The RACE model: the formula for perfect prompts in ChatGPT (incl. examples by sector)

Want to build your prompts more strategically for marketing, sales or communications? Then the RACE model is a handy capstone. This structure (Reach, Act, Convert, Engage) helps you get ChatGPT to think and respond in a more focused way. In this article, we'll show you how to integrate the RACE model into your prompt strategy - with examples and template insights.

What is the RACE model?

RACE is an acronym that stands for:

• Role - Give the AI a role (e.g., copywriter, UX expert, data analyst)

• Action - Name what needs to be done

• Context - Provide additional background: target audience, tone-of-voice, objective

• Examples - Show examples of style, content or desired structure

These 4 elements ensure that ChatGPT knows what you want, for whom, and what it should look like.

1. R = Role: give the AI an identity

ChatGPT performs better if you make it clear who it is in the scenario.

Sample prompts:

• "You are a B2B copywriter with 10 years of experience in SaaS."

• "You are an e-commerce marketer specializing in Google Ads."

• "You are a UX designer who translates wireframes into clear user flows."

📌 Why this works: it activates the model to think from a role, including jargon, tone-of-voice and knowledge level.

2. A = Action: say exactly what you want

This is the verb part of your prompt. This is where you specify what ChatGPT should do.

Actions may include:

• Write a...

• Generate...

• Summarize...

• Analyze...

• Optimize...

Example: "Write a winback email for customers who didn't buy anything for 6 months."

📌 Why this works: without clear action, the output often remains vague or too broad.

3. C = Context: who, what, why?

Provide background. Consider:

• Target group (age, sector, persona, customer type)

• Product or service

• Style or tone-of-voice

• Purpose of the piece: inform, persuade, entertain?

Example: "Target group: young parents interested in sustainable food. Product: organic lunchbox subscription."

📌 Why this works: ChatGPT works on the basis of probability. The more specific the context, the more accurate the answer.

4. E = Examples: show or describe an example

This is optional, but incredibly powerful. Provide a sample sentence, a structure or even a mini-example of desired style or tone.

Example: "Use this style as a reference: 'Do you know what's in your lunch today? We thankfully do.'"

📌 Why this works: AI learns faster through examples than through abstract instructions.

Case study: from vague to powerful with RACE

Without RACE:

"Write an email about our new app."

With RACE:

"You are an experienced tech copywriter. Write an announcement email for the launch of our new meditation app. Target audience: busy professionals between the ages of 30-50. Tone: calm and inspiring. Include a catchy subject line and close with a CTA to the download page."

Result: a much more concrete and useful outcome.

Applications by sector (examples)

1. E-commerce
"You are an e-commerce copywriter. Write 3 product descriptions for sustainable t-shirts, target audience: Gen Z. Tone: rebellious, short."

2. Content marketing
"You're a content strategist. Generate a blog structure about 'AI in retail' for managers. Add suggestions for H2s."

3. HR & employer branding
"You're an HR specialist. Write a job posting for a marketer in a scale-up. Tone: personal, energetic."

4. Social media
"You are social media manager. Come up with 5 caption ideas for a flower store. Instagram, tone: fresh and playful."

5. Sales
"You are sales coach. Create a cold DM script for LinkedIn, target audience: SME business owners in construction sector."

6. Consultancy
"You're a digital strategy consultant. Create a pitch deck outline for an AI audit of an e-commerce company."

7. Email Marketing
"You're an email marketer. Design a flow of 3 emails for a lead nurture journey of a B2B software company."

8. Data Analysis
"You are data analyst. Analyze the CSV and provide visual overview of conversion by channel + notable outliers."

9. Video / YouTube
"You are YouTube screenwriter. Write a 2-minute script on '5 mistakes in digital ads'. Tone: smooth and modern."

10. Education & Training
"You are L&D expert. Design a 2-hour workshop on AI skills for marketers. Includes 2 interactive work formats."

Bonus: template prompt with RACE

"You are a [ROLE]. [ACTION], target audience: [CONTEXT]. Show: [CONTEXT]. Use style example: '[EXAMPLE]'."

Use this as your basic prompt. Build further in iterations.

Visual reminder

🧱 Think of RACE as the AI equivalent of a briefing form:

• Who is the AI?

• What should it do?

• For whom.

• In what style?

Make this your habit, and your output becomes:

• Better structured

• More Creative

• More relevant to your target audience

In conclusion

Those who work with AI like a leader with a good team will perform better. ChatGPT is not a magic box, but a thinking partner - if you know how to steer.

📌 Use RACE and your prompts will become more powerful, consistent and valuable. Every time.

Frequently asked questions about the RACE model and ChatGPT prompts

• What exactly is the RACE model?

  The RACE model stands for Reach, Act, Convert and Engage - four stages in the customer journey. It helps to think strategically about content, marketing actions and AI interactions.

• Why does it work well in conjunction with ChatGPT?

  By using the model in prompts, you guide ChatGPT through a logical process. That way, you get content tailored to each stage of your funnel.

• Should I use each phase in one prompt?

  Not necessary. You can also split the model. For example: one prompt for "Reach" ideas (such as awareness campaigns) and one for "Engage" content (such as retention emails).

• Can I apply this to email marketing, ads or social media?

  Absolutely. The RACE model is widely applicable - including for scripts, content calendars and AI-generated flows.

• Are templates available?

  Yes, in the master class you will have access to a prompt template based on the RACE model for different marketing channels.

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