Marketing Skills

Marketing Skills for AI Agents

Source: This skill collection is adapted from Corey Haines' Marketing Skills

for Claude Code and AI agents. See marketing-skills.com.

A comprehensive collection of marketing skills covering conversion optimization, copywriting, SEO, analytics, pricing strategy, and growth engineering.

Available Skills

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Quick Reference: CRO Framework

Page Optimization Priority

1. Value Proposition Clarity — Can visitors understand what this is in 5 seconds? 2. Headline Effectiveness — Does it communicate core value? 3. CTA Placement & Copy — Is there one clear action with value-focused button text? 4. Visual Hierarchy — Can someone scanning get the main message? 5. Trust Signals — Social proof near CTAs and after benefit claims 6. Objection Handling — FAQ, guarantees, comparisons 7. Friction Removal — Form fields, load times, mobile experience

Strong CTA Patterns

Weak: Submit, Sign Up, Learn More, Click Here
Strong: Start Free Trial, Get [Specific Thing], See [Product] in Action

CTA formula: [Action Verb] + [What They Get] + [Qualifier]

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Quick Reference: Copywriting

Headline Formulas

1. Outcome + Pain: {Achieve outcome} without {pain point} 2. Opposite Process: The {opposite} way to {outcome} 3. Never Again: Never {unpleasant event} again 4. Feature + Audience: {Feature} for {audience} to {use case} 5. No Skills Needed: You don't have to {skill} to {outcome} 6. How It Works: {Outcome} by {how product makes it possible} 7. Pain Question: {Question highlighting main pain point}? 8. Transformation: Turn {input} into {outcome}

Copywriting Principles

• Clarity over cleverness — If you must choose, choose clear
• Benefits over features — What it means for the customer
• Specificity over vagueness — "4 hours to 15 minutes" not "save time"
• Customer language — Use words they use, not jargon
• One idea per section — Don't say everything everywhere

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Quick Reference: SEO Audit

Priority Order

1. Crawlability & Indexation — Can Google find and index it? 2. Technical Foundations — Fast, functional, mobile-friendly? 3. On-Page Optimization — Titles, metas, headings optimized? 4. Content Quality — Does it deserve to rank? 5. Authority & Links — Does it have credibility?

Quick Checks

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Quick Reference: Pricing

Value-Based Pricing

Price between the next best alternative and perceived value. Cost is a floor, not a basis.

Tier Structure (Good-Better-Best)

Value Metrics

Freemium vs Free Trial

Freemium when: Viral/network effects, free users provide value, low marginal cost Free trial when: Product needs time to show value, B2B buying committees, higher prices

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Quick Reference: Psychology

Key Mental Models

Persuasion Principles

1. Reciprocity — Give first, people want to give back 2. Commitment & Consistency — Small commitments lead to larger ones 3. Social Proof — People follow what others do 4. Authority — People defer to experts 5. Scarcity — Limited availability increases value 6. Liking — People say yes to those they like

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Page Structure Template

Landing Page Sections

1. Hero — Headline, subheadline, primary CTA, supporting visual 2. Social proof bar — Logos or stats 3. Problem/pain section — Articulate their frustration 4. How it works — 3-4 simple steps 5. Key benefits — 2-3, not 10 6. Testimonial — Specific results, attribution 7. Use cases/personas — Help visitors self-identify 8. Comparison — vs. alternatives or status quo 9. Case study snippet — Real customer story 10. FAQ — Address objections 11. Final CTA — Recap value, repeat CTA, risk reversal

Avoid This Pattern

❌ Hero → Feature 1 → Feature 2 → Feature 3 → Feature 4 → CTA

Use variety: stories, social proof, comparisons, use cases, FAQs.

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A/B Test Ideas by Page Type

Homepage

• Headline variations (specific vs. abstract, benefit vs. feature)
• Hero visual (screenshot vs. video vs. illustration)
• CTA button text and color
• Customer logos placement
• Interactive demo in hero

Pricing Page

• Annual vs. monthly emphasis
• Number of visible tiers
• "Most Popular" badge placement
• Price anchoring strategies
• FAQ addressing pricing objections

Demo/Signup Page

• Form length (fewer fields)
• Multi-step vs. single-step form
• Product video/GIF near form
• Testimonials near form
• On-demand vs. live demo options

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Related Supplements

• SKILL-CRO.md — Deep page conversion optimization framework
• SKILL-COPYWRITING.md — Complete copywriting guide with formulas
• SKILL-SEO.md — Full SEO audit checklist
• SKILL-PSYCHOLOGY.md — 70+ mental models for marketing
• SKILL-PRICING.md — Pricing research, tiers, and strategy

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Credits & Attribution

This skill is based on the excellent work by [Corey Haines](https://coreyhaines.com/).

Original repository: https://github.com/coreyhaines31/marketingskills

Copyright (c) Corey Haines - Marketing frameworks and best practices (MIT License)

Special thanks to Corey Haines for their generous open-source contributions, which helped shape this skill collection. Adapted by webconsulting.at for this skill collection

Copywriting

Prerequisite: Read the main SKILL.md for overview and quick reference.

You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.

Before Writing

Gather this context (ask if not provided):

1. Page Purpose

• What type of page is this?
• What is the ONE primary action you want visitors to take?
• What's the secondary action (if any)?

2. Audience

• Who is the ideal customer for this page?
• What problem are they trying to solve?
• What have they already tried?
• What objections or hesitations do they have?
• What language do they use to describe their problem?

3. Product/Offer

• What are you selling or offering?
• What makes it different from alternatives?
• What's the key transformation or outcome?
• Any proof points (numbers, testimonials, case studies)?

4. Context

• Where is traffic coming from?
• What do visitors already know before arriving?
• What messaging are they seeing before this page?

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Copywriting Principles

Clarity Over Cleverness

• If you have to choose between clear and creative, choose clear
• Every sentence should have one job
• Remove words that don't add meaning

Benefits Over Features

• Features: What it does
• Benefits: What that means for the customer
• Always connect features to outcomes

Specificity Over Vagueness

• Vague: "Save time on your workflow"
• Specific: "Cut your weekly reporting from 4 hours to 15 minutes"

Customer Language Over Company Language

• Use words your customers use
• Avoid jargon unless your audience uses it
• Mirror voice-of-customer from reviews, interviews, support tickets

One Idea Per Section

• Don't try to say everything everywhere
• Each section should advance one argument
• Build a logical flow down the page

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Headline Formulas

Outcome + Pain

{Achieve desirable outcome} without {pain point}

Example: "Understand how users are really experiencing your site without drowning in numbers"

Opposite Process

The {opposite of usual process} way to {achieve desirable outcome}

Example: "The easiest way to turn your passion into income"

Never Again

Never {unpleasant event} again

Example: "Never miss a sales opportunity again"

Feature + Audience

{Key feature/product type} for {target audience}

Example: "Advanced analytics for Shopify e-commerce"

Feature + Audience + Use Case

{Key feature} for {audience} to {what it's used for}

Example: "An online whiteboard for teams to ideate and brainstorm together"

No Skills Required

You don't have to {skills or resources} to {achieve outcome}

Example: "With Ahrefs, you don't have to be an SEO pro to rank higher"

How It Works

{Achieve outcome} by {how product makes it possible}

Example: "Generate more leads by seeing which companies visit your site"

Pain Question

{Question highlighting the main pain point}?

Example: "Hate returning stuff to Amazon?"

Transformation

Turn {input} into {outcome}

Example: "Turn your hard-earned sales into repeat customers"

More Formulas

• "[Achieve outcome] in [timeframe]"
• "The [category] that [key differentiator]"
• "Stop [pain]. Start [pleasure]."
• "[Number] [people] use [product] to [outcome]"

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Page Structure Framework

Above the Fold (First Screen)

Headline

• Your single most important message
• Communicate core value proposition
• Specific > generic

Subheadline

• Expands on the headline
• Adds specificity or addresses secondary concern
• 1-2 sentences max

Primary CTA

• Action-oriented button text
• Communicate what they get, not what they do
• "Start Free Trial" > "Sign Up"

Supporting Visual

• Product screenshot, demo, or hero image
• Should reinforce the message, not distract

Social Proof Section

Options (use 1-2):

• Customer logos (recognizable > many)
• Key metric ("10,000+ teams")
• Short testimonial with attribution
• Star rating with review count

Problem/Pain Section

• Articulate the problem better than they can
• Show you understand their situation
• Create recognition ("that's exactly my problem")

Structure:

• "You know the feeling..." or "If you're like most [role]..."
• Describe the specific frustrations
• Hint at the cost of not solving it

Solution/Benefits Section

• Bridge from problem to your solution
• Focus on 3-5 key benefits (not 10)
• Each benefit: headline + short explanation + proof point if available

How It Works Section

• Reduce perceived complexity
• 3-4 step process
• Each step: simple action + outcome

Example: 1. "Connect your tools (2 minutes)" 2. "Set your preferences" 3. "Get automated reports every Monday"

Social Proof (Detailed)

• Full testimonials with specific results, name, role, company, photo
• Case study snippets
• Logos section (if not above)

Objection Handling

• FAQ section
• Comparison table
• Guarantee/promise section
• "Built for [specific audience]" section

Final CTA Section

• Recap the value proposition
• Repeat the primary CTA
• Add urgency if genuine
• Risk reversal (guarantee, free trial, no credit card)

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CTA Copy Guidelines

Weak CTAs (avoid):

• Submit
• Sign Up
• Learn More
• Click Here
• Get Started

Strong CTAs (use):

• Start Free Trial
• Get [Specific Thing]
• See [Product] in Action
• Create Your First [Thing]
• Book My Demo
• Download the Guide

CTA formula: [Action Verb] + [What They Get] + [Qualifier if needed]

Examples:

• "Start My Free Trial"
• "Get the Complete Checklist"
• "See Pricing for My Team"

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Landing Page Section Variety

Don't just stack features. Use variety:

Weak Pattern (Avoid)

1. Hero 2. Feature 1 3. Feature 2 4. Feature 3 5. CTA

Strong Pattern (Use)

1. Hero with clear value prop 2. Social proof bar (logos or stats) 3. Problem/pain section 4. How it works (3 steps) 5. Key benefits (2-3, not 10) 6. Testimonial 7. Use cases or personas 8. Comparison to alternatives 9. Case study snippet 10. FAQ 11. Final CTA with guarantee

Section Types to Mix In

• How It Works — Numbered steps
• Comparison — vs. competitors or status quo
• Founder Story — Why you built this
• Testimonials — Multiple formats (cards, video, tweets)
• Case Studies — Problem → Solution → Results
• Use Cases — Different ways to use the product
• Personas — "Built for marketers", "Perfect for agencies"
• Stats — "10,000+ customers", "4.9/5 rating"
• Demo/Tour — Video, GIF, interactive
• FAQ — Address objections
• Integrations — What tools you connect with
• Guarantee — Money-back, free trial terms

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Writing Style Rules

Core Principles

1. Simple over complex — "Use" not "utilize", "help" not "facilitate" 2. Specific over vague — Avoid "streamline", "optimize", "innovative" 3. Active over passive — "We generate reports" not "Reports are generated" 4. Confident over qualified — Remove "almost", "very", "really" 5. Show over tell — Describe outcomes instead of using adverbs

Best Practices

Be Direct:

❌ Slack lets you share files instantly, from documents to images
✅ Need to share a screenshot? Send as many files as your heart desires.

Use Rhetorical Questions:

• "Hate returning stuff to Amazon?"
• "Tired of chasing approvals?"

Use Analogies:

• "Imagine Slack's file-sharing as a digital whiteboard"

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Page-Specific Guidance

Homepage Copy

• Serve multiple audiences without being generic
• Lead with broadest value proposition
• Provide clear paths for different visitor intents

Landing Page Copy

• Single message, single CTA
• Match headline to ad/traffic source
• Complete argument on one page
• Remove distractions (often no nav)

Pricing Page Copy

• Help visitors choose the right plan
• Clarify what's included at each level
• Address "which is right for me?" anxiety
• Make recommended plan obvious

Feature Page Copy

• Connect feature to benefit to outcome
• Show use cases and examples
• Differentiate from competitors
• Clear path to try or buy

About Page Copy

• Tell the story of why you exist
• Connect company mission to customer benefit
• Build trust through transparency
• Still include a CTA

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Output Format

Page Copy

Organized by section with clear labels:

• Headline
• Subheadline
• CTA
• Section headers
• Body copy
• Secondary CTAs

Annotations

For key elements, explain:

• Why you made this choice
• What principle it applies
• Alternatives considered

Alternatives

For headlines and CTAs, provide 2-3 options:

• Option A: [copy] — [rationale]
• Option B: [copy] — [rationale]
• Option C: [copy] — [rationale]

Page Conversion Rate Optimization (CRO)

Prerequisite: Read the main SKILL.md for overview and quick reference.

You are a conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to improve conversion rates.

Initial Assessment

Before providing recommendations, identify:

1. Page Type

• Homepage
• Landing page (paid traffic, specific campaign)
• Pricing page
• Feature/product page
• Blog post with CTA
• About page

2. Primary Conversion Goal

• Sign up / Start trial
• Request demo
• Purchase
• Subscribe to newsletter
• Download resource
• Contact sales

3. Traffic Context

• Organic search (what intent?)
• Paid ads (what messaging?)
• Social media
• Email
• Referral

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CRO Analysis Framework

1. Value Proposition Clarity (Highest Impact)

Check for:

• Can a visitor understand what this is and why they should care within 5 seconds?
• Is the primary benefit clear, specific, and differentiated?
• Does it address a real pain point or desire?
• Is it written in the customer's language (not company jargon)?

Common issues:

• Feature-focused instead of benefit-focused
• Too vague ("The best solution for your needs")
• Too clever (sacrificing clarity for creativity)
• Trying to say everything instead of the one most important thing

2. Headline Effectiveness

Evaluate:

• Does it communicate the core value proposition?
• Is it specific enough to be meaningful?
• Does it create curiosity or urgency without being clickbait?
• Does it match the traffic source's messaging?

Strong headline patterns:

• Outcome-focused: "Get [desired outcome] without [pain point]"
• Specificity: Include numbers, timeframes, or concrete details
• Social proof baked in: "Join 10,000+ teams who..."
• Direct address of pain: "Tired of [specific problem]?"

3. CTA Placement, Copy, and Hierarchy

Primary CTA assessment:

• Is there one clear primary action?
• Is it visible without scrolling (above the fold)?
• Does the button copy communicate value, not just action?

CTA Copy:

Weak: Submit, Sign Up, Learn More, Click Here
Strong: Start Free Trial, Get My Report, See Pricing

CTA hierarchy:

• Is there a logical primary vs. secondary CTA structure?
• Are CTAs repeated at key decision points?
• Is the commitment level appropriate for the page stage?

4. Visual Hierarchy and Scannability

Check:

• Can someone scanning get the main message?
• Are the most important elements visually prominent?
• Is there clear information hierarchy (H1 → H2 → body)?
• Is there enough white space?
• Do images support or distract from the message?

Common issues:

• Wall of text with no visual breaks
• Competing elements fighting for attention
• Important information buried below the fold
• Stock photos that add nothing

5. Trust Signals and Social Proof

Types to look for:

• Customer logos (especially recognizable ones)
• Testimonials (specific, attributed, with photos)
• Case study snippets with real numbers
• Review scores and counts
• Security badges (where relevant)
• "As seen in" media mentions

Placement:

• Near CTAs (to reduce friction at decision point)
• After benefit claims (to validate them)
• Throughout the page at natural break points

6. Objection Handling

Common objections:

• Price/value concerns
• "Will this work for my situation?"
• Implementation difficulty
• Time to value
• Switching costs
• Trust/legitimacy concerns
• "What if it doesn't work?"

Address through:

• FAQ sections
• Guarantee/refund policies
• Comparison content
• Feature explanations
• Process transparency

7. Friction Points

Look for:

• Too many form fields
• Unclear next steps
• Confusing navigation
• Required information that shouldn't be required
• Broken or slow elements
• Mobile experience issues
• Long load times

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Page-Specific Frameworks

Homepage CRO

Homepages serve multiple audiences. Focus on:

• Clear positioning statement that works for cold visitors
• Quick path to most common conversion action
• Navigation that helps visitors self-select
• Handling both "ready to buy" and "still researching" visitors

Landing Page CRO

Single-purpose pages. Focus on:

• Message match with traffic source
• Single CTA (remove navigation if possible)
• Complete argument on one page
• Urgency/scarcity if genuine

Pricing Page CRO

High-intent visitors. Focus on:

• Clear plan comparison
• Recommended plan indication
• Feature clarity (what's included/excluded)
• Addressing "which plan is right for me?" anxiety
• Easy path from pricing to checkout

Feature Page CRO

Visitors researching specifics. Focus on:

• Connecting feature to benefit
• Use cases and examples
• Comparison to alternatives
• Clear CTA to try/buy

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Experiment Ideas by Page Type

Homepage Experiments

Hero Section:

• Test headline variations (specific vs. abstract, benefit vs. feature)
• Hero visual: screenshot vs. GIF vs. illustration vs. video
• CTA button text ("Start Free Trial" vs. "Get Started" vs. "See Demo")
• Add interactive demo to engage visitors immediately

Trust & Social Proof:

• Placement of customer logos (hero vs. below fold)
• Testimonials in hero section
• Trust badges (security, compliance, awards)
• Customer count or social proof in headline

Pricing Page Experiments

Price Presentation:

• Annual billing discounts vs. monthly only vs. both
• "Most Popular" or "Recommended" badge placement
• Number of visible tiers (2 vs. 3 vs. 4)
• Price anchoring strategies

Objection Handling:

• FAQ section addressing pricing objections
• ROI calculator or value demonstration
• Money-back guarantee prominence

Demo Request Page Experiments

Form Optimization:

• Fewer form fields
• Multi-step form vs. single-step
• Form placement: above fold vs. after content
• Field enrichment to hide known fields

Page Content:

• Product video/GIF showing demo experience
• "What You'll Learn" section
• Customer testimonials near form

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Output Format

Quick Wins (Implement Now)

Changes that are easy to make and likely to have immediate impact.

High-Impact Changes (Prioritize)

Bigger changes that require more effort but will significantly improve conversions.

Test Ideas

Hypotheses worth A/B testing rather than assuming.

Copy Alternatives

For key elements (headlines, CTAs, value props), provide 2-3 alternatives with rationale.

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Questions to Ask

1. What's your current conversion rate and goal? 2. Where is traffic coming from? 3. What does your signup/purchase flow look like after this page? 4. Do you have any user research, heatmaps, or session recordings? 5. What have you already tried?

Pricing Strategy

Prerequisite: Read the main SKILL.md for overview and quick reference.

You are an expert in SaaS pricing and monetization strategy. Your goal is to help design pricing that captures value, drives growth, and aligns with customer willingness to pay.

Before Starting

Gather this context:

1. Business Context

• What type of product? (SaaS, marketplace, e-commerce, service)
• What's your current pricing (if any)?
• What's your target market? (SMB, mid-market, enterprise)
• What's your go-to-market motion? (self-serve, sales-led, hybrid)

2. Value & Competition

• What's the primary value you deliver?
• What alternatives do customers consider?
• How do competitors price?

3. Current Performance

• Current conversion rate?
• Average revenue per user (ARPU)?
• Churn rate?

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Pricing Fundamentals

The Three Pricing Axes

1. Packaging — What's included at each tier? 2. Pricing Metric — What do you charge for? (per user, usage, flat) 3. Price Point — How much do you charge?

Value-Based Pricing

Price between the next best alternative and perceived value. Cost is a floor, not a basis.

Customer's perceived value     ───────── $1000
       ↑ Your opportunity
Your price                     ───────── $500
       ↑ Consumer surplus
Next best alternative          ───────── $300
       ↑ Differentiation value
Your cost to serve             ───────── $50

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Value Metrics

What is a Value Metric?

The value metric is what you charge for—it should scale with the value customers receive.

Common Value Metrics

Choosing Your Value Metric

Step 1: Identify how customers get value

• What outcome do they care about?
• What would they pay more for?

Step 2: Map usage to value

• As customers use more of [metric], do they get more value?
• If yes → good value metric

Step 3: Validate with data

• Which usage patterns predict retention?
• Which customers pay the most, and why?

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Tier Structure

How Many Tiers?

Good-Better-Best Framework

Tier Differentiation Strategies

Feature gating: Basic features in all, advanced in higher tiers Usage limits: Same features, different limits (users, storage, API calls) Support level: Email → Priority → Dedicated success Access: API access, SSO, custom branding at higher tiers

Example Tier Structure

                Starter      Pro          Business
                $29/mo       $79/mo       $199/mo
─────────────────────────────────────────────────────
Users           Up to 5      Up to 20     Unlimited
Projects        10           Unlimited    Unlimited
Storage         5 GB         50 GB        500 GB
Integrations    3            10           Unlimited
Analytics       Basic        Advanced     Custom
Support         Email        Priority     Dedicated
API Access      ✗            ✓            ✓
SSO             ✗            ✗            ✓

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Freemium vs Free Trial

When to Use Freemium

Freemium works when:

• Product has viral/network effects
• Free users provide value (content, data, referrals)
• Large market where % conversion drives volume
• Low marginal cost to serve free users
• Clear feature/usage limits for upgrade trigger

Freemium risks:

• Free users may never convert
• Devalues product perception
• Support costs for non-paying users

When to Use Free Trial

Free trial works when:

• Product needs time to demonstrate value
• Onboarding/setup investment required
• B2B with buying committees
• Higher price points
• Product is "sticky" once configured

Trial length:

• 7-14 days for simple products
• 14-30 days for complex products

Credit card upfront:

• Higher trial-to-paid conversion (40-50% vs. 15-25%)
• Lower trial volume, better qualified leads

Hybrid Approaches

• Freemium + Trial: Free tier with limited features, trial of premium
• Reverse trial: Start with full access, downgrade to free after trial

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Pricing Research

Van Westendorp Price Sensitivity

Ask respondents four questions: 1. At what price is it too expensive? 2. At what price is it too cheap (quality concern)? 3. At what price is it getting expensive but still considerable? 4. At what price is it a bargain?

Analysis produces:

• Acceptable price range
• Optimal price point
• Price sensitivity by segment

MaxDiff Analysis

Show sets of 4-5 features, ask "most important" and "least important." Results rank features by utility score for packaging decisions.

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When to Raise Prices

Signs It's Time

Market signals:

• Competitors have raised prices
• You're significantly cheaper than alternatives
• Prospects don't flinch at price

Business signals:

• Very high conversion rates (>40%)
• Very low churn (<3% monthly)
• Unit economics are strong

Product signals:

• Significant value added since last pricing
• Product more mature/stable

Price Increase Strategies

1. Grandfather existing — New price for new only, existing keep old 2. Delayed increase — Announce 3-6 months out, time to lock in 3. Increase tied to value — Raise price but add features 4. Plan restructure — Change plans entirely, map existing customers

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Pricing Page Best Practices

Above the Fold

• Clear tier comparison table
• Recommended tier highlighted
• Monthly/annual toggle
• Primary CTA for each tier

Common Elements

• [ ] Feature comparison table
• [ ] Who each tier is for
• [ ] FAQ section
• [ ] Contact sales option
• [ ] Annual discount callout
• [ ] Money-back guarantee
• [ ] Customer logos/trust signals

Pricing Psychology

• Anchoring: Show higher-priced option first
• Decoy effect: Middle tier obviously best value
• Charm pricing: $49 vs. $50 (for value-focused)
• Round pricing: $50 vs. $49 (for premium)
• Annual savings: 17-20% discount for annual

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Enterprise Pricing

When to Add Custom Pricing

Add "Contact Sales" when:

• Deal sizes exceed $10k+ ARR
• Customers need custom contracts
• Implementation/onboarding required
• Security/compliance requirements

Enterprise Tier Elements

Table stakes: SSO/SAML, audit logs, admin controls, uptime SLA Value-adds: Dedicated support, custom onboarding, training, priority roadmap

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Pricing Checklist

Before Setting Prices

• [ ] Defined target customer personas
• [ ] Researched competitor pricing
• [ ] Identified your value metric
• [ ] Conducted willingness-to-pay research

Pricing Structure

• [ ] Chosen number of tiers
• [ ] Differentiated tiers clearly
• [ ] Set price points based on research
• [ ] Created annual discount strategy
• [ ] Planned enterprise tier

Validation

• [ ] Tested with target customers
• [ ] Reviewed with sales team
• [ ] Validated unit economics
• [ ] Set up tracking for pricing metrics

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Questions to Ask

1. What pricing research have you done? 2. What's your current ARPU and conversion rate? 3. What's your primary value metric? 4. Who are your main pricing personas? 5. Are you self-serve, sales-led, or hybrid?

Marketing Psychology & Mental Models

Prerequisite: Read the main SKILL.md for overview and quick reference.

You are an expert in applying psychological principles and mental models to marketing. Your goal is to help users understand why people buy, how to influence behavior ethically, and how to make better marketing decisions.

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Foundational Thinking Models

First Principles

Break problems down to basic truths and build solutions from there. Ask "why" repeatedly to find root causes.

Marketing application: Don't assume you need content marketing because competitors do. Ask why you need it, what problem it solves.

Jobs to Be Done

People don't buy products—they "hire" them to get a job done. Focus on the outcome, not features.

Marketing application: A drill buyer doesn't want a drill—they want a hole. Frame your product around the job it accomplishes.

Inversion

Instead of "How do I succeed?", ask "What would guarantee failure?" Then avoid those things.

Marketing application: List everything that would make your campaign fail, then systematically prevent each.

Pareto Principle (80/20 Rule)

80% of results come from 20% of efforts. Identify and focus on the vital few.

Marketing application: Find the 20% of channels, customers, or content driving 80% of results.

Theory of Constraints

Every system has one bottleneck. Find and fix that constraint before optimizing elsewhere.

Marketing application: If your funnel converts well but traffic is low, conversion optimization won't help. Fix traffic first.

Second-Order Thinking

Consider not just immediate effects, but the effects of those effects.

Marketing application: A flash sale boosts revenue (first order) but may train customers to wait for discounts (second order).

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Understanding Buyers

Fundamental Attribution Error

People attribute others' behavior to character, not circumstances.

Marketing application: When customers don't convert, examine your process before blaming them.

Mere Exposure Effect

People prefer things they've seen before. Familiarity breeds liking.

Marketing application: Consistent brand presence builds preference over time.

Availability Heuristic

People judge likelihood by how easily examples come to mind.

Marketing application: Case studies and testimonials make success feel more achievable.

Confirmation Bias

People seek information confirming existing beliefs.

Marketing application: Understand what your audience already believes and align accordingly.

Mimetic Desire

People want things because others want them. Desire is socially contagious.

Marketing application: Show that desirable people want your product. Waitlists and exclusivity trigger mimetic desire.

Endowment Effect

People value things more once they own them.

Marketing application: Free trials and samples let customers "own" the product, making them reluctant to give it up.

IKEA Effect

People value things more when they've put effort into creating them.

Marketing application: Let customers customize or configure. Their investment increases perceived value.

Zero-Price Effect

Free isn't just a low price—it's psychologically different.

Marketing application: Free tiers, free trials, and free shipping have disproportionate appeal.

Present Bias

People strongly prefer immediate rewards over future ones.

Marketing application: Emphasize immediate benefits ("Start saving time today") over future ones.

Status-Quo Bias

People prefer the current state of affairs. Change requires effort.

Marketing application: Reduce friction to switch. Make the transition feel safe and easy.

Default Effect

People tend to accept pre-selected options. Defaults are powerful.

Marketing application: Pre-select the plan you want customers to choose.

Paradox of Choice

Too many options overwhelm. Fewer choices often lead to more decisions.

Marketing application: Three pricing tiers beat seven. Recommend a single "best for most" option.

Goal-Gradient Effect

People accelerate effort as they approach a goal.

Marketing application: Show progress bars and "almost there" messaging.

Peak-End Rule

People judge experiences by the peak moment and the end, not the average.

Marketing application: Design memorable peaks and strong endings.

Zeigarnik Effect

Unfinished tasks occupy the mind more than completed ones.

Marketing application: "You're 80% done" creates pull to finish.

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Persuasion Principles

Reciprocity

People feel obligated to return favors. Give first.

Marketing application: Free content, free tools create reciprocal obligation.

Commitment & Consistency

Once people commit, they want to stay consistent.

Marketing application: Get small commitments first. People who've taken one step are more likely to take the next.

Authority Bias

People defer to experts and authority figures.

Marketing application: Feature expert endorsements, certifications, "featured in" logos.

Liking / Similarity

People say yes to those they like and those similar to themselves.

Marketing application: Use relatable spokespeople, founder stories, community language.

Unity Principle

Shared identity drives influence. "One of us" is powerful.

Marketing application: Position your brand as part of the customer's tribe.

Scarcity

Limited availability increases perceived value.

Marketing application: Limited-time offers, low-stock warnings, exclusive access. Only use when genuine.

Foot-in-the-Door

Start with a small request, then escalate.

Marketing application: Free trial → paid plan → annual plan → enterprise.

Door-in-the-Face

Start large, then retreat to what you actually want.

Marketing application: Show enterprise pricing first, then reveal the affordable starter plan.

Loss Aversion

Losses feel twice as painful as equivalent gains.

Marketing application: Frame in terms of what they'll lose by not acting.

Anchoring Effect

The first number heavily influences subsequent judgments.

Marketing application: Show the higher price first to anchor expectations.

Decoy Effect

Adding an inferior third option makes one original option look better.

Marketing application: A "decoy" tier makes your preferred tier the obvious choice.

Framing Effect

How something is presented changes perception.

Marketing application: "90% success rate" vs. "10% failure rate" feel different.

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Pricing Psychology

Charm Pricing

Prices ending in 9 seem significantly lower. $99 feels much cheaper than $100.

Marketing application: Use .99 endings for value-focused products.

Rounded-Price Effect

Round numbers feel premium. $100 signals quality; $99 signals value.

Marketing application: Use round prices for premium products, charm prices for value.

Rule of 100

Under $100: percentage discounts seem larger ("20% off"). Over $100: absolute discounts seem larger ("$50 off").

Marketing application: $80 product: "20% off" beats "$16 off."

Mental Accounting

Framing the same price differently changes perception.

Marketing application: "$1/day" feels cheaper than "$30/month."

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Behavior Design

BJ Fogg Behavior Model

Behavior = Motivation × Ability × Prompt. All three must be present.

Marketing application: High motivation but hard to do = won't happen. Design for all three.

EAST Framework

Make desired behaviors: Easy, Attractive, Social, Timely.

Marketing application: Reduce friction, make it appealing, show others doing it, ask at the right moment.

Activation Energy

The initial energy required to start something.

Marketing application: Pre-fill forms, offer templates, show quick wins. Make the first step trivially easy.

Hick's Law

Decision time increases with number of choices.

Marketing application: Simplify choices. One clear CTA beats three.

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Quick Reference

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Questions to Ask

1. What specific behavior are you trying to influence? 2. What does your customer believe before encountering your marketing? 3. Where in the journey (awareness → consideration → decision) is this? 4. What's currently preventing the desired action? 5. Have you tested this with real customers?

SEO Audit

Prerequisite: Read the main SKILL.md for overview and quick reference.

You are an expert in search engine optimization. Your goal is to identify SEO issues and provide actionable recommendations to improve organic search performance.

Initial Assessment

Before auditing, understand:

1. Site Context — What type of site? What's the primary SEO goal? What keywords matter? 2. Current State — Any known issues? Current traffic level? Recent changes? 3. Scope — Full site or specific pages? Technical + on-page, or one focus?

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Audit Priority Order

1. Crawlability & Indexation — Can Google find and index it? 2. Technical Foundations — Is the site fast and functional? 3. On-Page Optimization — Is content optimized? 4. Content Quality — Does it deserve to rank? 5. Authority & Links — Does it have credibility?

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Technical SEO Audit

Crawlability

Robots.txt

• Check for unintentional blocks
• Verify important pages allowed
• Check sitemap reference

XML Sitemap

• Exists and accessible
• Submitted to Search Console
• Contains only canonical, indexable URLs
• Updated regularly

Site Architecture

• Important pages within 3 clicks of homepage
• Logical hierarchy
• Internal linking structure
• No orphan pages

Indexation

Index Status

• site:domain.com check
• Search Console coverage report
• Compare indexed vs. expected

Common Indexation Issues

• Noindex tags on important pages
• Canonicals pointing wrong direction
• Redirect chains/loops
• Soft 404s
• Duplicate content without canonicals

Canonicalization

• All pages have canonical tags
• Self-referencing canonicals on unique pages
• HTTP → HTTPS canonicals
• www vs. non-www consistency
• Trailing slash consistency

Core Web Vitals

Speed Factors to Check:

• Server response time (TTFB)
• Image optimization
• JavaScript execution
• CSS delivery
• Caching headers
• CDN usage
• Font loading

Mobile-Friendliness

• Responsive design (not separate m. site)
• Tap target sizes
• Viewport configured
• No horizontal scroll
• Same content as desktop

Security

• HTTPS across entire site
• Valid SSL certificate
• No mixed content
• HTTP → HTTPS redirects

URL Structure

• Readable, descriptive URLs
• Keywords in URLs where natural
• Consistent structure
• No unnecessary parameters
• Lowercase and hyphen-separated

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On-Page SEO Audit

Title Tags

Common issues: Duplicate titles, too long (truncated), keyword stuffing, missing

Meta Descriptions

Heading Structure

• One H1 per page
• H1 contains primary keyword
• Logical hierarchy (H1 → H2 → H3)
• Headings describe content (not just styling)

Content Optimization

Primary Page Content:

• Keyword in first 100 words
• Related keywords naturally used
• Sufficient depth/length for topic
• Answers search intent
• Better than competitors

Thin Content Issues:

• Pages with little unique content
• Tag/category pages with no value
• Duplicate or near-duplicate content

Image Optimization

• Descriptive file names
• Alt text on all images (describes image)
• Compressed file sizes
• Modern formats (WebP)
• Lazy loading implemented
• Responsive images

Internal Linking

• Important pages well-linked
• Descriptive anchor text
• Logical link relationships
• No broken internal links
• Reasonable link count per page

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Content Quality Assessment

E-E-A-T Signals

Experience

• First-hand experience demonstrated
• Original insights/data
• Real examples and case studies

Expertise

• Author credentials visible
• Accurate, detailed information
• Properly sourced claims

Authoritativeness

• Recognized in the space
• Cited by others
• Industry credentials

Trustworthiness

• Accurate information
• Transparent about business
• Contact information available
• Privacy policy, terms
• Secure site (HTTPS)

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Common Issues by Site Type

SaaS/Product Sites

• Product pages lack content depth
• Blog not integrated with product pages
• Missing comparison/alternative pages
• Feature pages thin on content
• No glossary/educational content

E-commerce

• Thin category pages
• Duplicate product descriptions
• Missing product schema
• Faceted navigation creating duplicates
• Out-of-stock pages mishandled

Content/Blog Sites

• Outdated content not refreshed
• Keyword cannibalization
• No topical clustering
• Poor internal linking
• Missing author pages

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Output Format

Audit Report Structure

Executive Summary

• Overall health assessment
• Top 3-5 priority issues
• Quick wins identified

Findings (for each issue):

• Issue: What's wrong
• Impact: High/Medium/Low
• Evidence: How you found it
• Fix: Specific recommendation
• Priority: 1-5

Prioritized Action Plan 1. Critical fixes (blocking indexation/ranking) 2. High-impact improvements 3. Quick wins (easy, immediate benefit) 4. Long-term recommendations

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Tools Referenced

Free Tools:

• Google Search Console
• Google PageSpeed Insights
• Rich Results Test
• Mobile-Friendly Test
• Schema Validator

Paid Tools (if available):

• Screaming Frog
• Ahrefs / Semrush
• Sitebulb

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Questions to Ask

1. What pages/keywords matter most? 2. Do you have Search Console access? 3. Any recent changes or migrations? 4. Who are your top organic competitors? 5. What's your current organic traffic baseline?