git:20260130.9b3c151 to git:20260130.4caa77f

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name: josh-braun-copywriting

description: 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

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

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## 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

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## 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