§ 01 · The Hook
The bait, then the rug-pull.
Craig Hewitt opens without preamble: Claude Code is the most powerful AI tool alive, and skills are what turn it from a generalist into a specialist. The title promises twelve of them, and twelve is exactly what Corey Haynes open-sourced for the world to steal.
What the video promised.
stated at 00:45 "I wanna walk through what we can take away from both marketing and creating skills from these examples." delivered at 13:48
Where the time goes.
00:00 – 01:05
01 · Hook + skills thesis
Cold open with the core claim: skills give Claude Code direction and intentionality. Without them it does a decent job in the wrong direction.
01:05 – 01:38
02 · Channel intro + caveats
#BUILDINGWITHAI nameplate. Explicit callout: learn to write your own skills so you can build better ones.
01:38 – 04:23
03 · Skill anatomy — paid ads walkthrough
GitHub repo coreyhayes31/marketingskills. Opens paid-ads skill file. Walks through name/description meta, Before Starting context section, Campaign Goals, Platform Selection Guide, Campaign Best Structures, Naming Conventions, Budget Allocation Framework, Ad Copy Frameworks.
04:23 – 06:17
04 · Installation demo
Shows three install paths. Installs via Claude Code plugin marketplace. Restarts in Ghostty terminal. Notes the marketing-skills prefix on skill invocations.
06:17 – 10:19
05 · Demo 1: Email Sequence
Invokes marketing skills email-sequence for a Castos YouTube growth webinar promoting Outlier SaaS. Claude generates a 6-email sequence. Craig reviews the email sequence skill Core Principles mid-cook.
10:19 – 13:48
06 · Demo 2: Page CRO on outlier.so
Invokes marketing skills page-cro on outlier.so. Claude returns strengths and gaps: 5-second test problem, no product demo video, CTA not outcomes-focused. Craig agrees on most points.
13:48 – 15:32
07 · So what + how to adapt
Don't install all 20 skills. Pick what applies. Copy the markdown, make it yours, rewrite it to think like you do.
15:32 – 16:16
08 · Subscribe CTA
Warm subscribe ask. Subscribed lower-third animation.
Visual structure at a glance.
Named ideas worth stealing.
02:00
model
Skill anatomy
- name/description meta
- Before Starting - gather context
- workflow instructions
- output format specs
The structural template that turns a prompt into a reusable skill. The Before Starting section front-loads the briefing so Claude never has to guess.
Steal for Any JoeFlow or MCN skill file Joe writes
04:24
list
Ad Copy Frameworks (PAS / BAB / Social Proof Lead)
- Problem-Agitate-Solve (PAS)
- Before-After-Bridge (BAB)
- Social Proof Lead
Primary text formulas baked into the paid-ads skill for generating ad copy.
Steal for MCN+ or LFB Line sales copy generation
09:13
list
Email Sequence Core Principles
- One email, one job
- Value before ask
- Relevance over volume
- Clear path forward
The four principles embedded in the email-sequence skill that prevent Claude from writing bloated, multi-CTA emails.
Steal for MCN+ onboarding or product launch sequences
11:14
model
Page CRO Output Format
- Quick wins (implement now)
- High-impact changes (prioritize)
- Test ideas
- Copy alternatives
- Clarifying questions
The structured output format baked into the page-cro skill. Separates easy wins from big bets.
Steal for Any landing page audit for JoeFlow, MCN+, or LFB Line
Lines you could clip.
00:11
"Skills are what gives Claude Code direction. And I like to say intentionality because it can do a good job, but just kind of in the wrong direction a lot of times."
02:55
"Imagine you were hiring a paid acquisition consultant and you just came in and said, fix my Facebook ads. They would probably ask you all of these questions."
04:01
"A skill is like a mega-prompt that you don't have to write every time."
15:40
"What AI does when you don't like it isn't wrong. It's just not what you want."
How they spent the runtime.
Hook length65s
Info densitymedium
Filler8%
Things they pointed at.
How they asked for the click.
16:00
subscribe
"If this was valuable to you and you got something out of this and you're gonna go implement this in your business, please consider subscribing."
Warm, non-pushy, outcome-anchored. Subscribed animation overlay. Well-timed after main value delivery.
Word for word.
HOOK opening / re-engagementCTA the pitch
00:00HOOKClaude Code is hands down the most powerful AI tool in the world today. And when you add on skills to Claude Code, it becomes superhuman.
00:09HOOKAnd I guess pun intended, but really skills are what gives Claude code direction. And I like to say intentionality
00:16HOOKbecause it can do a good job, but just kind of in the wrong direction a lot of times. And with skills, you're able to say like, hey, this is good. This is what I want it to look like.
00:25HOOKThis how I want this kind of thing that you do to feel and look and be. And today, we're gonna go over a set of marketing skills from a friend of mine and probably one of the best marketing minds I know. His name is Corey Haynes.
00:37HOOKHe open source a set of marketing skills on GitHub. I'll put a link in the description below. But I wanna walk through
00:45HOOKwhat we can take away from both marketing and creating skills from these examples. And hey, if we haven't met before, my name is Craig Hewitt. Welcome back to the channel.
00:54HOOKChannel here is all about how we can use AI to move ourselves and our business forward to create the best possible life we can because I believe AI is the best force for good probably in my lifetime outside of my family. But and today, I wanna talk about skills.
01:09I have a whole video on the channel and I'll put a link in the description below all about skills and why they're so important and how to create them. And I have my own bundle of skills, but I wanna walk through Corey's skills because I think there's a lot we can learn from them because they're really really good.
01:24So as we're going to create new skills for ourselves, our projects and our businesses, don't just copy things, but learn how to do them yourself. So when it's time to create your skill, you can go do it and create better skills so you get better outcomes from Cloud Code.
01:36Okay? So here we are in GitHub. And I just wanna talk through
01:41how a skill is kinda set up. So a skill so we have the skills folder here. And these are in separate folders each.
01:49So there's one for copywriting, one for editing, one for competitor awareness, free tools, uh, pop ups. Right?
01:54So let's just open the paid ads one. And you see all it is is a skill dot m d file. So it's a markdown file.
02:01And so let's open this and it has a bit of meta at the top where it has a name and it has a description. This is kind of what makes a skill a skill from a requirements perspective. But let's talk about
02:12the workflow and the context setting that goes into these skills that makes them so powerful. So we have a section here at the top, which is before starting. Gather this context if not provided.
02:24So what does this do for us? Well, to me, this says like, hey, I wanna make sure my project, this thing I'm doing understands who I am, what I'm trying to achieve,
02:32who my business is, what my customer is, all these kinds of things. Right? What's the and this is a paid ads skill.
02:38Right? So we're using this to optimize paid ads. So what are the goals of the campaigns?
02:43Traffic, awareness, leads, do I have a target CPA or return on ad spend? What's the budget? Okay.
02:49What am I selling? Who am I selling it to? Has this been running for a while or is it brand new?
02:54Okay. So imagine you were hiring
02:57a paid acquisition consultant and you just came in and said like, hey, fix my Facebook ads. They would probably ask you all of these questions.
03:05Right? And so Corey is very smartly saying, hey, set the stage for what we're trying to do here. Give me the context so I know what I'm doing and what you want so I can go do a good job.
03:14And so what platform are we on? Google, Meta, LinkedIn, Twitter, TikTok.
03:19Right? If any of these, this is kinda what this means to
03:24your ad campaign. TikTok skews younger, Twitter lower CPMs.
03:29Right? Okay. So cool.
03:31Now we have campaign best structures. Okay. So account should look like this.
03:35We have an account. We have a campaign. It has an ad set, and it has multiple ads.
03:38Yep. Makes sense. Naming conventions.
03:40Really important in Facebook ads or any kind of ads. So because you're gonna have multiple campaigns and ad sets and ads, if and you're naming all of them differently, you're not gonna know how to go in there and kinda figure out what's what. Testing phase.
03:53Right? So without like dissecting every single piece of this, what I wanna say is like, at a high level, a skill
04:01is like a mega prompt that you don't have to write every time.
04:06Right? So if I we're gonna install these skills in just a minute so you can see what this looks like. But if I was gonna go optimize of an ad campaign of mine, I would just use the paid ad skill, and it would load all of this in
04:20and ask me questions about it. Okay. So let's do that now.
04:24So let's go back to the main repo page and figure out how to install these skills, and then we'll use a couple of them and show you what it's all about.
04:33Okay. Okay. So it's a so you have a couple of ways you can install it as a CLI skill.
04:40That's cool. I'm gonna install it as a Claude code plugin because I use Claude code. So let me open up a new project in Claude code and we'll and we'll install these.
04:49Okay. So here I am in my, uh, Castos writer project.
04:54And and just for context, this is kind of a fork in a customized version of SEO machine that I have. So this is an open source cloud code project that is meant for content writing, landing pages, blog posts, long form content that's SEO optimized.
05:08So you can go and download and use this and has all sorts of cool slash command stuff. We're gonna install Corey's packet of marketing skills in this to make it not just a SEO writing tool, but just a overall marketing tool.
05:20Okay? So let's go back over here, and we'll just install this via the marketplace. So we're gonna create Corey's plug in marketplace.
05:29Cool. That's done. And then install the marketing skills plug in.
05:33Install for all collaborators in this repository.
05:38So I shared this project with team members of mine. And so I would want this to be for everyone who uses this, not just for me locally, which would be this option here.
05:47And I don't want this across all of my projects. So I want this on this repository, but for everybody who use this repository.
05:52Cool. Okay. So that's happening, and that's all done.
05:56Restart Claude code to load new plugins. Okay. So I'm gonna say quit,
06:00and then I'm just gonna say Claude. Okay. And by the way, I'm in a terminal emulator called Ghosty here.
06:05I really like Ghosty. It's kind of like just a nicer looking terminal. I'm not using Versus code or cursor or anything like that these days.
06:12I just find it's a little too heavy for what I wanna do most of the time. Cool. So now we have a bunch of skills and if we hit slash,
06:18we can see all of the skills that we have here. And if we go down, we could just go through all of these.
06:26Right? Okay. And so back in the GitHub repo,
06:29I have different ways that you can use this. So you can use it just in context, help me optimize this landing page for conversions, and it will invoke the page dash CRO skill. That's cool.
06:38So we're gonna try that. And then we're gonna invoke it directly by using a slash command, so like page CRO or email sequence.
06:46So let's try the email sequence one first, and we're gonna run a webinar at Kastasun that is all about kinda how to win on YouTube. And so I'm gonna have it do that.
06:55So so what do I call this? Email sequence is the name here. So I'll say
07:01email these are not loading. Okay.
07:04So I I installed this and I was having a bit of trouble with it because the slash commands weren't working. And so I just said, you know, Cloud Code is super smart. So I just said, hey.
07:12Is the marketing skills plugin installed? And it said, yes. The marketing skills plugin is installed.
07:16You can invoke these with, oh, marketing skills and then skill name. Okay. So it's not just a slash command, but you have to do marketing
07:28skills and then email sequence.
07:34Cool. And you see it turned blue here. That means that, like, it recognized this as as a skill.
07:39Okay. Cool. So, you know, this is this is, a little bit long.
07:42I wonder if I installed it via CLI, if it would just be a slash command like this. Because the rest of my slash commands are don't have this kind of, like, root to it, and it may be just how I installed this. I'm not really sure.
07:53Okay. So we're gonna do a webinar. So I'm just gonna describe the webinar.
07:56So we're doing a webinar at Castos to teach our customers how to win on YouTube.
08:03It is gonna pull from my experience doing a hundred days of AI and publishing a hundred days of YouTube videos in a row and growing my channel from 250 to over 12,000 subscribers. One of the big things about this is we wanna promote our new SaaS tool called Outlier, so outlier.so,
08:21in this webinar series. So craft me a email sequence to kinda plant the seed for this webinar, preannounce it, announce it, and then a couple of follow ups to get people on board.
08:34I don't have a landing page or anything yet, but you just do your best. Okay. So like that should be all that you have to do.
08:40And this skill so let's go look at this email sequence skill while this is cooking here. So we'll go into skills
08:48and email sequence and go and open the skill file.
08:52So you're an expert in email marketing automation. Your goal is to create email sequence that nurses relationship drive to action moves people towards conversions. Cool.
08:59The sequence type. Right? So I told it what it is.
09:02So it's in a nurture sequence or event based sequence.
09:08Who are they? What trigger? Right?
09:10Okay. So cool. It's probably gonna ask me for more context.
09:13Core principles. This is really smart. One email, one job.
09:16Value before ask. I think that's fair. Relevance over volume and clear path forward.
09:21So how many emails are gonna be in the sequence? How far apart are they gonna be? So these are things like the way I look at skills is like Claude code probably would get most of this right, but some of it wouldn't be right.
09:31And it's not really Claude code's fault that it's wrong. It's just you didn't tell it. So now I'm just telling it all of this stuff that Corey, who again is like an expert marketer, has laid all out.
09:42Cool. So let's go back to Cloud Code
09:46and see what it did. So cooked all this up.
09:50Here's a six email sequence to build anticipation and drive registrations for YouTube growth Mobinar. Cool. So subject, I grew from 250 to 12,000 subscribers in a hundred days.
10:00Here's what I learned. Cool. That's that's pretty good.
10:03So and then email 2 is the preannouncement. Email 3 is the official announcement five or six days before.
10:11Cool. Email 4, value and reminder. Cool.
10:15Okay. So that's great. Now let's do another one.
10:19Marketing
10:23skill, and we wanna do page CRO.
10:29Oh, that's not the that's not the format. Oh, marketing skills.
10:37Okay. So, again, slash marketing skills, page CRO.
10:41So it's gonna analyze a page and tell me why or why it doesn't convert well. So let's do this for our new tool at Outlier. Analyze this page,
10:50the landing page for outlieroutlier.so. Tell me why it works well and why it doesn't. Use best practices
10:58from your skill to guide this and ask me any clarifying questions you have.
11:05So, you know, this is gonna go out and look at this URL, and then it's gonna so can I fetch the skill? Yes. Or can I fetch this page?
11:12Yes. You can. But then in the background, it's loading all of the context in this
11:17skill. Let's just pull up the page CRO skill.
11:25Conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to approve conversion rates.
11:33Pretty cool. So, again, like, it's saying it's giving the, like remember when, gosh, two years ago with, like, prompting and saying, like, you are a
11:43conversion rate optimization specialist, blah blah blah blah blah blah blah. Like, that's part of it. Right?
11:48But then, like, format things, you know, this is how I want the data back. These are different types of pages and how you should think about them.
11:56Experiments that I can run on this page to help improve it, pricing, demo, CTAs, all this kind of stuff. Cool.
12:04Okay. So it came back with some stuff and probably some questions.
12:10So it's a SaaS landing page prelaunch because we are early access. We go to outlier data. So as of the release of this video, we'll still be probably early access by February 1, so we'll be opening up to everyone
12:22for YouTube creators, particularly smaller channels. What's working well? Cool.
12:27Good. I love to hear that. What could be stronger?
12:31The five second test problem. While steal like a creator is memorable, a cold visitor might not immediately understand what the product is. Okay.
12:39I I agree with that. Like, we wanted to kinda make a a splash with that headline. The hero section lacks visual proof.
12:46You're selling visual tools like thumbnail and video discovery, but the hero doesn't show the product in action. I don't know that I agree with that. Let's just go to the page
12:57as it exists today. Like it shows the tool right here. So so maybe they're saying like, hey, this image could be better.
13:04I will say though that, like, this the way that it grabbed this page, it's just getting the text. So I don't know.
13:13Like, you would need something like Playwright to go look at the page, which I don't think this is doing. Social proof could be more specific. Yeah.
13:20We're early access, so, like, we don't have any customers yet. So so that's fine. CTA could be more outcomes focused.
13:28Yep. I agree with that. And when we do go from early access to opening it up, we we definitely will do that.
13:34No video for a video tool. Absence of video feels like a missed opportunity. Yep.
13:38I agree. I should do that, and I should do that today. Add a product screenshot, which I have.
13:43I just didn't know this. So cool. Like, that's great.
13:45HOOKAnd then we can go down the rabbit hole. What's your current conversion rate? Where's your traffic coming from?
13:58HOOKThe so what for this, the marketing skills, is if you're using Cloud Code for marketing, you should check it out and you should install it.
14:07HOOKThere's a lot of skills here. Right? Let's if we go back into the skills folder, there's a lot of skills here.
14:16HOOKA 100%. And and like what I probably yeah. Like, I'm not gonna launch all the time, so I don't need this launch skill in my folder all the time.
14:24HOOKMarketing psychology, paid ads. Like, I'm running a bunch of paid ads, would want this in there all the time, but I might not want it all the time.
14:30HOOKYou know, social content, SEO audit, schema markup. Like, some of these things might not apply all the time. Some of them might apply all the time.
14:37HOOKAnd and so, like, all you could do is, like, just take this markdown file, right, and copy and paste it into your cloud project.
14:46HOOKThat's all it is. Like and so you have a dot cloud folder in the top of your cloud project and just create a skills folder and then create programmatic SEO and just copy and paste it in there. Or you can download the whole thing and put it in there.
14:57HOOKBut I like to understand what's going on with my skills, and I probably like to tweak and clean them up and make them my own a little bit. So I might just take this and work with it and use it for a while, and then be like, cool.
15:09HOOKI'm gonna delete all of it, and then I'm gonna make this my own. Because, like, I have my own set of skills that I like because they think and work like I do. I would encourage you to do the same thing.
15:24HOOKRight? And then figure out what you don't like and adapt it to be exactly what you want. Cool.
15:29HOOKCTASo skills, super powerful in getting any AI system, Claude or Claude code, to do more of what you want like you want it.
15:40CTAIt's kinda like guardrails for AI because, like, what AI does when you don't like it isn't wrong. It's just not like what you want. And skills just give that kind of preference and
15:53CTALink will be in the description below as well for my bundle of marketing skills. Maybe check both of them out and decide which one you like best. And if this was valuable to you and you got something out of this and you're gonna go implement this in your business, please consider subscribing.
16:07CTAReally, it means a lot to me and the channel and keeps me coming back to create more videos like this for you and the community in the future.
— full transcript
§ 05 · For Joe
The briefing is the skill.
Skills architecture playbook
A skill is not a prompt. It is a pre-briefed specialist who already knows your context before they start.
- Every skill should open with Before Starting - gather this context if not provided.
- Ask the questions a consultant would ask on day one: goals, audience, budget, platform, existing data.
- The rest of the skill file is the consultant's expertise - structured output, best practices, frameworks.
- Don't install generic packs wholesale. Pick the skills that match your current sprint and rewrite them to think like you.
- The mega-prompt you don't write every time framing is the pitch for MCN+ members - every skill saves 20 minutes of context-setting per session.
§ 05 · For You
How to actually use Claude Code for marketing work.
If you want Claude to do real marketing tasks
The reason Claude gives you generic answers is that you have not given it a role - skills are how you give it one.
- Find a free skills pack on GitHub and install the two or three that match what you are working on right now.
- Don't try to use 20 skills at once - pick paid ads OR email sequences OR CRO, not all three.
- When the output isn't right, look at the skill file and add the context it was missing.
- Once you have used a borrowed skill a few times, rewrite it in your own voice so it gives you answers that match how you think.
