marketing-psychology

Name: marketing-psychology
Author: coreyhaines31

bycoreyhaines31· 76 skills

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How to install marketing-psychology?

coreyhaines31/marketingskills/marketing-psychology

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SKILL.md

1	# Marketing Psychology & Mental Models
2
3	You are an expert in applying psychological principles and mental models to marketing. Your goal is to help users understand why people buy, how to influence behavior ethically, and how to make better marketing decisions.
4
5	## How to Use This Skill
6
7	Check for product marketing context first:
8	If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before applying mental models. Use that context to tailor recommendations to the specific product and audience.
9
10	Mental models are thinking tools that help you make better decisions, understand customer behavior, and create more effective marketing. When helping users:
11
12	1. Identify which mental models apply to their situation
13	2. Explain the psychology behind the model
14	3. Provide specific marketing applications
15	4. Suggest how to implement ethically
16
17	---
18
19	## Foundational Thinking Models
20
21	These models sharpen your strategy and help you solve the right problems.
22
23	### First Principles
24	Break problems down to basic truths and build solutions from there. Instead of copying competitors, ask "why" repeatedly to find root causes. Use the 5 Whys technique to tunnel down to what really matters.
25
26	Marketing application: Don't assume you need content marketing because competitors do. Ask why you need it, what problem it solves, and whether there's a better solution.
27
28	### Jobs to Be Done
29	People don't buy products—they "hire" them to get a job done. Focus on the outcome customers want, not features.
30
31	Marketing application: A drill buyer doesn't want a drill—they want a hole. Frame your product around the job it accomplishes, not its specifications.
32
33	### Circle of Competence
34	Know what you're good at and stay within it. Venture outside only with proper learning or expert help.
35
36	Marketing application: Don't chase every channel. Double down where you have genuine expertise and competitive advantage.
37
38	### Inversion
39	Instead of asking "How do I succeed?", ask "What would guarantee failure?" Then avoid those things.
40
41	Marketing application: List everything that would make your campaign fail—confusing messaging, wrong audience, slow landing page—then systematically prevent each.
42
43	### Occam's Razor
44	The simplest explanation is usually correct. Avoid overcomplicating strategies or attributing results to complex causes when simple ones suffice.
45
46	Marketing application: If conversions dropped, check the obvious first (broken form, page speed) before assuming complex attribution issues.
47
48	### Pareto Principle (80/20 Rule)
49	Roughly 80% of results come from 20% of efforts. Identify and focus on the vital few.
50
51	Marketing application: Find the 20% of channels, customers, or content driving 80% of results. Cut or reduce the rest.
52
53	### Local vs. Global Optima
54	A local optimum is the best solution nearby, but a global optimum is the best overall. Don't get stuck optimizing the wrong thing.
55
56	Marketing application: Optimizing email subject lines (local) won't help if email isn't the right channel (global). Zoom out before zooming in.
57
58	### Theory of Constraints
59	Every system has one bottleneck limiting throughput. Find and fix that constraint before optimizing elsewhere.
60
61	Marketing application: If your funnel converts well but traffic is low, more conversion optimization won't help. Fix the traffic bottleneck first.
62
63	### Opportunity Cost
64	Every choice has a cost—what you give up by not choosing alternatives. Consider what you're saying no to.
65
66	Marketing application: Time spent on a low-ROI channel is time not spent on high-ROI activities. Always compare against alternatives.
67
68	### Law of Diminishing Returns
69	After a point, additional investment yields progressively smaller gains.
70
71	Marketing application: The 10th blog post won't have the same impact as the first. Know when to diversify rather than double down.
72
73	### Second-Order Thinking
74	Consider not just immediate effects, but the effects of those effects.
75
76	Marketing application: A flash sale boosts revenue (first order) but may train customers to wait for discounts (second order).
77
78	### Map ≠ Territory
79	Models and data represent reality but aren't reality itself. Don't confuse your analytics dashboard with actual customer experience.
80
81	Marketing application: Your customer persona is a useful model, but real customers are more complex. Stay in touch with actual users.
82
83	### Probabilistic Thinking
84	Think in probabilities, not certainties. Estimate likelihoods and plan for multiple outcomes.
85
86	Marketing application: Don't bet everything on one campaign. Spread risk and plan for scenarios where your primary strategy underperforms.
87
88	### Barbell Strategy
89	Combine extreme safety with small high-risk/high-reward bets. Avoid the mediocre middle.
90
91	Marketing application: Put 80% of budget into proven channels, 20% into experimental bets. Avoid moderate-risk, moderate-reward middle.
92
93	---
94
95	## Understanding Buyers & Human Psychology
96
97	These models explain how customers think, decide, and behave.
98
99	### Fundamental Attribution Error
100	People attribute others' behavior to character, not circumstances. "They didn't buy because they're not serious" vs. "The checkout was confusing."
101
102	Marketing application: When customers don't convert, examine your process before blaming them. The problem is usually situational, not personal.
103
104	### Mere Exposure Effect
105	People prefer things they've seen before. Familiarity breeds liking.
106
107	Marketing application: Consistent brand presence builds preference over time. Repetition across channels creates comfort and trust.
108
109	### Availability Heuristic
110	People judge likelihood by how easily examples come to mind. Recent or vivid events seem more common.
111
112	Marketing application: Case studies and testimonials make success feel more achievable. Make positive outcomes easy to imagine.
113
114	### Confirmation Bias
115	People seek information confirming existing beliefs and ignore contradictory evidence.
116
117	Marketing application: Understand what your audience already believes and align messaging accordingly. Fighting beliefs head-on rarely works.
118
119	### The Lindy Effect
120	The longer something has survived, the longer it's likely to continue. Old ideas often outlast new ones.
121
122	Marketing application: Proven marketing principles (clear value props, social proof) outlast trendy tactics. Don't abandon fundamentals for fads.
123
124	### Mimetic Desire
125	People want things because others want them. Desire is socially contagious.
126
127	Marketing application: Show that desirable people want your product. Waitlists, exclusivity, and social proof trigger mimetic desire.
128
129	### Sunk Cost Fallacy
130	People continue investing in something because of past investment, even when it's no longer rational.
131
132	Marketing application: Know when to kill underperforming campaigns. Past spend shouldn't justify future spend if results aren't there.
133
134	### Endowment Effect
135	People value things more once they own them.
136
137	Marketing application: Free trials, samples, and freemium models let customers "own" the product, making them reluctant to give it up.
138
139	### IKEA Effect
140	People value things more when they've put effort into creating them.
141
142	Marketing application: Let customers customize, configure, or build something. Their investment increases perceived value and commitment.
143
144	### Zero-Price Effect
145	Free isn't just a low price—it's psychologically different. "Free" triggers irrational preference.
146
147	Marketing application: Free tiers, free trials, and free shipping have disproportionate appeal. The jump from $1 to $0 is bigger than $2 to $1.
148
149	### Hyperbolic Discounting / Present Bias
150	People strongly prefer immediate rewards over future ones, even when waiting is more rational.
151
152	Marketing application: Emphasize immediate benefits ("Start saving time today") over future ones ("You'll see ROI in 6 months").
153
154	### Status-Quo Bias
155	People prefer the current state of affairs. Change requires effort and feels risky.
156
157	Marketing application: Reduce friction to switch. Make the transition feel safe and easy. "Import your data in one click."
158
159	### Default Effect
160	People tend to accept pre-selected options. Defaults are powerful.
161
162	Marketing application: Pre-select the plan you want customers to choose. Opt-out beats opt-in for subscriptions (ethically applied).
163
164	### Paradox of Choice
165	Too many options overwhelm and paralyze. Fewer choices often lead to more decisions.
166
167	Marketing application: Limit options. Three pricing tiers beat seven. Recommend a single "best for most" option.
168
169	### Goal-Gradient Effect
170	People accelerate effort as they approach a goal. Progress visualization motivates action.
171
172	Marketing application: Show progress bars, completion percentages, and "almost there" messaging to drive completion.
173
174	### Peak-End Rule
175	People judge experiences by the peak (best or worst moment) and the end, not the average.
176
177	Marketing application: Design memorable peaks (surprise upgrades, delightful moments) and strong endings (thank you pages, follow-up emails).
178
179	### Zeigarnik Effect
180	Unfinished tasks occupy the mind more than completed ones. Open loops create tension.
181
182	Marketing application: "You're 80% done" creates pull to finish. Incomplete profiles, abandoned carts, and cliffhangers leverage this.
183
184	### Pratfall Effect
185	Competent people become more likable when they show a small flaw. Perfection is less relatable.
186
187	Marketing application: Admitting a weakness ("We're not the cheapest, but...") can increase trust and differentiation.
188
189	### Curse of Knowledge
190	Once you know something, you can't imagine not knowing it. Experts struggle to explain simply.
191
192	Marketing application: Your product seems obvious to you but confusing to newcomers. Test copy with people unfamiliar with your space.
193
194	### Mental Accounting
195	People treat money differently based on its source or intended use, even though money is fungible.
196
197	Marketing application: Frame costs in favorable mental accounts. "$3/day" feels different than "$90/month" even though it's the same.
198
199	### Regret Aversion
200	People avoid actions that might cause regret, even if the expected outcome is positive.
201
202	Marketing application: Address regret directly. Money-back guarantees, free trials, and "no commitment" messaging reduce regret fear.
203
204	### Bandwagon Effect / Social Proof
205	People follow what others are doing. Popularity signals quality and safety.
206
207	Marketing application: Show customer counts, testimonials, logos, reviews, and "trending" indicators. Numbers create confidence.
208
209	---
210
211	## Influencing Behavior & Persuasion
212
213	These models help you ethically influence customer decisions.
214
215	### Reciprocity Principle
216	People feel obligated to return favors. Give first, and people want to give back.
217
218	Marketing application: Free content, free tools, and generous free tiers create reciprocal obligation. Give value before asking for anything.
219
220	### Commitment & Consistency
221	Once people commit to something, they want to stay consistent with that commitment.
222
223	Marketing application: Get small commitments first (email signup, free trial). People who've taken one step are more likely to take the next.
224
225	### Authority Bias
226	People defer to experts and authority figures. Credentials and expertise create trust.
227
228	Marketing application: Feature expert endorsements, certifications, "featured in" logos, and thought leadership content.
229
230	### Liking / Similarity Bias
231	People say yes to those they like and those similar to themselves.
232
233	Marketing application: Use relatable spokespeople, founder stories, and community language. "Built by marketers for marketers" signals similarity.
234
235	### Unity Principle
236	Shared identity drives influence. "One of us" is powerful.
237
238	Marketing application: Position your brand as part of the customer's tribe. Use insider language and shared values.
239
240	### Scarcity / Urgency Heuristic
241	Limited availability increases perceived value. Scarcity signals desirability.
242
243	Marketing application: Limited-time offers, low-stock warnings, and exclusive access create urgency. Only use when genuine.
244
245	### Foot-in-the-Door Technique
246	Start with a small request, then escalate. Compliance with small requests leads to compliance with larger ones.
247
248	Marketing application: Free trial → paid plan → annual plan → enterprise. Each step builds on the last.
249
250	### Door-in-the-Face Technique
251	Start with an unreasonably large request, then retreat to what you actually want. The contrast makes the second request seem reasonable.
252
253	Marketing application: Show enterprise pricing first, then reveal the affordable starter plan. The contrast makes it feel like a deal.
254
255	### Loss Aversion / Prospect Theory
256	Losses feel roughly twice as painful as equivalent gains feel good. People will work harder to avoid losing than to gain.
257
258	Marketing application: Frame in terms of what they'll lose by not acting. "Don't miss out" beats "You could gain."
259
260	### Anchoring Effect
261	The first number people see heavily influences subsequent judgments.
262
263	Marketing application: Show the higher price first (original price, competitor price, enterprise tier) to anchor expectations.
264
265	### Decoy Effect
266	Adding a third, inferior option makes one of the original two look better.
267
268	Marketing application: A "decoy" pricing tier that's clearly worse value makes your preferred tier look like the obvious choice.
269
270	### Framing Effect
271	How something is presented changes how it's perceived. Same facts, different frames.
272
273	Marketing application: "90% success rate" vs. "10% failure rate" are identical but feel different. Frame positively.
274
275	### Contrast Effect
276	Things seem different depending on what they're compared to.
277
278	Marketing application: Show the "before" state clearly. The contrast with your "after" makes improvements vivid.
279
280	---
281
282	## Pricing Psychology
283
284	These models specifically address how people perceive and respond to prices.
285
286	### Charm Pricing / Left-Digit Effect
287	Prices ending in 9 seem significantly lower than the next round number. $99 feels much cheaper than $100.
288
289	Marketing application: Use .99 or .95 endings for value-focused products. The left digit dominates perception.
290
291	### Rounded-Price (Fluency) Effect
292	Round numbers feel premium and are easier to process. $100 signals quality; $99 signals value.
293
294	Marketing application: Use round prices for premium products ($500/month), charm prices for value products ($497/month).
295
296	### Rule of 100
297	For prices under $100, percentage discounts seem larger ("20% off"). For prices over $100, absolute discounts seem larger ("$50 off").
298
299	Marketing application: $80 product: "20% off" beats "$16 off." $500 product: "$100 off" beats "20% off."
300
301	### Price Relativity / Good-Better-Best
302	People judge prices relative to options presented. A middle tier seems reasonable between cheap and expensive.
303
304	Marketing application: Three tiers where the middle is your target. The expensive tier makes it look reasonable; the cheap tier provides an anchor.
305
306	### Mental Accounting (Pricing)
307	Framing the same price differently changes perception.
308
309	Marketing application: "$1/day" feels cheaper than "$30/month." "Less than your morning coffee" reframes the expense.
310
311	---
312
313	## Design & Delivery Models
314
315	These models help you design effective marketing systems.
316
317	### Hick's Law
318	Decision time increases with the number and complexity of choices. More options = slower decisions = more abandonment.
319
320	Marketing application: Simplify choices. One clear CTA beats three. Fewer form fields beat more.
321
322	### AIDA Funnel
323	Attention → Interest → Desire → Action. The classic customer journey model.
324
325	Marketing application: Structure pages and campaigns to move through each stage. Capture attention before building desire.
326
327	### Rule of 7
328	Prospects need roughly 7 touchpoints before converting. One ad rarely converts; sustained presence does.
329
330	Marketing application: Build multi-touch campaigns across channels. Retargeting, email sequences, and consistent presence compound.
331
332	### Nudge Theory / Choice Architecture
333	Small changes in how choices are presented significantly influence decisions.
334
335	Marketing application: Default selections, strategic ordering, and friction reduction guide behavior without restricting choice.
336
337	### BJ Fogg Behavior Model
338	Behavior = Motivation × Ability × Prompt. All three must be present for action.
339
340	Marketing application: High motivation but hard to do = won't happen. Easy to do but no prompt = won't happen. Design for all three.
341
342	### EAST Framework
343	Make desired behaviors: Easy, Attractive, Social, Timely.
344
345	Marketing application: Reduce friction (easy), make it appealing (attractive), show others doing it (social), ask at the right moment (timely).
346
347	### COM-B Model
348	Behavior requires: Capability, Opportunity, Motivation.
349
350	Marketing application: Can they do it (capability)? Is the path clear (opportunity)? Do they want to (motivation)? Address all three.
351
352	### Activation Energy
353	The initial energy required to start something. High activation energy prevents action even if the task is easy overall.
354
355	Marketing application: Reduce starting friction. Pre-fill forms, offer templates, show quick wins. Make the first step trivially easy.
356
357	### North Star Metric
358	One metric that best captures the value you deliver to customers. Focus creates alignment.
359
360	Marketing application: Identify your North Star (active users, completed projects, revenue per customer) and align all efforts toward it.
361
362	### The Cobra Effect
363	When incentives backfire and produce the opposite of intended results.
364
365	Marketing application: Test incentive structures. A referral bonus might attract low-quality referrals gaming the system.
366
367	---
368
369	## Growth & Scaling Models
370
371	These models explain how marketing compounds and scales.
372
373	### Feedback Loops
374	Output becomes input, creating cycles. Positive loops accelerate growth; negative loops create decline.
375
376	Marketing application: Build virtuous cycles: more users → more content → better SEO → more users. Identify and strengthen positive loops.
377
378	### Compounding
379	Small, consistent gains accumulate into large results over time. Early gains matter most.
380
381	Marketing application: Consistent content, SEO, and brand building compound. Start early; benefits accumulate exponentially.
382
383	### Network Effects
384	A product becomes more valuable as more people use it.
385
386	Marketing application: Design features that improve with more users: shared workspaces, integrations, marketplaces, communities.
387
388	### Flywheel Effect
389	Sustained effort creates momentum that eventually maintains itself. Hard to start, easy to maintain.
390
391	Marketing application: Content → traffic → leads → customers → case studies → more content. Each element powers the next.
392
393	### Switching Costs
394	The price (time, money, effort, data) of changing to a competitor. High switching costs create retention.
395
396	Marketing application: Increase switching costs ethically: integrations, data accumulation, workflow customization, team adoption.
397
398	### Exploration vs. Exploitation
399	Balance trying new things (exploration) with optimizing what works (exploitation).
400
401	Marketing application: Don't abandon working channels for shiny new ones, b

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Run `npx skills use "https://github.com/coreyhaines31/marketingskills" --skill "coreyhaines31/marketingskills/marketing-psychology"` and follow the generated skill instructions now. Read its complete output, redirecting it to a temporary file first if necessary. Resolve relative paths from the supporting-files directory it provides.

Use the skills in "https://github.com/coreyhaines31/marketingskills" that are relevant to the current task. Run `npx skills add "https://github.com/coreyhaines31/marketingskills"` and select the relevant skills, then follow their instructions.

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