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josh-braun-copywriting

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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.

skills/alex-vacca/josh-braun-copywriting/SKILL.md

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Oct 20, 2026
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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
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