The RACE model for ChatGPT: how to write better prompts with structure
Do you want to structure your prompts more strategically for marketing, sales, or communication? Then the RACE model is a useful framework. This structure (Reach, Act, Convert, Engage) helps you guide ChatGPT to think and respond in a more targeted 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 framework?
RACE is an acronym that stands for:
Role – Assign a role to the AI (e.g., copywriter, UX expert, data analyst)
Action – Define 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, who it's for, and how it should look.
1. R = Role: Give the AI an identity
ChatGPT performs better when you clarify who it is in the scenario.
Example 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 prompts the model to think from a specific role, including jargon, tone-of-voice, and level of knowledge.
2. A = Action: state exactly what you want
This is the verb section of your prompt. Here, you specify what ChatGPT should do.
Actions may include:
Write a...
Generate...
Summarize...
Analyze...
Optimize...
Example: “Write a win-back email for customers who haven't made a purchase in 6 months.”
📌 Why this works: without a clear action, the output often remains vague or too broad.
3. C = Context: who, what, why?
Provide the background. Consider:
Target audience (age, sector, persona, customer type)
Product or service
Style or tone of voice
Purpose of the piece: to inform, persuade, or entertain?
Example: “Target audience: young parents interested in sustainable food. Product: organic lunchbox subscription.”
📌 Why this works: ChatGPT operates based on probability. The more specific the context, the more accurate the response.
4. E = Examples: show or describe an example
This is optional, but incredibly powerful. Provide an example sentence, a structure, or even a mini-example of the desired style or tone.
Example: “Use this style as a reference: ‘Do you know what's in your lunch today? Fortunately, we 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 30–50 years old. Tone: calm and inspiring. Add a catchy subject line and conclude with a CTA to the download page.”
Result: A much more concrete and usable result.
Industry-specific applications (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 are a content strategist. Generate a blog structure about ‘AI in retail’ for managers. Add suggestions for H2s.”
3. HR & employer branding
“You are an HR specialist. Write a job posting for a marketer in a scale-up. Tone: personal, energetic.”
4. Social Media
“You're a social media manager. Come up with 5 caption ideas for a flower shop. Instagram, tone: fresh and playful.”
5. Sales
"You are a sales coach. Create a cold DM script for LinkedIn, target audience: SME business owners in the construction sector."
6. Consultancy
“You are a digital strategy consultant. Create a pitch deck outline for an AI audit of an e-commerce company.”
7. Email Marketing
“You are an email marketer. Design a flow of 3 emails for a lead nurturing campaign for a B2B software company.”
8. Data Analysis
"You are a data analyst. Analyze the CSV file and provide a visual overview of conversion rates per channel, highlighting any notable outliers."
9. Video / YouTube
"You're a YouTube scriptwriter. Write a 2-minute script about '5 mistakes in digital advertising'. Tone: smooth and modern."
10. Education & Training
“You are an L&D expert. Design a 2-hour workshop on AI skills for marketers, including 2 interactive work formats.”
Bonus: Prompt template using RACE
"You are a [ROLE]. [ACTION], target audience: [CONTEXT]. Tone: [CONTEXT]. Use style example: '[EXAMPLE]'."
Use this as your base prompt. Build on it in iterations.
Visual reminder
🧱 Think of RACE as the AI equivalent of a briefing form:
Who is the AI?
What should it do?
Who is it for?
What style are you looking for?
Make this a habit, and your output will be:
Better structured
More creative
More relevant to your target audience
In conclusion
Those who use AI like a leader with a good team will perform better. ChatGPT is not a magic box, but a collaborative partner—if you know how to guide it.
📌 Use RACE and your prompts become more powerful, consistent, and valuable. Every single time.
Frequently asked questions about the RACE model and ChatGPT prompts
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The RACE model stands for Reach, Act, Convert, and Engage – four stages in the customer journey. It helps you think strategically about content, marketing activities, and AI interactions.
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By using the model in prompts, you guide ChatGPT through a logical process. This way, you get content that is tailored to each stage of your funnel.
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Not necessarily. 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).
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Absolutely. The RACE model is widely applicable – including for scripts, content calendars, and AI-generated flows.
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Yes, in the masterclass, you'll get access to a prompt template based on the RACE model for various marketing channels.
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