MoizIbnYousaf/marketing-cli
Knowledge skill that applies behavioral psychology and persuasion principles to any marketing asset. Covers Cialdini's 6 principles, cognitive biases, and ethical persuasion frameworks. This skill is invoked BY other skills to enhance their output. Use it whenever copy needs more psychological weight, when a landing page feels flat, when email sequences lack urgency, or when any marketing asset needs to be more persuasive. Also use when someone says 'make this more convincing', 'add urgency', 'p
npx skills add https://github.com/MoizIbnYousaf/marketing-cli --skill "skills/marketing-psychology"Source checked Jul 28, 2026·Refresh due Oct 26, 2026
Reorganized from the pinned upstream SKILL.md
Knowledge skill that applies behavioral psychology and persuasion principles to any marketing asset. Covers Cialdini's 6 principles, cognitive biases, and ethical persuasion frameworks.
npx skills add https://github.com/MoizIbnYousaf/marketing-cli --skill "skills/marketing-psychology"The pinned source contains enough sections and task detail for a source-grounded deep guide; automated content is still not an independent test.
2,315 source words · 29 usable sections
Best fit
Content brief
Content workflow
Sections are extracted automatically from the pinned SKILL.md and link back to the source.
Determine what marketing asset is being optimized:
Determine what marketing asset is being optimized:
Not every principle applies to every asset. Match principles to context. Use the Application Matrix below for quick selection.
For real-world case studies of each principle in action: See references/case-studies.md — 11 examples from companies like HubSpot, Netflix, Stripe, Duolingo, and Superhuman showing how principles translate to specific implementations.
This is a knowledge skill — it enhances other skills' output rather than producing standalone deliverables.
SkillSignal prompt templates
These prompts were written by SkillSignal from the source structure; they are not upstream text.
Source-grounded prompt
Use for a content task while explicitly checking the source sections.
Use marketing-psychology for this content task: [task]. Inputs and constraints: [details]. Work through these pinned SKILL.md sections: “Workflow”, “Step 1: Identify the Asset Type”, “Step 2: Select Applicable Principles”, “Step 3: Consider B2B vs B2C Differences”, “How to Use This Skill”. Cite the concrete requirements that shape each step, do not invent capabilities absent from the source, and verify the result against: [acceptance criteria].
Content checklist
The source section “Workflow” has been checked.
The source section “Step 1: Identify the Asset Type” has been checked.
The source section “Step 2: Select Applicable Principles” has been checked.
The source section “Step 3: Consider B2B vs B2C Differences” has been checked.
Choose a different workflow
When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context. For applying psychol
A separate implementation from coreyhaines31/marketingskills; compare its source, maintenance signals, and permission requirements.
Open source detailApply psychological principles and behavioral science to copy and design. Useful for tightening hooks, framing, and pricing presentation.
A separate implementation from nexu-io/open-design; compare its source, maintenance signals, and permission requirements.
Open source detailUse when the user wants to generate an image or video via Higgsfield AI. Covers 30+ models: Soul V2, Seedance 2.0, Kling 3.0, Veo 3.1, GPT Image 2, Nano Banana 2. Also covers Marketing Studio — branded ad video/image with avatars and products. Use whenever: "generate an image", "make a video", "animate this photo", "image-to-video", "img2vid", "edit this image with AI", "produce a clip", "create an ad", "make a UGC video", "marketing video", "brand video", "TV spot", "import product from URL", "
A separate implementation from MoizIbnYousaf/marketing-cli; compare its source, maintenance signals, and permission requirements.
Open source detailFAQ
Knowledge skill that applies behavioral psychology and persuasion principles to any marketing asset. Covers Cialdini's 6 principles, cognitive biases, and ethical persuasion frameworks.
The source record exposes this install command: npx skills add https://github.com/MoizIbnYousaf/marketing-cli --skill "skills/marketing-psychology". Inspect the command and pinned source before running it.
Quality breakdown
Based on traceable docs and repository signals; stars are not treated as quality.
Compare before choosing
These links are selected from shared tasks, functions, stacks, platforms, and same-name variants. Compare the source owner, documentation, permissions, and maintenance signals.
When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context. For applying psychol
Apply psychological principles and behavioral science to copy and design. Useful for tightening hooks, framing, and pricing presentation.
Use when the user wants to generate an image or video via Higgsfield AI. Covers 30+ models: Soul V2, Seedance 2.0, Kling 3.0, Veo 3.1, GPT Image 2, Nano Banana 2. Also covers Marketing Studio — branded ad video/image with avatars and products. Use whenever: "generate an image", "make a video", "animate this photo", "image-to-video", "img2vid", "edit this image with AI", "produce a clip", "create an ad", "make a UGC video", "marketing video", "brand video", "TV spot", "import product from URL", "
Create new marketing skills for the mktg playbook. Use when the agent needs to add a new capability, someone says 'create a skill', 'new skill', 'add a marketing skill', 'extend the playbook', 'I need a skill for X', 'build a skill', 'make a skill for Y', or 'add capability for Z'. Also use when someone wants to capture a marketing workflow they just did into a reusable skill, or when they say 'turn this into a skill'. Reads the skill contract, generates SKILL.md with correct frontmatter and str
Brand-first landing page designer — runs a brand-identity interview (colors, typography, shape language), then generates and iterates on a polished landing page via Stitch with deployment-ready HTML. Use when the user asks to create, design, or build a landing page, homepage, or marketing page and has no established visual direction. Skip when they have a design mockup, need a dashboard or app UI, are working at component level, building a multi-page app, or restyling with known design tokens —
This is a KNOWLEDGE skill. It does not produce standalone deliverables. Instead, it enhances any marketing asset — landing pages, emails, ads, CTAs, pricing pages, onboarding flows — by applying behavioral psychology principles that increase persuasion and conversion.
When another skill produces copy or UX, this skill provides the psychological layer: why certain framings work, which biases to apply, and specific before/after rewrites grounded in research.
This skill is pure reference. It reads no brand files and writes no outputs. It is applied ON TOP of other skills' work.
While this skill reads no files itself, the calling skill should provide brand context when available:
When calling this skill, pass relevant brand context so principles are applied in voice, not generically.
Determine what marketing asset is being optimized:
Not every principle applies to every asset. Match principles to context. Use the Application Matrix below for quick selection.
| Principle | B2B Emphasis | B2C Emphasis |
|---|---|---|
| Social proof | Case studies, logos, ROI metrics | User counts, ratings, peer testimonials |
| Authority | Industry certifications, compliance | Celebrity endorsements, media features |
| Scarcity | Limited pilot spots, implementation slots | Limited stock, countdown timers |
| Loss aversion | Revenue at risk, competitive disadvantage | Missing out on experiences, wasted time |
| Anchoring | ROI comparison, cost of inaction | Was/now pricing, competitor comparison |
For real-world case studies of each principle in action: See references/case-studies.md — 11 examples from companies like HubSpot, Netflix, Stripe, Duolingo, and Superhuman showing how principles translate to specific implementations.
This is a knowledge skill — it enhances other skills' output rather than producing standalone deliverables.
Invocation pattern: When another skill produces copy or UX, ask: "Apply marketing psychology principles to this asset." This skill audits the output and suggests principle-specific rewrites.
Example: After /direct-response-copy produces a landing page, apply this skill to audit the hero for anchoring, the CTA for scarcity, and the testimonials for social proof.
People feel obligated to return favors. Give value first, ask second.
Application:
Before: "Sign up for our product" After: "Here's a free audit of your [X]. Want to fix these issues automatically? [Start free trial]"
Why this works: Giving value before asking creates an obligation loop — the free checklist makes the paid product feel like a natural next step, not a cold ask.
Where it works best: Lead magnets, free tools, onboarding emails, content marketing
People who take small steps continue in the same direction. Micro-commitments build toward conversion.
Application:
Before: "Buy our annual plan for $299/year" After: "Start your free project -> See your first results -> Upgrade when you're ready"
Why this works: Each small yes builds psychological momentum — once someone has invested time and seen results, saying yes to payment feels consistent with their prior actions.
Where it works best: Signup flows, onboarding, pricing pages, email sequences
People follow the actions of others, especially similar others.
Types of social proof (ordered by persuasion strength):
| Type | Example | Strength |
|---|---|---|
| Expert endorsement | "[Industry expert] recommends [Product]" | Highest |
| Celebrity/Influencer | "[Known figure] uses [Product]" | High |
| User statistics | "12,847 teams use [Product]" | High |
| Peer testimonial | "[Same role/industry] saw [specific result]" | High |
| Certification/Award | "G2 Leader, 4.8/5 stars" | Medium |
| Wisdom of crowds | "Most popular plan" badge | Medium |
| Friend referral | "[Name] invited you" | Highest (context-dependent) |
Before: "Our product is great" After: "12,847 marketing teams use [Product] to save 10+ hours/week. Here's what [Similar Company] achieved in 30 days."
Why this works: Humans use others' behavior as a decision shortcut — specific numbers and named peers eliminate the need to evaluate the product independently.
Where it works best: Every asset. No exceptions. Always include social proof.
People defer to experts and credible sources.
Authority signals:
Before: "We help with email marketing" After: "Built by the team that scaled [Company]'s email list from 0 to 500K subscribers"
Why this works: Concrete credentials transfer trust instantly — the reader borrows confidence from the known achievement rather than evaluating your claim from scratch.
Where it works best: Landing pages, about pages, sales emails, B2B proposals
People buy from people (and brands) they like. Similarity, compliments, and cooperation build liking.
Application:
Before: "Our enterprise-grade solution leverages AI-powered analytics" After: "We were tired of staring at spreadsheets too. So we built [Product]."
Why this works: Mirroring the audience's frustration signals "we're one of you" — people trust and buy from those who understand their lived experience.
Where it works best: Brand voice, about pages, founder stories, email tone
People value what's limited. Real scarcity drives action; manufactured scarcity destroys trust.
Legitimate scarcity patterns:
Illegitimate scarcity (never use):
Before: "Sign up anytime" After: "Launch pricing: $29/mo for the first 500 customers (347 claimed)" — only if real
Why this works: Real scarcity activates fear of missing out on a genuine opportunity — the specific count (347/500) makes the constraint feel tangible and urgent without feeling manufactured.
Where it works best: Pricing pages, launch campaigns, limited offers (when genuine)
People feel losses 2x more intensely than equivalent gains. Frame around what they'll lose, not just what they'll gain.
Before: "Save 10 hours per week with [Product]" After: "You're losing 10 hours every week to [manual task]. [Product] gives them back."
Why this works: The pain of losing 10 hours hits harder than the pleasure of saving them — reframing a gain as a recovered loss doubles the emotional weight.
Application: Cancel flows, upgrade prompts, trial expiration emails, feature comparison
The first number people see becomes the reference point. Control the anchor.
Application:
Pricing page pattern:
Enterprise: $299/mo <- Anchor
Pro: $99/mo <- Looks reasonable now
Starter: $29/mo <- Feels like a steal
People value things more once they feel ownership. Let them invest before asking to pay.
Application:
People value things they helped build. Involvement increases attachment.
Application:
Too many options -> decision paralysis -> no action. Reduce choices, add recommendations.
Application:
Before: 5 plan tiers with 40 feature comparison rows After: 3 plans, "Most Popular" badge on middle tier, "Not sure? Start with Pro" CTA
Why this works: Reducing options from 5 to 3 eliminates decision paralysis, and the "Most Popular" badge gives permission to stop comparing — the crowd already chose for you.
People strongly prefer eliminating a risk entirely over reducing it. Money-back guarantees outperform discount offers.
Application:
The same information presented differently changes decisions. Frame to match your goal.
Application:
Before: "Our tool has 99.9% accuracy" After: "Our tool catches 999 out of every 1,000 errors — so nothing slips through"
Why this works: Concrete framing (999/1000) is more vivid than abstract percentages. The reader can picture the result.
People prefer the current state of affairs. Reducing friction to switch is more effective than amplifying benefits.
Application:
Where it works best: Competitor displacement, upgrade prompts, onboarding
Familiarity breeds preference. People like what they've seen before.
Application:
Where it works best: Top-of-funnel content, retargeting, email sequences, social media presence
Quick reference — which principles apply to which assets:
| Principle | Landing Page | Pricing | Onboarding | Ads | |
|---|---|---|---|---|---|
| Reciprocity | Medium | High | Low | High | Low |
| Commitment | Low | High | Medium | High | Low |
| Social Proof | High | Medium | High | Medium | High |
| Authority | High | Medium | Medium | Low | High |
| Liking | Medium | High | Low | High | Medium |
| Scarcity | Medium | High | High | Low | High |
| Loss Aversion | Medium | High | High | High | Medium |
| Anchoring | Medium | Low | High | Low | Medium |
| Endowment | Low | Medium | Low | High | Low |
| Framing | High | High | Medium | Medium | High |
| Status Quo | Medium | Low | Low | High | Medium |
When reviewing any marketing asset:
| Mistake | Why it fails | Instead |
|---|---|---|
| Applying all principles to every asset | Stacking 10 principles on one page creates a manipulative wall of tricks that readers feel viscerally — less is more persuasive | Select 2-4 most relevant using the Application Matrix |
| Forcing scarcity where none exists | Users share notes about fake urgency on social media — one "fake countdown timer" screenshot can destroy brand trust permanently | Only use scarcity with real constraints. Fake urgency destroys trust |
| Generic "add social proof" without specifics | "Add social proof" gives the agent nothing to work with — peer testimonials work differently than user counts, and the wrong type falls flat | Specify the TYPE of social proof (peer testimonial, user count, expert endorsement) based on audience |
| Applying principles without considering brand voice | A corporate brand writing "Don't miss out!!" and a playful brand writing "Enterprise-grade urgency metrics" both sound absurd | A playful brand and a corporate brand apply the same principle very differently |
| Suggesting dark patterns as psychological techniques | Dark patterns generate short-term conversions but long-term refunds, chargebacks, and reputation damage | Always apply the transparency test: would you be comfortable if the user knew? |
| Ignoring that the asset might already be effective | Over-optimizing working copy risks breaking what already converts — psychology should enhance, not overhaul | Audit first — if conversion is strong, don't add psychology for the sake of it |
Use psychology to help people make better decisions, not to trick them:
The test: Would you be comfortable if the user knew exactly what psychological principle you were applying? If yes, proceed. If no, find another approach.