--- name: marketing-fundamentals version: "1.0.0" brand: AgentKits Marketing by AityTech category: core difficulty: beginner description: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology. triggers: - marketing basics - funnel - TOFU - MOFU - BOFU - customer journey - positioning - value proposition - marketing framework prerequisites: [] related_skills: - marketing-psychology - brand-building - content-strategy agents: - researcher - brainstormer - planner mcp_integrations: optional: - google-analytics success_metrics: - funnel_conversion - customer_acquisition ---

# Marketing Fundamentals

Core marketing concepts, psychology, and frameworks for effective marketing execution.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

Apply marketing fundamentals when: - Working on any marketing task requiring foundational knowledge - Understanding customer psychology and behavior - Applying marketing frameworks (funnel, journey, positioning) - Creating value propositions and messaging - Designing customer acquisition strategies

## Core Concepts

### Marketing Funnel (TOFU/MOFU/BOFU)

**Top of Funnel (TOFU) - Awareness** - Stage: Problem-aware → Solution-aware - Content: Educational, thought leadership, entertainment - Metrics: Reach, impressions, traffic, brand awareness - Channels: SEO, social, paid awareness, PR

**Middle of Funnel (MOFU) - Consideration** - Stage: Solution-aware → Product-aware - Content: Comparison guides, case studies, webinars - Metrics: Engagement, leads, MQLs, email signups - Channels: Content marketing, email, retargeting

**Bottom of Funnel (BOFU) - Decision** - Stage: Product-aware → Most-aware - Content: Demos, trials, testimonials, pricing - Metrics: SQLs, opportunities, conversion rate - Channels: Direct sales, demos, free trials

**Post-Purchase - Retention** - Stage: Customer → Advocate - Content: Onboarding, tutorials, community - Metrics: NPS, retention, expansion, referrals - Channels: Customer success, email, community

### Customer Journey Mapping

| Stage | Question | Touchpoints | Emotions | |-------|----------|-------------|----------| | Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical | | Research | What information do they seek? | Website, reviews, social | Interested, cautious | | Consideration | What options do they compare? | Competitors, features | Evaluating, anxious | | Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited | | Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated | | Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |

### Value Proposition Design

**Jobs-to-be-Done Framework**: - **Functional Jobs**: Tasks to complete (save time, reduce costs) - **Social Jobs**: How they want to be perceived (look smart, be respected) - **Emotional Jobs**: How they want to feel (confident, secure, relieved)

**Value Proposition Canvas**: | Customer Profile | Value Map | |------------------|-----------| | Jobs | Products & Services | | Pains | Pain Relievers | | Gains | Gain Creators |

### Positioning Framework

**Elements of Strong Positioning**: 1. **Target Audience**: Specific segment, not "everyone" 2. **Frame of Reference**: Category you compete in 3. **Point of Differentiation**: Why different AND better 4. **Reason to Believe**: Proof points and credentials

**Positioning Statement Template**: > For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].

### Marketing Psychology Principles

| Principle | Definition | Application | |-----------|------------|-------------| | Reciprocity | People return favors | Free value → paid | | Social Proof | Following the crowd | Testimonials, numbers | | Scarcity | Fear of missing out | Limited time/quantity | | Authority | Trust experts | Credentials, endorsements | | Consistency | Honoring commitments | Small yes → big yes | | Liking | Buy from those we like | Personality, relatability |

### Marketing Metrics Framework

| Category | Metrics | Healthy Range | |----------|---------|---------------| | Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV | | Activation | Trial-to-paid, onboarding completion | 20-40% | | Retention | Churn rate, NRR | <5% monthly churn | | Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 | | Referral | Referral rate, NPS | NPS > 50 |

## Best Practices

### Strategy Excellence 1. **Customer-First**: Start with audience research, not product features 2. **Test Before Scale**: Validate messaging before major investment 3. **Full-Funnel Thinking**: Address all stages, not just acquisition 4. **Differentiation**: Clear reason why you, not competitors

### Execution Excellence 1. **Consistency**: Same core message across all channels 2. **Clarity**: One main idea per piece of content 3. **Proof Points**: Back claims with evidence 4. **Call-to-Action**: Clear next step in every interaction

### Measurement Excellence 1. **Leading Indicators**: Track early signals, not just outcomes 2. **Attribution**: Understand what's driving results 3. **Segmentation**: Break down by audience for insights 4. **Iteration**: Test, learn, improve continuously

## Agent Integration

| Agent | How They Use This Skill | |-------|------------------------| | `brainstormer` | Campaign ideation based on psychology | | `planner` | Full-funnel campaign planning | | `copywriter` | Messaging aligned with positioning | | `lead-qualifier` | Understanding buyer journey stage |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead | |--------------|----------------|-----------------| | Feature-first messaging | Customers want outcomes | Lead with benefits | | Targeting everyone | Resonates with no one | Specific audience | | Ignoring competition | Leaves positioning unclear | Explicit differentiation | | All acquisition, no retention | Leaky bucket | Balance full funnel | | Guessing, not testing | Wastes resources | Validate assumptions |

## Related Commands

- `/competitor/deep` - Full competitor analysis - `/audit/full` - Comprehensive marketing audit - `/research/persona` - Buyer persona development - `/research/market` - Market research

## References

- `references/funnel-psychology.md` - Buyer psychology at each funnel stage - `references/conversion-principles.md` - Psychology of persuasion - `references/copywriting-frameworks.md` - Proven copy formulas - `references/marketing-metrics.md` - Key marketing KPIs - `references/competitor-analysis.md` - Competitive intelligence

--- name: marketing-fundamentals version: "1.0.0" brand: AgentKits Marketing by AityTech category: core difficulty: beginner description: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology. triggers: - marketing basics - funnel - TOFU - MOFU - BOFU - customer journey - positioning - value proposition - marketing framework prerequisites: [] related_skills: - marketing-psychology - brand-building - content-strategy agents: - researcher - brainstormer - planner mcp_integrations: optional: - google-analytics success_metrics: - funnel_conversion - customer_acquisition ---

# Marketing Fundamentals

Core marketing concepts, psychology, and frameworks for effective marketing execution.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

Apply marketing fundamentals when: - Working on any marketing task requiring foundational knowledge - Understanding customer psychology and behavior - Applying marketing frameworks (funnel, journey, positioning) - Creating value propositions and messaging - Designing customer acquisition strategies

## Core Concepts

### Marketing Funnel (TOFU/MOFU/BOFU)

**Top of Funnel (TOFU) - Awareness** - Stage: Problem-aware → Solution-aware - Content: Educational, thought leadership, entertainment - Metrics: Reach, impressions, traffic, brand awareness - Channels: SEO, social, paid awareness, PR

**Middle of Funnel (MOFU) - Consideration** - Stage: Solution-aware → Product-aware - Content: Comparison guides, case studies, webinars - Metrics: Engagement, leads, MQLs, email signups - Channels: Content marketing, email, retargeting

**Bottom of Funnel (BOFU) - Decision** - Stage: Product-aware → Most-aware - Content: Demos, trials, testimonials, pricing - Metrics: SQLs, opportunities, conversion rate - Channels: Direct sales, demos, free trials

**Post-Purchase - Retention** - Stage: Customer → Advocate - Content: Onboarding, tutorials, community - Metrics: NPS, retention, expansion, referrals - Channels: Customer success, email, community

### Customer Journey Mapping

| Stage | Question | Touchpoints | Emotions | |-------|----------|-------------|----------| | Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical | | Research | What information do they seek? | Website, reviews, social | Interested, cautious | | Consideration | What options do they compare? | Competitors, features | Evaluating, anxious | | Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited | | Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated | | Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |

### Value Proposition Design

**Jobs-to-be-Done Framework**: - **Functional Jobs**: Tasks to complete (save time, reduce costs) - **Social Jobs**: How they want to be perceived (look smart, be respected) - **Emotional Jobs**: How they want to feel (confident, secure, relieved)

**Value Proposition Canvas**: | Customer Profile | Value Map | |------------------|-----------| | Jobs | Products & Services | | Pains | Pain Relievers | | Gains | Gain Creators |

### Positioning Framework

**Elements of Strong Positioning**: 1. **Target Audience**: Specific segment, not "everyone" 2. **Frame of Reference**: Category you compete in 3. **Point of Differentiation**: Why different AND better 4. **Reason to Believe**: Proof points and credentials

**Positioning Statement Template**: > For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].

### Marketing Psychology Principles

| Principle | Definition | Application | |-----------|------------|-------------| | Reciprocity | People return favors | Free value → paid | | Social Proof | Following the crowd | Testimonials, numbers | | Scarcity | Fear of missing out | Limited time/quantity | | Authority | Trust experts | Credentials, endorsements | | Consistency | Honoring commitments | Small yes → big yes | | Liking | Buy from those we like | Personality, relatability |

### Marketing Metrics Framework

| Category | Metrics | Healthy Range | |----------|---------|---------------| | Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV | | Activation | Trial-to-paid, onboarding completion | 20-40% | | Retention | Churn rate, NRR | <5% monthly churn | | Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 | | Referral | Referral rate, NPS | NPS > 50 |

## Best Practices

### Strategy Excellence 1. **Customer-First**: Start with audience research, not product features 2. **Test Before Scale**: Validate messaging before major investment 3. **Full-Funnel Thinking**: Address all stages, not just acquisition 4. **Differentiation**: Clear reason why you, not competitors

### Execution Excellence 1. **Consistency**: Same core message across all channels 2. **Clarity**: One main idea per piece of content 3. **Proof Points**: Back claims with evidence 4. **Call-to-Action**: Clear next step in every interaction

### Measurement Excellence 1. **Leading Indicators**: Track early signals, not just outcomes 2. **Attribution**: Understand what's driving results 3. **Segmentation**: Break down by audience for insights 4. **Iteration**: Test, learn, improve continuously

## Agent Integration

| Agent | How They Use This Skill | |-------|------------------------| | `brainstormer` | Campaign ideation based on psychology | | `planner` | Full-funnel campaign planning | | `copywriter` | Messaging aligned with positioning | | `lead-qualifier` | Understanding buyer journey stage |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead | |--------------|----------------|-----------------| | Feature-first messaging | Customers want outcomes | Lead with benefits | | Targeting everyone | Resonates with no one | Specific audience | | Ignoring competition | Leaves positioning unclear | Explicit differentiation | | All acquisition, no retention | Leaky bucket | Balance full funnel | | Guessing, not testing | Wastes resources | Validate assumptions |

## Related Commands

- `/competitor/deep` - Full competitor analysis - `/audit/full` - Comprehensive marketing audit - `/research/persona` - Buyer persona development - `/research/market` - Market research

## References

- `references/funnel-psychology.md` - Buyer psychology at each funnel stage - `references/conversion-principles.md` - Psychology of persuasion - `references/copywriting-frameworks.md` - Proven copy formulas - `references/marketing-metrics.md` - Key marketing KPIs - `references/competitor-analysis.md` - Competitive intelligence

--- name: marketing-fundamentals version: "1.0.0" brand: AgentKits Marketing by AityTech category: core difficulty: beginner description: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology. triggers: - marketing basics - funnel - TOFU - MOFU - BOFU - customer journey - positioning - value proposition - marketing framework prerequisites: [] related_skills: - marketing-psychology - brand-building - content-strategy agents: - researcher - brainstormer - planner mcp_integrations: optional: - google-analytics success_metrics: - funnel_conversion - customer_acquisition ---

# Marketing Fundamentals

Core marketing concepts, psychology, and frameworks for effective marketing execution.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

Apply marketing fundamentals when: - Working on any marketing task requiring foundational knowledge - Understanding customer psychology and behavior - Applying marketing frameworks (funnel, journey, positioning) - Creating value propositions and messaging - Designing customer acquisition strategies

## Core Concepts

### Marketing Funnel (TOFU/MOFU/BOFU)

**Top of Funnel (TOFU) - Awareness** - Stage: Problem-aware → Solution-aware - Content: Educational, thought leadership, entertainment - Metrics: Reach, impressions, traffic, brand awareness - Channels: SEO, social, paid awareness, PR

**Middle of Funnel (MOFU) - Consideration** - Stage: Solution-aware → Product-aware - Content: Comparison guides, case studies, webinars - Metrics: Engagement, leads, MQLs, email signups - Channels: Content marketing, email, retargeting

**Bottom of Funnel (BOFU) - Decision** - Stage: Product-aware → Most-aware - Content: Demos, trials, testimonials, pricing - Metrics: SQLs, opportunities, conversion rate - Channels: Direct sales, demos, free trials

**Post-Purchase - Retention** - Stage: Customer → Advocate - Content: Onboarding, tutorials, community - Metrics: NPS, retention, expansion, referrals - Channels: Customer success, email, community

### Customer Journey Mapping

| Stage | Question | Touchpoints | Emotions | |-------|----------|-------------|----------| | Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical | | Research | What information do they seek? | Website, reviews, social | Interested, cautious | | Consideration | What options do they compare? | Competitors, features | Evaluating, anxious | | Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited | | Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated | | Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |

### Value Proposition Design

**Jobs-to-be-Done Framework**: - **Functional Jobs**: Tasks to complete (save time, reduce costs) - **Social Jobs**: How they want to be perceived (look smart, be respected) - **Emotional Jobs**: How they want to feel (confident, secure, relieved)

**Value Proposition Canvas**: | Customer Profile | Value Map | |------------------|-----------| | Jobs | Products & Services | | Pains | Pain Relievers | | Gains | Gain Creators |

### Positioning Framework

**Elements of Strong Positioning**: 1. **Target Audience**: Specific segment, not "everyone" 2. **Frame of Reference**: Category you compete in 3. **Point of Differentiation**: Why different AND better 4. **Reason to Believe**: Proof points and credentials

**Positioning Statement Template**: > For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].

### Marketing Psychology Principles

| Principle | Definition | Application | |-----------|------------|-------------| | Reciprocity | People return favors | Free value → paid | | Social Proof | Following the crowd | Testimonials, numbers | | Scarcity | Fear of missing out | Limited time/quantity | | Authority | Trust experts | Credentials, endorsements | | Consistency | Honoring commitments | Small yes → big yes | | Liking | Buy from those we like | Personality, relatability |

### Marketing Metrics Framework

| Category | Metrics | Healthy Range | |----------|---------|---------------| | Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV | | Activation | Trial-to-paid, onboarding completion | 20-40% | | Retention | Churn rate, NRR | <5% monthly churn | | Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 | | Referral | Referral rate, NPS | NPS > 50 |

## Best Practices

### Strategy Excellence 1. **Customer-First**: Start with audience research, not product features 2. **Test Before Scale**: Validate messaging before major investment 3. **Full-Funnel Thinking**: Address all stages, not just acquisition 4. **Differentiation**: Clear reason why you, not competitors

### Execution Excellence 1. **Consistency**: Same core message across all channels 2. **Clarity**: One main idea per piece of content 3. **Proof Points**: Back claims with evidence 4. **Call-to-Action**: Clear next step in every interaction

### Measurement Excellence 1. **Leading Indicators**: Track early signals, not just outcomes 2. **Attribution**: Understand what's driving results 3. **Segmentation**: Break down by audience for insights 4. **Iteration**: Test, learn, improve continuously

## Agent Integration

| Agent | How They Use This Skill | |-------|------------------------| | `brainstormer` | Campaign ideation based on psychology | | `planner` | Full-funnel campaign planning | | `copywriter` | Messaging aligned with positioning | | `lead-qualifier` | Understanding buyer journey stage |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead | |--------------|----------------|-----------------| | Feature-first messaging | Customers want outcomes | Lead with benefits | | Targeting everyone | Resonates with no one | Specific audience | | Ignoring competition | Leaves positioning unclear | Explicit differentiation | | All acquisition, no retention | Leaky bucket | Balance full funnel | | Guessing, not testing | Wastes resources | Validate assumptions |

## Related Commands

- `/competitor/deep` - Full competitor analysis - `/audit/full` - Comprehensive marketing audit - `/research/persona` - Buyer persona development - `/research/market` - Market research

## References

- `references/funnel-psychology.md` - Buyer psychology at each funnel stage - `references/conversion-principles.md` - Psychology of persuasion - `references/copywriting-frameworks.md` - Proven copy formulas - `references/marketing-metrics.md` - Key marketing KPIs - `references/competitor-analysis.md` - Competitive intelligence

--- name: marketing-fundamentals version: "1.0.0" brand: AgentKits Marketing by AityTech category: core difficulty: beginner description: Core marketing concepts, psychology, and frameworks for effective marketing. Use for foundational knowledge on funnels, customer journey, positioning, value propositions, and marketing psychology. triggers: - marketing basics - funnel - TOFU - MOFU - BOFU - customer journey - positioning - value proposition - marketing framework prerequisites: [] related_skills: - marketing-psychology - brand-building - content-strategy agents: - researcher - brainstormer - planner mcp_integrations: optional: - google-analytics success_metrics: - funnel_conversion - customer_acquisition ---

# Marketing Fundamentals

Core marketing concepts, psychology, and frameworks for effective marketing execution.

## Language & Quality Standards

**CRITICAL**: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

**Standards**: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

---

## When to Use This Skill

Apply marketing fundamentals when: - Working on any marketing task requiring foundational knowledge - Understanding customer psychology and behavior - Applying marketing frameworks (funnel, journey, positioning) - Creating value propositions and messaging - Designing customer acquisition strategies

## Core Concepts

### Marketing Funnel (TOFU/MOFU/BOFU)

**Top of Funnel (TOFU) - Awareness** - Stage: Problem-aware → Solution-aware - Content: Educational, thought leadership, entertainment - Metrics: Reach, impressions, traffic, brand awareness - Channels: SEO, social, paid awareness, PR

**Middle of Funnel (MOFU) - Consideration** - Stage: Solution-aware → Product-aware - Content: Comparison guides, case studies, webinars - Metrics: Engagement, leads, MQLs, email signups - Channels: Content marketing, email, retargeting

**Bottom of Funnel (BOFU) - Decision** - Stage: Product-aware → Most-aware - Content: Demos, trials, testimonials, pricing - Metrics: SQLs, opportunities, conversion rate - Channels: Direct sales, demos, free trials

**Post-Purchase - Retention** - Stage: Customer → Advocate - Content: Onboarding, tutorials, community - Metrics: NPS, retention, expansion, referrals - Channels: Customer success, email, community

### Customer Journey Mapping

| Stage | Question | Touchpoints | Emotions | |-------|----------|-------------|----------| | Awareness | How do they discover you? | Ads, content, referral | Curious, skeptical | | Research | What information do they seek? | Website, reviews, social | Interested, cautious | | Consideration | What options do they compare? | Competitors, features | Evaluating, anxious | | Decision | What triggers the purchase? | Demo, trial, offer | Confident, excited | | Experience | What happens post-purchase? | Onboarding, support | Hopeful, validated | | Advocacy | What makes them recommend? | Results, delight | Satisfied, proud |

### Value Proposition Design

**Jobs-to-be-Done Framework**: - **Functional Jobs**: Tasks to complete (save time, reduce costs) - **Social Jobs**: How they want to be perceived (look smart, be respected) - **Emotional Jobs**: How they want to feel (confident, secure, relieved)

**Value Proposition Canvas**: | Customer Profile | Value Map | |------------------|-----------| | Jobs | Products & Services | | Pains | Pain Relievers | | Gains | Gain Creators |

### Positioning Framework

**Elements of Strong Positioning**: 1. **Target Audience**: Specific segment, not "everyone" 2. **Frame of Reference**: Category you compete in 3. **Point of Differentiation**: Why different AND better 4. **Reason to Believe**: Proof points and credentials

**Positioning Statement Template**: > For [target audience] who [need/opportunity], [product name] is a [category] that [key benefit]. Unlike [competitors], we [unique differentiator] because [reason to believe].

### Marketing Psychology Principles

| Principle | Definition | Application | |-----------|------------|-------------| | Reciprocity | People return favors | Free value → paid | | Social Proof | Following the crowd | Testimonials, numbers | | Scarcity | Fear of missing out | Limited time/quantity | | Authority | Trust experts | Credentials, endorsements | | Consistency | Honoring commitments | Small yes → big yes | | Liking | Buy from those we like | Personality, relatability |

### Marketing Metrics Framework

| Category | Metrics | Healthy Range | |----------|---------|---------------| | Acquisition | CAC, CPL, CPC | CAC < 1/3 LTV | | Activation | Trial-to-paid, onboarding completion | 20-40% | | Retention | Churn rate, NRR | <5% monthly churn | | Revenue | LTV, ARPU, expansion | LTV:CAC > 3:1 | | Referral | Referral rate, NPS | NPS > 50 |

## Best Practices

### Strategy Excellence 1. **Customer-First**: Start with audience research, not product features 2. **Test Before Scale**: Validate messaging before major investment 3. **Full-Funnel Thinking**: Address all stages, not just acquisition 4. **Differentiation**: Clear reason why you, not competitors

### Execution Excellence 1. **Consistency**: Same core message across all channels 2. **Clarity**: One main idea per piece of content 3. **Proof Points**: Back claims with evidence 4. **Call-to-Action**: Clear next step in every interaction

### Measurement Excellence 1. **Leading Indicators**: Track early signals, not just outcomes 2. **Attribution**: Understand what's driving results 3. **Segmentation**: Break down by audience for insights 4. **Iteration**: Test, learn, improve continuously

## Agent Integration

| Agent | How They Use This Skill | |-------|------------------------| | `brainstormer` | Campaign ideation based on psychology | | `planner` | Full-funnel campaign planning | | `copywriter` | Messaging aligned with positioning | | `lead-qualifier` | Understanding buyer journey stage |

## Anti-Patterns to Avoid

| Anti-Pattern | Why It's Wrong | Do This Instead | |--------------|----------------|-----------------| | Feature-first messaging | Customers want outcomes | Lead with benefits | | Targeting everyone | Resonates with no one | Specific audience | | Ignoring competition | Leaves positioning unclear | Explicit differentiation | | All acquisition, no retention | Leaky bucket | Balance full funnel | | Guessing, not testing | Wastes resources | Validate assumptions |

## Related Commands

- `/competitor/deep` - Full competitor analysis - `/audit/full` - Comprehensive marketing audit - `/research/persona` - Buyer persona development - `/research/market` - Market research

## References

- `references/funnel-psychology.md` - Buyer psychology at each funnel stage - `references/conversion-principles.md` - Psychology of persuasion - `references/copywriting-frameworks.md` - Proven copy formulas - `references/marketing-metrics.md` - Key marketing KPIs - `references/competitor-analysis.md` - Competitive intelligence