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

Skill	Description	When to Use
SKILL-CRO.md	Page conversion optimization	"optimize landing page", "improve conversions", "CRO"
SKILL-COPYWRITING.md	Marketing copy and headlines	"write copy", "headline help", "rewrite this page"
SKILL-SEO.md	SEO audit and optimization	"SEO audit", "why am I not ranking", "technical SEO"
SKILL-PSYCHOLOGY.md	70+ marketing mental models	"psychology", "persuasion", "why people buy"
SKILL-PRICING.md	Pricing and monetization	"pricing tiers", "freemium vs trial", "price increase"

---

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]

---

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

---

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

Element	Check For
Title tags	Unique, 50-60 chars, keyword near start
Meta descriptions	Unique, 150-160 chars, value proposition
H1	One per page, contains primary keyword
Core Web Vitals	LCP < 2.5s, INP < 200ms, CLS < 0.1
Mobile	Responsive, proper tap targets
Indexation	site:domain.com, Search Console coverage

---

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)

Tier	Purpose	Target
Good (Entry)	Remove barriers	Small teams, try before buy
Better (Recommended)	Where most land	Growing teams, serious users
Best (Premium)	Capture high value	Larger teams, power users

Value Metrics

Metric	Best For	Examples
Per user/seat	Collaboration tools	Slack, Notion
Per usage	Variable consumption	AWS, Twilio
Per feature	Modular products	HubSpot add-ons
Per record	CRM, email tools	Mailchimp
Flat fee	Simple products	Basecamp

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

---

Quick Reference: Psychology

Key Mental Models

Challenge	Models to Apply
Low conversions	Hick's Law, Activation Energy, BJ Fogg Model
Price objections	Anchoring, Framing, Loss Aversion
Building trust	Authority, Social Proof, Reciprocity
Increasing urgency	Scarcity, Loss Aversion, Zeigarnik Effect
Retention/churn	Endowment Effect, Switching Costs, Status-Quo Bias
Decision paralysis	Paradox of Choice, Default Effect, Nudges

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

---

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.

---

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

---

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

---

Credits & Attribution

This skill is based on the excellent work by Corey Haines.

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