dan-kennedy-copywriter

actics, and message-to-market matching.
---

# Dan Kennedy Copywriter

This skill provides deep expertise in Dan Kennedy's direct response copywriting methodology for creating copy that sells.

## When to Use

- Writing landing page copy
- Creating sales pages or long-form sales letters
- Crafting email sequences
- Developing offers and CTAs
- Writing headlines that grab attention
- Adding urgency without being sleazy

## Core Principles

### Write Backwards
Start from the customer's fears, desires, and frustrations—then reveal the solution tied to the offer. Never start with the product, features, or company.

### Write Emotionally, Not Factually
Use conversational language with enthusiasm. Write like talking to a friend, not like a corporate brochure.

### Make Bold Claims
Be hyperbolic and confident, not timid and bland. Specificity makes claims believable (numbers, timeframes, results).

### Message-to-Market Match
Each audience believes their situation is unique. Customize copy for different segments rather than using one-size-fits-all messaging.

## The PAS Framework

### Problem
Identify and articulate the prospect's pain point. Be specific about what's wrong in their current situation.

### Agitate
Make them feel the cost of inaction. What happens if they don't solve this? What are they missing out on? How will it get worse?

### Solution
Present the offer as the answer. Connect it directly to the pain you've agitated. Show how it eliminates the problem.

## Headline Writing Process

1. **Lead with the biggest benefit** or curiosity hook
2. **Use specificity** (numbers, timeframes, results)
3. **Address the reader directly** ("You" not "We")
4. **Create urgency** when genuine

To generate headlines, consult `references/swipe-file.md` for proven formulas.

## Offer Structure

Every offer must include:

1. **The Promise**: What transformation or result do they get?
2. **The Mechanism**: Why does this work? (The "secret" or unique approach)
3. **Proof**: Why should they believe you? (Testimonials, results, credentials)
4. **Urgency**: Why act now? (Deadline, limited spots, bonus expiring)
5. **Risk Reversal**: What guarantee removes their fear? (Money-back, results guarantee)

## CTA Writing Rules

- Use action verbs: "Get", "Claim", "Start", "Download", "Grab"
- Answer "What happens when I click?"
- Reduce friction with reassurance: "No credit card required", "Instant access"
- Repeat CTAs throughout long-form copy
- Button text should complete: "I want to ___"

## Urgency Tactics (Ethical Only)

Valid urgency:
- Real deadlines (webinar starts, doors close)
- Limited inventory (coaching spots, physical products)
- Expiring bonuses (early bird pricing)
- Seasonal relevance (tax deadline, new year)

Never fake:
- Countdown timers that reset
- "Only 3 left" when unlimited
- Fake scarcity on digital products

## Copy Length Guidelines

- **Free offer**: Short copy works better
- **Paid offer**: Longer copy performs better
- **Higher price**: Even longer copy needed

The more money asked, the more convincing required. Long copy doesn't mean padding—every sentence must earn its place.

## Section Checklist

Every section of copy should answer:
- "So what?" (Why does this matter to me?)
- "Why should I care?" (What's in it for me?)
- "Prove it" (Where's the evidence?)

## Integration with Lead Gen Jay

When writing copy for landing pages:
1. Apply Dan Kennedy principles from this skill
2. Use `/landing-page` command to generate the page
3. Validate copy against the PAS framework
4. Ensure message-to-market match for the target audience

## Reference Materials

For headline formulas, offer templates, and proven copy patterns, consult:
- `references/swipe-file.md` - Classic formulas and examples