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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.

By Alex VaccaLicense MITView source on GitHub ↗

SKILL.md

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

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.

Part of Frontal — free, open GTM skills for your AI agent. Browse the library →

Files

1 file ship with this skill. They are installed beside the SKILL.md.

NOTICE1.4 KB
Josh Braun copywriting
Imported from the GTM Skills library by Swan (https://www.gtmskills.com), skills/alex-vacca/josh-braun-copywriting
at https://github.com/swan-gtm/gtm-skills/commit/5d786aad0c7b2ca59b1abf1f601f9407ca261996. Written by Alex Vacca (https://linkedin.com/in/alex-vacca).
The skill is shared under the MIT License below; this notice must stay with any copy.

MIT License

Copyright (c) 2026 Swan

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.