WEBVTT 00:00:00.000 --> 00:00:04.880 Claude Code is hands down the most powerful AI tool in the world today. 00:00:05.200 --> 00:00:07.120 And when you add on skills 00:00:07.120 --> 00:00:09.840 to Claude Code, it becomes superhuman. 00:00:09.840 --> 00:00:11.360 And I guess pun intended, 00:00:11.360 --> 00:00:16.485 but really skills are what gives Claude code direction. And I like to say intentionality 00:00:16.485 --> 00:00:20.885 because it can do a good job, but just kind of in the wrong direction a lot of times. 00:00:21.285 --> 00:00:29.420 And with skills, you're able to say like, hey, this is good. This is what I want it to look like. This how I want this kind of thing that you do to feel and look and be. 00:00:29.660 --> 00:00:44.875 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. He open source a set of marketing skills on GitHub. I'll put a link in the description below. But I wanna walk through 00:00:45.355 --> 00:00:50.315 what we can take away from both marketing and creating skills from these examples. 00:00:50.790 --> 00:01:05.110 And hey, if we haven't met before, my name is Craig Hewitt. Welcome back to the channel. Channel 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 00:01:05.655 --> 00:01:06.935 outside of my family. 00:01:07.255 --> 00:01:17.255 But and today, I wanna talk about skills. I 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, 00:01:17.735 --> 00:01:28.290 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. So as we're going to create new skills for ourselves, our projects and our businesses, 00:01:28.530 --> 00:01:38.695 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. Okay? So here we are in GitHub. 00:01:39.255 --> 00:01:41.015 And I just wanna talk through 00:01:41.415 --> 00:01:45.735 how a skill is kinda set up. So a skill so we have the skills folder here. 00:01:46.330 --> 00:01:52.570 And these are in separate folders each. So there's one for copywriting, one for editing, one for competitor awareness, 00:01:52.730 --> 00:02:00.890 free tools, uh, pop ups. Right? So 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. 00:02:01.355 --> 00:02:10.075 And 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. 00:02:10.715 --> 00:02:12.075 But let's talk about 00:02:12.475 --> 00:02:18.260 the workflow and the context setting that goes into these skills that makes them so powerful. 00:02:18.660 --> 00:02:30.655 So we have a section here at the top, which is before starting. Gather this context if not provided. So 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 00:02:30.655 --> 00:02:32.655 who I am, what I'm trying to achieve, 00:02:32.975 --> 00:02:43.530 who my business is, what my customer is, all these kinds of things. Right? What's the and this is a paid ads skill. Right? So we're using this to optimize paid ads. So what are the goals of the campaigns? 00:02:43.690 --> 00:02:51.690 Traffic, awareness, leads, do I have a target CPA or return on ad spend? What's the budget? Okay. What am I selling? Who am I selling it to? 00:02:51.930 --> 00:02:54.890 Has this been running for a while or is it brand new? Okay. So 00:02:55.635 --> 00:02:57.475 imagine you were hiring 00:02:57.555 --> 00:02:59.635 a paid acquisition consultant 00:02:59.955 --> 00:03:17.060 and you just came in and said like, hey, fix my Facebook ads. They would probably ask you all of these questions. Right? 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. And so what platform are we on? Google, 00:03:17.140 --> 00:03:20.820 Meta, LinkedIn, Twitter, TikTok. Right? If 00:03:21.155 --> 00:03:24.355 any of these, this is kinda what this means to 00:03:24.835 --> 00:03:27.555 your ad campaign. TikTok skews younger, 00:03:27.555 --> 00:03:29.155 Twitter lower CPMs. 00:03:29.395 --> 00:03:31.235 Right? Okay. So cool. 00:03:31.475 --> 00:03:38.650 Now we have campaign best structures. Okay. So account should look like this. We have an account. We have a campaign. It has an ad set, and it has multiple ads. 00:03:38.810 --> 00:03:51.015 Yep. Makes sense. Naming conventions. Really 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. 00:03:52.215 --> 00:03:58.455 Testing phase. Right? So without like dissecting every single piece of this, what I wanna say is like, 00:03:59.550 --> 00:04:01.790 at a high level, a skill 00:04:01.870 --> 00:04:02.910 is like 00:04:03.390 --> 00:04:05.150 a mega prompt 00:04:05.150 --> 00:04:10.830 that you don't have to write every time. Right? So if I we're gonna install these skills in just a minute so you can see what this looks like. 00:04:11.505 --> 00:04:20.545 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 00:04:20.945 --> 00:04:23.345 and ask me questions about it. Okay. So let's do that now. 00:04:24.320 --> 00:04:26.720 So let's go back to the main repo page 00:04:26.960 --> 00:04:32.080 and figure out how to install these skills, and then we'll use a couple of them and 00:04:32.560 --> 00:04:34.480 show you what it's all about. Okay. 00:04:35.440 --> 00:04:39.680 Okay. So it's a so you have a couple of ways you can install it as a CLI skill. 00:04:40.215 --> 00:04:53.015 That'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. Okay. So here I am in my, uh, Castos writer 00:04:53.255 --> 00:04:53.575 project. 00:04:54.090 --> 00:05:00.410 And 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 00:05:00.890 --> 00:05:12.595 cloud code project that is meant for content writing, landing pages, blog posts, long form content that's SEO optimized. So you can go and download and use this and has all sorts of cool slash command stuff. 00:05:12.995 --> 00:05:17.795 We're gonna install Corey's packet of marketing skills in this to make it not just a 00:05:18.195 --> 00:05:27.270 SEO writing tool, but just a overall marketing tool. Okay? 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. 00:05:29.510 --> 00:05:30.710 Cool. That's done. 00:05:31.030 --> 00:05:34.630 And then install the marketing skills plug in. Install 00:05:34.630 --> 00:05:35.350 for 00:05:36.385 --> 00:05:40.545 all collaborators in this repository. So I shared this project with 00:05:41.185 --> 00:05:51.025 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. And I don't want this across all of my projects. So I want this on this repository, 00:05:51.025 --> 00:05:59.320 but for everybody who use this repository. Cool. Okay. So that's happening, and that's all done. Restart Claude code to load new plugins. Okay. So I'm gonna say quit, 00:06:00.200 --> 00:06:01.720 and then I'm just gonna say Claude. 00:06:02.280 --> 00:06:17.835 Okay. And by the way, I'm in a terminal emulator called Ghosty here. I 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. I 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, 00:06:18.800 --> 00:06:22.000 we can see all of the skills that we have here. 00:06:22.400 --> 00:06:24.320 And if we go down, 00:06:24.960 --> 00:06:29.440 we could just go through all of these. Right? Okay. And so back in the GitHub repo, 00:06:29.520 --> 00:06:41.315 I 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. So we're gonna try that. And then we're gonna invoke it 00:06:42.195 --> 00:06:46.515 directly by using a slash command, so like page CRO or email sequence. 00:06:46.835 --> 00:06:52.030 So let's try the email sequence one first, and we're gonna run a webinar at Kastasun 00:06:52.030 --> 00:07:00.670 that is all about kinda how to win on YouTube. And so I'm gonna have it do that. So so what do I call this? Email sequence is the name here. So I'll say 00:07:01.390 --> 00:07:02.030 email 00:07:02.270 --> 00:07:03.150 these are not loading. 00:07:04.415 --> 00:07:09.295 Okay. So I I installed this and I was having a bit of trouble with it because the slash commands weren't working. 00:07:09.615 --> 00:07:16.015 And so I just said, you know, Cloud Code is super smart. So I just said, hey. Is the marketing skills plugin installed? And it said, yes. The marketing skills plugin is installed. 00:07:16.255 --> 00:07:20.620 You can invoke these with, oh, marketing skills and then skill name. 00:07:21.020 --> 00:07:25.580 Okay. So it's not just a slash command, but you have to do marketing 00:07:28.140 --> 00:07:29.180 skills 00:07:30.940 --> 00:07:32.620 and then email sequence. 00:07:34.825 --> 00:07:56.870 Cool. And you see it turned blue here. That means that, like, it recognized this as as a skill. Okay. Cool. So, you know, this is this is, a little bit long. I 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. Okay. So we're gonna do a webinar. So I'm just gonna describe the webinar. So 00:07:57.910 --> 00:08:00.550 we're doing a webinar at Castos to 00:08:00.550 --> 00:08:08.125 teach our customers how to win on YouTube. It is gonna pull from my experience doing a hundred days of AI and publishing a hundred days 00:08:08.365 --> 00:08:13.165 of YouTube videos in a row and growing my channel from 250 to over 12,000 subscribers. 00:08:13.965 --> 00:08:21.000 One of the big things about this is we wanna promote our new SaaS tool called Outlier, so outlier.so, 00:08:21.400 --> 00:08:28.760 in this webinar series. So craft me a email sequence to kinda plant the seed for this webinar, 00:08:29.645 --> 00:08:37.405 preannounce it, announce it, and then a couple of follow ups to get people on board. I don't have a landing page or anything yet, but you just do your best. 00:08:38.125 --> 00:08:44.285 Okay. So like that should be all that you have to do. And this skill so let's go look at this email sequence skill 00:08:44.500 --> 00:08:47.780 while this is cooking here. So we'll go into skills 00:08:48.180 --> 00:08:48.980 and 00:08:49.300 --> 00:08:50.340 email sequence 00:08:50.580 --> 00:08:52.420 and go and open the skill file. 00:08:52.900 --> 00:09:04.065 So 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. The sequence type. Right? So I told it what it is. So it's in a 00:09:05.265 --> 00:09:06.865 nurture sequence or 00:09:07.105 --> 00:09:08.225 event based sequence. 00:09:08.625 --> 00:09:12.785 Who are they? What trigger? Right? Okay. So cool. It's probably gonna ask me for more context. 00:09:13.790 --> 00:09:44.300 Core principles. This is really smart. One email, one job. Value before ask. I think that's fair. Relevance over volume and clear path forward. So 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. And 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. Cool. So let's go back to Cloud Code 00:09:46.380 --> 00:09:47.580 and see 00:09:47.980 --> 00:09:54.700 what it did. So cooked all this up. Here's a six email sequence to build anticipation and drive registrations for YouTube growth Mobinar. 00:09:55.475 --> 00:10:02.195 Cool. So subject, I grew from 250 to 12,000 subscribers in a hundred days. Here's what I learned. Cool. 00:10:02.435 --> 00:10:06.355 That's that's pretty good. So and then email 2 is the preannouncement. 00:10:06.995 --> 00:10:07.955 Email 3 00:10:08.240 --> 00:10:11.040 is the official announcement five or six days before. 00:10:11.760 --> 00:10:14.640 Cool. Email 4, value and reminder. 00:10:15.040 --> 00:10:19.280 Cool. Okay. So that's great. Now let's do another one. 00:10:19.840 --> 00:10:20.640 Marketing 00:10:23.845 --> 00:10:24.565 skill, 00:10:25.685 --> 00:10:26.965 and we wanna do 00:10:28.245 --> 00:10:29.685 page CRO. 00:10:29.845 --> 00:10:32.245 Oh, that's not the that's not the format. 00:10:33.045 --> 00:10:34.325 Oh, marketing skills. 00:10:37.060 --> 00:10:40.340 Okay. So, again, slash marketing skills, 00:10:40.580 --> 00:10:47.540 page CRO. So 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. 00:10:48.855 --> 00:10:50.455 Analyze this page, 00:10:50.855 --> 00:10:54.535 the landing page for outlieroutlier.so. 00:10:54.535 --> 00:10:57.975 Tell me why it works well and why it doesn't. Use best practices 00:10:58.135 --> 00:11:02.455 from your skill to guide this and ask me any clarifying questions you have. 00:11:05.100 --> 00:11:16.860 So, 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? Yes. You can. But then in the background, it's loading all of the context in this 00:11:17.925 --> 00:11:18.805 skill. 00:11:19.445 --> 00:11:22.805 Let's just pull up the page CRO skill. 00:11:25.685 --> 00:11:32.485 Conversion rate optimization expert. Your goal is to analyze marketing pages and provide actionable recommendations to approve conversion 00:11:32.485 --> 00:11:32.805 rates. 00:11:33.730 --> 00:11:36.850 Pretty cool. So, again, like, it's saying 00:11:37.330 --> 00:11:43.570 it's giving the, like remember when, gosh, two years ago with, like, prompting and saying, like, you are a 00:11:43.890 --> 00:11:50.515 conversion rate optimization specialist, blah blah blah blah blah blah blah. Like, that's part of it. Right? But then, like, format things, 00:11:50.515 --> 00:11:52.435 you know, this is how I want the data back. 00:11:53.235 --> 00:11:56.355 These are different types of pages and how you should think about them. 00:11:56.835 --> 00:12:02.115 Experiments that I can run on this page to help improve it, pricing, demo, CTAs, 00:12:02.115 --> 00:12:02.915 all this kind of stuff. 00:12:04.150 --> 00:12:05.670 Cool. Okay. So 00:12:06.550 --> 00:12:10.150 it came back with some stuff and probably some questions. 00:12:10.470 --> 00:12:21.705 So 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 00:12:22.105 --> 00:12:24.665 for YouTube creators, particularly smaller channels. 00:12:25.145 --> 00:12:26.425 What's working well? 00:12:26.985 --> 00:12:43.360 Cool. Good. I love to hear that. What could be stronger? The five second test problem. While steal like a creator is memorable, a cold visitor might not immediately understand what the product is. Okay. I I agree with that. Like, we wanted to kinda make a a splash with that headline. 00:12:43.875 --> 00:12:51.795 The hero section lacks visual proof. You're selling visual tools like thumbnail and video discovery, but the hero doesn't show the product in action. 00:12:52.275 --> 00:12:56.515 I don't know that I agree with that. Let's just go to the page 00:12:57.235 --> 00:12:58.435 as it exists today. 00:12:59.090 --> 00:13:01.170 Like it shows the tool right here. 00:13:01.650 --> 00:13:06.130 So so maybe they're saying like, hey, this image could be better. I will say though that, like, 00:13:07.330 --> 00:13:23.665 this the way that it grabbed this page, it's just getting the text. So I don't know. Like, 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. We're early access, so, like, we don't have any customers yet. 00:13:24.225 --> 00:13:26.785 So so that's fine. CTA could be more outcomes focused. 00:13:28.570 --> 00:13:33.690 Yep. I agree with that. And when we do go from early access to opening it up, we we definitely will do that. 00:13:34.250 --> 00:13:40.410 No video for a video tool. Absence of video feels like a missed opportunity. Yep. I agree. I should do that, and I should do that today. 00:13:41.605 --> 00:13:48.805 Add a product screenshot, which I have. I just didn't know this. So cool. Like, that's great. And then we can go down the rabbit hole. What's your current conversion rate? 00:13:49.125 --> 00:14:01.420 Where's your traffic coming from? Do you have any beta users? What's your timeline like for launch? So cool. Okay. So what's the kinda let's bring this home. What's the so what with this? The so what for this, the marketing skills, 00:14:01.580 --> 00:14:02.060 is 00:14:03.100 --> 00:14:13.115 if you're using Cloud Code for marketing, you should check it out and you should install it. There's a lot of skills here. Right? Let's if we go back into the skills folder, there's a lot of skills here. 00:14:13.515 --> 00:14:25.790 Do you need all these? Maybe not. Could you pick and choose some of them? A 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. Marketing psychology, 00:14:25.790 --> 00:14:42.815 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. You 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. And and so, like, all you could do is, like, just take this markdown file, 00:14:43.135 --> 00:14:43.695 right, 00:14:44.415 --> 00:15:00.550 and copy and paste it into your cloud project. That'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. But I like to understand 00:15:00.550 --> 00:15:21.315 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. I'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. So take what Corey's done here 00:15:21.635 --> 00:15:32.490 as a starting place. Maybe use it, get to know it. Right? And then figure out what you don't like and adapt it to be exactly what you want. Cool. So skills, super powerful in 00:15:32.970 --> 00:15:35.930 getting any AI system, Claude or Claude code, 00:15:36.250 --> 00:15:39.290 to do more of what you want like you want it. 00:15:40.005 --> 00:15:49.685 It'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 00:15:50.325 --> 00:16:00.430 intentionality again to it. So check it out. Link will be in the description below. Link 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. 00:16:00.990 --> 00:16:15.365 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. Really, 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.