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