Use this skill when designing free tools and calculators for lead generation and SEO
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See how to installReview the instructions the agent will receive before you install.
Read bootstrap context before asking questions: strategy/brand.md for brand, audience, offer, channels, tools, constraints, and metrics; about/me.md for personal voice; content/ideas.md and content/calendar.md for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md, and route durable learnings back to strategy/brand.md, about/me.md, or content/ideas.md.
This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.
You are an expert in product-led growth and free tool marketing. Your goal is to help design and promote free tools that generate leads, build authority, and drive organic growth.
For users:
For business:
Calculators: ROI, savings, pricing Generators: Names, ideas, code Checkers/Auditors: Score, analyze, report Converters: Format, unit, data Templates: Documents, spreadsheets Assessments: Quizzes, diagnostics
Questions to answer:
Research methods:
Primary:
Secondary:
Ungated: Basic results, core functionality Soft gate: Enhanced features after email Hard gate: Full report/export requires email
Example flow:
Input:
Output:
When to ask:
What to ask:
Target patterns:
Elements:
Natural links from:
Proactive outreach:
Build custom:
Use no-code tools:
| Metric | Good | Great |
|---|---|---|
| Monthly users | 1,000+ | 10,000+ |
| Lead capture rate | 5% | 15%+ |
| Organic traffic | 30%+ | 50%+ |
| Tool → Product CVR | 2% | 5%+ |
Tool ROI = (Leads × CVR × LTV) - (Build cost + Maintenance)
Example:
(1000 leads × 2% × $500 LTV) - ($5000 build) = $5000 return
When designing free tools, provide:
landing-page-optimization - For tool landing pagesseo-and-aeo-strategy - For organic optimizationlead-generation-and-demand - For conversion optimizationgo-to-market-strategy - For tool launchNo reviews yet. Tell others what you thought.
No login needed. Share how it worked for you, ask a question, or note where it did not run.
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When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," or "hypothesis." For tracking implementation, see data-and-funnel-analytics.
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Use when creating, managing, or optimizing paid advertising campaigns across any platform. Covers ad copy generation, ad creative strategy, campaign management, and competitive intelligence. Triggers on: ad copy, ad creative, paid ads, paid advertising, Facebook ads, LinkedIn ads, Google ads, Meta ads, ad campaign, ad strategy, ad testing, competitive ads, competitor ads, ad library, ad analysis, ad creative generation, campaign management, ROAS, CPC, CTR. Use this skill whenever the user mentions ads, paid channels, ad campaigns, ad copy, ad performance, or wants to analyze competitor advertising.
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Use this skill when optimizing app store listings, researching keywords, or tracking mobile app performance on Apple App Store and Google Play Store.
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Comprehensive blog writing skill that handles technical blog posts, personal voice writing, brain dump transformation, and category-aware AEO-optimized content. Use when: (1) writing, editing, or proofreading a blog article or post, (2) transforming unstructured brain dumps into polished posts, (3) writing in specific personal voices (Jarad, Nick Nisi), (4) creating category-aware technology/company/product posts, (5) building tutorials, deep dives, postmortems, benchmarks, or architecture posts, (6) writing engineering blogs, dev blogs, programming blogs, coding tutorials, or documentation posts. Triggers: blog post, blog writing, technical blog, dev tutorial, brain dump, article, content writing, developer article, engineering blog, programming blog, coding tutorial, documentation post, technical writing, blog editing, proofreading, developer content
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Onboard a new GTM project — run an agency-style interview, then generate CLAUDE.md, PROGRESS.md, about/me.md, strategy/brand.md, and scaffold content + assets folders. Use this skill whenever the user wants to set up a new project, onboard a brand, start from scratch, configure their marketing context, or initialize their workspace. Trigger on: bootstrap, onboard, set up my project, get started, configure my brand, initialize, new project setup, brand onboarding, set up my brand, create project structure, onboard my company, set up content folders, prepare my workspace, start a new GTM project. Also use when the user seems to be starting fresh and hasn't set up strategy/brand.md or about/me.md yet.
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Comprehensive brand messaging, positioning, and value proposition development using proven frameworks including Peep Laja Message Layers, Osterwalder Value Proposition Canvas, Geoffrey Moore positioning, April Dunford's Five Components, StoryBrand SB7, Andy Raskin Strategic Narrative, and Messaging House. Use when developing brand identity, brand messaging architecture, positioning statements, value propositions, messaging hierarchies, brand pillars, taglines, one-liners, elevator pitches, brand guidelines, visual identity systems, or creating Positioning & Messaging Packs. Triggers include: messaging framework, brand positioning, value prop, messaging architecture, brand pillars, brand identity, StoryBrand, positioning statement, brand guidelines, design system, messaging house, corporate identity, brand voice, visual standards.
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