Problem: why your AI is still pouring out fluff
Every day you open ChatGPT, Copilot, and other models.
You tell them: “Write a post,” “Make a plan,” “Analyze—whatever.”
The answer is long, neat, useless generic copy that you rewrite from scratch.
Here’s what really happens:
- Vague requests. “Write something,” “Make it better,” “Generate ideas”—no goal, no metrics, no criteria.
- Multitasking inside one message. “Analyze → rewrite → draft the brief → do a table.” The model averages everything.
- Zero context. “Write a note to the client”—without the audience, product, deal stage, or entry point.
The model isn’t dumb. It does exactly what you programmed with words:
no clear brief → safest, average answer → AI fluff.
The cost of this error:
- +10–15 minutes of edits per answer;
- endless regenerations;
- lost meaning: you edit the AI instead of delegating.
Goal: stop being the model’s editor and become the creative director. You don’t need “the talent of a prompt engineer”; you need one clear framework.
Solution: the R.Z.K.F.S. framework
Good prompting for non-tech people boils down to five elements:
R — Role Z — Task K — Context F — Format S — Style
No magic. It’s just the structure of a proper brief.
A good prompt = a precise assignment the model can execute on the first try.
Let’s break it down step by step.
R: Role — define whose brain is answering
What to do
Begin the prompt by naming the role: who is the model playing right now.
Why it matters
The role brings the right mindset, vocabulary, and frameworks.
Without a role: a school essay.
With a role: a practical answer in the right context.
Formula
“You are a [role/expert] who specializes in [specialization].”
Examples
- “You are an SMM strategist running B2B and LinkedIn.”
- “You are a product analyst focused on money and conversion, not vanity metrics.”
- “You are a sales leader who thinks in funnels and revenue.”
Z: Task — one mission at a time
What to do
Give one clear verb and one concrete result. Not three-in-one.
Why it matters
“One task — one prompt.”
Everything else = a blurred answer without accountability.
Formula
“Your task is to [verb] [exact deliverable].”
Examples
- “Your task is to generate 10 content hypotheses for lead generation.”
- “Your task is to summarize the text below into five bullet points for the CEO.”
- “Your task is to rewrite the email so it converts into a meeting.”
K: Context — make the answer yours, not averaged
What to do
Provide everything that matters: audience, offer, product, constraints, source materials.
Why it matters
Without context the model hallucinates.
With context it aligns with your reality.
Formula
“Here is the context: [Goal], [Audience], [Product], [Constraints], [Source text/data].”
Examples
- “Goal: achieve a 15-minute call without a hard pitch.”
- “Audience: U.S. B2B SaaS founders, $20k+/year checks.”
- “Source: here is the landing copy that needs an email follow-up.”
Context should be crisp but not verbose. Every line must impact the outcome.
F: Format — deliver the final artifact right away
What to do
Force a structure: table, list, template email, script, brief.
Why it matters
You pay for action, not “pretty prose.” Without a format, the model defaults to a wall of text.
Formula
“Answer in the format: [specific structure].”
Examples
- “Respond as a table: Column 1 — Idea, 2 — Audience, 3 — CTA.”
- “Give me a ready email: subject + 4 AIDA paragraphs + CTA, under 120 words.”
- “Return a list of five steps beginning with verbs.”
S: Style — filter out the fluff
What to do
Set tone, language, length constraints.
Why it matters
Style aligns the answer with your audience. No motivational noise, no corporate buzz.
Formula
“Style: [tone]. Constraints: [length], [language], [special requirements].”
Examples
- “Tone: businesslike, direct, no motivational fluff.”
- “Language: Russian, simple words.”
- “Limit: 100 words, no emoji.”
10 cases: how R.Z.K.F.S. turns “make it pretty” into a working result
Below are templates you can drop into any AI without extra tuning.
1. SMM content plan
Bad prompt: “Create an Instagram content plan.”
Reference prompt:
You are an SMM strategist running commercial accounts.
Your task is a 7-day content plan (1 post per day).
Context: a coffee shop in central Moscow, audience — students and freelancers 20–30, goal — increase 8:00–11:00 visits, content buckets: promos, behind the scenes, testimonials.
Format: table with columns Day, Bucket, Post idea (1–2 sentences), CTA.
Style: lively, simple, no infobusiness buzz.
2. Blog ideas about AI
You are the editor-in-chief of an IT media outlet.
Your task is to suggest 10 article ideas that allay the fear “AI is hard, I don’t know where to start.”
Context: audience — managers and marketers without a tech background.
Format: numbered list; each idea gets a title + one sentence explaining the business benefit.
Style: expert yet human.
3. Cold email to an investor
You are a B2B sales expert and email copywriter.
Your task is to write a personalized email to an investor aiming for a 15-minute call.
Context: a quick-delivery startup, we know where they already invested, emphasize relevance.
Format: ready email under 150 words, 4 paragraphs following AIDA, single CTA.
Style: respectful, confident, value-focused.
4. Product description
You are a benefits-first copywriter.
Your task is to turn a list of cream features into copy that solves the audience’s pains.
Context: women 30+, sleep-deprived, dull skin.
Format: 1 hook, 1 mini-block “how we solve the pain,” 3–5 benefit bullets.
Style: specific, no pseudo-science.
5. Review analysis
You are a customer experience analyst.
Your task is to analyze 50 App Store reviews.
Context: fitness app, reviews below.
Format: % positive/negative/neutral, top 3 praise points, top 3 issues with examples, one unexpected insight.
Style: dry, structured.
6. Website launch project plan
You are a project manager.
Your task is to build a roadmap for launching a corporate site.
Context: deadline December 1st, team: designer, dev, copywriter.
Format: 5 phases; for each — title, 3–5 tasks, timing.
Style: laser focused on deadlines, only what affects go-live.
7. Meeting summary
You are a business assistant.
Your task is to turn a transcript into meeting minutes.
Context: weekly marketing sync, transcript below.
Format: 1) key decisions, 2) tasks (what, who, by when), 3) next steps.
Style: no emotional recap, just the agreements.
8. Hooks for videos
You are a short-video creator.
Your task is to draft 5 hooks (first 3 seconds) for a clip “How to stop procrastinating” aimed at students.
Format: numbered list, each hook ≤10 words.
Style: provocative, honest, no fluff.
9. Plain-language rewrite
You are a plain-language editor.
Your task is to rewrite the paragraph below so a busy executive understands it.
Format: one paragraph, same meaning, active voice.
Style: simple, no bureaucratese.
10. Business ideas
You are a serial entrepreneur.
Your task is to propose 3 affordable business ideas for plant lovers.
Context: I can write and create content, audience — newbies afraid of killing plants.
Format: table with columns Idea, Monetization model, First step.
Style: realistic, no startup romance.
What to do now
Don’t save this for later—start using it.
- Pick one AI task you already delegate. For example: meeting summaries, client emails, content plan.
- Rewrite the prompt using R.Z.K.F.S. Role → Task → Context → Format → Style. One message. No “you know what I mean.”
- Compare. Old prompt vs new. Measure editing time, quality, readiness.
- Save your template. In notes, the system, or the company guide. One framework instead of hundreds of “magic phrases.”
- Standardize. From now on, all prompts for marketing, sales, product, and analytics go through R.Z.K.F.S. That turns AI from a toy into a predictable workhorse.
This framework is not about playing with AI. It’s about governed delegation that saves hours and gives you back focus on where the money actually gets decided.