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
- Value Proposition Clarity — Can visitors understand what this is in 5 seconds?
- Headline Effectiveness — Does it communicate core value?
- CTA Placement & Copy — Is there one clear action with value-focused button text?
- Visual Hierarchy — Can someone scanning get the main message?
- Trust Signals — Social proof near CTAs and after benefit claims
- Objection Handling — FAQ, guarantees, comparisons
- 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 ActionCTA formula: [Action Verb] + [What They Get] + [Qualifier]
Quick Reference: Copywriting
Headline Formulas
- Outcome + Pain:
{Achieve outcome} without {pain point} - Opposite Process:
The {opposite} way to {outcome} - Never Again:
Never {unpleasant event} again - Feature + Audience:
{Feature} for {audience} to {use case} - No Skills Needed:
You don't have to {skill} to {outcome} - How It Works:
{Outcome} by {how product makes it possible} - Pain Question:
{Question highlighting main pain point}? - 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
- Crawlability & Indexation — Can Google find and index it?
- Technical Foundations — Fast, functional, mobile-friendly?
- On-Page Optimization — Titles, metas, headings optimized?
- Content Quality — Does it deserve to rank?
- 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
- Reciprocity — Give first, people want to give back
- Commitment & Consistency — Small commitments lead to larger ones
- Social Proof — People follow what others do
- Authority — People defer to experts
- Scarcity — Limited availability increases value
- Liking — People say yes to those they like
Page Structure Template
Landing Page Sections
- Hero — Headline, subheadline, primary CTA, supporting visual
- Social proof bar — Logos or stats
- Problem/pain section — Articulate their frustration
- How it works — 3-4 simple steps
- Key benefits — 2-3, not 10
- Testimonial — Specific results, attribution
- Use cases/personas — Help visitors self-identify
- Comparison — vs. alternatives or status quo
- Case study snippet — Real customer story
- FAQ — Address objections
- Final CTA — Recap value, repeat CTA, risk reversal
Avoid This Pattern
❌ Hero → Feature 1 → Feature 2 → Feature 3 → Feature 4 → CTAUse 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 frameworkSKILL-COPYWRITING.md— Complete copywriting guide with formulasSKILL-SEO.md— Full SEO audit checklistSKILL-PSYCHOLOGY.md— 70+ mental models for marketingSKILL-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
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