Build Reusable Prompts: 10 Variables
Stop rewriting prompts. Change the values, keep the structure.
You do not need a new prompt for every task. You need 10 variables you fill once.
The 10 variables:
{{product}} · {{audience}} · {{tone}} · {{goal}} · {{cta}} · {{platform}} · {{length}} · {{problem}} · {{benefit}} · {{promo}}
Why Variables Beat One-Off Prompts
A one-off prompt hides the brief inside a paragraph. Next week you rewrite the paragraph and change three things by accident.
A variable-based prompt separates what stays stable from what changes.
| Stable | Changes each run |
|---|---|
| Prompt structure (role, task, rules) | Product, audience, offer |
| “Write one version for this platform” | Platform name |
| “Do not invent discounts” | Promo value, or none |
Fill the 10 variables. Keep the wrapper. The draft stays on-brief even when the product changes.
How a Prompt Framework Uses the Variables
Use this order: Role -> Context -> Task -> Constraints -> Format
| Framework part | Variables that belong here | What the framework does |
|---|---|---|
| Role | tone, light use of audience | Forces the model to speak as a specific writer, not a generic assistant |
| Context | product, audience, problem, benefit, promo | Treats these as facts, not suggestions |
| Task | goal, cta, platform | Defines the job and the single next step |
| Constraints | length, tone, promo, cta | Turns values into rules (caps, one CTA, no invented offer) |
| Format | platform, length, cta | Shapes output: blog vs ad vs email vs readout |
Without a framework, all 10 values get dumped in one block and the model picks favorites. With a framework, each value has a job.
One Value Per Variable, Not a List
If you write {{platform}} in the prompt, store one platform in that variable.
| Stored value | What the model does |
|---|---|
LinkedIn | Writes for LinkedIn |
Facebook, Instagram | Writes a hybrid that fits neither |
FB, IG, X, LinkedIn | Writes a generic “social post” |
Use platform (singular) for one run. Use platforms (plural) only if the prompt says: “Write a separate version for each item. Label each version.”
Same rule for promo and CTA. One offer. One next step.
The 10 Variables
1. {{product}}
What you are talking about. Name plus one-line description. Give the model a thing, not a category.
| Example | Brief |
|---|---|
| AI meeting notes app that turns standups into action items | Software that captures the meeting and outputs owners and tasks |
| Organic protein powder for daily shakes | Consumable product with a clear use occasion |
| B2B cybersecurity platform for mid-market IT teams | Enterprise tool sold on risk reduction, not lifestyle |
2. {{audience}}
Who must care. Role, context, and situation beat age ranges.
| Example | Brief |
|---|---|
| Product managers at Series B startups | Job + company stage, so the pain is operational |
| Busy moms 28–42 who lift 3x/week | Life context + habit, not just “women 25–40” |
| IT directors at companies with 200–2,000 employees | Buyer title + company size for B2B targeting |
If the audience is vague, the problem and benefit become slogans.
3. {{tone}}
How it should sound. One clear voice, not five adjectives.
| Example | Brief |
|---|---|
| Direct, slightly dry, no cheerleading | Short sentences, no hype words |
| Warm and encouraging | Supportive, human, still specific |
| Authoritative, no fluff | Expert voice; claims must sound defensible |
4. {{goal}}
What success looks like for this piece. Goal is not the same as CTA. Goal is the business outcome. CTA is the click.
| Example | Brief |
|---|---|
| Get qualified demo bookings | Content should create sales conversations |
| Drive first-time product purchase | Content should push a first order |
| Generate sales-qualified leads | Content should hand sales a ready buyer |
If you skip goal, the model optimizes for sounding complete instead of moving a number.
5. {{cta}}
The one next step. Not three links.
| Example | Brief |
|---|---|
| Book a 10-min demo | Low-friction meeting, time-boxed |
| Shop the chocolate flavor | Specific SKU, not a generic “shop now” |
| Request a security assessment | Diagnostic offer that fits B2B buying |
6. {{platform}}
Where this will run. One platform per draft unless you explicitly ask for split versions.
| Example | Brief |
|---|---|
| Personal Blog | Long-form; room for story and proof |
| Instagram Reels | Short spoken-or-caption copy, visual-first |
| Google Search description | Tight character limits; intent is already high |
Platform changes format more than any other variable. A blog CTA can live in the last section. A search ad CTA has to fit in the description.
7. {{length}}
A hard cap. Word count or character count. Soft words like “short” get ignored.
| Example | Brief |
|---|---|
| 900–1,100 words | Full blog range; enough for problem → proof → CTA |
| 80-character headline + 125-character body | Social/ad pairing that fits common creative limits |
| Headline under 30 characters, description under 90 | Search-ad limits so the draft is usable as-is |
Match length to platform. Do not ask for 1,000 words and then paste it into a Reel.
8. {{problem}}
The pain you open with. Specific beats generic.
| Example | Brief |
|---|---|
| Cleaning standup notes takes 2 hours | Measurable time waste after a meeting |
| Shakes taste like chalk and energy crashes by 3pm | Sensory + energy failure, easy to picture |
| Fear of the next ransomware headline hitting the board | Executive-level risk, not a feature gap |
“Save time” is not a problem. A number, a moment, or a feared headline is.
9. {{benefit}}
The outcome if they use the product. Benefit is not a feature list.
| Example | Brief |
|---|---|
| Action items ready in 30 seconds | Speed from conversation to assigned work |
| Clean 25g protein that tastes like dessert | Result they can taste and measure |
| Detects threats 4 hours faster than current tools | Concrete improvement versus status quo |
If the benefit could apply to any competitor, tighten it until it could not.
10. {{promo}}
The offer, or none. Empty is better than an invented discount.
| Example | Brief |
|---|---|
| 14-day Pro trial, no credit card | Low-risk test window |
| 20% off first tub + free shaker | First-purchase incentive with a bonus |
| Free 48-hour threat audit | Service-style offer that starts the sales process |
Put promo late. If it leads the piece, the draft becomes an ad even when you asked for a blog.
Writing Prompt Example With {{variable}}
Prompt Example
Role: You are a senior B2B writer.
Context:
- Product: {{product}}
- Audience: {{audience}}
- Problem: {{problem}}
- Benefit: {{benefit}}
- Promo: {{promo}}
Task: Write a {{platform}} article whose goal is {{goal}}.
Constraints:
- Tone: {{tone}}
- Length: {{length}}
- Mention {{promo}} once, late
- One CTA only: {{cta}}
- Do not invent features, proof, or discounts
Format: Title, short sections, close with {{cta}}.
Rules That Keep the System Reusable
- Singular names for singular jobs.
platform, notFacebook, Instagraminside {{platform}}. - Promo may be
none. Write that rule into Constraints so the model cannot invent 20% off. - CTA is one action. If you need two actions, run two prompts.
- Problem must be observable. Time, taste, risk, cost, or a specific failure.
- Length must match platform. Blog words. Ad characters. Email word cap.
- Do not overload product. Name + one line. Put proof and features in extra variables later if you need them.
- Reuse the row for a week. Change only platform or length when you adapt the same campaign.
Fast Checklist Before You Hit Run
Checklist
Can a stranger identify the product from `{{product}}` alone?
Would two different people in `{{audience}}` share the same `{{problem}}`?
Does `{{benefit}}` describe an outcome, not a feature?
Does `{{platform}}` contain one place?
Does `{{cta}}` match `{{goal}}`?
Is `{{promo}}` real, or should it be `none`?
If any answer is no, fix the variable. Do not add more noise to the prompt.
Conclusion
The point is not to have a super long prompt. The point is to have a prompt you can reuse without rewriting the prompt.