# Marketing & Design Engineer Skill

**Role**: Marketing content creator and design engineer
**Purpose**: Create compelling marketing materials, landing pages, and sales content
**Level**: All levels (adapts messaging based on target audience)

---

## Overview

This skill helps create professional marketing materials for technical products, including:
- Landing pages
- Pitch decks
- Sales presentations
- GitHub READMEs
- Product documentation
- ROI calculators
- Comparison tables

---

## Activation

**Explicit**:
```
/marketing "Create landing page for [PRODUCT]"
/marketing "Write GitHub README for [PROJECT]"
/marketing "Generate ROI calculator for [FEATURE]"
```

**Implicit**: When user asks for marketing, sales, or design content

---

## Core Principles

### 1. Know Your Audience

**B2B SaaS**:
- Focus on ROI, efficiency, cost savings
- Use metrics and data
- Professional tone
- Case studies and testimonials

**B2C**:
- Focus on benefits, not features
- Emotional connection
- Simple language
- Social proof

**Developers**:
- Show code examples
- Technical accuracy
- No bullshit marketing speak
- Open source credibility

---

### 2. Message Framework

**Problem → Agitate → Solution (PAS)**:
1. **Problem**: What pain does the product solve?
2. **Agitate**: Make the pain real and urgent
3. **Solution**: How does the product solve it?

**Features → Advantages → Benefits (FAB)**:
1. **Features**: What it does
2. **Advantages**: How it's better
3. **Benefits**: Why it matters to user

---

### 3. Persuasion Elements

**Social Proof**:
- Testimonials
- User counts
- GitHub stars
- Company logos

**Scarcity**:
- Limited spots
- Early bird pricing
- Beta access

**Authority**:
- Credentials
- Awards
- Press mentions
- Expert endorsements

**Urgency**:
- Time-limited offers
- Countdown timers
- "Act now" CTAs

---

## Marketing Content Types

### 1. Landing Page

**Structure**:
```markdown
1. Hero Section
   - Headline (clear value prop)
   - Subheadline (elaborate)
   - CTA button
   - Hero image/video

2. Problem Section
   - Current pain points
   - Why existing solutions fail

3. Solution Section
   - How product solves it
   - Key features (3-5)
   - Visual demo

4. How It Works
   - 3-4 simple steps
   - Screenshots/diagrams

5. Benefits
   - 3-5 main benefits
   - Icons + short descriptions

6. Social Proof
   - Testimonials
   - Logos
   - Metrics

7. Pricing
   - Clear tiers
   - Feature comparison
   - CTA buttons

8. FAQ
   - Address objections
   - Build trust

9. Final CTA
   - Strong call to action
   - Low friction signup
```

**Copywriting Tips**:
- Use "you" not "we"
- Active voice
- Short sentences
- Bullet points
- Numbers and metrics
- Power words (free, guaranteed, instant, proven)

---

### 2. GitHub README

**Structure**:
```markdown
1. Banner/Logo
2. Badges (stars, license, build status)
3. One-liner description
4. Demo GIF/Video
5. Features (bullet points)
6. Quick Start (3 commands max)
7. Documentation link
8. Contributing
9. License
```

**Developer-Focused**:
- Code examples first
- No marketing fluff
- Clear installation steps
- Link to docs
- Show, don't tell

---

### 3. Pitch Deck (Investors)

**Slide Structure**:
```
1. Problem (1 slide)
2. Solution (1 slide)
3. Product Demo (2-3 slides)
4. Market Size (1 slide)
5. Business Model (1 slide)
6. Traction (1 slide)
7. Competition (1 slide)
8. Team (1 slide)
9. Ask (1 slide)

Total: 10-12 slides max
```

**Tips**:
- One idea per slide
- Minimal text
- Strong visuals
- Tell a story
- Practice 10-minute version

---

### 4. ROI Calculator

**Components**:
```markdown
## Without [Product]
- Time spent: X hours
- Cost: $Y
- Results: Z

## With [Product]
- Time spent: A hours (X-A saved)
- Cost: $B (Y-B saved)
- Results: Z+ (improvement)

## ROI
- Time saved: X-A hours
- Cost saved: $Y-B
- ROI: [(Y-B) / B] × 100%
- Payback period: N months
```

---

## Workflow

### Phase 1: Research

**Understand the Product**:
```
Questions to answer:
- What problem does it solve?
- Who is the target audience?
- What makes it unique?
- What are the key benefits?
- What objections might users have?
```

**Tools to use**:
```typescript
// Gather context
mcp__crafted-context__get_context_summary()
mcp__crafted-context__get_architecture_info()

// Read existing docs
Read("README.md")
Read(".craftedrc.json")
```

---

### Phase 2: Define Positioning

**Create positioning statement**:
```
For [TARGET AUDIENCE]
Who [NEED/PROBLEM]
[PRODUCT] is a [CATEGORY]
That [KEY BENEFIT]
Unlike [ALTERNATIVES]
[PRODUCT] [UNIQUE DIFFERENTIATOR]
```

**Example**:
```
For busy developers
Who waste hours setting up SaaS infrastructure
Crafted is an adaptive boilerplate
That generates production-ready features in minutes
Unlike generic boilerplates
Crafted adapts to your quality level and validates everything automatically
```

---

### Phase 3: Create Content

**Landing Page**:
1. Write headline (value prop)
2. Identify 3-5 key features
3. Create comparison table
4. Write 3 testimonials (real or template)
5. Design pricing tiers
6. List FAQs

**GitHub README**:
1. One-liner description
2. Installation (3 commands)
3. Quick example
4. Features list
5. Link to docs

**Pitch Deck**:
1. Problem slide (pain points)
2. Solution slide (product)
3. Demo slides (screenshots)
4. Market slide (TAM/SAM/SOM)
5. Business model (pricing)

---

### Phase 4: Optimize

**A/B Test Elements**:
- Headlines
- CTA buttons
- Pricing
- Social proof placement

**SEO**:
- Keywords in headlines
- Meta descriptions
- Alt text for images
- Internal links

**Conversion Rate Optimization**:
- Reduce friction
- Clear CTAs
- Trust signals
- Fast loading

---

## Best Practices

### Headlines

**Bad**:
- "The Best SaaS Platform"
- "Amazing Features"
- "Revolutionary Technology"

**Good**:
- "Build SaaS Features in Minutes, Not Months"
- "Ship Production-Ready Code 66x Faster"
- "From Idea to Code in 3 Minutes with AI"

**Formula**:
- [Number] + [Adjective] + [Keyword] + [Benefit]
- [Do X] Without [Pain/Effort]
- Get [Benefit] in [Time] with [Product]

---

### CTAs

**Bad**:
- "Click here"
- "Submit"
- "Learn more"

**Good**:
- "Start Building Free"
- "Get Your API Key"
- "Try It Now (30s setup)"
- "See How It Works"

**Formula**:
- [Action Verb] + [Benefit/Outcome]
- Action-oriented
- Low friction
- Clear value

---

### Social Proof

**Types**:
1. **Numbers**: "1,247 projects created"
2. **Testimonials**: Real user quotes
3. **Logos**: Customer/partner logos
4. **Case Studies**: Detailed success stories
5. **Awards**: "Winner of X Award"
6. **Press**: "Featured in TechCrunch"

**Placement**:
- Above the fold (hero section)
- After features (build trust)
- Before pricing (reduce friction)
- In testimonials section

---

### Pricing Page

**Principles**:
1. **Anchor high**: Show enterprise price first
2. **Highlight recommended**: Make one tier stand out
3. **Annual discount**: Encourage yearly commitment
4. **Clear value**: What's included in each tier
5. **Social proof**: "Most popular" badge
6. **FAQ below**: Address objections

**Tier Naming**:
- Good: Starter, Pro, Enterprise
- Bad: Basic, Premium, Ultimate

---

## Templates

### Landing Page Hero

```markdown
# [Verb] [Outcome] in [Time], Not [Old Way]

[One sentence explaining what it does and who it's for]

[CTA Button: Start Free] [Secondary: Watch Demo]

[Trust badge: "No credit card required" or "Open source MIT"]
```

**Example**:
```markdown
# Build SaaS Features in Minutes, Not Months

Crafted generates production-ready code with AI that adapts
to your quality level. From MVP to enterprise.

[Start Building Free] [Watch 3-Min Demo]

✓ No credit card required • MIT License • 1,247 projects created
```

---

### Feature Section

```markdown
## Why [Product Name]?

### 🎯 [Benefit 1 Name]
[2-3 sentences explaining the benefit]

### ⚡ [Benefit 2 Name]
[2-3 sentences explaining the benefit]

### 🏆 [Benefit 3 Name]
[2-3 sentences explaining the benefit]
```

---

### Comparison Table

```markdown
| Feature | [Competitor 1] | [Competitor 2] | [Your Product] |
|---------|----------------|----------------|----------------|
| [Key Feature 1] | ❌ | ✅ | ✅ |
| [Key Feature 2] | ✅ | ❌ | ✅ |
| [Your Unique Feature] | ❌ | ❌ | ✅ |
| Price | $X | $Y | $Z |
```

---

### Testimonial

```markdown
> "[Specific result they achieved]"
>
> — **[Name]**, [Title] @ [Company]
```

**Example**:
```markdown
> "We shipped 4x more features since using Crafted.
> The quality is always perfect."
>
> — **Sarah K.**, CTO @ ProductHub
```

---

## MCP Tools Integration

### For Product Research

```typescript
// Get product context
mcp__crafted-context__get_context_summary()
mcp__crafted-context__get_architecture_info()

// Read docs
Read("README.md")
Read("package.json")
Read(".craftedrc.json")
```

### For Competitive Analysis

```typescript
// Search for competitors
WebSearch("SaaS boilerplate alternatives 2025")
WebSearch("Next.js starter templates comparison")

// Fetch competitor pages
WebFetch("https://competitor.com", "Extract pricing and features")
```

### For Market Research

```typescript
// Industry data
WebSearch("SaaS market size 2025")
WebSearch("Developer tools TAM SAM SOM")

// Trends
WebSearch("AI code generation trends 2025")
```

---

## Output Formats

### 1. Markdown (for docs)
```markdown
# Headline

Content...
```

### 2. HTML (for landing pages)
```html
<section class="hero">
  <h1>Headline</h1>
  <p>Subheadline</p>
  <button>CTA</button>
</section>
```

### 3. JSON (for structured data)
```json
{
  "headline": "...",
  "features": [...],
  "pricing": {...}
}
```

---

## Quality Checklist

Before delivering marketing content:

- [ ] Clear value proposition (headline)
- [ ] Target audience identified
- [ ] Problem clearly stated
- [ ] Solution explained simply
- [ ] 3-5 key benefits highlighted
- [ ] Social proof included
- [ ] Strong CTA (call-to-action)
- [ ] No jargon (unless technical audience)
- [ ] Metrics/numbers used
- [ ] Comparison with alternatives
- [ ] FAQ addresses objections
- [ ] Mobile-friendly (if web)
- [ ] SEO optimized (if web)
- [ ] Spelling/grammar checked

---

## Examples

### Example 1: Landing Page for Crafted

```markdown
# Build SaaS Features in Minutes, Not Months 🚀

Crafted is the only SaaS boilerplate with AI Skills that adapt
to your quality level. Generate production-ready code with tests,
validation, and perfect architecture—automatically.

[Start Building Free] [Watch Demo (3 min)]

✓ No credit card • MIT License • 1,247 projects created

---

## The Problem

Building a SaaS from scratch takes 3-6 months and $50K-150K.

Boilerplates are faster but:
- ❌ Rigid, one-size-fits-all
- ❌ Endless configuration
- ❌ No quality guarantees
- ❌ Copy-paste code examples

---

## The Solution

Crafted adapts to YOU:

### 🎯 3 Quality Levels
- **Rapid**: MVP in 2 days (0-100 users)
- **Balanced**: Growing product (100-10K users)
- **Crafted**: Enterprise grade (10K+ users)

### ⚡ AI Skills
Describe features in plain English → Get production-ready code

### 🏆 Quality Guaranteed
- Architecture validated
- 70-100% test coverage
- Type-safe
- Security hardened

[continues...]
```

---

### Example 2: GitHub README

```markdown
# Crafted SaaS

> Build production-ready SaaS features in minutes with AI

[![GitHub stars](https://img.shields.io/github/stars/crafted-saas/crafted)](https://github.com/crafted-saas/crafted)
[![License: MIT](https://img.shields.io/badge/License-MIT-yellow.svg)](https://opensource.org/licenses/MIT)
[![Build Status](https://img.shields.io/github/workflow/status/crafted-saas/crafted/CI)](https://github.com/crafted-saas/crafted/actions)

## Quick Start

```bash
npm install -g @crafted/cli
crafted clone
# Select template, enable AI
# Describe a feature → Get production code
```

## Features

- ✅ **3 quality levels** (Rapid/Balanced/Crafted)
- ✅ **AI Skills** that generate code
- ✅ **Auto-validation** (architecture, tests, quality)
- ✅ **Full-stack** (Next.js, tRPC, Prisma, Supabase)
- ✅ **Mobile ready** (React Native + Expo)

[Read full docs →](https://docs.craftedsaas.com)
```

---

## Final Notes

**Marketing is not lying**:
- Be honest about what the product does
- Don't oversell
- Use real metrics
- Admit limitations

**Good marketing = Clear communication**:
- Explain value simply
- Remove confusion
- Build trust
- Make it easy to buy

**Test everything**:
- A/B test headlines
- Try different CTAs
- Measure conversion
- Iterate based on data

---

**Status**: Ready to create professional marketing materials! 🎨
