coreyhaines31/marketingskills v2.10.5

v2.10.5 — Founding Marketing enrichments across 15 skills

on GitHub

This release also includes the 2.10.4 changes (they shipped to main together).

Batch enrichment across 15 existing skills, distilled from Corey Haines's Founding Marketing book (full 19-chapter scan). Each is a patch bump; no new skills.

• ads (2.3.1 → 2.3.2): references/payback-period.md — the Payback Period budgeting gate (Payback = CAC/ARPU, target 3–12mo; Discounted Payback = CAC/(ARPU×retention)) + the "LTV:CAC is destructive" argument. (ch7)
• customer-research (2.0.1 → 2.0.2): references/interviews-and-surveys.md — primary-research layer: Sean Ellis/Superhuman PMF survey (40% benchmark), "keep asking why" 5-why laddering, interview outreach template + incentives, best-customer recruitment, confirmation-bias guardrail. (ch2)
• onboarding (2.0.0 → 2.0.1): references/minimum-path-to-value.md + references/activation-models.md — MPTV (Hick's Law), the 5 activation models + Model-Market Fit, onboarding psychology set, 10-component toolkit. (ch16)
• pricing (2.1.0 → 2.1.1): initial "learning price" philosophy ($10/$100/$1,000) + references/pricing-models.md (8 models incl. credit/outcome/hybrid) + price-change rollout methodology. (ch15–16)
• co-marketing (2.0.0 → 2.0.1): references/partnership-types.md — the 5 partnership types + "permissionless co-marketing." (ch11)
• marketing-ideas (2.0.0 → 2.0.1): references/guerrilla-marketing.md — direct-mail 3-rule framework + named case library (WePay ice block, Antimetal $15K pizza→$1M). (ch13)
• copywriting (2.0.1 → 2.0.2): clarity & message-market-fit — the "Now you can" test, Human Action Model, Perception Gap, SavvyCal case, clarity metrics. (ch3)
• public-relations (1.1.0 → 1.1.1): references/story-angles.md — the 3 story angles (Founding Story / David vs Goliath / Have an Enemy) + PR flywheel. (ch5)
• content-strategy (2.1.0 → 2.1.1): references/content-distribution.md — "content as product," "Create Once Distribute Twice" distribution spine (ORB-as-funnel, distribution hooks), scoring + 60/30/10 calendar. (ch6, ch14)
• referrals (2.0.0 → 2.0.1): references/viral-mechanisms.md — product-embedded virality: Viral Potential Spectrum + 7 mechanisms + affiliate power-law/buyout clauses. (ch10–11)
• free-tools (2.0.0 → 2.0.1): references/tool-benchmarks.md — named case benchmarks (Unsplash→Getty, Website Grader 250K leads) + "your product is my marketing opportunity" + pitfalls. (ch8)
• community-marketing (2.0.0 → 2.0.1): references/community-models.md — 5 community-model archetypes + Notion ambassador benchmarks + scaling-phase role shift. (ch12)
• offers (1.0.0 → 1.0.1): references/saas-offers.md — the discount trap (~2× churn) + 4 SaaS-flavored worked offers. (ch15)
• marketing-plan (1.1.0 → 1.1.1): "marketing as investing" north-star + problem size×frequency matrix; 70/20/10 allocation + plateau-alert cadence in growth-patterns. (ch1, ch17)
• launch (2.0.1 → 2.0.2): SLC (Simple, Lovable, Complete) pre-launch readiness gate vs Stealth Mode / "Just One More Feature." (ch1)

Also in this release — 2.10.4

• ad-creative (2.8.1 → 2.8.2): three creative-format references distilled from Dara Denney's practitioner content. New references/meta-creative-formats.md — a prioritized S→F taxonomy of ~51 Meta ad formats as a "which format to make next" decision aid, framed by the unicorn-scaler-vs-supporting-cast lens and the persona-based Andromeda algorithm (S-tier: founder content, partnership ads, VSL; explicit F-tier de-prioritization of press / podcast / notes-app fake-native). references/static-ad-templates.md gains a tier (S–F) + funnel role on all 15 templates plus 7 new statics (grid multi-SKU, callout, mood board, educational infographic, challenging-beliefs, tweet/reddit, ugly/post-it). references/short-form-video-specs.md's Creator Format Library expands from 3 to 13 formats (yapper, amateur investigation, David & Goliath, authority, VSL, green-screen commentary, conversation, duet/reaction, ASMR, street interview) plus a founder/organic vlog-structures subsection (hero's journey, math, shiny-object, three-capture shooting, 0.5–1s cut) from Oren John. New evals (ids 13–15); description gains taxonomy triggers.
• ads (2.3.0 → 2.3.1): two new references plus a partnership-ads layer. New references/google-ads-audit-checklist.md — a 32-item ecommerce Google Ads audit (Search + Shopping + PMax + GMC + Demand Gen) scored pass/fail/unknown/NA under the audit guardrails (adapted from ECHELONN's public checklist). New references/creative-research-automation.md — an agentic creative/competitive research workflow (ad-library teardown with output schema, review→persona mapping, competitor teardown; connectors + scheduled-to-Slack). references/meta-decision-system.md gains the partnership-ads playbook — the net-new-reach lever under Andromeda's persona targeting, rolling month-over-month reach as a scale/health signal, and the per-creator low-fi-statics companion tactic — closing the skill's prior zero coverage of partnership ads. New evals (ids 8–10).