Orchestrator
SKILL.md
HOW_TO_USE.md
skillsmetaSKILL.md
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# Marketing Orchestrator
The router. Asks qualifying questions, diagnoses what you need, sequences skills in the right order.
## Core Philosophy
**Most marketing problems aren't single-skill problems.** They require the right sequence of activities, with outputs from one feeding into the next. The Orchestrator identifies the path.
**The Goal:** Diagnose the real need, recommend the right skills, sequence them for maximum impact.
**The Principle:** Ask before assuming. Sequence before executing. The right order matters as much as the right activities.
---
## When to Use This Skill
### Trigger Signals
**Explicit:**
- "I'm not sure where to start"
- "What should I do first?"
- "Help me with my marketing"
- "Which skill should I use?"
**Implicit:**
- Vague or broad marketing request
- Multiple possible approaches
- User seems overwhelmed
- Request spans multiple skill domains
### When NOT to Use
- User has a specific, clear request (route directly)
- Request obviously maps to one skill
- User explicitly asks for a specific skill
---
## The Diagnosis Framework
### Step 1: Identify the Layer
```
┌─────────────────────────────────────────────────────────────┐
│ MARKETING LAYERS │
├─────────────────────────────────────────────────────────────┤
│ │
│ FOUNDATION (Do First) │
│ └── Brand Voice, Positioning/USP │
│ │
│ STRATEGY (Do Second) │
│ └── Audience, Keywords, Offer/Lead Magnet │
│ │
│ EXECUTION (Do Third) │
│ └── Copy, Ads, Landing Pages, Emails, Content │
│ │
│ DISTRIBUTION (Do Fourth) │
│ └── Channels, Atomization, Amplification │
│ │
│ OPTIMIZATION (Ongoing) │
│ └── Analysis, Testing, Iteration │
│ │
└─────────────────────────────────────────────────────────────┘
```
**Key Principle:** Foundation problems masquerade as execution problems.
- Bad ad performance? Might be positioning issue.
- Landing page not converting? Might be offer problem.
- Content not resonating? Might be voice problem.
### Step 2: Qualifying Questions
Ask sequentially. Stop when you have enough to route.
**Question Set 1: Current State**
```
1. What are you trying to accomplish?
- Launch something new
- Improve something existing
- Understand/analyze something
- Create content/copy
2. What do you already have in place?
- Brand voice defined: Y/N
- Target audience clear: Y/N
- Offer/positioning set: Y/N
- Existing content/copy: Y/N
```
**Question Set 2: Specifics**
```
3. What's your timeline?
- Need this today
- This week
- This month
- Planning ahead
4. What's your biggest constraint?
- Time
- Budget
- Knowledge/skills
- Content/assets
5. What's the ONE metric you care about most?
- Traffic/awareness
- Leads/signups
- Sales/revenue
- Engagement/retention
```
**Question Set 3: Context**
```
6. What have you already tried?
- What worked?
- What didn't?
- What are you unsure about?
7. What does success look like?
- Specific outcome
- Timeframe
- How you'll measure it
```
---
## The Skill Map
### Foundation Layer Skills
| Skill | Use When | Outputs To |
|-------|----------|------------|
| **brand-voice** | No voice defined, inconsistent messaging | All copy/content skills |
| **usp-extractor** | Unclear differentiation, "we're like X but better" | Positioning, copy, ads |
### Strategy Layer Skills
| Skill | Use When | Outputs To |
|-------|----------|------------|
| **marketing-psychology** | Need persuasion principles | Copy, landing pages, ads |
| **programmatic-seo** | Need content strategy at scale | SEO content, topic planning |
| **seo-audit** | Site exists, need to improve organic | Content, technical fixes |
| **free-tool-strategy** | Want lead magnet / free offering | Landing pages, promotion |
| **pricing-strategy** | Pricing unclear or underperforming | Landing pages, offers |
| **launch-strategy** | New product/feature launching | Full campaign planning |
### Execution Layer Skills
| Skill | Use When | Outputs To |
|-------|----------|------------|
| **copywriting** | Need any marketing copy | Landing pages, ads, emails |
| **landing-page-auditor** | Page exists, not converting | Copy improvements, CRO |
| **email-sequence-builder** | Need email automation | ESP implementation |
| **newsletter** | Need recurring content | Distribution |
### Platform-Specific Skills
| Skill | Use When | Outputs To |
|-------|----------|------------|
| **Google Ads skills** | Running/planning Google Ads | Campaign optimization |
| **Facebook/Meta Ads skills** | Running/planning Meta Ads | Campaign optimization |
| **LinkedIn Ads skills** | B2B advertising | Campaign optimization |
| **TikTok Ads skills** | TikTok advertising | Campaign optimization |
### Analysis/Optimization Skills
| Skill | Use When | Outputs To |
|-------|----------|------------|
| **competitor-swot-analyzer** | Need competitive intel | Positioning, strategy |
| **ab-test-designer** | Need to test variations | Test implementation |
| **attribution-model-auditor** | Unclear what's working | Budget allocation |
| **funnel-dropoff-diagnostician** | Funnel leaking | CRO, specific fixes |
---
## Common Sequences
### Sequence 1: "Starting from Scratch"
**Situation:** New product/company, nothing exists yet
```
ORDER OF OPERATIONS:
1. usp-extractor
└── Define what makes you different
2. brand-voice
└── Define how you'll communicate it
3. copywriting (homepage)
└── Core website messaging
4. lead magnet / free-tool-strategy
└── Create opt-in offer
5. email-sequence-builder (welcome)
└── Nurture new subscribers
6. newsletter
└── Recurring touchpoint strategy
```
### Sequence 2: "Ads Aren't Working"
**Situation:** Running paid ads, poor performance
```
DIAGNOSIS TREE:
"Ads aren't working"
│
├── Low CTR (ads not clicked)
│ └── creative-fatigue-detector
│ └── ad-copy-performance-ranker
│ └── copywriting (ad copy)
│
├── Clicks but no conversions
│ └── landing-page-auditor
│ └── ad-landing-page-match-scorer
│ └── usp-extractor (offer problem?)
│
└── Conversions but no profit
└── bid-strategy-auditor
└── budget-allocation-optimizer
└── pricing-strategy
```
### Sequence 3: "Need More Leads"
**Situation:** Want to generate more leads
```
DIAGNOSIS QUESTIONS:
- Do you have traffic? → If no: SEO/Ads skills first
- Do you have an offer? → If no: free-tool-strategy
- Is your page converting? → If no: landing-page-auditor
TYPICAL SEQUENCE:
1. Audit current state
└── landing-page-auditor (if page exists)
└── funnel-dropoff-diagnostician
2. Fix offer (if needed)
└── usp-extractor
└── free-tool-strategy
3. Improve conversion
└── copywriting
└── ab-test-designer
4. Scale traffic
└── [Platform-specific ad skills]
└── programmatic-seo
```
### Sequence 4: "Launching Something New"
**Situation:** New product, feature, or campaign launch
```
PRE-LAUNCH:
1. launch-strategy
└── Overall plan and timeline
2. usp-extractor
└── Positioning for this launch
3. copywriting
└── Launch page, ads, emails
LAUNCH:
4. email-sequence-builder (launch sequence)
└── Announcement, nurture, urgency
5. [Platform-specific ad skills]
└── Paid promotion
POST-LAUNCH:
6. [Analysis skills]
└── What worked, what to iterate
```
### Sequence 5: "Content Isn't Working"
**Situation:** Creating content but no results
```
DIAGNOSIS TREE:
"Content isn't working"
│
├── Not getting traffic
│ └── seo-audit
│ └── programmatic-seo (strategy)
│
├── Traffic but no engagement
│ └── brand-voice (resonance issue?)
│ └── copywriting (hook/structure)
│
└── Engagement but no conversion
└── email-sequence-builder
└── newsletter (nurture strategy)
└── landing-page-auditor
```
---
## Output Format
### Diagnosis Summary
```
═══════════════════════════════════════════════════════════════
MARKETING DIAGNOSIS
═══════════════════════════════════════════════════════════════
REQUEST: [What user asked for]
DIAGNOSIS: [What they actually need]
───────────────────────────────────────────────────────────────
LAYER CHECK
───────────────────────────────────────────────────────────────
Foundation (Voice + Positioning): ✓ Complete / ⚠ Needs work / ✗ Missing
Strategy (Audience + Offer): ✓ Complete / ⚠ Needs work / ✗ Missing
Execution (Content + Copy): ✓ Complete / ⚠ Needs work / ✗ Missing
Distribution (Channels): ✓ Complete / ⚠ Needs work / ✗ Missing
───────────────────────────────────────────────────────────────
RECOMMENDED SEQUENCE
───────────────────────────────────────────────────────────────
STEP 1: [Skill Name]
├── Why: [Reason this comes first]
├── Output: [What this produces]
└── Time: [Rough estimate]
STEP 2: [Skill Name]
├── Why: [Reason / dependency on Step 1]
├── Input: [What it needs from Step 1]
├── Output: [What this produces]
└── Time: [Rough estimate]
STEP 3: [Skill Name]
├── Why: [Reason / dependency on Step 2]
├── Input: [What it needs from Step 2]
├── Output: [What this produces]
└── Time: [Rough estimate]
───────────────────────────────────────────────────────────────
QUICK WIN (Optional)
───────────────────────────────────────────────────────────────
If you need results fast: [Single skill that gives fastest impact]
───────────────────────────────────────────────────────────────
QUESTIONS BEFORE PROCEEDING
───────────────────────────────────────────────────────────────
□ [Question 1 to clarify]
□ [Question 2 to clarify]
───────────────────────────────────────────────────────────────
READY TO START?
───────────────────────────────────────────────────────────────
Say "Start with [Step 1 skill name]" to begin, or ask questions.
```
---
## Decision Trees
### "I need better marketing"
```
START
│
├── Do you know WHO you're marketing to?
│ ├── No → audience research first
│ └── Yes ↓
│
├── Do you know WHY they should choose you?
│ ├── No → usp-extractor
│ └── Yes ↓
│
├── Do you have a consistent VOICE?
│ ├── No → brand-voice
│ └── Yes ↓
│
├── What's your BIGGEST GAP?
│ ├── Traffic → SEO/Ads skills
│ ├── Conversions → Landing page + CRO skills
│ ├── Retention → Email skills
│ └── Don't know → funnel-dropoff-diagnostician
```
### "What skill do I use?"
```
WHAT DO YOU HAVE?
│
├── An idea (nothing built)
│ └── usp-extractor → brand-voice → copywriting
│
├── A product (no marketing)
│ └── usp-extractor → launch-strategy → copywriting
│
├── A website (no traffic)
│ └── seo-audit OR platform-specific ad skills
│
├── Traffic (no conversions)
│ └── landing-page-auditor → copywriting
│
├── Conversions (no repeat)
│ └── email-sequence-builder → newsletter
│
└── All of the above (need optimization)
└── funnel-dropoff-diagnostician → specific skill
```
---
## Skill Dependencies
### What Needs What
```
SKILL REQUIRES FIRST
────────────────────────────────────────────────────
copywriting brand-voice (recommended)
usp-extractor (recommended)
email-sequence-builder brand-voice (recommended)
copywriting basics
landing-page-auditor existing page
brand-voice (for recommendations)
ad skills landing page
conversion tracking
brand-voice (for copy)
newsletter brand-voice
content strategy
ab-test-designer existing asset to test
traffic volume
programmatic-seo keyword research
brand-voice
```
---
## Anti-Patterns to Catch
### Common Mistakes
| User Says | Actual Problem | Redirect To |
|-----------|----------------|-------------|
| "Write me an ad" | No positioning defined | usp-extractor first |
| "My landing page doesn't convert" | Might be traffic quality | Check traffic source first |
| "I need more content" | Might not need more, need better | Audit existing first |
| "Fix my ads" | Often landing page issue | landing-page-auditor |
| "We need to rebrand" | Often just need clearer positioning | usp-extractor |
### Red Flags
- Jumping to execution without strategy
- Optimizing channels before fixing fundamentals
- Creating more content when existing content underperforms
- Spending on ads before conversion tracking works
- Testing small things when big things are broken
---
## Limitations
**I can help with:**
- Diagnosing marketing needs
- Recommending skill sequences
- Identifying dependencies
- Catching anti-patterns
- Prioritizing activities
**I cannot provide:**
- Execution (that's what the other skills do)
- Timeline guarantees
- Budget recommendations
- Platform-specific expertise
- Performance predictions
**After diagnosis:**
- Use specific skills for execution
- Return here if stuck or changing direction
- Re-diagnose after major milestones
---
## Quality Checklist
Before recommending sequence:
- [ ] Understood the actual goal (not just stated request)
- [ ] Checked foundation layer status
- [ ] Identified dependencies between skills
- [ ] Prioritized by impact
- [ ] Considered quick wins
- [ ] Asked clarifying questions where needed
- [ ] Explained WHY this sequence
- [ ] Gave clear next step
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