You’ve tried AI. It’s given you something. But it’s not quite what you meant. In this episode, Nick Crawford breaks down why AI outputs go beige (spoiler: it’s usually the brief), and how to get consistently useful results with AI prompting for marketers.
About Nick Crawford
Senior marketing consultant with over 20 years of experience helping brands overcome marketing challenges. Started using AI in 2017 and now focuses on training and deploying AI solutions in a non-technical way.
- Want the TWIST framework resources? Click here
- AI for Non-Techies: Click here
- Nick’s website: Click here
- Nick’s AI Power Hour: Book here
- Platforms mentioned: ChatGPT, Claude, Gemini, Copilot, Notion
How AI Really Thinks (And Why It Matters)
Large language models like ChatGPT don’t really “think”, they look at patterns from their training (mostly the internet) and try to guess what words come next, making them basically supercharged predictive text engines. If you feed them generic prompts, you’ll get generic answers. But when you give clear instructions, context, and detail (like you would to a smart team member) you get richer, more useful results. Treating your AI like a “virtual librarian” and being specific about what you want (18th-century marble architecture book = good, “any book on architecture” = meh) is the key.
Try it for yourself:
- Don’t be afraid to get specific: AI loves details.
- The more context you give (“who’s this for?” “what’s good look like?”), the better your results.
- Order matters: Set your goals and big-picture needs first, then add the nitty-gritty.
The TWIST Framework: Your Secret Weapon for Better Prompts
Tired of back-and-forth with AI that just doesn’t “get it”? Nick created the TWIST framework to help you structure every prompt for maximum clarity and creativity:
- Task: What do you want done?
- Who: What expertise or “hat” should AI wear?
- Information: What background, examples, or data can you share?
- Specifics: What do you definitely want (or not want)? Think: “No emojis. Only use UK English.”
- Tone/Target: What style or output format should it use?
Nick recommends jotting down just one sentence for each section to start: already boosting your odds of getting something worth using (and saving yourself from endless edits).