mentioned HAL, the AI from 2001: A Space Odyssey. Whether its name is a clever Easter Egg linked to IBM or pure coincidence, I'll leave for you to decide!