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Advertising Skills for AI Agents

repository·main·Indexed 20 days ago

https://github.com/realkimbarrett/advertising-skills

A specialized skill library for AI agents designed to execute direct-response, paid media, and copywriting tasks. It implements a dual-brain model consisting of the 'Copy Chief' (strategic principles like awareness levels and mechanisms) and the 'Operator' (execution and scale). The library provides a set of chainable skills—such as avatar-extraction, mechanism-builder, and objection-crusher—to move agents from raw data to deployment-ready campaigns. Compatible with Claude Code, Cursor, Windsurf, Codex, Open Claw, and custom frameworks.

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What's inside advertising-skills

  1. How the Advertising Skills system works

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    The system is organized as a library of discrete, chainable skills rather than a collection of prompts. Each skill is designed to optimize for thinking (strategy, definition, and diagnosis) rather than just output (writing copy).

    Skill Structure

    Each skill is located at: skills/<category>/<skill-name>/SKILL.md

    Every SKILL.md file defines a specific operational contract:

    • When to use it: The trigger or context for the skill.
    • Inputs: The required data or context needed to execute.
    • How it thinks: The mental model or logic applied.
    • Outputs: The specific result produced.
    • What it should not do: Constraints and boundaries to prevent generic or incorrect behavior.

    The Dual-Brain Model

    The system combines two distinct mental models to ensure both strategic depth and operational execution:

    1. The Copy Chief Brain: Focuses on Eugene Schwartz-style copywriting principles (Awareness levels, Market sophistication, Mechanisms, and Big Ideas).
    2. The Operator Brain: Focuses on execution and scale (Ad creative, Funnel paths, Conversion logic, and Performance diagnosis).

  2. The conversion-path-builder process and output

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    When executing the conversion-path-builder skill, the agent follows a specific two-step mapping process to produce a Funnel Map + Structure output.

    1. Choose a Path

    The agent selects one of three primary paths:

    • Direct call
    • Lead magnet
    • VSL (Video Sales Letter)

    2. Map Steps

    Each chosen path is then mapped through three critical stages:

    • Entry: How the user enters the funnel.
    • Trust: How credibility is established.
    • Conversion: The final action or goal.

    Constraints

    • Rule: Simplicity wins.
    • Avoid: Overcomplication.

  3. Understand the ad-angle-multiplier process and output

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    The ad-angle-multiplier skill follows a structured process to ensure variety in creative testing. It generates 10–15 distinct angles, each accompanied by a hook, by categorizing them into the following dimensions:

    • Pain: Focusing on the problem the user faces.
    • Desire: Focusing on the desired outcome.
    • Proof: Focusing on evidence or social proof.
    • Identity: Focusing on who the user is or wants to be.
    • Contrarian: Challenging common beliefs or status quo.
    • Urgency: Focusing on time-sensitive needs or scarcity.

    Quality Constraints

    • Rule: Each generated angle must feel fundamentally new.
    • Avoid: Do not produce minor rewrites of the original idea; the goal is true expansion.

  4. Understand the core philosophy of Advertising Skills

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    The advertising-skills library is designed to move AI agents away from immediate content generation (writing copy) and toward the strategic thinking required for high-converting marketing. Instead of focusing on 'better output,' the library focuses on 'better thinking' by encoding the mental models of experienced operators.

    To use this library effectively, you should apply its skills in a specific sequence to ensure conversion:

    1. Understand the buyer (Market Research)
    2. Define the offer (Product/Offer Strategy)
    3. Structure the message (Strategic Frameworks)
    4. Build the system (Funnel/Operational Logic)

  6. Determine funnel length using decision logic

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    To decide whether to shorten or lengthen a conversion path, evaluate the audience against these three questions:

    1. Do they know they need this?
    2. Do they trust someone like you?
    3. Is the outcome obvious?

    Decision Rule

    • If the answer to these questions is YES: Shorten the funnel (e.g., move toward a Direct Call Funnel).
    • If the answer to these questions is NO: Add steps to the funnel (e.g., move toward a Lead Magnet or VSL Funnel).

    Core Principle: Match funnel length to the trust gap.

  7. Headline Matrix generation process and output

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    When executing the headline-matrix skill, the agent follows a structured process to ensure variety and psychological depth.

    Generation Angles

    The skill generates headlines across these seven specific categories:

    1. Curiosity: Creating interest through information gaps.
    2. Specificity: Using precise details rather than vague claims.
    3. Proof: Leveraging evidence or results.
    4. Urgency: Driving immediate action.
    5. Contrarian: Challenging conventional wisdom.
    6. Mechanism: Explaining the 'how' behind a result.
    7. Identity: Speaking directly to a specific type of person.

    Output Format

    The skill produces 25 headlines in total, grouped by their respective type.

  8. Choose a mechanism type for your advertising strategy

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    Depending on the angle of your offer, select one of these four mechanism types to frame your explanation:

    • Process Mechanism: Focuses on a new way of performing a task or action.
    • Discovery Mechanism: Focuses on revealing a hidden insight or truth.
    • System Mechanism: Focuses on a structured framework or repeatable methodology.
    • Timing Mechanism: Focuses on why the solution is effective now specifically (addressing why it wouldn't have worked in the past).

  9. Guidelines for Avatar Extraction

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    To ensure high-quality buyer psychology profiles, follow these operational rules:

    Process

    1. Identify: Define who they are (life, job, stage), what they are trying to achieve, and their daily frustrations.
    2. Extract: Determine what they have already tried, why those attempts failed, and their existing beliefs about the problem.
    3. Surface: Uncover emotional drivers (fear, frustration, desire) and hidden motivations (status, control, relief).

    Best Practices

    • Be Specific: Create a profile specific enough that you can picture the person.
    • Use Real-World Language: Avoid marketing jargon; use the language the persona actually uses.
    • Focus on Decision Context: Understand the environment in which they make choices.

    What to Avoid

    • Broad Demographics: Do not rely on age, gender, or location alone.
    • Vague Descriptions: Avoid non-specific or generic characterizations.

  10. Evaluate mechanism effectiveness

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    A successful mechanism must accomplish three core objectives:

    1. Create belief in the new approach.
    2. Differentiate the offer from competitors.
    3. Justify the promised results.

    Avoid these common mistakes:

    • Failing to give the mechanism a specific name.
    • Making the explanation overly complex.
    • Explaining product features instead of explaining the causality (the 'why' behind the result).

  11. The generic-language-killer process and rules

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    When executing the generic-language-killer skill, the agent follows a specific workflow to transform text:

    Process

    1. Identify: Locate generic phrases, fluff, and buzzwords.
    2. Replace: Substitute identified elements with specifics, real language, and direct statements.

    Core Principles

    • Clear > clever: Prioritize clarity over being witty or clever.
    • Human > polished: Prioritize natural human language over overly polished or robotic tones.

    Constraints

    • Avoid Corporate Tone: Do not use corporate jargon or professionalized fluff.

  12. Rules and mistakes in awareness-based messaging

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    To ensure effective application of the awareness framework, follow these rules and avoid these common errors:

    Key Rules

    • Do not skip stages: You must lead the audience through the necessary progression.
    • Length vs. Awareness: The more aware the audience, the shorter the copy should be. The less aware they are, the more you must lead them.

    Common Mistakes

    • Selling to unaware audiences: Attempting to close a sale before the audience even recognizes a problem.
    • Educating aware audiences: Providing too much foundational education to people who already understand the problem or solution.
    • Uniform messaging: Using the same message for all traffic types regardless of their awareness level.