What it does
Over 60 psychological principles mapped to real marketing work: first principles, JTBD, inversion, loss aversion, anchoring, social proof, the Fogg behavior model, choice architecture. Each model comes with a specific marketing application, not just a definition.
Use it when a conversion problem feels psychological instead of structural, when a pricing decision needs a framing pass, or when a campaign needs to answer "why would anyone actually do this." Also useful when auditing a funnel for hidden friction you can't see but can feel.
Outputs a diagnosis (which models apply to the problem), the psychology behind each, and specific applications with ethical guardrails. Pairs with `copywriting` (words that trigger the right models), `page-cro` (structure that reduces friction), and `pricing-strategy` (frames that change perceived value).
Related skills