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