swan-gtm 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.
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