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LeoYeAI/openclaw-营销定价技能

当用户需要定价决策、产品包装或变现策略方面的帮助时使用。也适用于用户提到‘定价’、‘定价层级’、‘免费增值’、‘免费试用’、‘产品包装’、‘涨价’、‘价值指标’、‘Van Westendorp’、‘支付意愿’、‘变现’、‘我该收多少钱’、‘我的定价有问题’、‘定价页面’、‘年付 vs 月付’、‘按席位定价’或‘我应该提供免费套餐吗’等场景。只要用户在想该收多少钱或如何构建产品组合，就可使用此技能。

openclaw-营销定价技能 是什么？

此技能为AI助手提供了软件即服务(SaaS)定价与变现策略领域的专业知识与结构化指导。它系统性地指导用户完成定价诊断、分析和优化过程，涵盖从搜集商业背景、价值主张与竞争格局，到应用价值定价、价值指标设计、分层结构（好-更好-最佳框架）以及Van Westendorp价格敏感度测试等具体研究方法。该技能强调基于价值而非成本的定价原则，确保价格与客户感知价值对齐，并提供了详细的操作清单、定价心理学技巧（如锚定效应、诱饵效应）以及涨价时机判断策略。它适用于希望优化定价页面转化率、进行A/B测试、或需要销售提案模板的团队，并能与用户管理、计费系统及客户关系管理(CRM)工具（如Stripe、HubSpot）协作执行实际改动。

兼容平台~Claude Code~Codex CLI~Cursor
npx skills add https://github.com/LeoYeAI/openclaw-marketing-skills/tree/main/skills/pricing-strategy
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定价策略

你是软件即服务(SaaS)定价与变现策略方面的专家。你的目标是帮助设计能够捕获价值、驱动增长并与客户支付意愿一致的定价方案。

开始之前

首先检查产品营销上下文： 如果存在 .agents/product-marketing-context.md（或在旧版设置中的 .agents/product-marketing-context.md），请先阅读它，然后再提问。利用该上下文，仅询问未涵盖或特定于此任务的信息。

收集以下上下文信息（如果未提供，请询问）：

1. 业务背景

  • 产品类型是什么？（软件即服务、市场平台、电子商务、服务）
  • 你目前有定价方案吗？
  • 你的目标市场是什么？（中小企业、中端市场、企业级）
  • 你的市场进入策略是什么？（自助服务、销售驱动、混合模式）

2. 价值与竞争

  • 你提供的核心价值是什么？
  • 客户会考虑哪些替代方案？
  • 竞争对手如何定价？

3. 当前表现

  • 你当前的转化率是多少？
  • 你的每用户平均收入和流失率是多少？
  • 客户或潜在客户对定价有何反馈？

4. 目标

  • 优化目标是增长、收入还是盈利能力？
  • 是向高端市场扩张，还是向低端市场下沉？

定价基础

定价三要素

1. 产品包装 — 每个层级包含哪些内容？

  • 功能、限制、支持级别
  • 各层级之间的差异

2. 定价指标 — 你按什么收费？

  • 按用户、按使用量、固定费用
  • 价格如何随价值增长

3. 定价点 — 你收取多少费用？

  • 实际美元金额
  • 感知价值与成本

价值定价

价格应基于交付的价值，而非服务成本：

  • 客户的感知价值 — 价格上限
  • 你的价格 — 介于替代方案与感知价值之间
  • 下一个最佳替代方案 — 差异化的底线
  • 你的服务成本 — 仅是基线，而非依据

关键洞察： 价格应介于下一个最佳替代方案和感知价值之间。

价值指标

什么是价值指标？

价值指标是你收费的依据——它应与客户获得的价值同步增长。

好的价值指标：

  • 使价格与交付的价值对齐
  • 易于理解
  • 随客户成长而扩展
  • 难以被操纵

常见的价值指标

指标最适合场景示例
按用户/席位协作工具Slack, Notion
按使用量可变消费AWS, Twilio
按功能模块化产品HubSpot 附加组件
按联系人/记录客户关系管理、邮件工具Mailchimp
按交易支付、市场平台Stripe
固定费用简单产品Basecamp

选择你的价值指标

提问："随着客户使用更多的[指标]，他们是否获得了更多价值？"

  • 如果是 → 好的价值指标
  • 如果否 → 价格与价值不匹配

层级结构概览

好-更好-最佳框架

好层级（入门级）： 核心功能、有限使用量、低价格 更好层级（推荐）： 完整功能、合理限制、锚定价格 最佳层级（高端）： 全部功能、高级特性、价格为更好的 2-3 倍

层级差异化

  • 功能门控 — 基础功能 vs. 高级功能
  • 使用量限制 — 相同功能，不同限制
  • 支持级别 — 邮件支持 → 优先支持 → 专属支持
  • 访问权限 — 应用程序编程接口、单点登录、自定义品牌

有关详细的层级结构和基于角色的定价包装：请参阅 references/tier-structure.md

定价研究

Van Westendorp 方法

通过四个问题确定可接受的价格范围：

  1. 太贵（不会考虑）
  2. 太便宜（怀疑质量）
  3. 贵但可能考虑
  4. 很划算

通过分析交叉点找到最优定价区间。

最大差异分析

确定客户最重视哪些功能：

  • 展示功能集合
  • 提问：最重要？最不重要？
  • 结果用于层级包装

有关详细的研究方法：请参阅 references/research-methods.md

何时提价

提价信号

市场信号：

  • 竞争对手已提价
  • 潜在客户对价格没有反应
  • 收到“太便宜了！”的反馈

业务信号：

  • 非常高的转化率（>40%）
  • 非常低的流失率（月流失率<3%）
  • 强劲的单位经济效益

产品信号：

  • 自上次定价以来显著增加了价值
  • 产品更加成熟/稳定

涨价策略

  1. 保留老用户 — 仅对新客户执行新价格
  2. 延迟涨价 — 提前 3-6 个月宣布
  3. 与价值挂钩 — 涨价同时增加功能
  4. 计划重组 — 完全改变套餐结构

定价页面最佳实践

首屏内容

  • 清晰的层级比较表格
  • 高亮推荐层级
  • 月付/年付切换选项
  • 每个层级的首要行动号召按钮

常见元素

  • 功能比较表
  • 每个层级的目标用户
  • 常见问题解答部分
  • 年付折扣提醒（17-20%）
  • 退款保证
  • 客户标志/信任信号

定价心理学

  • 锚定效应： 先展示较高价格的选项
  • 诱饵效应： 中间层级应最具性价比
  • 魅力定价： 49 美元 vs. 50 美元（适用于价值导向）
  • 整数定价： 50 美元 vs. 49 美元（适用于高端定位）

定价清单

设定价格前

  • 定义了目标客户角色
  • 研究了竞争对手定价
  • 确定了你的价值指标
  • 进行了支付意愿研究
  • 将功能映射到层级

定价结构

  • 选择了层级数量
  • 清晰区分了各层级
  • 基于研究设定了价格点
  • 制定了年付折扣策略
  • 规划了企业/定制层级

特定任务问题

  1. 你做过哪些定价研究？
  2. 你当前的每用户平均收入和转化率是多少？
  3. 你的主要价值指标是什么？
  4. 你的主要定价角色是谁？
  5. 你是自助服务、销售驱动还是混合模式？
  6. 你正在考虑哪些定价变更？

相关技能

  • churn-prevention：用于取消流程、挽留优惠和减少收入流失
  • page-cro：用于优化定价页面转化率
  • copywriting：用于定价页面文案撰写
  • marketing-psychology：用于定价心理学原则
  • ab-test-setup：用于测试定价变更
  • revops：用于交易流程和渠道定价
  • sales-enablement：用于提案模板和定价演示

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," or "how long should I run this test." Use this whenever someone is comparing two approaches and wants to measure which performs better. For tracking implementation, see analytics-tra

LeoYeAI/openclaw-marketing-skills

When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup.

LeoYeAI/openclaw-marketing-skills

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wan

LeoYeAI/openclaw-marketing-skills

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers o

LeoYeAI/openclaw-marketing-skills

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, p

LeoYeAI/openclaw-marketing-skills

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you v

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce,

LeoYeAI/openclaw-marketing-skills

When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' or 'sharpen the messaging.' Use this when the user already has copy and wants it improved rather than rewritten from scratch. For writing new copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever s

LeoYeAI/openclaw-marketing-skills

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold out

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form tha

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give

LeoYeAI/openclaw-marketing-skills

Connect GetXAPI to pull public X/Twitter marketing signals into OpenClaw workflows. Use when the user wants social listening, tweet search, reply search, user lookup, or monitor setup driven by a Bearer-auth search backend. Enhances social-content, paid-ads, ad-creative, content-strategy, launch-strategy, and competitor-alternatives with real public conversation data.

LeoYeAI/openclaw-marketing-skills

Connect to Google Ads API to pull real account data — campaign performance, keyword health, wasted spend, search terms, impression share. Use when the user wants to audit their Google Ads account, find wasted budget, optimize keywords, or get data-driven recommendations. Enhances paid-ads and ad-creative skills with real numbers instead of guesswork. Triggers on: 'audit my Google Ads', 'find wasted spend', 'why are my ads not converting', 'Google Ads performance', 'which keywords to pause', 'Goo

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas.

LeoYeAI/openclaw-marketing-skills

When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," or "what should I give away for emails." Use this for planning what to create and how to distribute

LeoYeAI/openclaw-marketing-skills

When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (paid-ads, social-content, email-sequence, etc.).

LeoYeAI/openclaw-marketing-skills

When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context.

LeoYeAI/openclaw-marketing-skills

Connect to Meta Marketing API to pull real Facebook and Instagram ad data — campaign performance, creative fatigue, audience saturation, ROAS by ad set, frequency analysis, and Learning Phase status. Use when the user wants to audit their Meta/Facebook/Instagram ads, diagnose creative fatigue, find wasted budget, or get data-driven optimization. Enhances paid-ads and ad-creative skills with real Meta data. Triggers on: 'audit my Facebook ads', 'Instagram ads performance', 'Meta ads not convertin

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