What’s inside

One SKILL.md (the playbook) + one starter template. A preview:

Skills for Marketers

When to use

• Your campaigns launch with assets before anyone has written down who they're for or what they'd have to believe
• Messaging changes every channel — the email promises one thing, the ad another, the landing page a third
• Measurement is a screenshot of a dashboard nobody interprets, so the next campaign repeats the last one's mistakes
• You want one kit that covers a whole campaign — audience, messaging, channels, assets, measurement, retro — to a single standard
• You're briefing freelancers or agencies and need the brief to carry the whole campaign logic, not just the deliverables

Workflow

1. Audit a real campaign (input: your last 1–2 campaigns → output: campaign inventory)
   Pick campaigns that actually ran and lay out everything they involved: audience notes, messaging, channel choices, assets produced, spend, results, and whatever retro happened (if any). Note where the campaign wobbled — assets made before messaging was settled, channels chosen because they were familiar rather than where the audience is, results reported without a verdict. The audit decides what the kit must contain; a kit built for an ideal campaign gets ignored the moment a deadline lands.
2. Scope the kit around the campaign funnel (input: campaign inventory → output: kit scope)
   A marketer's kit has one spine: audience → messaging → channels → assets → measurement → retro, and the retro feeds the next campaign's audience work. Scope nine skills around that spine: audience persona builder, messaging house writer, channel planner, content calendar builder, ad copy variant writer, landing page briefer, email sequence writer, measurement dashboard designer, and campaign retro facilitator. Each skill owns exactly one artifact. Anything outside the spine — logo ideas, viral brainstorms — is a distraction; cut it. A kit that can't say "don't run this campaign yet" when the audience work is missing is a kit that just makes noise faster.
3. Set the quality bar (input: kit scope → output: quality standard)
   Every skill in the kit must meet the same bar: every audience claim names its evidence (interview, survey, support ticket, analytics — or "assumption"); every message names the belief it must change and the proof offered; every channel choice names the audience behavior that justifies it; every measurement names its decision in advance ("if signups from this channel are below X, we pause it"). Write the bar as a checklist and run each skill's first output through it. A kit where the copy is sharp and the measurement is vibes will keep producing campaigns nobody can learn from.

Template preview

Skills for Marketers — Kit Template

One kit = nine skills along the campaign spine. Fill this in from real campaigns that ran, then build in campaign order.

1. Campaign inventory (your last 1–2 campaigns)

Wobble pattern: {…}

2. Kit scope (nine skills, one artifact each)

Cut list (outside the spine): {e.g. logo ideas, viral brainstorms}

3. Quality standard (checklist — every skill's output must pass)

[ ] Every audience claim names its evidence: {interview / survey / support ticket / analytics / assumption} [ ] Every message names the belief it must change + the proof offered: {belief → proof}

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