Julian lechnerandClaude Opus 5.5
4c93437e59
Keep the decision steps in SKILL.md and move catalogs, examples, and checklists verbatim to references/ to reduce the context cost of loading the skill. Co-Authored-By: Claude Opus 5.5 <noreply@anthropic.com>
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Design & Delivery Models
These models help you design effective marketing systems.
Hick's Law
Decision time increases with the number and complexity of choices. More options = slower decisions = more abandonment.
Marketing application: Simplify choices. One clear CTA beats three. Fewer form fields beat more.
AIDA Funnel
Attention → Interest → Desire → Action. The classic customer journey model.
Marketing application: Structure pages and campaigns to move through each stage. Capture attention before building desire.
Rule of 7
Prospects need roughly 7 touchpoints before converting. One ad rarely converts; sustained presence does.
Marketing application: Build multi-touch campaigns across channels. Retargeting, email sequences, and consistent presence compound.
Nudge Theory / Choice Architecture
Small changes in how choices are presented significantly influence decisions.
Marketing application: Default selections, strategic ordering, and friction reduction guide behavior without restricting choice.
BJ Fogg Behavior Model
Behavior = Motivation × Ability × Prompt. All three must be present for action.
Marketing application: High motivation but hard to do = won't happen. Easy to do but no prompt = won't happen. Design for all three.
EAST Framework
Make desired behaviors: Easy, Attractive, Social, Timely.
Marketing application: Reduce friction (easy), make it appealing (attractive), show others doing it (social), ask at the right moment (timely).
COM-B Model
Behavior requires: Capability, Opportunity, Motivation.
Marketing application: Can they do it (capability)? Is the path clear (opportunity)? Do they want to (motivation)? Address all three.
Activation Energy
The initial energy required to start something. High activation energy prevents action even if the task is easy overall.
Marketing application: Reduce starting friction. Pre-fill forms, offer templates, show quick wins. Make the first step trivially easy.
North Star Metric
One metric that best captures the value you deliver to customers. Focus creates alignment.
Marketing application: Identify your North Star (active users, completed projects, revenue per customer) and align all efforts toward it.
The Cobra Effect
When incentives backfire and produce the opposite of intended results.
Marketing application: Test incentive structures. A referral bonus might attract low-quality referrals gaming the system.