---
name: marketing-skills
description: >-
  Marketing skills for AI agents. CRO, copywriting, SEO, analytics, pricing, and growth
  engineering. From Corey Haines' Marketing Skills collection. Use when working with
  marketing, cro, conversion, copywriting, seo, landing page, pricing, growth.
metadata:
  version: "1.0.0"
---

# Marketing Skills for AI Agents

> **Source:** This skill collection is adapted from [Corey Haines' Marketing Skills](https://github.com/coreyhaines31/marketingskills) 
> for Claude Code and AI agents. See [marketing-skills.com](https://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 collection is adapted from the excellent marketing skills by
**[Corey Haines](https://coreyhaines.com/)**.

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

**Copyright (c) Corey Haines** - Marketing frameworks and best practices
See: [Conversion Factory](https://conversionfactory.co/) | [Swipe Files](https://swipefiles.com/)