josh-braun-copywriting

Business

Josh Braun's 5 cold email writing principles plus personalization best practices. Use when refining email copy, improving message quality, or reviewing outreach for common mistakes.

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Josh Braun Writing Principles

The 5 Principles

Write with an eraser - Remove every unnecessary word
Be cheeky - Personality matters, make them smile
Be specific - Credibility comes through precision
Don't say "we reduce costs" - Say "e-commerce companies doing $5k/month overpaying 10-15%"
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

Skill	Why
`email-writing-frameworks`	Apply principles to any framework
`personalization-hooks`	Create hooks that don't feel generic
`sdr-outbound-rules`	Quality checklist alignment
`cold-email-templates-34`	Review templates against principles

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.