openads-ai 0.3.0 → 0.5.0

package/skills/research/competitors.md

@@ -1,54 +1,95 @@
 ---
 name: competitors
-description: Analyze competitor positioning, ads, and messaging gaps.
+description: Analyze competitor positioning, ads, and messaging gaps to find differentiation opportunities.
 ---
-# Competitive Analysis
+# Competitive Analysis Skill
 
 ## When to Use This Skill
 
-Activate when the user needs to:
-- Understand what competitors are saying in their ads
-- Find gaps in competitor messaging they can exploit
-- Benchmark their positioning against alternatives
-- Research competitor landing pages, offers, or pricing
+Activate when the user is:
+- Asking about competitors, market positioning, or differentiation
+- Writing copy that needs to stand out from alternatives
+- Building a GTM strategy that requires competitive context
+- Choosing messaging angles for a new campaign
 
-Read `product-marketing.md` first.
+Read `product-marketing.md` first to understand the user's product, ICP, and positioning.
 
 ---
 
-## Competitor Ad Analysis Framework
+## 5-Step Competitive Analysis Framework
 
-### 1. Message Mapping
-For each competitor, capture:
-- **Primary headline claim** — What do they promise in their top-of-funnel ads?
-- **Proof points** — What evidence do they use? (social proof, stats, awards)
-- **CTA style** — Soft ("Learn more") or hard ("Start free trial")?
-- **Emotional angle** — Fear, aspiration, urgency, curiosity?
+### Step 1: Identify Competitors
+Classify competitors into three tiers:
+- **Direct**: Same product, same ICP (fight for the same budget)
+- **Indirect**: Different product, same problem (alternative solutions)
+- **Aspirational**: Industry leaders the user wants to differentiate from
 
-### 2. Gap Analysis
-After mapping 3-5 competitors, look for:
-- **Unspoken benefits** — What does your product do that nobody is talking about?
-- **Overused claims** — What is everyone saying? (Avoid it — you'll blend in.)
-- **Audience blind spots** — Is everyone targeting the same persona? Is there an underserved segment?
+### Step 2: Analyze Their Messaging
+For each competitor, extract:
+- **Headline/Tagline**: What's their core claim?
+- **ICP Signal**: Who are they targeting (job title, company size, pain point)?
+- **Value Prop**: What do they claim to solve?
+- **Proof Points**: Stats, testimonials, customer logos?
+- **Tone**: Authoritative, playful, technical, accessible?
 
-### 3. Positioning Matrix
+### Step 3: Map the Messaging Matrix
 
-| | Low Price | High Price |
-|---|---|---|
-| **Simple** | Commodity play | Premium simplicity |
-| **Complex** | Budget enterprise | Full-suite leader |
+| Competitor | Core Claim | ICP | Key Differentiator | Weakness |
+|------------|------------|-----|--------------------|---------|
+| [Name] | | | | |
+| [Name] | | | | |
+| [User's Product] | | | | |
 
-Place yourself and competitors on this grid. Your ad messaging should clearly communicate which quadrant you own.
+### Step 4: Find Gaps
+Look for positions that competitors are NOT owning:
+- **Category gaps**: Is there a niche they're ignoring?
+- **Message gaps**: Are they all saying the same thing? (undifferentiated market)
+- **Proof gaps**: Do none of them have strong social proof?
+- **Emotion gaps**: Are they all rational/feature-focused? Emotion could win.
+- **ICP gaps**: A segment they're all under-serving?
+
+### Step 5: Recommend a Differentiation Angle
+Based on the gap analysis, propose **3 concrete positioning angles** the user could own:
+- What they should say
+- Who they should target
+- What proof point would make it credible
+
+---
+
+## Ad Copy Intelligence
+
+When analyzing competitor ads:
+- Look for recurring hooks — if everyone uses "Save time", avoid it
+- Identify the emotional register: are they fear-based, aspiration-based, humor-based?
+- Note what they're NOT saying (the gap is often the opportunity)
+- Check landing pages: do their ads match their landing page? (message match = conversion lever)
 
 ---
 
 ## Output Format
 
-Produce a competitive brief:
-```
-Competitor: [Name]
-  Headline claim: [Their main promise]
-  Proof: [What evidence they use]
-  Weakness: [Where they fall short]
-  Opportunity: [What you can say that they can't]
+```markdown
+## Competitive Analysis: [User's Product] vs. Market
+
+### Direct Competitors
+| Competitor | Core Claim | ICP | Weakness |
+|------------|------------|-----|---------|
+| | | | |
+
+### Market Messaging Map
+**Overcrowded positions** (avoid these):
+- [Position everyone owns]
+
+**White space opportunities** (own these):
+- [Unclaimed position]
+
+### Recommended Differentiation Angles
+1. **[Angle Name]** — [1-sentence pitch] — Best for: [campaign type]
+2. **[Angle Name]** — [1-sentence pitch] — Best for: [campaign type]
+3. **[Angle Name]** — [1-sentence pitch] — Best for: [campaign type]
+
+### Immediate Copywriting Implications
+- Use [specific language] instead of [competitor cliché]
+- Lead with [proof type] since competitors lack it
+- Target [underserved ICP segment]
 ```

package/skills/research/customer-research.md

@@ -22,15 +22,18 @@ Read `product-marketing.md` first to check if context already exists.
 Ask: "When [situation], I want to [motivation], so I can [outcome]."
 This reveals the real reason people buy — not the feature, but the progress they're trying to make.
 
-### 2. Voice-of-Customer Mining
+Example:
+> "When our Q3 pipeline is looking thin, I want to quickly launch targeted ads without needing our dev team, so I can generate demos before the board meeting."
+
+### 2. Voice-of-Customer (VOC) Mining
 Pull real language from:
-- G2/Capterra reviews (yours and competitors)
-- Reddit threads in your niche
+- G2/Capterra reviews (yours and competitors) — the richest source
+- Reddit threads in your niche (`r/marketing`, `r/entrepreneur`, `r/[industry]`)
 - Support tickets and chat logs
 - Sales call transcripts
 - Amazon reviews for adjacent products
 
-Use their exact words in ad copy. Customers describe problems better than marketers do.
+> Use their exact words in ad copy. Customers describe problems better than marketers do.
 
 ### 3. The "Five Whys" for Pain Points
 Start with the surface problem and ask "why?" five times to get to the emotional root:
@@ -40,24 +43,69 @@ Start with the surface problem and ask "why?" five times to get to the emotional
 4. "We're targeting the wrong people" → Why?
 5. "We don't actually know who our best customer is" ← This is the real problem.
 
+### 4. Objection Mapping
+For every objection, identify: the objection → its underlying fear → the proof that resolves it.
+
+| Objection | Underlying Fear | Proof That Resolves It |
+|-----------|----------------|----------------------|
+| "It's too expensive" | Risk of wasted budget | ROI case study, free trial |
+| "We're not ready" | Fear of disruption | "Works in 10 minutes" claim |
+| "We already have a solution" | Switching cost fear | Migration support, comparison |
+
 ---
 
-## Output Format
-
-When completing customer research, produce a structured brief:
-
-```yaml
-audience:
-  who: ""           # Job title, demographics, or persona
-  situation: ""     # What's happening in their life/business right now
-  pain_points:
-    - ""            # Top 3 pains in their own words
-  objections:
-    - ""            # Top 3 reasons they wouldn't buy
-  buying_triggers:
-    - ""            # What makes them start looking for a solution
-  success_metric: "" # How they measure if it worked
-  language:
-    words_they_use: []   # Exact phrases from reviews/forums
-    words_to_avoid: []   # Jargon or terms that don't resonate
+## ICP Persona Card
+
+After gathering research, complete this persona card:
+
+```
+👤 ICP Persona: [Name/Title]
+
+WHO THEY ARE:
+  - Job title: 
+  - Company size:
+  - Industry:
+
+THEIR SITUATION:
+  - What's happening in their business right now:
+  - What triggered them to start looking:
+
+THEIR PAIN POINTS (in their own words):
+  1. "..."
+  2. "..."
+  3. "..."
+
+THEIR OBJECTIONS:
+  1. "..." → Counter: 
+  2. "..." → Counter:
+
+THEIR BUYING TRIGGERS:
+  - Event 1:
+  - Event 2:
+
+LANGUAGE THEY USE:
+  ✅ Words/phrases that resonate: 
+  ❌ Jargon to avoid: 
+
+SUCCESS METRIC (how they know it worked):
+```
+
+---
+
+## Copy Implications
+
+At the end of every customer research session, translate findings directly into copy direction:
+
+```markdown
+### 🖊️ Ad Copy Implications
+
+**Lead with**: [Specific pain point in their exact words]
+**Prove with**: [Type of social proof that resolves their top objection]
+**CTA should**: [Action that matches their buying trigger]
+**Tone**: [Emotional register: urgent/aspirational/reassuring/playful]
+
+**Headline angles to test**:
+1. [Pain-led]: "[Pain point]?"
+2. [Outcome-led]: "[Specific result] in [timeframe]"
+3. [Social proof-led]: "[Number] [ICP job title]s already [outcome]"
 ```