Marketing
Comprehensive marketing framework for content creation, copywriting, and campaign planning.
Workflow Routing
| Workflow | Trigger | File |
|---|---|---|
| Copy | "write copy", "headline", "tagline" | Workflows/Copy.md |
| Campaign | "campaign", "launch", "promotion" | Workflows/Campaign.md |
| "email sequence", "newsletter", "drip" | Workflows/Email.md | |
| Social | "social media", "post", "thread" | Workflows/Social.md |
| Landing | "landing page", "sales page" | Workflows/Landing.md |
Copywriting Frameworks
AIDA (Attention-Interest-Desire-Action)
A - Attention: Hook with bold claim or question
I - Interest: Build curiosity with benefits
D - Desire: Create emotional connection
A - Action: Clear CTA with urgencyPAS (Problem-Agitate-Solution)
P - Problem: Identify the pain point
A - Agitate: Amplify the consequences
S - Solution: Present your offeringBAB (Before-After-Bridge)
B - Before: Current painful state
A - After: Desired future state
B - Bridge: Your product/service4Ps (Promise-Picture-Proof-Push)
P - Promise: Big benefit headline
P - Picture: Vivid outcome description
P - Proof: Social proof/testimonials
P - Push: Urgency and CTAPASTOR (Problem-Amplify-Story-Transformation-Offer-Response)
P - Problem: Define the struggle
A - Amplify: What happens if unsolved
S - Story: Relatable narrative
T - Transformation: The change possible
O - Offer: Your solution
R - Response: Call to actionBrand Voice Configuration
Define in templates/brand-voice.yaml:
brand:
name: "Your Brand"
tagline: "Your tagline"
voice:
tone: professional | casual | playful | authoritative | empathetic
personality: [traits]
vocabulary:
use: [preferred terms]
avoid: [banned terms]
audience:
primary: "Description"
pain_points: [list]
desires: [list]
objections: [list]Content Types
Headlines
- Benefit-driven: "Get [Benefit] Without [Pain Point]"
- Curiosity: "The Secret [Industry] Insiders Don't Want You to Know"
- How-to: "How to [Achieve Goal] in [Timeframe]"
- List: "[Number] Ways to [Achieve Result]"
- Question: "Are You Making These [Number] [Topic] Mistakes?"
Email Subject Lines
- Urgency: "[Time] left to [benefit]"
- Curiosity: "I shouldn't be telling you this..."
- Personal: "[Name], quick question about [topic]"
- Value: "Free [resource] inside"
- Social proof: "[Number] people already [action]"
Email Sequence Strategic Order (Critical)
Always structure nurture sequences in this progression — order matters for conversion:
- Email 1 — Welcome/Value Delivery: Deliver promised resource, set expectations, quick win
- Email 2 — Social Proof/Case Study: Establish credibility NOW while interest is high; specific customer result, certification, or data point
- Email 3 — Objections/FAQ/Deeper Positioning: Address the 3–5 real reasons prospects don't buy; answer "why you over competitors"
- Email 4 — Direct Offer/Conversion CTA: Hard close with specific offer, deadline, or next step — NOT a "reply with later" graceful exit
⚠️ Do NOT swap Email 2 and Email 3. Social proof must come before objection handling. Email 4 must drive a real conversion action.
CTAs
- Action-oriented: "Start [Benefit] Now"
- Benefit-focused: "Get My Free [Resource]"
- Low-commitment: "See How It Works"
- Urgency: "Claim Your Spot Before [Deadline]"
- Social proof: "Join [Number] [Audience]"
Buyer Objection Handling (Required for B2B/High-Consideration Copy)
When writing copy for any product or service, proactively identify and address realistic buyer objections with specific proof points — not vague references to "case studies" or "ROI calculators." Always provide substantive responses even without full product details by using placeholder specifics that demonstrate the pattern:
| Common Objection | Evidence-Based Response Pattern |
|---|---|
| Switching costs / disruption | "Onboarding takes X days; dedicated account manager handles transition; [specific guarantee]" |
| Unknown supplier risk | Lead with certifications (ISO, industry accreditations), years in operation, named clients or sectors served |
| Price vs. competitors | Total cost of ownership argument: "[Competitor] costs less upfront but [specific failure mode] costs £X; our [feature] prevents this" |
| Qualification/lead time | Specific turnaround data: "95% of quotes returned within 24 hours; standard orders ship in X days" |
| Capacity concerns | Concrete capacity metric: "X,000 sq ft facility, Y machines, Z shifts — current utilisation at N%" |
| Quality uncertainty | Named certifications + specific tolerance/accuracy claims + defect rate or rework stats |
✅ When generating objection-handling content, always write out the actual counter-message copy, not just the category name. Show the specific proof point in the response itself.
Integration Points
| Skill | Integration |
|---|---|
| Blog | Generate blog post outlines, headlines |
| TiredEngineer | Technical marketing with authentic voice |
| Art | Generate marketing visuals |
| Research | Competitive analysis, market research |
Examples
Example 1: Write headlines for a product launch
User: "Write 5 headlines for our new project management tool launch"
→ Load brand voice from templates/brand-voice.yaml
→ Apply headline frameworks
→ Generate 5 variations using different formulasExample 2: Create an email sequence
User: "Create a 5-email welcome sequence for new subscribers"
→ Invoke Workflows/Email.md
→ Structure: Welcome → Value → Story → Offer → Urgency
→ Output sequence with subject lines and body copyExample 3: Plan a product launch campaign
User: "Plan a launch campaign for our SaaS product"
→ Invoke Workflows/Campaign.md
→ Output: Timeline, channels, content calendar, KPIsExample 4: Write landing page copy
User: "Write copy for our landing page using PAS framework"
→ Invoke Workflows/Landing.md with framework=PAS
→ Output: Hero, benefits, proof, CTA sections