# Josh Braun Copywriting

> Use this skill when refining email copy, improving message quality, or reviewing outreach for common mistakes. Josh Braun's five cold email principles — write with an eraser, be cheeky, be specific, use loss aversion — plus personalization do's and don'ts.

- Skill: `swan-gtm/josh-braun-copywriting` (Agent Skill)
- Install (CLI): `npx skillmds@latest add swan-gtm/josh-braun-copywriting`
- Raw SKILL.md: https://api.skillmd.com/api/skills/swan-gtm/josh-braun-copywriting/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Productivity
- Author: swan-gtm (https://skillmd.com/u/swan-gtm)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/swan-gtm/josh-braun-copywriting

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# 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

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## 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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