Josh Braun Writing Principles

The 5 Principles

1. •Write with an eraser - Remove every unnecessary word
2. •Be cheeky - Personality matters, make them smile
3. •Be specific - Credibility comes through precision
4. •Don't say "we reduce costs" - Say "e-commerce companies doing $5k/month overpaying 10-15%"
5. •Use loss aversion - Frame around what they're losing, not gaining

Personalization Best Practices

DO:

• •Custom prompts based on research
• •Facts prospects consistently care about
• •Time business was founded (owners proud of longevity)
• •Recent company news/changes
• •Tech stack signals

DON'T:

• •Generic AI compliments ("Love your work!")
• •Content that sounds same as what they already have
• •Over-personalization that feels creepy
• •Complimenting LinkedIn posts without substance

Key Takeaways

• •Specificity = Credibility: "47% increase" beats "significant improvement"
• •Loss > Gain: People act more to avoid loss than to gain
• •Every word must earn its place: If it doesn't add value, delete it
• •Personality differentiates: Be human, not corporate

Combines with

Example prompts

Review this email using Josh Braun's 5 principles and suggest improvements.

Rewrite this email to be more specific and use loss aversion.

Make this email "cheeky" without being unprofessional.