The owner of a marketing agency packaged 10 years of experience into a set of Claude Marketing Skills that I’m about to show you.

Skills have been exciting because of how different they are from SaaS.

SaaS packages predictable results.

Skills package judgment.

I interviewed the creator of these Marketing Skills, Corey Haines, founder of Conversion Factory. He helped grow scrappy, underfunded startups like Baremetrics and SavvyCal.

It’s all part of what I’m calling Claude Marketing. Basically, you’re using Claude Code as your marketing partner.

If you don’t know how to use Claude Code:

A. Corey and I demonstrate it in our interview.

B. Maybe we’ll teach it. Apply here.

But let’s continue with the skills:

1. Skills automate for you

Every marketing agency has a set of SOPs or process docs they use to do client work.

When Corey saw Anthropic's skills framework, he decided to turn the SOPs and marketing guidance he refined over 10 years into skills. He posted them on GitHub for anyone to use.

2. He demoed the skills on this 👇 site

That's SetupClaw, it’s a new concierge service that installs OpenClaw for clients.

The site is bare.

Let's look at how Corey's marketing skills would improve it.

3. Copywriting skill

This skill:

• Writes great conversion copy

• Improves CTAs (eg, "Start free trial" not "submit" or "learn more")

• Uses your customers' language

The old site had too many "next steps":

• Join the waiting list

• Book a meeting

• Pay now

• Arg. Too much.

With 1 command, the call to action was clear: book a meeting.

The headline was clearer, too.

It used consumer psychology to create clearer and more compelling messages.

All with 1 prompt that involked this skill!

4. Programmatic SEO skill

This skill:

• Tells you which pages you should create

• Writes and builds ALL the pages for you

• Makes them rank so you'll get traffic

Fun fact: one of the reasons Zapier took off in the early days is their clever use of programmatic SEO.

Zapier created web pages for each pair of apps that they helped connect.

Creating these pages is a pain, but the programmatic SEO skill does it.

For SetupClaw, because the company sets up OpenClaw, which people can connect to different tools, this skill would have Claude create pages for each tool it supports.

Pages it would create

• How to connect OpenClaw to HubSpot

• How to connect OpenClaw to Google Calendar

• How to connect OpenClaw to Gmail

• How to connect OpenClaw to Zapier

• Etc

And of course, each page it creates would be made to rank well AND have a clear CTA to book a call.

It would also create pages for personas:

• How a founder can use OpenClaw

• How a Head of Sales can use OpenClaw

• How a CEO can use OpenClaw

• Etc

All of this can be built and written using this skill.

5. Email sequences skill

What this skill does:

• Writes full email sequences: Welcome, lean nurture, close, etc

• Ensures each email has one job & one CTA. NO rambling

• Sets trigger and exit conditions. (Ex: if a customer buys, it stops selling!)

For SetupClaw, this skill created a 6-email onboarding sequence designed to get subscribers to book calls. As soon as they do, it pulls them out of the sequence, instead of pounding them to do something they already did.

6. SEO audit sequence skill

What this skill does:

• Checks every page for missing meta title, descriptions, etc

• Finds stuff busy founders miss, like robots.txt

• Doesn't just report problems, it fixes them

Corey told me, "This is the kind of stuff that WordPress agencies have been charging their clients tens of thousands of dollars for that now can be done within 60 seconds."

7. The list goes on

1. ab-test-setup — Set up and run A/B tests

2. analytics-tracking — Install event tracking and attribution

3. competitor-alternatives — Build "vs" and alternative pages

4. content-strategy — Plan what content to create

5. copy-editing — Polish and tighten existing copy

6. copywriting — Write conversion-focused page copy

7. email-sequence — Build automated email flows

8. form-cro — Optimize forms for more conversions

9. free-tool-strategy — Build free tools that attract users

10. launch-strategy — Plan a product launch

11. marketing-ideas — Brainstorm marketing tactics

12. marketing-psychology — Apply behavioral psychology to marketing

13. onboarding-cro — Improve new user onboarding

14. page-cro — Optimize landing pages for conversions

15. paid-ads — Manage Google, Meta, LinkedIn ads

16. paywall-upgrade-cro — Convert free users to paid

17. popup-cro — Optimize popups and modals

18. pricing-strategy — Design and test pricing

19. product-marketing-context — Define your positioning and audience

20. programmatic-seo — Build SEO pages at scale

21. referral-program — Build referral and invite systems

22. schema-markup — Add structured data for search

23. seo-audit — Find and fix SEO issues

24. signup-flow-cro — Optimize the signup funnel

25. social-content — Create and schedule social posts

8. The bigger picture: SaaS vs Skills

Let’s zoom out from these specific skills and understand how they’re shifting the way we get results.

SaaS = Predictability

Traditional software is about predictable action.

When you store numbers in Excel and tell it to add them up, you want to know exactly what it’s doing. And you want the same result every single time you add those two numbers.

Skills = Judgement

What Corey did with the Skills he shared is pass along his judgment.

Throughout the interview, I saw him wince when talking about how others handle copywriting and other marketing decisions. Those weren’t wrong decisions. They just disgusted him.

The skills he demonstrated in my interview were about his taste. His judgement. His experience.

9. Watch him & get the skills

Andrew Warner
CEO and guy who can’t shut up about OpenClaw agents

PS Olivia and I did something new for Valentine’s Day. We went rollerskating. Feb 14 is the anniversary of our first date — nineteen years ago!