This post didn’t go viral. But it’s brilliant. Here’s why.
1 breakdown, 2 rewrites, and a formula you’ll actually use.
I reverse engineered this brilliant post from Josh Braun.
You can use this exact structure to write high-authority, high-trust content—without sounding salesy.
Here’s the post (16 lines total):
Some words open doors.
Others close them.When we speak from certainty, people brace.
When we speak from curiosity, they breathe.That’s why I like phrases like:
“From the outside…”
A reminder: I’m not in your shoes.“It seems like…”
Not truth, just something I’ve noticed.“I know it’s never that simple…”
A bow to complexity.“What’s been your experience?”
The real gift.
Space for your story.Put them together and it sounds like:
“From the outside, it seems like the current environment might be a tailwind for growth but I know it’s never that simple. What’s been your experience?”
No push.
No pitch.
Just presence.The best questions don’t force answers.
They make room for them.
Why it’s brilliant (even though it didn’t go viral):
It didn’t need to.
This post is not optimized for likes—it’s optimized for trust.
No hooks. No clickbait. No viral formatting tricks.
But if you’re a coach, consultant, or founder who sells conversations, not clicks—
this is how you create signal in a noisy feed.
This post teaches you how to be present, not pushy.
How to sell with questions, not claims.
How to make room for others.
The Formula (copy this)
Hook with contrast (2 lines)
→ Use opposing forces to highlight the point (e.g., open vs close, impress vs connect)Emotional setup (2 lines)
→ Show how those two things feelList of tools (phrases or examples)
→ 3–4 items + what they really meanPut them together in 1 sample paragraph
→ Use all your tools in 1 sentence or short scenarioSoft close (3 lines max)
→ Quiet reflection > loud CTA
How you can use it (2 examples)
Topic: Content Creation
Some content creates clients.
Some just creates noise.
When we write to impress, people scroll.
When we write to connect, they stay.
That’s why I like content that sounds like:
→ “This worked for me.”
→ “Here’s what I learned (the hard way).”
→ “If you’re stuck, try this.”
→ “I used to think X, now I do Y.”
Put it together and it sounds like:
“I used to post tips. Now I post lessons.
Tips get likes. Lessons get leads.
If you’re stuck, try sharing what didn’t work.
That’s where the gold hides.”
The best content doesn’t shout.
It shows.
It serves.
Topic: Offers & Positioning
Some offers speak to everyone.
Most of them convert no one.
When we try to please everyone, we lose trust.
When we get specific, we get seen.
That’s why I like offers that sound like:
→ “I help X people do Y in Z time.”
→ “If you’re dealing with [pain], here’s a shortcut.”
→ “I’ve done this for myself—now I help others do it too.”
→ “This isn’t for everyone—and that’s the point.”
Put it together and it sounds like:
“I help creators turn one good idea into a high-ticket offer that books 10+ calls a month—without ads or burnout.
If that’s what you’re trying to build, we should talk.”
The best offers don’t need convincing.
They make people lean in.
That’s it for today!
Good luck,