marketing

Marketing Skill

Reference Files

This skill includes detailed reference guides:

• references/frameworks.md — Marketing frameworks (StoryBrand, $100M Offers, AIDA, PAS, BAB, 4Ps, Jobs-to-Be-Done)
• references/ad-copy.md — Ad copy templates and best practices for Google, Meta, LinkedIn
• references/email.md — Email marketing: sequences, cold outreach, subject lines, deliverability
• references/analytics.md — UTM tracking, attribution models, KPIs by channel, A/B testing

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Core Frameworks

Messaging Hierarchy (build this first)

Before writing any copy, establish:

1. Who: Ideal Customer Profile (ICP) — role, company size, pain, goal
2. Problem: The specific pain, cost of the problem, why it matters now
3. Solution: What you offer + the mechanism (how it works)
4. Proof: Stats, testimonials, case studies, credentials
5. CTA: The single next step you want them to take

Positioning Statement

Before any campaign, nail this:

For [target audience] who [situation/need], [product] is a [category] that [key benefit]. Unlike [competitor/alternative], we [differentiator].

Value Proposition Canvas

Customer Side	Product Side
Jobs to be done	Products & services
Pains	Pain relievers
Gains	Gain creators

Map each customer pain/gain to a specific product feature. If a feature does not map to a pain or gain, question whether to promote it.

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Audience Personas

When building a persona, capture:

• Name + Role: e.g., "Marketing Manager Maria"
• Demographics: Age range, company type/size, seniority
• Goals: What does she want to achieve?
• Pain Points: What keeps her up at night?
• Objections: Why might she NOT buy?
• Watering Holes: Where does she consume content? (LinkedIn, Reddit, podcasts...)
• Buying triggers: What event causes her to start looking for a solution?
• Success metric: How does she measure if your product worked?
• Budget authority: Does she have budget control or does she need to convince a decision-maker?
• Preferred content formats: Long-form articles, short video, podcasts, tools?