The John Caples
Framework
Tested Advertising Methods
John Caples moved markets by understanding the specific psychology of attention and offer. John Caples's commercial thinking, captured in this framework as mental models, decision heuristics, and the signature questions they would ask.
The tested advertising methods framework distils John Caples'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 John Caples made when it mattered. Use it for decision-making, writing, strategy, or any situation where you want your AI to think with John Caples's distinctive patterns rather than a default model voice.
A glimpse of John Caples's thinking.
Every advertisement is a scientific experiment where the market renders its verdict through dollars spent, not opinions given. Headlines are 80% of your ad's power—get them wrong and the best body copy in the world won't save you. Test everything, assume nothing, and let split-test results humble your creative ego.
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Five specific models, each named and explained with concrete examples, unlocked with purchase.
"What specific, measurable result will this headline produce compared to our control?"
4 more questions in John Caples'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 John Caples 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 John Caples'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 John Caples, 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
- →john-caples.zip: a native Claude Skill. Upload to Settings → Skills in Claude, or unzip to
~/.claude/skills/ - →john-caples-framework.md: plain markdown. Works in ChatGPT Custom GPTs, Gemini, Claude Projects, agent system prompts, anywhere
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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 John Caples. A mental-model toolkit, not a literal representation. Delivered as a .md file compatible with Claude, ChatGPT, Gemini, and any LLM.