---
genome: copywriting-brunson
reference: decision-weights
load_priority: high
---

# Decision Weights — Brunson Method

> **Track 4.1 partial** — method trade-offs for the Brunson framework. These describe how the methodology resolves conflicts when applying copy decisions.

| Trade-off | Weight | When activated |
|-----------|--------|----------------|
| Storytelling vs. Data | 75 / 25 | Choosing between narrative arc and statistical proof — Brunson dogma is "epiphanies come from stories" |
| Community/Movement vs. Individual benefit | 70 / 30 | Framing the offer — emphasize tribal belonging over solo transformation |
| Vulnerability vs. Authority | 60 / 40 | Origin story tone — calculated vulnerability beats credentials |
| Aspirational vs. Realistic | 70 / 30 | Promise framing — sells transformation more than features |
| Belief-Breaking vs. Education | 75 / 25 | Section weight — 25% of copy dedicated to dismantling 3 limiting beliefs |
| Value Stack vs. Lean Pricing | 85 / 15 | Offer construction — always stack; the sum must visibly crush the price |
| Real Scarcity vs. No Urgency | 70 / 30 | CTA design — urgency yes, but only if the limit is real |
| Tribal vs. Universal | 65 / 35 | Audience framing — "join the movement" beats "anyone can do this" |

## How to apply

Highest-weighted trade-offs are framework dogma:
- **Value Stack 85/15** — always stack; never lean
- **Storytelling 75/25** — story over data, almost always
- **Belief-Breaking 75/25** — 25% of copy real estate goes to dismantling beliefs (not education)

Closest call: **Vulnerability vs. Authority 60/40**. Brunson favors vulnerability but the 40% authority is real — calculated vulnerability without earned authority feels performative.

## Notes

These weights are derived from Brunson's explicit prescriptions across "Expert Secrets", "DotCom Secrets", "Traffic Secrets", and the Perfect Webinar / Origin Story methodologies.
