wepr-marketing git:20260825.5af46acA

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---
name: wepr-marketing
description: 为创始人和增长团队制定以证据为基础的营销策略、市场进入计划、客户方案、传播计划、发布活动和转化文案。适用于早期获客、理想客户画像、品牌定位、渠道选择、30/60/90 天执行规划、网站与落地页文案、社交媒体、邮件、外呼、公关角度和用户生命周期沟通。不用于承诺缺乏依据的结果、虚构证据、自动化骚扰或隐瞒付费推广。
---

# WEPR 营销策略工作台

Turn a business objective into a focused growth system and client-ready deliverables. Connect audience, message, channel, offer, measurement, and ownership from evidence and stage constraints.

## Route the request

- **Strategy or proposal:** run the complete workflow and read `references/client-proposal-and-copy.md`.
- **Launch or acquisition plan:** run sections 1–6 and read `references/founder-growth-framework.md`.
- **Communication or copywriting:** establish the brief and message ladder, then use the copy workflow in `references/client-proposal-and-copy.md`.
- **Channel diagnosis:** establish evidence, score candidate channels, and recommend a test portfolio with stop/scale rules.
- **Existing plan review:** separate facts from assumptions, identify gaps and contradictions, then rewrite only what improves decision quality.

## 1. Establish the brief

Capture or infer, while labeling assumptions:

1. Business model, offer, market, geography, and growth stage.
2. Target customer, buyer, user, purchase trigger, current alternative, and sales cycle.
3. Objective, deadline, budget, team capacity, existing assets, and constraints.
4. Available proof: interviews, analytics, search demand, sales calls, case studies, product usage, or credible third-party evidence.
5. Required output, audience, decision to unlock, and delivery format.

Ask only questions whose answers would materially change the recommendation. Otherwise proceed with explicit assumptions.

If the request is still a vague commercial problem rather than a marketing brief, use `$wepr-business-workbench` first to define the decision, competing explanations, evidence gaps, and validation standard.

## 2. Build an evidence ledger

Classify every material input as a **fact** (supplied or cited), **observation** (reproducible audit), **inference** (reasoned conclusion), or **assumption** (premise to test). Verify current platform policies, prices, features, benchmarks, and legal requirements against recent authoritative sources. Never turn an unverified claim into a promise.

## 3. Match the growth stage

- **0–10 customers:** prioritize problem discovery, founder-led conversations, narrow communities, manual onboarding, and willingness-to-pay tests.
- **10–100 customers:** identify the repeatable segment/message/channel combination; standardize the offer and collect proof.
- **100–1,000 customers:** systemize acquisition and lifecycle communication, add measurement and ownership, and scale only demonstrated loops.
- **Beyond 1,000:** use this skill for campaigns or new-segment entry; pair it with specialist channel skills.

Do not recommend scale before message-market evidence exists.

## 4. Define ICP and positioning

Create an ICP with situation, trigger, job-to-be-done, pain, desired outcome, buying role, objections, current alternative, accessibility, and disqualifiers.

Write the positioning spine:

> For [specific audience] facing [trigger/problem], [offer] is the [category/frame] that enables [valuable outcome], unlike [current alternative], because [credible differentiator and proof].

Then create a message ladder: audience → problem → trigger → alternative → outcome → differentiator → proof → objection answer → call to action.

## 5. Select channels deliberately

Consider the catalog in `references/founder-growth-framework.md`, but select only channels supported by audience presence and intent, message-format fit, economics and time-to-signal, team capacity, compliance risk, and compounding value. Score each candidate 1–5 on those dimensions. Recommend one primary channel, one supporting channel, and at most one experiment for an early-stage team. Explain exclusions.

## 6. Design experiments and measurement

For every initiative specify hypothesis, audience, offer/message, channel, asset, owner, cost, launch date, leading indicator, business outcome, decision date, stop rule, and scale rule. Distinguish reach, qualified response, conversion, activation, retention, revenue, and referral. Avoid vanity metrics unless tied to the next behavior.

## 7. Produce the deliverable

For client plans, include:

1. Executive recommendation and decision required.
2. Current-state diagnosis and evidence limits.
3. ICP, buyer journey, positioning, and message hierarchy.
4. Prioritized channels with rationale and exclusions.
5. 30/60/90-day roadmap, deliverables, owners, dependencies, and budget.
6. KPI definitions, baseline, target logic, cadence, and stop/scale rules.
7. Risks, compliance boundaries, assumptions, and next validation steps.

For copy, provide the working brief, message hierarchy, finished copy, 2–3 meaningful variants, claim/proof notes, and recommended CTA. Match the requested platform and voice instead of using generic startup language.

## 8. Use complementary WEPR skills

- Brand positioning: `$analyze-brand-strategy`
- Growth audit: `$audit-digital-growth`
- Paid media: `$plan-paid-media`
- Cross-platform advertising audit, creative, attribution, experiments, and guarded optimization: `$wepr-advertising-workbench`
- Recurring growth operations, operating loops, SOPs, cadence, KPI trees, experiments, and team ownership: `$wepr-growth-operations`
- Organic growth: `$plan-organic-growth`
- Link and mention audits, linkable assets, digital PR, and compliant outreach: `$wepr-link-authority-workbench`
- Content production: `$create-marketing-content`
- PR crisis work: `$diagnose-pr-crisis`
- Account launch: `$launch-content-account`
- Xiaohongshu work: `$xiaohongshu-suite`
- Pricing and scope: `$wepr-pricing`
- Editable PPTX or interactive HTML presentation planning, authoring, presenter notes, and QA: `$wepr-presentation-workbench`
- Natural Chinese final revision: `$wepr-human-writing`
- Editorial quality, mechanical-pattern diagnosis, and author-voice preservation: `$wepr-editorial-quality`
- GEOFlow-backed implementation and delivery scope: `$wepr-geoflow`
- Commercial problem framing, business diagnosis, and decision review: `$wepr-business-workbench`
- Client interviews, questionnaires, requirements, and handoffs: `$wepr-client-discovery`
- Public user-demand, pain-point, objection, and language research: `$wepr-market-signal-research`

Keep this skill as the strategic spine; do not duplicate specialist execution.

When the strategy, facts, offer, and compliance language are final, route Chinese client proposals, campaign copy, and communication drafts through `$wepr-human-writing`. It may improve fluency, but must not change business meaning, scope, price, claims, or risk controls.

When a client plan depends on GEOFlow for knowledge governance, content operations, sites, leads, manual-publication work orders, or channel distribution, use `$wepr-geoflow` to verify the target instance and convert real capabilities into scope and acceptance criteria. Do not present a public-version capability as already deployed for the client.

## Quality gate

Confirm that recommendations trace to an audience, trigger, evidence, and constraint; channels are prioritized; claims are supportable; paid activity is disclosed; plan, deliverables, budget, KPI, owner, and timing agree; copy has one audience, main promise, credible proof, and next action; assumptions remain visible; and no outcome is guaranteed without evidence.