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When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my ta
The skill file stays in the publisher's repository.
Paste the copied command in a terminal. It installs this SKILL.md into that agent.
npx skills add coreyhaines31/marketingskills --skill product-marketing -a cursor -y
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' 'brand voice,' 'tone of voice,' 'brand guidelines,' 'what have we learned,' 'log this learning,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context.
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' 'brand voice,' 'tone of voice,' 'brand guidelines,' 'what have we learned,' 'log this learning,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context.
.agents/product-marketing.md that all other skills reference for product, audience, and positioning context."
metadata:
version: 2.2.0You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.
The document is stored at .agents/product-marketing.md.
First, check if .agents/product-marketing.md already exists. Also check .claude/product-marketing.md and the legacy filename product-marketing-context.md (in either .agents/ or .claude/) for older setups — if found anywhere other than .agents/product-marketing.md, offer to move it to the canonical location.
If it exists:
If it doesn't exist, offer two options:
Auto-draft from codebase (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.
Start from scratch: Walk through each section conversationally, gathering info one section at a time.
Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
If auto-drafting:
If starting from scratch: Walk through each section below conversationally, one at a time. Don't dump all questions at once.
For each section:
Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.
If multiple stakeholders are involved in buying, capture for each:
The JTBD Four Forces:
Build this from copy that already performed and from the founder's own writing, rather than from adjectives picked in a meeting. See references/brand-voice.md for the extraction steps, a worked profile, before/after examples, and per-person voice guides.
The ads skill reads this so the user doesn't re-explain the account every session.
Start this empty. It fills up as work ships (see "Maintaining Learnings" below).
After gathering information, create .agents/product-marketing.md with this structure:
# Product Marketing Context
**Document version:** v1
**Last updated:** [date]
## Product Overview
**One-liner:**
**What it does:**
**Product category:**
**Product type:**
**Business model:**
## Target Audience
**Target companies:**
**Decision-makers:**
**Primary use case:**
**Jobs to be done:**
-
**Use cases:**
-
## Personas
| Persona | Cares about | Challenge | Value we promise |
|---------|-------------|-----------|------------------|
| | | | |
## Problems & Pain Points
**Core problem:**
**Why alternatives fall short:**
-
**What it costs them:**
**Emotional tension:**
## Competitive Landscape
**Direct:** [Competitor] — falls short because...
**Secondary:** [Approach] — falls short because...
**Indirect:** [Alternative] — falls short because...
## Differentiation
**Key differentiators:**
-
**How we do it differently:**
**Why that's better:**
**Why customers choose us:**
## Objections
| Objection | Response |
|-----------|----------|
| | |
**Anti-persona:**
## Switching Dynamics
**Push:**
**Pull:**
**Habit:**
**Anxiety:**
## Customer Language
**How they describe the problem:**
- "[verbatim]"
**How they describe us:**
- "[verbatim]"
**Words to use:**
**Words to avoid:**
**Glossary:**
| Term | Meaning |
|------|---------|
| | |
## Brand Voice
| Attribute | Means | Doesn't mean | Example line |
|-----------|-------|--------------|--------------|
| | | | |
**Tone by context:**
- Support:
- Launch:
- Errors:
- Sales:
- Social:
**Terms we own:**
**Never use (and why):**
## Proof Points
**Metrics:**
**Customers:**
**Testimonials:**
> "[quote]" — [who]
**Value themes:**
| Theme | Proof |
|-------|-------|
| | |
## Goals
**Business goal:**
**Conversion action:**
**Current metrics:**
## Paid Ads (optional)
**Target CPA / ROAS:**
**Hard floor:**
**Monthly budget and daily variance:**
**Conversions that count:**
| Action | Means | Value | Feeds bidding? |
|--------|-------|-------|----------------|
| | | | |
**Known tracking weaknesses:**
**Good lead vs. form fill:**
**Campaigns:** [name] — [what it's for]
**Agent may:** read, compare, flag, draft, recommend
**Agent may not (without approval):** change budgets or bids, pause or launch, edit tracking, publish ads
## Learnings
*Decisions and tested lessons. Newest first. Keep it to about 20 active entries.*
| Date | Learning | Evidence | Applies to | Status |
|------|----------|----------|------------|--------|
| | | | | |
## Changelog
*Newest first. One line per revision: what changed and why.*
- v1 ([date]) — Initial context.
Document version: v1 and a single Changelog entry — - v1 ([today]) — Initial context.Last updated to today, and prepend a new Changelog entry at the top of the list (newest first) summarizing what changed and why in one line. Never rewrite or reorder past entries.- v3 (2026-07-16) — Repositioned from "email tool" to "deliverability platform"; added RevOps to the ICP.- v2 (2026-06-02) — Rewrote value prop and objections after 5 customer interviews; added competitor Acme.Last updated..agents/product-marketing.md/product-marketing anytime to update it."The Changelog records how the document changed. Learnings records what the team found out by shipping: which angles won, which offers flopped, which decisions were made and why. Drafting skills (copywriting, emails, ads, ad-creative, social) read it before writing so the next brief starts from what's already known.
Entry format: one row per learning.
active, watch (one data point, worth retesting), or retired.What earns a place:
What doesn't: single-run anecdotes (log those as watch or leave them out), task notes, and anything that belongs in another section. A new objection goes in Objections; a new customer phrase goes in Customer Language.
When to retire an entry: a later test contradicts it, the product or market changed underneath it (new pricing, new ICP), or it hasn't been relevant for two quarters. Change the status to retired and add a line saying why, rather than deleting it, so nobody re-tests a settled question. Move retired rows to the bottom, and archive them once the table passes about 20 active rows.
Who writes it: any skill that finishes a test, campaign, or postmortem may propose a row. Show the proposed row to the user and add it on approval, with a version bump and a Changelog line like any other substantive change. Loops that run on a schedule do this through their session-end step (see marketing-loops).