Josh Braun
Struggling to book meetings? Getting ghosted? Want to sell without pushing, convincing, or begging? Read this profile.
Josh Braun shares personal stories and contrarian sales advice to help professionals sell without being pushy. His most distinctive move is using disarming, conversational language that feels like a chat with a friend, even when delivering a strong opinion.
15.4/wk
200 posts in 30d
98
avg per post
18.2%
comments / total
1.4%
reposts / total
problem-solution
Sun · 7 PM CET
Voice & tone
Josh's voice is casual, direct, and often humorous. He sounds like a real person, not a corporate drone. He uses short sentences and relatable anecdotes to build trust and make his points memorable. Think 'Simmer down Carl' or 'Those boots' – it's about being authentic and a little bit irreverent.
Signature phrases
- “Every time I post that line...”
- “You know who says...”
- “It’s always worked for me because...”
- “On one hand... On the other...”
- “That became our thing.”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
When I was younger in sales, I’d get on a plane and go meet people. One time I flew to Disney to meet a decision maker named Jill. She walked into the room wearing these loud yellow boots. First words out of my mouth? “Those boots.” She twirled and said, “Aren’t they fabulous?” I said, “Not as fabulous as my socks.” Then I showed her my loud socks. That became our thing. Every so often, she’d send me a pair. That turned into a 6 figure/yr deal Today? We sit behind screens. We use Claude to build automated sequences. “Loved your post…” “Noticed you’re hiring…” But there’s no boots. No socks. No moment. Just a barrage of messages. And messages don’t build relationships. Moments do. Claude can write a sentence. It can’t create a memory.
The hook uses a classic 'story opening' to immediately transport the reader to a specific time and place, promising a personal and engaging narrative. The specificity of 'getting on a plane' adds to the intrigue.
The post is structured as a personal anecdote, contrasting a past experience with current sales practices. It moves from a specific event to a broader reflection on relationships and automation.
- Sensory Details – 'loud yellow boots' and 'loud socks' create vivid imagery.
- Short Sentences – He uses many short sentences for emphasis and pacing.
- Direct Questions – Questions like 'First words out of my mouth?' engage the reader.
- Contrast – He juxtaposes old-school methods with modern automation.
The post ends with a philosophical statement about the importance of moments over messages, leaving the reader to reflect on their own approach. There's no direct call to action, which encourages organic conversation.
Focus on creating memorable moments in your interactions, not just sending automated messages.
The most controversial way to start a cold call: “Hey Rick, it’s Josh Braun, how’s it going?” Every time I post that line, someone pops up ready to fight like it’s a bar at 2am. “NEVER ask how someone’s doing!” “It’s fake!” “You’ll get hung up on!” Simmer down Carl. You kn…
The hook uses a 'contrarian claim' to immediately spark debate and draw in readers who disagree or are curious. It's a bold statement that challenges conventional sales wisdom.
The post is structured as a problem-solution, addressing a common debate about cold calling. It presents the controversial opener, acknowledges the criticism, and then defends its effectiveness with logic and personal experience.
- Name Calling – Using 'Simmer down Carl' adds humor and deflates potential arguments.
- Relatability – Referencing 'Baristas' and 'Neighbors' makes the advice feel grounded.
- Direct Address – Using 'You' directly involves the reader in the conversation.
- Authenticity – He emphasizes the importance of sounding natural and sincere.
The post concludes by reinforcing the importance of sincerity, making it a universal principle rather than a specific tactic. This encourages readers to adapt the advice to their own style.
Focus on being authentic and natural in your communication, rather than following rigid scripts.
This voicemail made me call back.
The hook uses a 'story opening' to create immediate emotional resonance. The topic of burying a parent is universally relatable and evokes a sense of gravity.
The post is structured as a personal reflection on mortality and perspective. It moves from the specific experience of visiting a cemetery to a broader contemplation of life's priorities.
- Simple Language – The language is deliberately simple and unadorned.
- Short Paragraphs – Short paragraphs create a sense of space and contemplation.
- Repetition – Repeating 'Born. Died.' emphasizes the brevity of life.
- Vulnerability – Sharing such a personal experience builds trust and connection.
The post ends with a focus on the present moment and the acceptance of impermanence. It's a philosophical conclusion that encourages mindfulness and gratitude.
Gain perspective by reflecting on what truly matters in life, and let go of unnecessary worries.
What drives their engagement
Josh's posts drive comments by sparking debate ('The most controversial way to start a cold call:') or by sharing vulnerable personal stories that invite empathy and shared experiences. The 'Rolex' post (557 eng, 383 comments) shows that asking direct questions also works.
Reposts are driven by posts that offer actionable sales advice or provide a fresh perspective on common challenges. The 'boots' story (51 reposts) also shows that heartwarming narratives can be highly shareable.
Low — this creator optimizes for reach not saves. His content is more about sparking immediate conversation and less about providing reference material.
Content pillars
Sales Truths
40%Unconventional sales strategies and philosophies, often challenging common practices.
Personal Anecdotes
25%Stories from his life and career that illustrate broader lessons about sales and relationships.
Cold Calling
15%Specific tactics and scripts for effective cold outreach.
Mindset
10%Reflections on life, death, and perspective to help professionals manage stress and find meaning.
Human Connection
10%The importance of building genuine relationships in a digital world.
Hook patterns
Contrarian Claim
The most [adjective] way to [action]:
“The most controversial way to start a cold call:”
→ It immediately grabs attention by challenging conventional wisdom.
Story Opening
I [action] + [setting/situation].
“When I was younger in sales, I’d get on a plane and go meet people.”
→ It draws readers in with a relatable or intriguing narrative.
Intriguing Question
Let’s say you [own/do] + [something desirable/relatable].
“Let’s say you own a $20k Rolex.”
→ It makes the reader think about their own situation and consider the implications.
Bold Statement
This [noun] made me [verb].
“This voicemail made me call back.”
→ It creates curiosity and implies a valuable lesson.
Problem Opening
Struggling to [problem]? Getting [problem]?
“Struggling to book meetings? Getting ghosted?”
→ It speaks directly to the audience's pain points.
Intriguing Statement
[Unexpected situation] + [unexpected result].
“I went to the cemetery to bury my mom. My problems got small.”
→ It creates intrigue and hints at a deeper meaning.
Top-performing hooks
“When I was younger in sales, I’d get on a plane and go meet people.”
→ The post uses a relatable story to highlight the importance of genuine connection in sales, contrasting it with the impersonal nature of automated outreach. This resonates with readers who value authe
“The most controversial way to start a cold call:”
→ The post uses a contrarian viewpoint to grab attention and spark debate. It challenges a common belief in sales, making it relatable and encouraging engagement through comments and shares.
“This voicemail made me call back.”
→ The post uses a short, intriguing statement as a hook, prompting curiosity and encouraging others to share similar experiences. The brevity makes it easily digestible and relatable.
“I went to the cemetery to bury my mom.”
→ The post's vulnerability and relatable reflection on grief resonate deeply with readers. The shift in perspective from daily worries to the bigger picture of life and death provides a powerful and tho
“Let’s say you own a $20k Rolex.”
→ The post poses a relatable dilemma for sales professionals, prompting them to share their opinions and experiences. The open-ended questions encourage engagement and create a discussion around a subtl
“Sales advice I disagree with:”
→ The post challenges a common sales belief, making it stand out. It uses psychological principles to back up its argument, adding credibility and sparking discussion.
“The psychology of a good cold call.”
→ The post likely performs well because it offers actionable advice on a challenging aspect of sales (cold calling). By focusing on the psychology behind it, it provides a unique and valuable perspectiv
“Stop pitching on cold calls.”
→ The post offers a direct solution to a common problem (cold calling ineffectiveness). The concise format and promise of an alternative make it immediately appealing and shareable.
“Porsche salespeople don’t convince.”
→ The post uses a well-known brand (Porsche) to illustrate a counterintuitive point about sales pressure. It resonates because it taps into a common frustration with aggressive sales tactics and offers
“The detached seller letter.”
→ The post uses a short, provocative statement to challenge conventional wisdom in real estate investing. This contrarian approach sparks curiosity and encourages engagement from those who agree or disa
What works
- Storytelling: Personal anecdotes, like the 'boots' story, resonate deeply with his audience (3374 eng).
- Contrarian Views: Challenging conventional wisdom, such as with the cold call opener, sparks debate and engagement (808 eng).
- Vulnerability: Sharing personal experiences, like burying his mom, creates a strong emotional connection (562 eng).
- Direct Questions: Asking thought-provoking questions, like the Rolex scenario, encourages participation (557 eng).
- Conversational Tone: Using casual language and humor makes his content relatable and approachable.
- Consistent Posting: Maintaining a high posting frequency keeps him top-of-mind with his audience (15.4 posts/week).
Steal this for your own LinkedIn
- Open with a personal story to immediately grab attention and build rapport.
- Challenge a common belief in your industry to spark debate and engagement.
- Share a vulnerable experience to create a deeper connection with your audience.
- Use short sentences and paragraphs to improve readability and maintain interest.
- Ask a thought-provoking question to encourage participation and generate discussion.
- Inject humor and personality into your writing to make it more relatable and memorable.
Compare Josh with…
vs Jill Konrath
Jill Konrath vs Josh Braun: Cheerleader vs Truth-Teller
vs Kyle Coleman
Josh Braun vs Kyle Coleman: Reach versus conversation on LinkedIn
vs Brynne Tillman
Brynne Tillman vs Josh Braun: Bold claims or disarming stories?
vs Chamath Palihapitiya
Chamath vs Josh Braun: System Critique Beats Sales Tactics on LinkedIn
vs Leah Dillon
Josh Braun vs Leah Dillon: Volume beats precision on LinkedIn
vs Rutger Bregman
Josh Braun vs Rutger Bregman: Volume beats depth on LinkedIn
Get the full Josh Braun playbook
Hook templates, content calendar, posting cadence, and the exact frameworks they use - delivered to your inbox.
Posting patterns
Josh posts frequently, averaging 15.4 posts per week, demonstrating a commitment to consistent content creation.
His posts perform best on Sundays around 6 PM UTC, suggesting his audience is receptive to personal or reflective content during their downtime.
Medium-length posts (80-180 words) perform best, averaging 113 engagements. This length allows him to develop his ideas without losing the audience's attention.
Engagement by day
Content mix
avg 75 engagements per post
avg 158 engagements per post
avg 97 engagements per post
avg 99 engagements per post
avg 70 engagements per post
avg 69 engagements per post
The mix of problem-solution, story, and question-answer formats works because it caters to different learning styles and engagement preferences. Stories draw people in, problem-solution provides value, and questions encourage interaction.
