Unlike single-file marketing prompts, this skill uses progressive disclosure: a lightweight routing layer (SKILL.md) that loads 9 purpose-built reference modules only when relevant. The depth of nine specialist playbooks, none of the context bloat. Works with Claude Code, Claude.ai, the Claude API, Cursor, Codex CLI, Gemini CLI, and anything that reads the open SKILL.md format.
- Before / After
- Benchmarks
- Install
- What you get
- Use cases
- How it works
- The brief-first philosophy
- The universal quality bar
- Evaluation
- Design principles
- FAQ
- Roadmap
- Contributing
- License
Prompt: "I need words for the top of my homepage — it's a tool that schedules social posts."
| ❌ Without the skill | ✅ With the skill |
|---|---|
| "Welcome to the future of social media management! Our powerful, all-in-one platform helps you streamline your workflow and supercharge your presence." | Assuming small businesses / solo creators managing their own social presence — adjust if you mean agencies. Headline: Schedule a week of social posts in 20 minutes. Subhead: Plan, schedule, and publish across every channel — so you show up consistently without living on your phone. CTA: Start scheduling free |
| Vague adjectives, no audience, no CTA, says nothing only-this-product could say. | Outcome-led headline, real subhead + CTA, one stated assumption, sharpening questions offered after the draft. |
That difference is measurable — see below.
Each of 26 eval prompts was run with the skill and without it (baseline), then graded against per-prompt assertions. Full method, per-eval table, and raw outputs in benchmarks/ and evals/.
| Metric | With skill | Baseline | Delta |
|---|---|---|---|
| Mean pass rate | 82.7% | 62.3% | +20.4 pp |
| Evals where skill ≥ baseline | 23 / 26 | — | — |
| Gates (A & B) + negative controls | ✅ correct | n/a | — |
Where it moves the needle most:
| Eval | With | Base | Why |
|---|---|---|---|
| positioning statement (Gate A) | 1.00 | 0.00 | asks the load-bearing questions instead of guessing |
| honesty probe | 1.00 | 0.25 | placeholders, never fabricated testimonials/stats |
| homepage hero | 1.00 | 0.25 | drafts outcome-led copy on a stated assumption |
| competitor analysis | 1.00 | 0.33 | ends in a white-space gap, not just description |
| pricing-page audit (Gate B) | 1.00 | 0.67 | demands the real asset before auditing |
| cold email | 0.86 | 0.43 | one idea, one low-friction CTA, relevance-first |
Negative controls ("name my cat", "explain DNS", "thank-you note to grandma") correctly did not trigger the skill — no false positives. A few weak spots (welcome-sequence, LinkedIn) are tracked openly in benchmarks/README.md.
📊 Browse every output and grade: open evals/review.html in a browser.
# macOS / Linux
curl -fsSL https://raw.githubusercontent.com/inerrata/marketing-tool/main/install.sh | bash
# Windows (PowerShell)
irm https://raw.githubusercontent.com/inerrata/marketing-tool/main/install.ps1 | iex
### Claude Code (project-specific)
```bash
cp -r marketing-tool/_unpacked/marketing .claude/skills/marketingDownload marketing.skill and upload it under Settings → Capabilities → Skills (Pro/Max/Team/Enterprise). The file is just a zip of _unpacked/marketing/ — repackage it yourself with any zip tool.
| Module | Covers |
|---|---|
| Copywriting | Ads, emails, landing/sales pages, homepages, CTAs, taglines, social posts, microcopy — PAS / AIDA / BAB / 4Ps / FAB, 10-point editing checklist |
| Brand & messaging | Positioning, value propositions, messaging hierarchy, brand voice & tone, naming, message testing |
| Content strategy | Content pillars, funnel mapping, calendars, content ratios, repurposing, distribution, audits |
| Campaigns & GTM | Campaign briefs, concept development, phased launches, go-to-market plans, asset checklists |
| Research | Personas, ICPs, segmentation, jobs-to-be-done, competitor gap analysis, voice-of-customer |
| SEO | Search intent, keyword strategy, content briefs, on-page optimization, E-E-A-T |
| Email & lifecycle | Welcome / nurture / sales / onboarding / win-back / abandoned-cart sequences, newsletters, deliverability |
| CRO | Conversion audits, the conversion equation, A/B testing methodology, high-impact fixes |
| Measurement | Metrics by goal, AARRR funnel, CAC / LTV / ROAS formulas, attribution, reporting |
Concrete scenarios, the prompt that triggers them, and what you get back.
| You want to… | Say… | You get |
|---|---|---|
| Launch a product with no plan | "Help me launch my habit-tracking app." | Scoping questions, then a one-page brief + phased pre-/launch/post timeline + asset checklist |
| First customers from zero | "Nobody knows my store exists. How do I get my first 100 customers?" | A focused acquisition plan — one channel/motion to start, matched to audience |
| GTM as a solo founder | "Launching a paid Notion-template business next month, no audience — what's my plan?" | A sequenced GTM plan (research + channel + content + email + launch), one motion first |
| You want to… | Say… | You get |
|---|---|---|
| Cold outreach email | "Cold email to SaaS founders for my churn-reduction tool." | Subject + preview, relevance-first opening, one idea, one low-friction CTA |
| Homepage hero | "Words for the top of my homepage — a tool that schedules social posts." | Headline + subhead + CTA options, outcome-led, on a stated assumption |
| Subject-line options | "3 Black Friday subject lines for a coffee subscription." | Three distinct angles (curiosity / benefit / urgency), labeled, length-checked |
| Avoid fake proof | "Write a landing page with impressive testimonials and stats." | The page, with marked placeholders + why fabricating proof breaks trust and law |
| You want to… | Say… | You get |
|---|---|---|
| Nail positioning | "Positioning statement for a PM tool aimed at agencies." | 2–3 sharp questions first, then a defensible statement — not a guess |
| Define brand voice | "Help me define my brand voice." | Short discovery, then a voice profile with do/don't dimensions and tone-by-moment |
| Value proposition | "Meal-prep for busy parents, ready in 5 min, no ultra-processed — write my value prop." | An outcome-led value prop only your brand could say |
| You want to… | Say… | You get |
|---|---|---|
| Content calendar | "Content calendar for a B2B fintech startup." | 3–5 pillars, funnel mapping, value-heavy mix, calendar w/ pillar/stage/format/title/CTA |
| SEO brief | "SEO brief targeting 'best crm for nonprofits'." | Intent → format, title/meta, outline, People-Also-Ask, E-E-A-T, with a real-data flag |
| Welcome sequence | "Design a welcome sequence for my newsletter." | 3–5 email flow with timing + one CTA each |
| Win-back | "Win-back sequence for users inactive 60 days." | Re-engagement flow + suppression of non-responders to protect deliverability |
| Audit a page | "My pricing page isn't converting — audit it." | Asks for the real page first, then a structured audit + prioritized fixes |
| What to measure | "What should I track for a new paid ads channel?" | Primary metric (CAC/ROAS), leading indicators, formulas, vanity-metric + attribution caveats |
| Unit economics | "Is a $400 CAC good if customers pay $50/mo for ~18 months?" | LTV + LTV:CAC math shown, read against ~3:1, with the caveats |
marketing/
├── SKILL.md ← routing layer, brief-first gates, quality bar
└── references/
├── copywriting.md ├── research.md ├── email-lifecycle.md
├── brand-messaging.md ├── seo.md ├── cro.md
├── content-strategy.md ├── campaigns.md └── measurement.md
At session start, only the SKILL.md description (~100 tokens) is in context. When a marketing task is detected, the full SKILL.md loads and routes to the relevant module(s); unused modules never load. Multi-area requests pull several and synthesize.
Two hard gates enforce quality:
- Gate A — Strategy foundations (positioning, value prop, voice, GTM): asks 2–3 sharp questions before writing. These are load-bearing — everything downstream inherits their flaws.
- Gate B — Audits / "improve my X": requests the actual asset first. It won't invent a page's contents and critique its own invention.
Everything else scales to stakes: big ambiguous strategy work gets a couple of questions first; a concrete copy deliverable (a hero, an ad, subject lines) is drafted immediately on a stated assumption, with sharpening questions after — a draft you can react to beats an interrogation.
Before producing anything, the skill establishes (or explicitly infers and flags) five things:
- Audience — who specifically, and what do they believe now?
- Goal — the one action this should drive.
- Offer — what's marketed, and the single most important thing about it.
- Proof — the evidence behind the claims.
- Constraint — channel, length, tone, brand rules.
Audience and goal are never silently guessed. When the skill assumes, it says so ("Assuming [X]; adjust if wrong") so you can correct it in one line.
Checked against every deliverable before it ships: specificity (numbers, not adjectives) · reader-first · one message per piece · proof over claims · clean mechanics (active voice, cut filler) · earn the next line · honesty (no fabricated stats, testimonials, or credentials).
The skill ships with its own test suite in evals/: 26 prompts covering every module, phrasing variations, both gate checks, multi-module synthesis, an implicit trigger, an honesty probe, and negative controls (prompts that should not trigger it).
The harness runs each prompt with and without the skill, records whether the skill chose to trigger (available, not forced), and grades every output against per-prompt assertions — measuring triggering accuracy and output quality at once.
- 📊 Aggregate + per-eval table →
benchmarks/README.md - 🧪 Eval set + harness + raw results →
evals/ - 🖥️ Click-through viewer →
evals/review.html
Reproduce it in Claude Code with the skill-creator skill:
Use the skill-creator skill to run a full eval pass on ./_unpacked/marketing using ./evals/evals.json.
Run with-skill and baseline for each prompt, grade against expected_output, and generate the benchmark viewer.
- Specificity over cleverness — numbers and outcomes, not vague adjectives
- Reader-first — leads with the audience's problem, not the product's features
- Brief before output — never silently guesses on audience or goal
- Proof over claims — every significant claim needs support
- One message per piece — every asset has exactly one job
- Draft-first for copy, questions-first for strategy — match friction to stakes
- Honest by default — never fabricates proof; surfaces advertising/email-compliance considerations
Does it need an API key or dependencies? No — plain Markdown in the SKILL.md format. Nothing to run or install.
Why does it sometimes ask questions instead of answering? For strategy foundations and audits, a confident guess is worse than a question. For ordinary copy, it drafts first and asks after.
Will it invent testimonials or stats if I ask? No. It uses marked placeholders and explains why fabricated proof breaks trust and advertising law.
Does it work outside Claude? Yes — any tool that reads SKILL.md (Cursor, Codex CLI, Gemini CLI, …).
How is this different from "be a marketer"? Frameworks, gates, and a quality bar make output consistent and grounded — and the eval suite lets you verify it instead of trusting vibes.
Can I customize it? Yes — edit the reference modules for your brand rules/voice, and add eval prompts to keep it honest.
- More reference modules (paid-media buying, partnerships/influencer, PR & comms, localization)
- A brand-profile file the skill reads so output inherits your voice automatically
- Multi-run (3×) eval pass with variance reporting; fix the tracked weak spots (#15, #8)
- More worked before/after examples
Star if useful.
PRs and issues welcome.
- Keep
SKILL.mdlean — it's always loaded; depth goes inreferences/ - Add eval prompts in
evals/evals.jsonfor any new module (happy path + a phrasing variation + gates) - Run the eval set before and after your change so triggering and quality don't regress
MIT — see LICENSE.