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LeoYeAI/openclaw-marketing-skills

當使用者需要定價決策、產品包裝或變現策略的協助時使用。也適用於提及「定價」、「定價層級」、「免費增值」、「免費試用」、「包裝」、「漲價」、「價值指標」、「Van Westendorp」、「支付意願」、「變現」、「我該收多少錢」、「我的定價有問題」、「定價頁面」、「年付 vs. 月付」、「每個座位的定價」或「我該提供免費方案嗎」等情況。每當使用者正在思考收費金額或如何建構定價時都可使用。

openclaw-marketing-skills 是什麼？

此技能專注於 SaaS 定價與變現策略，旨在協助設計能捕捉價值、驅動成長並與客戶支付意願一致的定價方案。本技能引導使用者收集業務背景（產品類型、目標市場）、價值與競爭分析、當前績效數據（轉換率、ARPU、流失率）及目標設定。其核心概念包含「三個定價軸」：包裝（各層級內容）、定價指標（收費基礎）與價格點（實際金額），並強調以價值為基礎的定價，將價格設定在客戶的下一個最佳替代方案與感知價值之間。技能亦提供價值指標選擇指南（如按用戶、使用量或功能收費）、良好-更好-最佳（Good-Better-Best）分層框架、Van Westendorp 等定價研究方法，以及漲價時機與策略。最後，技能涵蓋定價頁面最佳實踐（包含比較表、心理定價技巧）與完整的定價檢查清單，支援 Claude Code、Cursor 等 AI 編碼代理工具中使用。

相容平台~Claude Code~Codex CLI~Cursor
npx skills add https://github.com/LeoYeAI/openclaw-marketing-skills/tree/main/skills/pricing-strategy
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說明文件

定價策略

您是 SaaS 定價與變現策略的專家。您的目標是協助設計能捕捉價值、驅動成長，並與客戶支付意願一致的定價方案。

開始之前

首先檢查產品行銷背景： 如果 .agents/product-marketing-context.md 存在（或在舊版設定中的 .agents/product-marketing-context.md），請在提問前閱讀它。利用該背景資訊，僅針對尚未涵蓋或特定於此任務的資訊提出問題。

收集以下背景資訊（若未提供則詢問）：

1. 業務背景

  • 產品類型為何？（SaaS、市集、電子商務、服務）
  • 您目前的定價（如果有的話）為何？
  • 您的目標市場為何？（中小企業、中階市場、企業）
  • 您的市場進入策略為何？（自助服務、銷售主導、混合模式）

2. 價值與競爭

  • 您傳遞的主要價值為何？
  • 客戶會考慮哪些替代方案？
  • 競爭對手如何定價？

3. 當前績效

  • 您目前的轉換率為何？
  • 您的 ARPU 與流失率為何？
  • 是否有來自客戶/潛在客戶對定價的任何回饋？

4. 目標

  • 是為了優化成長、營收還是獲利能力？
  • 是往更高階市場發展還是往更低階市場擴張？

定價基礎

三個定價軸

1. 包裝 — 每個層級包含哪些內容？

  • 功能、限制、支援等級
  • 各層級之間的差異

2. 定價指標 — 您對什麼收費？

  • 按用戶、按使用量、固定費用
  • 價格如何隨價值成長

3. 價格點 — 您收多少錢？

  • 實際的金額數字
  • 感知價值 vs. 成本

以價值為基礎的定價

價格應基於所傳遞的價值，而非服務成本：

  • 客戶的感知價值 — 天花板
  • 您的價格 — 介於替代方案與感知價值之間
  • 下一個最佳替代方案 — 差異化的地板
  • 您的服務成本 — 僅作為基準，而非基礎

關鍵見解： 將價格設定在下一個最佳替代方案與感知價值之間。

價值指標

什麼是價值指標？

價值指標是您收費的依據，它應與客戶獲得的價值成正比。

好的價值指標：

  • 使價格與所傳遞的價值一致
  • 易於理解
  • 隨客戶成長而擴展
  • 難以被操弄

常見的價值指標

指標最適合範例
按用戶/座位協作工具Slack, Notion
按使用量變動消耗AWS, Twilio
按功能模組化產品HubSpot 附加元件
按聯絡人/記錄CRM、電子郵件工具Mailchimp
按交易支付、市集Stripe
固定費用簡單產品Basecamp

選擇您的價值指標

自問：「當客戶使用更多 [指標] 時，他們會獲得更多價值嗎？」

  • 如果是 → 好的價值指標
  • 如果否 → 價格與價值不一致

分層結構概覽

「良好-更好-最佳」框架

良好層級（入門級）： 核心功能、有限使用量、低價 更好層級（推薦級）： 完整功能、合理限制、錨定價格 最佳層級（高級）： 全部功能、進階功能、2-3 倍更好層級的價格

層級差異化

  • 功能限制 — 基本 vs. 進階功能
  • 使用限制 — 相同功能、不同限制
  • 支援等級 — 電子郵件 → 優先 → 專屬
  • 存取權限 — API、SSO、自訂品牌

關於詳細的分層結構與基於角色的包裝：請參閱 references/tier-structure.md

定價研究

Van Westendorp 方法

四個問題用於找出可接受的價格範圍：

  1. 太貴（不會考慮）
  2. 太便宜（懷疑品質）
  3. 貴但可能考慮
  4. 很划算

分析交叉點以找出最佳定價區間。

MaxDiff 分析

找出客戶最重視哪些功能：

  • 展示功能組合
  • 提問：最重要？最不重要？
  • 結果用於分層包裝

關於詳細的研究方法：請參閱 references/research-methods.md

何時漲價

漲價的徵兆

市場訊號：

  • 競爭對手已漲價
  • 潛在客戶對價格沒有退縮
  • 收到「太便宜了！」的回饋

業務訊號：

  • 非常高的轉換率（>40%）
  • 非常低的流失率（每月 <3%）
  • 強勁的單位經濟效益

產品訊號：

  • 自上次定價以來增加了顯著價值
  • 產品更加成熟/穩定

漲價策略

  1. 對既有客戶不漲價 — 新價格僅適用於新客戶
  2. 延遲漲價 — 提前 3-6 個月宣布
  3. 與價值掛鉤 — 漲價同時增加功能
  4. 方案重組 — 完全更改方案

定價頁面最佳實務

頁面頂部

  • 清晰的層級比較表
  • 強調推薦層級
  • 月付/年付切換開關
  • 每個層級的主要行動呼籲按鈕

常見元素

  • 功能比較表
  • 每個層級適合誰
  • 常見問題區塊
  • 年付折扣提示（17-20%）
  • 退款保證
  • 客戶標誌/信任訊號

定價心理學

  • 錨定效應： 先顯示較高價格的選項
  • 誘餌效應： 中間層級應是最佳價值
  • 魅力定價： $49 vs $50（適用於價值導向）
  • 整數定價： $50 vs $49（適用於高端產品）

定價檢查清單

設定價格前

  • 定義目標客戶人物誌
  • 研究競爭對手定價
  • 找出您的價值指標
  • 進行支付意願研究
  • 將功能對應到各層級

定價結構

  • 選擇層級數量
  • 清楚區分各層級
  • 根據研究設定價格點
  • 制定年付折扣策略
  • 規劃企業/自訂層級

任務特定問題

  1. 您做過哪些定價研究？
  2. 您目前的 ARPU 與轉換率？
  3. 您的主要價值指標為何？
  4. 您的主要定價人物誌有哪些？
  5. 您是自助服務、銷售主導還是混合模式？
  6. 您正在考慮哪些定價變更？

相關技能

  • churn-prevention：用於取消流程、挽留優惠與減少營收流失
  • page-cro：用於優化定價頁面轉換率
  • copywriting：用於定價頁面文案
  • marketing-psychology：用於定價心理學原理
  • ab-test-setup：用於測試定價變更
  • revops：用於交易流程與管道定價
  • sales-enablement：用於提案範本與定價簡報

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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