How to use the Marketing Psychology Mental Models agent skill

What an agent skill is and what this one does

An agent skill is a folder of instructions that an AI agent can load when a task matches it. This skill is defined in a file called SKILL.md, and it tells the agent how to think about marketing through a behavioral lens.

Once installed, the agent answers marketing questions using ideas such as anchoring, social proof, scarcity, loss aversion, framing and first-principles thinking. For each relevant idea it explains the underlying psychology, gives a concrete marketing application and suggests how to use it ethically.

• Foundational thinking models, such as First Principles, Jobs to Be Done, Inversion and Occam's Razor
• Buyer psychology models, such as Fundamental Attribution Error, Mere Exposure Effect, Confirmation Bias, Sunk Cost Fallacy and Endowment Effect
• For each model: the psychology, a marketing application and an ethical way to apply it

Install the marketing-psychology skill

You can get the skill from the download page as a ZIP file. There are two ways to install it.

Option 1 is a personal install. Unzip the download into ~/.claude/skills/ so the skill is available across your projects. Option 2 is a project install. Unzip it into the .claude/skills/ folder inside a specific project.

Option 3 is to upload it in the Claude apps. Go to Settings, then Capabilities, then Skills, and upload the skill there.

• Download the ZIP from the skill's page in this directory
• Personal: unzip into ~/.claude/skills/
• Project: unzip into .claude/skills/ inside your project folder
• Claude apps: Settings → Capabilities → Skills, then upload

Give the product context file for better answers

Before applying any model, the skill checks for a product marketing context file. It looks for .agents/product-marketing.md, then .claude/product-marketing.md, and in older setups a file named product-marketing-context.md. If one exists, the agent reads it first and tailors its advice to your product and audience.

If you have no such file, the skill still works. Your advice will just be more general, so add details about your product and customers in your request.

• .agents/product-marketing.md
• customers and product details described in the context file or in your request

Trigger the skill with natural requests

You do not need a special command. Describe what you want in plain language. The skill is triggered by requests about psychology, mental models, cognitive bias, persuasion, behavioral science, why people buy, decision-making, consumer behavior, anchoring, social proof, scarcity, loss aversion, framing or nudges.

For a specific page, the skill's description points you to a different skill: use cro for applying psychology to particular pages. Use pricing for pricing tactics and copywriting for copy framing.

• Why do people hesitate before buying a subscription?
• Give me three persuasive angles for a launch campaign using social proof and scarcity.
• How could loss aversion apply to our free trial reminder emails?
• Which cognitive biases should I consider when writing this landing page headline?

Read the output and check it before publishing

The skill's own guidance is that these ideas are heuristics. They do not guarantee results in a specific audience, so conversion changes still need experiments. The skill also says to check the obvious causes first, such as a broken form or slow page, before assuming a complex explanation.

The skill frames its advice around ethical use, but a user can still ask it to exploit biases. Review every output before it goes live, especially anything that creates false urgency or misleads people.

• Treat each model as a hypothesis to test
• Check obvious problems before complex explanations
• Remove any claim or urgency that is not true for your business