Chapter 05 · Our Favourite Skills · Reading 03
Marketing Skills, for copy that sounds like a person
The copywriting and editing rules behind the words on our services page. Written by Corey Haines, free and open source. What each skill does and how to install the library.
What it is
A library of about fifty marketing skills, from copywriting to pricing to SEO, each one a Markdown file of hard-won rules. We reached for a handful of them to write the services page, mostly to keep the copy plain: benefits over features, specific over vague, no buzzwords, no exclamation marks, and no numbers we cannot prove.
Author: Corey Haines, founder of Conversion Factory and Swipe Files. MIT licensed.
Repository: github.com/coreyhaines31/marketingskills
The skills we used
- copywriting. Writing page copy from a brief: clarity over cleverness, one idea per section, customer language over company language, and a CTA that says what you get ("Meet Cadence", not "Learn more").
- copy-editing. Seven editing passes over an existing draft: clarity, voice, "so what", proof, specificity, emotion, and removing every reason to hesitate near the button. We ran the services copy through all seven.
- marketing-psychology. Why people buy, in mental models: anchoring, social proof, loss aversion, framing. Useful for deciding what to say first.
- offers. How to structure the thing you sell: value framing, guarantees, naming, risk reversal.
- product-marketing. Sets up a single context file (who the customer is, what the product does, how it is positioned) so every other skill writes from the same facts.
The rest of the library
ab-testing, ad-creative, ads, ai-seo, analytics, aso, attribution, churn-prevention, cold-email, community-marketing, competitor-profiling, content-strategy, cro, customer-research, emails, events, launch, lead-magnets, marketing-plan, onboarding, paywalls, popups, pricing, programmatic-seo, prospecting, public-relations, referrals, revops, sales-enablement, schema, seo-audit, signup, site-architecture, sms, social, video, and more. Run the list command below to see them all.
Install it
npx skills add coreyhaines31/marketingskillsPick specific ones, or list everything:
npx skills add coreyhaines31/marketingskills --skill copywriting copy-editing
npx skills add coreyhaines31/marketingskills --listThe skills will not invent proof for you, and neither should you. If a claim needs a number and you do not have one, the right edit is to cut the claim.