claude-code-arcane 1.0.0

package/skills/marketing-ops/scripts/campaign_tracker.py

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+#!/usr/bin/env python3
+"""Track campaign status across marketing skills — tasks, owners, deadlines."""
+
+import json
+import sys
+from datetime import datetime, timedelta
+from pathlib import Path
+
+SAMPLE_CAMPAIGN = {
+    "name": "Q1 Product Launch",
+    "created": "2026-03-01",
+    "status": "in_progress",
+    "skills_used": [],
+    "tasks": [
+        {"skill": "marketing-context", "task": "Update context for new feature", "owner": "Marketing", "deadline": "2026-03-03", "status": "complete"},
+        {"skill": "launch-strategy", "task": "Plan launch phases", "owner": "PMM", "deadline": "2026-03-05", "status": "complete"},
+        {"skill": "content-strategy", "task": "Plan content calendar", "owner": "Content", "deadline": "2026-03-07", "status": "in_progress"},
+        {"skill": "copywriting", "task": "Write landing page copy", "owner": "Copywriter", "deadline": "2026-03-10", "status": "not_started"},
+        {"skill": "email-sequence", "task": "Write launch email sequence", "owner": "Email", "deadline": "2026-03-10", "status": "not_started"},
+        {"skill": "social-content", "task": "Create social media posts", "owner": "Social", "deadline": "2026-03-12", "status": "not_started"},
+        {"skill": "paid-ads", "task": "Set up ad campaigns", "owner": "Paid", "deadline": "2026-03-12", "status": "not_started"},
+        {"skill": "ad-creative", "task": "Generate ad variations", "owner": "Creative", "deadline": "2026-03-11", "status": "not_started"},
+        {"skill": "analytics-tracking", "task": "Set up conversion tracking", "owner": "Analytics", "deadline": "2026-03-08", "status": "in_progress"},
+        {"skill": "seo-audit", "task": "Optimize landing page SEO", "owner": "SEO", "deadline": "2026-03-09", "status": "not_started"},
+    ]
+}
+
+
+def analyze_campaign(campaign: dict) -> dict:
+    """Analyze campaign status and generate report."""
+    tasks = campaign["tasks"]
+    today = datetime.now().strftime("%Y-%m-%d")
+
+    complete = [t for t in tasks if t["status"] == "complete"]
+    in_progress = [t for t in tasks if t["status"] == "in_progress"]
+    not_started = [t for t in tasks if t["status"] == "not_started"]
+    overdue = [t for t in tasks if t["deadline"] < today and t["status"] != "complete"]
+    due_soon = [t for t in tasks if today <= t["deadline"] <= (datetime.now() + timedelta(days=3)).strftime("%Y-%m-%d") and t["status"] != "complete"]
+
+    total = len(tasks)
+    progress = round((len(complete) / total) * 100) if total > 0 else 0
+
+    # Skills coverage
+    skills_used = list(set(t["skill"] for t in tasks))
+    pods_covered = set()
+    pod_map = {
+        "content": ["content-strategy", "copywriting", "copy-editing", "social-content", "marketing-ideas", "content-production", "content-humanizer", "content-creator"],
+        "seo": ["seo-audit", "programmatic-seo", "ai-seo", "schema-markup", "site-architecture"],
+        "cro": ["page-cro", "form-cro", "signup-flow-cro", "onboarding-cro", "popup-cro", "paywall-upgrade-cro"],
+        "channels": ["email-sequence", "cold-email", "paid-ads", "ad-creative", "social-media-manager"],
+        "growth": ["ab-test-setup", "referral-program", "free-tool-strategy", "churn-prevention"],
+        "intelligence": ["campaign-analytics", "analytics-tracking", "competitor-alternatives", "marketing-psychology"],
+        "gtm": ["launch-strategy", "pricing-strategy"]
+    }
+    for pod, skills in pod_map.items():
+        if any(s in skills_used for s in skills):
+            pods_covered.add(pod)
+
+    # Blockers
+    blockers = []
+    for t in tasks:
+        if t["status"] == "not_started":
+            # Check if any dependency is incomplete
+            deps = [d for d in tasks if d["deadline"] < t["deadline"] and d["status"] != "complete"]
+            if deps:
+                blocker_names = [d["task"] for d in deps if d["status"] != "complete"]
+                if blocker_names:
+                    blockers.append({"task": t["task"], "blocked_by": blocker_names[0]})
+
+    return {
+        "campaign": campaign["name"],
+        "progress": progress,
+        "total_tasks": total,
+        "complete": len(complete),
+        "in_progress": len(in_progress),
+        "not_started": len(not_started),
+        "overdue": [{"task": t["task"], "deadline": t["deadline"], "owner": t["owner"]} for t in overdue],
+        "due_soon": [{"task": t["task"], "deadline": t["deadline"], "owner": t["owner"]} for t in due_soon],
+        "pods_covered": sorted(pods_covered),
+        "pods_missing": sorted(set(pod_map.keys()) - pods_covered),
+        "skills_used": sorted(skills_used),
+        "blockers": blockers
+    }
+
+
+def print_report(analysis: dict):
+    """Print human-readable campaign status."""
+    print(f"\n{'='*55}")
+    print(f"CAMPAIGN: {analysis['campaign']}")
+    print(f"{'='*55}")
+
+    bar_len = 30
+    filled = round(bar_len * analysis["progress"] / 100)
+    bar = "█" * filled + "░" * (bar_len - filled)
+    print(f"\nProgress: [{bar}] {analysis['progress']}%")
+    print(f"Tasks: {analysis['complete']} done / {analysis['in_progress']} active / {analysis['not_started']} pending")
+
+    if analysis["overdue"]:
+        print(f"\n🔴 OVERDUE ({len(analysis['overdue'])}):")
+        for t in analysis["overdue"]:
+            print(f"   → {t['task']} (due {t['deadline']}, owner: {t['owner']})")
+
+    if analysis["due_soon"]:
+        print(f"\n🟡 DUE SOON ({len(analysis['due_soon'])}):")
+        for t in analysis["due_soon"]:
+            print(f"   → {t['task']} (due {t['deadline']}, owner: {t['owner']})")
+
+    if analysis["blockers"]:
+        print(f"\n⚠️  BLOCKERS:")
+        for b in analysis["blockers"]:
+            print(f"   → {b['task']} blocked by: {b['blocked_by']}")
+
+    print(f"\n📦 Pods covered: {', '.join(analysis['pods_covered'])}")
+    if analysis["pods_missing"]:
+        print(f"   Missing: {', '.join(analysis['pods_missing'])}")
+
+    print(f"\n🔧 Skills used: {', '.join(analysis['skills_used'])}")
+    print(f"{'='*55}")
+
+
+def main():
+    import argparse
+
+    parser = argparse.ArgumentParser(
+        description="Track campaign status across marketing skills — tasks, owners, deadlines."
+    )
+    parser.add_argument(
+        "input_file", nargs="?", default=None,
+        help="JSON file with campaign data (default: run with sample data)"
+    )
+    parser.add_argument(
+        "--json", action="store_true",
+        help="Also output results as JSON"
+    )
+    args = parser.parse_args()
+
+    if args.input_file:
+        filepath = Path(args.input_file)
+        if filepath.exists():
+            campaign = json.loads(filepath.read_text())
+        else:
+            print(f"Error: {filepath} not found", file=sys.stderr)
+            sys.exit(1)
+    else:
+        campaign = SAMPLE_CAMPAIGN
+        print("[Using sample campaign data — pass a JSON file for real tracking]")
+
+    analysis = analyze_campaign(campaign)
+    print_report(analysis)
+
+    if args.json:
+        print(f"\n{json.dumps(analysis, indent=2)}")
+
+
+if __name__ == "__main__":
+    main()

package/skills/marketing-psychology/SKILL.md

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+---
+name: marketing-psychology
+description: "Apply psychological principles, mental models, and behavioral science to marketing — 70+ models for conversion, pricing, copy, and growth."
+argument-hint: ""
+category: "marketing-strategy"
+user-invocable: true
+allowed-tools: Read, Glob, Grep, Bash
+---
+
+# Marketing Psychology
+
+You are an expert in applied behavioral science for marketing. Your job is to identify which psychological principles apply to a specific marketing challenge and show how to use them — not just name-drop biases.
+
+## Before Starting
+
+**Check for marketing context first:**
+If `marketing-context.md` exists, read it for audience personas and product positioning. Psychology works better when you know the audience.
+
+## How This Skill Works
+
+### Mode 1: Diagnose — Why Isn't This Converting?
+Analyze a page, flow, or campaign through a behavioral science lens. Identify which cognitive biases or principles are being violated or underutilized.
+
+### Mode 2: Apply — Use Psychology to Improve
+Given a specific marketing asset, recommend 3-5 psychological principles to apply with concrete implementation examples.
+
+### Mode 3: Reference — Look Up a Principle
+Explain a specific mental model, bias, or principle with marketing applications and examples.
+
+---
+
+## The 70+ Mental Models
+
+The full catalog lives in [references/mental-models-catalog.md](references/mental-models-catalog.md). Load it when you need to look up specific models or browse the full list.
+
+### Categories at a Glance
+
+| Category | Count | Key Models | Marketing Application |
+|----------|-------|------------|----------------------|
+| **Foundational Thinking** | 14 | First Principles, Jobs to Be Done, Inversion, Pareto, Second-Order Thinking | Strategic decisions, positioning |
+| **Buyer Psychology** | 17 | Endowment Effect, Zero-Price Effect, Paradox of Choice, Social Proof | Conversion optimization, pricing |
+| **Persuasion & Influence** | 13 | Reciprocity, Scarcity, Loss Aversion, Anchoring, Decoy Effect | Copy, CTAs, offers |
+| **Pricing Psychology** | 5 | Charm Pricing, Rule of 100, Good-Better-Best | Pricing pages, discount framing |
+| **Design & Delivery** | 10 | AIDA, Hick's Law, Nudge Theory, Fogg Model | UX, onboarding, form design |
+| **Growth & Scaling** | 8 | Network Effects, Flywheel, Switching Costs, Compounding | Growth strategy, retention |
+
+### Most-Used Models (start here)
+
+**For conversion optimization:**
+- **Loss Aversion** — People feel losses 2x more than gains. Frame benefits as what they'll miss.
+- **Anchoring** — First number seen sets expectations. Show higher price first, then your price.
+- **Social Proof** — People follow others. Show customer count, testimonials, logos.
+- **Scarcity** — Limited availability increases desire. But only if real — fake urgency backfires.
+- **Paradox of Choice** — Too many options = no decision. Limit to 3 tiers.
+
+**For pricing:**
+- **Charm Pricing** — $49 feels meaningfully cheaper than $50 (left-digit effect).
+- **Decoy Effect** — Add a dominated option to make your target tier look like the obvious choice.
+- **Rule of 100** — Under $100: show % discount. Over $100: show $ discount.
+
+**For copy and messaging:**
+- **Reciprocity** — Give value first (free tool, guide, audit). People feel compelled to reciprocate.
+- **Endowment Effect** — Let people "own" something before paying (free trial, saved progress).
+- **Framing** — Same fact, different frame. "95% uptime" vs "down 18 days/year." Choose wisely.
+
+---
+
+## Quick Reference
+
+| Situation | Models to Apply |
+|-----------|----------------|
+| Landing page not converting | Loss Aversion, Social Proof, Anchoring, Hick's Law |
+| Pricing page optimization | Charm Pricing, Decoy Effect, Good-Better-Best, Anchoring |
+| Email sequence engagement | Reciprocity, Zeigarnik Effect, Goal-Gradient, Commitment |
+| Reducing churn | Endowment Effect, Sunk Cost, Switching Costs, Status-Quo Bias |
+| Onboarding activation | IKEA Effect, Goal-Gradient, Fogg Model, Default Effect |
+| Ad creative improvement | Mere Exposure, Pratfall Effect, Contrast Effect, Framing |
+| Referral program design | Reciprocity, Social Proof, Network Effects, Unity Principle |
+
+## Task-Specific Questions
+
+When applying psychology to a specific challenge, ask:
+
+1. **What's the desired behavior?** (Click, buy, share, return?)
+2. **What's the current friction?** (Too many choices, unclear value, no urgency?)
+3. **What's the emotional state?** (Excited, skeptical, confused, impatient?)
+4. **What's the context?** (First visit, returning user, comparing options?)
+5. **What's the risk tolerance?** (High-stakes B2B? Low-stakes consumer impulse?)
+
+## Proactive Triggers
+
+- **Landing page has no social proof** → Missing one of the most powerful conversion levers. Add testimonials, customer count, or logos.
+- **Pricing page shows all features equally** → No anchoring or decoy. Restructure tiers with a recommended option.
+- **CTA uses weak language** → "Submit" or "Get started" vs "Start my free trial" (endowment framing).
+- **Too many form fields** → Hick's Law: more choices = more friction. Reduce or use progressive disclosure.
+- **No urgency element** → If legitimate scarcity exists, surface it. Countdown timers, limited spots, seasonal offers.
+
+## Output Artifacts
+
+| When you ask for... | You get... |
+|---------------------|------------|
+| "Why isn't this converting?" | Behavioral diagnosis: which principles are violated + specific fixes |
+| "Apply psychology to this page" | 3-5 applicable principles with concrete implementation |
+| "Explain [principle]" | Definition + marketing applications + before/after examples |
+| "Pricing psychology audit" | Pricing page analysis with principle-by-principle recommendations |
+| "Psychology playbook for [goal]" | Curated set of 5-7 models specific to the goal |
+
+## Communication
+
+All output passes quality verification:
+- Self-verify: source attribution, assumption audit, confidence scoring
+- Output format: Bottom Line → What (with confidence) → Why → How to Act
+- Results only. Every finding tagged: 🟢 verified, 🟡 medium, 🔴 assumed.
+
+## Related Skills
+
+- **page-cro**: For full page optimization. Psychology provides the behavioral layer.
+- **copywriting**: For writing copy. Psychology informs the persuasion techniques.
+- **pricing-strategy**: For pricing decisions. Psychology provides the buyer behavior lens.
+- **marketing-context**: Foundation — understanding audience makes psychology more precise.
+- **ab-test-setup**: For testing which psychological approach works. Data beats theory.

package/skills/marketing-psychology/references/mental-models-catalog.md

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+# Mental Models Catalog for Marketing
+## Foundational Thinking Models
+
+These models sharpen your strategy and help you solve the right problems.
+
+### First Principles
+Break problems down to basic truths and build solutions from there. Instead of copying competitors, ask "why" repeatedly to find root causes. Use the 5 Whys technique to tunnel down to what really matters.
+
+**Marketing application**: Don't assume you need content marketing because competitors do. Ask why you need it, what problem it solves, and whether there's a better solution.
+
+### Jobs to Be Done
+People don't buy products—they "hire" them to get a job done. Focus on the outcome customers want, not features.
+
+**Marketing application**: A drill buyer doesn't want a drill—they want a hole. Frame your product around the job it accomplishes, not its specifications.
+
+### Circle of Competence
+Know what you're good at and stay within it. Venture outside only with proper learning or expert help.
+
+**Marketing application**: Don't chase every channel. Double down where you have genuine expertise and competitive advantage.
+
+### Inversion
+Instead of asking "How do I succeed?", ask "What would guarantee failure?" Then avoid those things.
+
+**Marketing application**: List everything that would make your campaign fail—confusing messaging, wrong audience, slow landing page—then systematically prevent each.
+
+### Occam's Razor
+The simplest explanation is usually correct. Avoid overcomplicating strategies or attributing results to complex causes when simple ones suffice.
+
+**Marketing application**: If conversions dropped, check the obvious first (broken form, page speed) before assuming complex attribution issues.
+
+### Pareto Principle (80/20 Rule)
+Roughly 80% of results come from 20% of efforts. Identify and focus on the vital few.
+
+**Marketing application**: Find the 20% of channels, customers, or content driving 80% of results. Cut or reduce the rest.
+
+### Local vs. Global Optima
+A local optimum is the best solution nearby, but a global optimum is the best overall. Don't get stuck optimizing the wrong thing.
+
+**Marketing application**: Optimizing email subject lines (local) won't help if email isn't the right channel (global). Zoom out before zooming in.
+
+### Theory of Constraints
+Every system has one bottleneck limiting throughput. Find and fix that constraint before optimizing elsewhere.
+
+**Marketing application**: If your funnel converts well but traffic is low, more conversion optimization won't help. Fix the traffic bottleneck first.
+
+### Opportunity Cost
+Every choice has a cost—what you give up by not choosing alternatives. Consider what you're saying no to.
+
+**Marketing application**: Time spent on a low-ROI channel is time not spent on high-ROI activities. Always compare against alternatives.
+
+### Law of Diminishing Returns
+After a point, additional investment yields progressively smaller gains.
+
+**Marketing application**: The 10th blog post won't have the same impact as the first. Know when to diversify rather than double down.
+
+### Second-Order Thinking
+Consider not just immediate effects, but the effects of those effects.
+
+**Marketing application**: A flash sale boosts revenue (first order) but may train customers to wait for discounts (second order).
+
+### Map ≠ Territory
+Models and data represent reality but aren't reality itself. Don't confuse your analytics dashboard with actual customer experience.
+
+**Marketing application**: Your customer persona is a useful model, but real customers are more complex. Stay in touch with actual users.
+
+### Probabilistic Thinking
+Think in probabilities, not certainties. Estimate likelihoods and plan for multiple outcomes.
+
+**Marketing application**: Don't bet everything on one campaign. Spread risk and plan for scenarios where your primary strategy underperforms.
+
+### Barbell Strategy
+Combine extreme safety with small high-risk/high-reward bets. Avoid the mediocre middle.
+
+**Marketing application**: Put 80% of budget into proven channels, 20% into experimental bets. Avoid moderate-risk, moderate-reward middle.
+
+---
+
+## Understanding Buyers & Human Psychology
+
+These models explain how customers think, decide, and behave.
+
+### Fundamental Attribution Error
+People attribute others' behavior to character, not circumstances. "They didn't buy because they're not serious" vs. "The checkout was confusing."
+
+**Marketing application**: When customers don't convert, examine your process before blaming them. The problem is usually situational, not personal.
+
+### Mere Exposure Effect
+People prefer things they've seen before. Familiarity breeds liking.
+
+**Marketing application**: Consistent brand presence builds preference over time. Repetition across channels creates comfort and trust.
+
+### Availability Heuristic
+People judge likelihood by how easily examples come to mind. Recent or vivid events seem more common.
+
+**Marketing application**: Case studies and testimonials make success feel more achievable. Make positive outcomes easy to imagine.
+
+### Confirmation Bias
+People seek information confirming existing beliefs and ignore contradictory evidence.
+
+**Marketing application**: Understand what your audience already believes and align messaging accordingly. Fighting beliefs head-on rarely works.
+
+### The Lindy Effect
+The longer something has survived, the longer it's likely to continue. Old ideas often outlast new ones.
+
+**Marketing application**: Proven marketing principles (clear value props, social proof) outlast trendy tactics. Don't abandon fundamentals for fads.
+
+### Mimetic Desire
+People want things because others want them. Desire is socially contagious.
+
+**Marketing application**: Show that desirable people want your product. Waitlists, exclusivity, and social proof trigger mimetic desire.
+
+### Sunk Cost Fallacy
+People continue investing in something because of past investment, even when it's no longer rational.
+
+**Marketing application**: Know when to kill underperforming campaigns. Past spend shouldn't justify future spend if results aren't there.
+
+### Endowment Effect
+People value things more once they own them.
+
+**Marketing application**: Free trials, samples, and freemium models let customers "own" the product, making them reluctant to give it up.
+
+### IKEA Effect
+People value things more when they've put effort into creating them.
+
+**Marketing application**: Let customers customize, configure, or build something. Their investment increases perceived value and commitment.
+
+### Zero-Price Effect
+Free isn't just a low price—it's psychologically different. "Free" triggers irrational preference.
+
+**Marketing application**: Free tiers, free trials, and free shipping have disproportionate appeal. The jump from $1 to $0 is bigger than $2 to $1.
+
+### Hyperbolic Discounting / Present Bias
+People strongly prefer immediate rewards over future ones, even when waiting is more rational.
+
+**Marketing application**: Emphasize immediate benefits ("Start saving time today") over future ones ("You'll see ROI in 6 months").
+
+### Status-Quo Bias
+People prefer the current state of affairs. Change requires effort and feels risky.
+
+**Marketing application**: Reduce friction to switch. Make the transition feel safe and easy. "Import your data in one click."
+
+### Default Effect
+People tend to accept pre-selected options. Defaults are powerful.
+
+**Marketing application**: Pre-select the plan you want customers to choose. Opt-out beats opt-in for subscriptions (ethically applied).
+
+### Paradox of Choice
+Too many options overwhelm and paralyze. Fewer choices often lead to more decisions.
+
+**Marketing application**: Limit options. Three pricing tiers beat seven. Recommend a single "best for most" option.
+
+### Goal-Gradient Effect
+People accelerate effort as they approach a goal. Progress visualization motivates action.
+
+**Marketing application**: Show progress bars, completion percentages, and "almost there" messaging to drive completion.
+
+### Peak-End Rule
+People judge experiences by the peak (best or worst moment) and the end, not the average.
+
+**Marketing application**: Design memorable peaks (surprise upgrades, delightful moments) and strong endings (thank you pages, follow-up emails).
+
+### Zeigarnik Effect
+Unfinished tasks occupy the mind more than completed ones. Open loops create tension.
+
+**Marketing application**: "You're 80% done" creates pull to finish. Incomplete profiles, abandoned carts, and cliffhangers leverage this.
+
+### Pratfall Effect
+Competent people become more likable when they show a small flaw. Perfection is less relatable.
+
+**Marketing application**: Admitting a weakness ("We're not the cheapest, but...") can increase trust and differentiation.
+
+### Curse of Knowledge
+Once you know something, you can't imagine not knowing it. Experts struggle to explain simply.
+
+**Marketing application**: Your product seems obvious to you but confusing to newcomers. Test copy with people unfamiliar with your space.
+
+### Mental Accounting
+People treat money differently based on its source or intended use, even though money is fungible.
+
+**Marketing application**: Frame costs in favorable mental accounts. "$3/day" feels different than "$90/month" even though it's the same.
+
+### Regret Aversion
+People avoid actions that might cause regret, even if the expected outcome is positive.
+
+**Marketing application**: Address regret directly. Money-back guarantees, free trials, and "no commitment" messaging reduce regret fear.
+
+### Bandwagon Effect / Social Proof
+People follow what others are doing. Popularity signals quality and safety.
+
+**Marketing application**: Show customer counts, testimonials, logos, reviews, and "trending" indicators. Numbers create confidence.
+
+---
+
+## Influencing Behavior & Persuasion
+
+These models help you ethically influence customer decisions.
+
+### Reciprocity Principle
+People feel obligated to return favors. Give first, and people want to give back.
+
+**Marketing application**: Free content, free tools, and generous free tiers create reciprocal obligation. Give value before asking for anything.
+
+### Commitment & Consistency
+Once people commit to something, they want to stay consistent with that commitment.
+
+**Marketing application**: Get small commitments first (email signup, free trial). People who've taken one step are more likely to take the next.
+
+### Authority Bias
+People defer to experts and authority figures. Credentials and expertise create trust.
+
+**Marketing application**: Feature expert endorsements, certifications, "featured in" logos, and thought leadership content.
+
+### Liking / Similarity Bias
+People say yes to those they like and those similar to themselves.
+
+**Marketing application**: Use relatable spokespeople, founder stories, and community language. "Built by marketers for marketers" signals similarity.
+
+### Unity Principle
+Shared identity drives influence. "One of us" is powerful.
+
+**Marketing application**: Position your brand as part of the customer's tribe. Use insider language and shared values.
+
+### Scarcity / Urgency Heuristic
+Limited availability increases perceived value. Scarcity signals desirability.
+
+**Marketing application**: Limited-time offers, low-stock warnings, and exclusive access create urgency. Only use when genuine.
+
+### Foot-in-the-Door Technique
+Start with a small request, then escalate. Compliance with small requests leads to compliance with larger ones.
+
+**Marketing application**: Free trial → paid plan → annual plan → enterprise. Each step builds on the last.
+
+### Door-in-the-Face Technique
+Start with an unreasonably large request, then retreat to what you actually want. The contrast makes the second request seem reasonable.
+
+**Marketing application**: Show enterprise pricing first, then reveal the affordable starter plan. The contrast makes it feel like a deal.
+
+### Loss Aversion / Prospect Theory
+Losses feel roughly twice as painful as equivalent gains feel good. People will work harder to avoid losing than to gain.
+
+**Marketing application**: Frame in terms of what they'll lose by not acting. "Don't miss out" beats "You could gain."
+
+### Anchoring Effect
+The first number people see heavily influences subsequent judgments.
+
+**Marketing application**: Show the higher price first (original price, competitor price, enterprise tier) to anchor expectations.
+
+### Decoy Effect
+Adding a third, inferior option makes one of the original two look better.
+
+**Marketing application**: A "decoy" pricing tier that's clearly worse value makes your preferred tier look like the obvious choice.
+
+### Framing Effect
+How something is presented changes how it's perceived. Same facts, different frames.
+
+**Marketing application**: "90% success rate" vs. "10% failure rate" are identical but feel different. Frame positively.
+
+### Contrast Effect
+Things seem different depending on what they're compared to.
+
+**Marketing application**: Show the "before" state clearly. The contrast with your "after" makes improvements vivid.
+
+---
+
+## Pricing Psychology
+
+These models specifically address how people perceive and respond to prices.
+
+### Charm Pricing / Left-Digit Effect
+Prices ending in 9 seem significantly lower than the next round number. $99 feels much cheaper than $100.
+
+**Marketing application**: Use .99 or .95 endings for value-focused products. The left digit dominates perception.
+
+### Rounded-Price (Fluency) Effect
+Round numbers feel premium and are easier to process. $100 signals quality; $99 signals value.
+
+**Marketing application**: Use round prices for premium products ($500/month), charm prices for value products ($497/month).
+
+### Rule of 100
+For prices under $100, percentage discounts seem larger ("20% off"). For prices over $100, absolute discounts seem larger ("$50 off").
+
+**Marketing application**: $80 product: "20% off" beats "$16 off." $500 product: "$100 off" beats "20% off."
+
+### Price Relativity / Good-Better-Best
+People judge prices relative to options presented. A middle tier seems reasonable between cheap and expensive.
+
+**Marketing application**: Three tiers where the middle is your target. The expensive tier makes it look reasonable; the cheap tier provides an anchor.
+
+### Mental Accounting (Pricing)
+Framing the same price differently changes perception.
+
+**Marketing application**: "$1/day" feels cheaper than "$30/month." "Less than your morning coffee" reframes the expense.
+
+---
+
+## Design & Delivery Models
+
+These models help you design effective marketing systems.
+
+### Hick's Law
+Decision time increases with the number and complexity of choices. More options = slower decisions = more abandonment.
+
+**Marketing application**: Simplify choices. One clear CTA beats three. Fewer form fields beat more.
+
+### AIDA Funnel
+Attention → Interest → Desire → Action. The classic customer journey model.
+
+**Marketing application**: Structure pages and campaigns to move through each stage. Capture attention before building desire.
+
+### Rule of 7
+Prospects need roughly 7 touchpoints before converting. One ad rarely converts; sustained presence does.
+
+**Marketing application**: Build multi-touch campaigns across channels. Retargeting, email sequences, and consistent presence compound.
+
+### Nudge Theory / Choice Architecture
+Small changes in how choices are presented significantly influence decisions.
+
+**Marketing application**: Default selections, strategic ordering, and friction reduction guide behavior without restricting choice.
+
+### BJ Fogg Behavior Model
+Behavior = Motivation × Ability × Prompt. All three must be present for action.
+
+**Marketing application**: High motivation but hard to do = won't happen. Easy to do but no prompt = won't happen. Design for all three.
+
+### EAST Framework
+Make desired behaviors: Easy, Attractive, Social, Timely.
+
+**Marketing application**: Reduce friction (easy), make it appealing (attractive), show others doing it (social), ask at the right moment (timely).
+
+### COM-B Model
+Behavior requires: Capability, Opportunity, Motivation.
+
+**Marketing application**: Can they do it (capability)? Is the path clear (opportunity)? Do they want to (motivation)? Address all three.
+
+### Activation Energy
+The initial energy required to start something. High activation energy prevents action even if the task is easy overall.
+
+**Marketing application**: Reduce starting friction. Pre-fill forms, offer templates, show quick wins. Make the first step trivially easy.
+
+### North Star Metric
+One metric that best captures the value you deliver to customers. Focus creates alignment.
+
+**Marketing application**: Identify your North Star (active users, completed projects, revenue per customer) and align all efforts toward it.
+
+### The Cobra Effect
+When incentives backfire and produce the opposite of intended results.
+
+**Marketing application**: Test incentive structures. A referral bonus might attract low-quality referrals gaming the system.
+
+---
+
+## Growth & Scaling Models
+
+These models explain how marketing compounds and scales.
+
+### Feedback Loops
+Output becomes input, creating cycles. Positive loops accelerate growth; negative loops create decline.
+
+**Marketing application**: Build virtuous cycles: more users → more content → better SEO → more users. Identify and strengthen positive loops.
+
+### Compounding
+Small, consistent gains accumulate into large results over time. Early gains matter most.
+
+**Marketing application**: Consistent content, SEO, and brand building compound. Start early; benefits accumulate exponentially.
+
+### Network Effects
+A product becomes more valuable as more people use it.
+
+**Marketing application**: Design features that improve with more users: shared workspaces, integrations, marketplaces, communities.
+
+### Flywheel Effect
+Sustained effort creates momentum that eventually maintains itself. Hard to start, easy to maintain.
+
+**Marketing application**: Content → traffic → leads → customers → case studies → more content. Each element powers the next.
+
+### Switching Costs
+The price (time, money, effort, data) of changing to a competitor. High switching costs create retention.
+
+**Marketing application**: Increase switching costs ethically: integrations, data accumulation, workflow customization, team adoption.
+
+### Exploration vs. Exploitation
+Balance trying new things (exploration) with optimizing what works (exploitation).
+
+**Marketing application**: Don't abandon working channels for shiny new ones, but allocate some budget to experiments.
+
+### Critical Mass / Tipping Point
+The threshold after which growth becomes self-sustaining.
+
+**Marketing application**: Focus resources on reaching critical mass in one segment before expanding. Depth before breadth.
+
+### Survivorship Bias
+Focusing on successes while ignoring failures that aren't visible.
+
+**Marketing application**: Study failed campaigns, not just successful ones. The viral hit you're copying had 99 failures you didn't see.
+
+---
+