Ninety percent of effective marketing prompts are variations of ten patterns. Learn these once; reuse them forever.
Ninety percent of effective prompts are variations of ten patterns. Learn these once and you can produce any marketing asset the rest of the playbook covers without memorizing a new prompt every time. This is the module that makes all the others work.
You give Claude context about what you want, who it's for, and constraints. It writes.
Write [asset type] for [audience] about [topic]. Goal: [what you want the reader to do] Tone: [from your voice samples] Length: [word count or time] Must include: [specific points] Must NOT include: [forbidden claims, superlatives, specific rates] Output just the copy, no explanations.
Before writing, ask Claude for a range of angles. Pick one, then write.
I'm writing [asset type] about [topic] for [audience]. Give me 10 different angles I could take. Each angle should be: - A one-sentence hook - A specific promise to the reader - Distinct from the others (no rephrases) I'll pick one and we'll write from there.
You already have copy (a rough draft, a voicemail transcript, a carrier one-pager). Claude sharpens it.
Below is a [draft / transcript / document]. Rewrite it so it's: - Clearer to a [audience description] - Shorter by about [%] - In my voice (see samples above) - Free of jargon, anything a non-insurance-person wouldn't get, translate Preserve the substance. Don't add claims I didn't make. [Paste the source material]
One source idea, multiple formats. Fastest way to get a week of content from one insight.
Take this core idea: [the idea] Give me versions for each of these channels: 1. A 150-word Facebook post (warm, conversational, ends with a question) 2. A LinkedIn post (250 words, more professional but not corporate) 3. A 60-second video script (me on camera, first person, timestamped) 4. A 50-word SMS to a specific client 5. A subject line and opening paragraph for a blog post 6. A 3-line voicemail script Same core message, different vehicles. Match each channel's conventions.
First draft is usually "correct but bland." Ask Claude to push it.
Here's the draft: [paste draft] Now write three alternative versions that each take a different risk: Version A: More specific and concrete. Replace every abstract claim with a number, a scene, or a named situation. Version B: Opens with a story. First 50 words should be a scene from someone's actual life. Version C: Contrarian. Starts by challenging a common belief in my space. Don't soften them. I want choices.
Before publishing, have Claude review its own work like an outsider would.
Read the copy below as if you were: 1. A 65-year-old prospect on Medicare who's skeptical of agents 2. A compliance officer at my carrier/IMO 3. A cynical marketer For each, list the 3 things that would make them stop reading, push back, or flag the piece. Be blunt. [Paste the copy]
Want to know what your ideal client is really worried about? Ask Claude to roleplay them.
Roleplay as [ideal client persona]. Details: - [Age, family situation, income, location] - [What they're thinking about this week] - [Their prior experience with agents] I'm going to interview you about [topic: e.g., "how you think about life insurance for your kids"]. Answer in first person, with specific worries, phrases, and fears. Don't generalize, be specific to a real person in this situation. Ready? First question: [your question]
What comes back is raw material for every piece of copy you'll write for that persona, their actual language, their actual objections.
Abstract beats nothing, specific beats abstract. This pattern forces specificity.
Read this piece of copy. Every vague claim, replace with a specific number, name, time, or example. Rules: - "Save money" → "$X less per month on average" - "Years of experience" → "14 years, 800+ policies placed" - "A lot of options" → "23 carriers" - "Soon" → "before December 7" If I can't back up a specific claim, flag it and suggest a safer specific I could back up. [Paste the copy]
For every post or email, generate 10 hooks. Pick one. Throw away the other nine.
Topic: [the idea] Audience: [who you're writing for] Format: [Facebook post / blog intro / email subject line] Give me 10 hooks. Each one is just the first 15 words, the line that earns the next sentence. Different patterns: - Contrarian statement - Specific number - Question the reader can't ignore - Personal confession - Breaking news / news hook - Warning - Specific character - Unusual observation - Reframe of common belief - Direct address to a specific pain No explanations. Just the 10 hooks.
Not a substitute for your carrier's compliance review, but catches the obvious stuff.
Review the copy below for potential compliance issues common in [insurance line: Medicare, life, health, P&C, etc.].
Flag:
- Superlatives that can't be backed ("best," "cheapest," "lowest")
- Guaranteed return language in life/annuity
- Medicare: CMS-prohibited terms, missing required disclaimers
- Claims about competitors
- Rate or premium specifics that could go stale
- Fear-based or high-pressure language
- Missing required disclosures
Return a list of flags with specific phrases to change. Then give me a revised version with fixes applied.
[Paste the copy]
Most real marketing tasks chain 2-3 patterns:
Once you've run each pattern a few times, they become second nature. The rest of this playbook is just these patterns applied to specific asset types.