Marketing Psychology☆

A reference of the mental models and behavioral principles behind why people choose one option over another — framing, anchoring, social proof, loss aversion and dozens more — applied to a lender's or broker's pages, emails, offers and sales conversations.

What it does

• Explains 70+ principles in plain English with marketing examples
• Picks the principles that fit a specific page, email or offer
• Suggests concrete changes based on them
• Diagnoses why people stall at a particular step
• Flags where a tactic tips into manipulation

When to use it

• Improving a loan-program page or application flow
• Writing an offer or broker incentive
• Prospects stall at the same step
• Training a team on why messaging works

What to have ready

• The page, email, offer or step you are working on
• Who it is for and what you want them to do
• Where people drop off, if you know

How to use it

1. Download it with the button above. You'll sign in with a work email — that's how the creator knows who is using their skill.
2. Copy the install prompt from the "Run it in Claude" box, and paste it into Claude along with the file. Claude installs the skill, fills in your firm's details where the file has [BRACKETED] placeholders, and runs a quick test with you.
3. Then just ask in plain English. Claude picks the skill up on its own when a request matches it. Anything it still needs, it asks you for — it won't invent a number.

"Which behavioral principles explain why brokers stop at our [FORM OR STEP], and what should we change?"

What you get back

The principles that apply, why, and specific changes to test.

Good to know

• Output quality tracks input quality. A missing figure is flagged as missing — it is never estimated to fill a gap.
• Every draft is a starting point for your own review, not a finished decision.
• Runs anywhere Claude does: the Claude app, Claude Desktop, or Claude Code.
• Use these to be clearer, not to pressure. False urgency or scarcity about rates or availability can be an unfair or deceptive practice, and fair-lending rules apply to how you treat borrowers. Reframing a consumer loan's cost as a per-day or per-month payment is a Truth in Lending (Regulation Z) trigger term that requires further disclosures.

Source & credit

Imported from Corey Haines's open-source marketingskills library (MIT). Author: Corey Haines — https://github.com/coreyhaines31/marketingskills. LenderSkills folded the author's reference files into the single installable file, and appended a legal disclaimer; the author's content is otherwise unmodified. Full credit to the author. Corey Haines did not submit this listing and does not endorse it — the original is free at the link above.

Legal disclaimer

This skill drafts; it does not decide. Its output is not legal, tax, accounting, appraisal, or investment advice, and using it creates no attorney-client, fiduciary, or advisory relationship. Nothing it produces is a commitment to lend or an offer to sell a security. Verify every number, date, citation, and conclusion against the source documents, and have a qualified professional licensed in the relevant jurisdiction review the work before you rely on it or send it to a borrower, investor, counterparty, or regulator. Laws, rates, and market data change. The final work product is yours.