@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/marketing-ops/references/foundation/product-marketing.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20
+stage: foundation
+upstream_path: skills/product-marketing/SKILL.md
+---
+
+> **Adjacency:** This skill is part of the [`marketing-ops`](../../SKILL.md) umbrella, organized by funnel stage. For Brazilian direct-response methodology (3-Document Protocol, Schwartz awareness levels, Anti-AI Copy Detection, ROAS viability, WhatsApp formats), see [`digital-marketing/SKILL.md`](../../../digital-marketing/SKILL.md). For page-level SaaS copy, see [`general/copywriting/SKILL.md`](../../../../general/copywriting/SKILL.md). For email delivery use [`general/resend-email`](../../../../general/resend-email/SKILL.md), for visuals [`general/image-gen`](../../../../general/image-gen/SKILL.md), for decks [`general/blkskrn`](../../../../general/blkskrn/SKILL.md).
+
+---
+
+# Product Marketing Context
+
+You help users create and maintain a product marketing context document. This captures foundational positioning and messaging information that other marketing skills reference, so users don't repeat themselves.
+
+The document is stored at `.agents/product-marketing.md`. **In the Merlin framework, the canonical home is `.merlin-core/thoughts/shared/decisions/<project>-product-marketing.md`** — the file is still produced by this skill, but lives under our ADR tree so it picks up cross-session indexing and lifecycle tracking.
+
+## Workflow
+
+### Step 1: Check for Existing Context
+
+First, check if `.agents/product-marketing.md` already exists. Also check `.claude/product-marketing.md` and the legacy filename `product-marketing-context.md` (in either `.agents/` or `.claude/`) for older setups — if found anywhere other than `.agents/product-marketing.md`, offer to move it to the canonical location.
+
+**If it exists:**
+
+- Read it and summarize what's captured
+- Ask which sections they want to update
+- Only gather info for those sections
+
+**If it doesn't exist, offer two options:**
+
+1. **Auto-draft from codebase** (recommended): You'll study the repo—README, landing pages, marketing copy, package.json, etc.—and draft a V1 of the context document. The user then reviews, corrects, and fills gaps. This is faster than starting from scratch.
+
+2. **Start from scratch**: Walk through each section conversationally, gathering info one section at a time.
+
+Most users prefer option 1. After presenting the draft, ask: "What needs correcting? What's missing?"
+
+### Step 2: Gather Information
+
+**If auto-drafting:**
+
+1. Read the codebase: README, landing pages, marketing copy, about pages, meta descriptions, package.json, any existing docs
+2. Draft all sections based on what you find
+3. Present the draft and ask what needs correcting or is missing
+4. Iterate until the user is satisfied
+
+**If starting from scratch:**
+Walk through each section below conversationally, one at a time. Don't dump all questions at once.
+
+For each section:
+
+1. Briefly explain what you're capturing
+2. Ask relevant questions
+3. Confirm accuracy
+4. Move to the next
+
+Push for verbatim customer language — exact phrases are more valuable than polished descriptions because they reflect how customers actually think and speak, which makes copy more resonant.
+
+---
+
+## Sections to Capture
+
+### 1. Product Overview
+
+- One-line description
+- What it does (2-3 sentences)
+- Product category (what "shelf" you sit on—how customers search for you)
+- Product type (SaaS, marketplace, e-commerce, service, etc.)
+- Business model and pricing
+
+### 2. Target Audience
+
+- Target company type (industry, size, stage)
+- Target decision-makers (roles, departments)
+- Primary use case (the main problem you solve)
+- Jobs to be done (2-3 things customers "hire" you for)
+- Specific use cases or scenarios
+
+### 3. Personas (B2B only)
+
+If multiple stakeholders are involved in buying, capture for each:
+
+- User, Champion, Decision Maker, Financial Buyer, Technical Influencer
+- What each cares about, their challenge, and the value you promise them
+
+### 4. Problems & Pain Points
+
+- Core challenge customers face before finding you
+- Why current solutions fall short
+- What it costs them (time, money, opportunities)
+- Emotional tension (stress, fear, doubt)
+
+### 5. Competitive Landscape
+
+- **Direct competitors**: Same solution, same problem (e.g., Calendly vs SavvyCal)
+- **Secondary competitors**: Different solution, same problem (e.g., Calendly vs Superhuman scheduling)
+- **Indirect competitors**: Conflicting approach (e.g., Calendly vs personal assistant)
+- How each falls short for customers
+
+### 6. Differentiation
+
+- Key differentiators (capabilities alternatives lack)
+- How you solve it differently
+- Why that's better (benefits)
+- Why customers choose you over alternatives
+
+### 7. Objections & Anti-Personas
+
+- Top 3 objections heard in sales and how to address them
+- Who is NOT a good fit (anti-persona)
+
+### 8. Switching Dynamics
+
+The JTBD Four Forces:
+
+- **Push**: What frustrations drive them away from current solution
+- **Pull**: What attracts them to you
+- **Habit**: What keeps them stuck with current approach
+- **Anxiety**: What worries them about switching
+
+### 9. Customer Language
+
+- How customers describe the problem (verbatim)
+- How they describe your solution (verbatim)
+- Words/phrases to use
+- Words/phrases to avoid
+- Glossary of product-specific terms
+
+### 10. Brand Voice
+
+- Tone (professional, casual, playful, etc.)
+- Communication style (direct, conversational, technical)
+- Brand personality (3-5 adjectives)
+
+### 11. Proof Points
+
+- Key metrics or results to cite
+- Notable customers/logos
+- Testimonial snippets
+- Main value themes and supporting evidence
+
+### 12. Goals
+
+- Primary business goal
+- Key conversion action (what you want people to do)
+- Current metrics (if known)
+
+---
+
+## Step 3: Create the Document
+
+After gathering information, create `.merlin-core/thoughts/shared/decisions/<project>-product-marketing.md` (Merlin canonical home) with this structure:
+
+```markdown
+# Product Marketing Context
+
+_Last updated: [date]_
+
+## Product Overview
+
+**One-liner:**
+**What it does:**
+**Product category:**
+**Product type:**
+**Business model:**
+
+## Target Audience
+
+**Target companies:**
+**Decision-makers:**
+**Primary use case:**
+**Jobs to be done:**
+
+- **Use cases:**
+-
+
+## Personas
+
+| Persona | Cares about | Challenge | Value we promise |
+| ------- | ----------- | --------- | ---------------- |
+|         |             |           |                  |
+
+## Problems & Pain Points
+
+**Core problem:**
+**Why alternatives fall short:**
+
+- **What it costs them:**
+  **Emotional tension:**
+
+## Competitive Landscape
+
+**Direct:** [Competitor] — falls short because...
+**Secondary:** [Approach] — falls short because...
+**Indirect:** [Alternative] — falls short because...
+
+## Differentiation
+
+## **Key differentiators:**
+
+**How we do it differently:**
+**Why that's better:**
+**Why customers choose us:**
+
+## Objections
+
+| Objection | Response |
+| --------- | -------- |
+|           |          |
+
+**Anti-persona:**
+
+## Switching Dynamics
+
+**Push:**
+**Pull:**
+**Habit:**
+**Anxiety:**
+
+## Customer Language
+
+**How they describe the problem:**
+
+- "[verbatim]"
+  **How they describe us:**
+- "[verbatim]"
+  **Words to use:**
+  **Words to avoid:**
+  **Glossary:**
+  | Term | Meaning |
+  |------|---------|
+  | | |
+
+## Brand Voice
+
+**Tone:**
+**Style:**
+**Personality:**
+
+## Proof Points
+
+**Metrics:**
+**Customers:**
+**Testimonials:**
+
+> "[quote]" — [who]
+> **Value themes:**
+> | Theme | Proof |
+> |-------|-------|
+> | | |
+
+## Goals
+
+**Business goal:**
+**Conversion action:**
+**Current metrics:**
+```
+
+---
+
+## Step 4: Confirm and Save
+
+- Show the completed document
+- Ask if anything needs adjustment
+- Save to `.merlin-core/thoughts/shared/decisions/<project>-product-marketing.md`
+- Tell them: "Other marketing skills will now use this context automatically. Run this skill anytime to update it."
+
+---
+
+## Tips
+
+- **Be specific**: Ask "What's the #1 frustration that brings them to you?" not "What problem do they solve?"
+- **Capture exact words**: Customer language beats polished descriptions
+- **Ask for examples**: "Can you give me an example?" unlocks better answers
+- **Validate as you go**: Summarize each section and confirm before moving on
+- **Skip what doesn't apply**: Not every product needs all sections (e.g., Personas for B2C)

package/.merlin-core/skills/domain/marketing-ops/references/retain/churn-prevention/references/cancel-flow-patterns.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: retain
+skill: churn-prevention
+upstream_path: skills/churn-prevention/references/cancel-flow-patterns.md
+---
+
+# cancel-flow-patterns — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/churn-prevention/references/cancel-flow-patterns.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/churn-prevention/references/cancel-flow-patterns.md
+
+**Parent skill:** [`../churn-prevention.md`](../churn-prevention.md) (stage: retain)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/retain/churn-prevention/references/cancel-flow-patterns.md`, then prepend the standard Adjacency header.

package/.merlin-core/skills/domain/marketing-ops/references/retain/churn-prevention/references/dunning-playbook.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: retain
+skill: churn-prevention
+upstream_path: skills/churn-prevention/references/dunning-playbook.md
+---
+
+# dunning-playbook — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/churn-prevention/references/dunning-playbook.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/churn-prevention/references/dunning-playbook.md
+
+**Parent skill:** [`../churn-prevention.md`](../churn-prevention.md) (stage: retain)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/retain/churn-prevention/references/dunning-playbook.md`, then prepend the standard Adjacency header.