The Dan Kennedy
Framework
Magnetic Marketing & Info-Product Mastery
Dan Kennedy moved markets by understanding the specific psychology of attention and offer. Dan Kennedy's commercial thinking, captured in this framework as mental models, decision heuristics, and the signature questions they would ask.
The magnetic marketing & info-product mastery framework distils Dan Kennedy's documented approach into a .md skill file you can load into Claude, ChatGPT, or any LLM in seconds.
Where most AI personas generate generic output, this framework is grounded in real documented work: interviews, writing, published frameworks, and the specific decisions Dan Kennedy made when it mattered. Use it for decision-making, writing, strategy, or any situation where you want your AI to think with Dan Kennedy's distinctive patterns rather than a default model voice.
A glimpse of Dan Kennedy's thinking.
Marketing is a transfer of feelings, not features—you must make prospects feel something before they'll buy anything. The highest-paid professionals position themselves as the "only" solution, not the "best" solution. Time is your most valuable non-renewable resource, so every marketing dollar must be accountable and every customer interaction must be systematized.
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Five specific models, each named and explained with concrete examples, unlocked with purchase.
What is the lifetime value of your customer and are you spending enough to acquire them?
4 more questions in Dan Kennedy's voice are unlocked with purchase.
Full list of anti-patterns unlocked with purchase.
The full framework adds: detailed explanations of all five mental models with real-world examples, the decision heuristics Dan Kennedy actually used, remaining signature questions, the complete list of anti-patterns, a copy-paste activation prompt, and a worked example.
Unlocked the moment you purchase. ~2,000 words total. Delivered as a Claude Skill and plain .md within 60 seconds of checkout.
- ✦Core philosophy: 2–3 sentences grounded in Dan Kennedy's documented worldview
- ✦Five signature mental models: each named, with concrete examples from their work
- ✦Decision heuristics: the concrete rules they actually used
- ✦Signature questions: five questions that sound like Dan Kennedy, not a generic MBA
- ✦What they would NOT do: the anti-patterns this framework rejects
- ✦Copy-paste activation prompt: drop straight into Claude or ChatGPT
- ✦Worked example: the framework applied to a realistic scenario
- →dan-kennedy.zip: a native Claude Skill. Upload to Settings → Skills in Claude, or unzip to
~/.claude/skills/ - →dan-kennedy-framework.md: plain markdown. Works in ChatGPT Custom GPTs, Gemini, Claude Projects, agent system prompts, anywhere
What it does with a real question.
A founder is deciding whether to take a large but difficult client.
Don't take it on their terms. A large, difficult client is usually a bet that revenue size will buy you stability, and it almost never does. The difficulty is the price tag you haven't been shown yet. Difficult clients eat your best people, bend your schedule around their emergencies, and train your team to treat the business as a service desk instead of a premium specialist. If this one client becomes thirty or forty percent of revenue, you've also handed them the power to renegotiate your prices every quarter. You'd be buying a job with a very demanding boss, not a customer.
The founder's real mistake is framing this as yes or no. The takeaway close applies here: you are the one being selective, and they have to qualify. Tell them the engagement works only under conditions: a premium fee that reflects the extra friction, a defined scope in writing, a single point of contact, payment up front or monthly in advance, and a clean exit clause. Present each condition with a plain reason why, such as "we protect quality for every client by working this way." If they accept, the difficulty is now compensated and contained. If they balk, you've learned what the relationship would have cost for free.
Next move: before replying, calculate what this client's headaches will cost in hours and lost focus, add a healthy margin, and send the terms this week. Be fully prepared to hear no.
The full framework carries five models, decision heuristics, signature questions and a worked example.
Written by claude-sonnet-5-5 with this framework loaded, 2026-10-11. Checked automatically for length and for copied framework text.
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Works as a Claude Skill (.zip) and as a plain .md for ChatGPT, Gemini & every LLM
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Inspired by the documented thinking of Dan Kennedy. A mental-model toolkit, not a literal representation. Delivered as a .md file compatible with Claude, ChatGPT, Gemini, and any LLM.