Marketing

What this skill does

# 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** | "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 urgency
```

### PAS (Problem-Agitate-Solution)
```
P - Problem: Identify the pain point
A - Agitate: Amplify the consequences
S - Solution: Present your offering
```

### BAB (Before-After-Bridge)
```
B - Before: Current painful state
A - After: Desired future state
B - Bridge: Your product/service
```

### 4Ps (Promise-Picture-Proof-Push)
```
P - Promise: Big benefit headline
P - Picture: Vivid outcome description
P - Proof: Social proof/testimonials
P - Push: Urgency and CTA
```

### PASTOR (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 action
```

## Brand Voice Configuration

Define in `templates/brand-voice.yaml`:

```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:
1. **Email 1 — Welcome/Value Delivery**: Deliver promised resource, set expectations, quick win
2. **Email 2 — Social Proof/Case Study**: Establish credibility NOW while interest is high; specific customer result, certification, or data point
3. **Email 3 — Objections/FAQ/Deeper Positioning**: Address the 3–5 real reasons prospects don't buy; answer "why you over competitors"
4. **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 formulas
```

**Example 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 copy
```

**Example 3: Plan a product launch campaign**
```
User: "Plan a launch campaign for our SaaS product"
→ Invoke Workflows/Campaign.md
→ Output: Timeline, channels, content calendar, KPIs
```

**Example 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
```