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Reference file

writing-frameworks.md

writing-frameworks-md.md

Email Writing Frameworks

Core Frameworks

Do the Maths Framework

  • Trigger + pitch + calculation + CTA
  • Example: "Saw [trigger]. Companies like yours typically [problem costing X]. We helped [similar company] reduce this by [%]. Worth a quick call?"

Short-Trigger Based Outreach

  • 3-4 sentences maximum
  • Lead with observation, not pitch
  • One clear CTA

Challenge of Similar Companies

  • Reference industry-specific pain
  • Position as pattern you've seen
  • "Companies doing [X revenue] in [industry] often struggle with [problem]"

Neutral Insight Framework

  • Share third-party resource (not your content)
  • Build trust before pitching
  • "Came across this [resource] that addresses [their problem]"

Leader Responsibilities

  • Role-specific questions that prompt reflection
  • "As [title], how are you currently handling [challenge]?"

Ask Before Pitch (Will Allred)

Open-ended question → Trigger/observation → How product solves → PS relevance

Not Too Different Persona

"I work with [similar ICP], they struggle with [problem]..."

Upfront Value (Jordan Crawford)

"Here's [value offering], hope it was helpful..."

Leverage Content in Outbound (Ethan Parker)

"We've compiled [content] on [how it helps]. Can I send it over? PS - Relevant because [trigger]"

"Why Are You Paying?" (Leif Bisping)

Set stage with life situation → Obvious choice → Compare to prospect's current solution

Josh Braun Writing 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

8 Allowed Messaging Frameworks

  1. Before/After
  2. Pattern Interrupt
  3. Ask Before Pitch
  4. Upfront Value
  5. Do the Math
  6. Challenge of Similar Companies
  7. Neutral Insight
  8. Typical Problems by Role

Email Structure Checklist

Opening (trigger) + Assumption + Social proof with numbers + Open-ended question
  • BTL emails: 3-4 sentences
  • ATL emails: 2-3 sentences

Outbound Writing Rules

Emails: 60-90 words maximum
No bullets in cold emails
One CTA only

CTA Rules:
- Clear and direct
- Respectful of their time
- Scheduling-oriented when possible

Key Template Principles

  1. Lead with pain not features
  2. Keep qualification simple (deeper on calls)
  3. Personalize to person not just company
  4. Use specific social proof numbers ("47% increase" not "significant improvement")
  5. Soft CTAs work better ("worth a look?" vs "book a call")
  6. Multi-channel coordination (email + LinkedIn + ads)
  7. Humor reduces tension
  8. Timing matters (new role signals peak at days 14-45)
  9. Value-first before asking