What is the UM Toolkit?

The UM Toolkit turns Claude into a direct-response marketing team you talk to in plain English. You install it once, tell it about your brand, and from then on you can say things like “research this market” or “write me a sales letter” or “build a landing page”, and it does the work the way a senior strategist would.

It’s 19 skills (plus 2 bundled image tools): little expert playbooks Claude follows. Each one is tuned for a specific marketing job, and they all read from the same set of brand files, so everything they produce sounds like your brand instead of generic AI.

You do not need to be a developer

If you can use Meta Ads Manager, you can use this. There’s no coding. You type what you want in normal sentences. The only slightly-technical part is the one-time install, and these docs walk you through every click.

The one idea that makes it all work

Most AI output sounds generic because the AI doesn’t actually know your business. The toolkit fixes that with one foundational step: you give it your website URL, and it researches everything: your offer, your competitors, the exact language your customers use, your buyer’s objections, dozens of ad angles, and saves it all into your brand files.

              You give it your URL
                       │
                       ▼
        It researches your brand deeply
                       │
                       ▼
        Your brand files get filled in
   (offer, voice, personas, hooks, objections…)
                       │
        ┌──────────────┼──────────────┐
        ▼              ▼              ▼
     Research        Copy        Ad creative + pages

After that, every skill you run reads those files first. So the research skill, the copywriter, the ad generator, and the page builder are all working from the same deep understanding of your business. Better brand files = better output, everywhere.

You only do the brand setup once per brand. Onboarding your brand walks you through it (about 8 minutes).

What’s inside

The 19 skills group into a few jobs:

Job	What it covers
Setup	Onboarding your brand and adding new clients
Research & strategy	Market research, buyer personas, competitor ad teardowns, full Meta strategy decks
Copywriting	Direct-response ads, emails, and long-form sales letters in your voice
Ad creative	Image and video ad concepts built to your brand and your buyer’s psychology
Pages & funnels	Advertorials, listicles, quiz funnels, and sales pages, researched, designed, and QA’d
Review & QA	Adversarial “would my buyer actually convert?” reviews and expert page scoring

You’ll find a dedicated page for every single skill under Using the skills: what it does, exactly what to type, what it needs from you, and what you get back.

Two ways to run it

The toolkit runs in two places, and they’re good at different things:

• Cowork: the friendly, no-terminal version. Perfect for research, strategy, and copywriting.
• Claude Code (desktop app): the full studio. Adds image generation, video ad rendering, and full page builds.

Which one is right for you depends on what you’re making. The next page, Choose your setup, lays it out in 60 seconds.

What it will never do

One promise worth knowing up front: the toolkit never makes up facts. It won’t invent a fake testimonial, a fake statistic, or a case study that didn’t happen. If it can’t verify something, it flags the gap and asks you, rather than filling it with something that sounds good but isn’t true. That’s deliberate: fabricated proof is what gets brands in trouble, so refusing to fabricate is part of the product.

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Next: Choose your setup →