There is a pattern in how people first use any tool that promises help with their marketing: they open it, they type a request, and they judge the result. Write me a launch email. Draft a post about the new release. The output comes back competent, generic, and unusable.
The instinct is to blame the output. The actual problem is upstream. The request contained everything except the things that determine whether the answer is any good.
What was missing from the request
A person on the team writing that same email brings a great deal with them without noticing they are bringing it:
Who the audience is, and which of the several audiences this one is for.
What has already been said to them recently, and what landed.
How this company sounds when it is being itself, and the handful of phrases it never uses.
What the business is actually trying to move this quarter.
None of that is in the request, because none of it is in the requester's conscious attention. It is context, and context is the part people forget they have.
A generic answer is usually a correct answer to a question that was missing its context.
Context before instructions
So the useful sequence is the opposite of the intuitive one. Not: ask for work, then correct it until it fits. But: establish what the business is, who it talks to and how it sounds — and then ask for work, against a background that makes a specific answer possible.
The difference shows up immediately in the kind of correcting you do. Without context, every round of feedback is you re-supplying the same background in slightly different words, and nothing accumulates. With it, feedback is about this piece of work, and the next piece starts from a better place.
Getting better from there
The reason this ordering matters beyond the first session is that it is what makes improvement possible at all. A system with no memory of the business cannot get better at the business; every request is its first day. A system that starts from context has somewhere to put what it learns.
That is the whole of the idea, and it is not a sophisticated one. Start with the business. Keep getting better from there.