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josh-braun-copywriting

josh-braun-copywriting

github.com/swan-gtmMarketing & growth22142 installsUpdated 1w ago
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About josh-braun-copywriting

A skill that applies Josh Braun's writing principles to sales and marketing copy. It emphasizes concise wording, specificity, personality, loss aversion, and researched personalization.

Key features

  1. 01Remove unnecessary words
  2. 02Use specific, credible details
  3. 03Frame messages around potential losses
  4. 04Personalize using prospect research

Use cases

  1. 01Review a sales email for clarity and specificity
  2. 02Rewrite copy using loss aversion
  3. 03Create personalized outreach without generic compliments

Install

Copy the command and run it in a terminal.

$npx skills add https://github.com/swan-gtm/gtm-skills --skill josh-braun-copywriting

After installing, type/josh-braun-copywritingin Claude Code to confirm it loaded.

Details

From the project README

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

SkillWhy
email-writing-frameworksApply principles to any framework
personalization-hooksCreate hooks that don't feel generic
sdr-outbound-rulesQuality checklist alignment
cold-email-templates-34Review 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 →

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