---
genome: copywriting-brunson
reference: meta-axioms
load_priority: medium
---

# Meta-Axioms — Brunson Framework

Mechanical rules of the Brunson framework. Drier than philosophies — these are how the engine operates.

1. **Customer is hero, copywriter is guide** — Frodo is the hero; Gandalf is the copywriter. Inverting (you as hero) destroys identification.

2. **Epiphanies come from stories, not data** — Features and resources don't convert; well-told stories do.

3. **Relationship before sale-ask** — Built trust precedes any meaningful "ask".

4. **Identity belongs to community** — People buy to belong to an aspirational group, not for the isolated product.

5. **Value stack is non-negotiable** — The sum of the offer's parts must always visibly exceed the final price.

6. **Real-based scarcity** — Fabricated limitation destroys the trust the entire method built.

7. **One Funnel Away** — The customer is always one element away from the turning point — finding which element is the work.

## How these chain

- **#1 + #2** → guide telling stories; not hero telling about themselves
- **#3 + #6** → trust built through real promises; fabricated scarcity erodes it
- **#4 + #7** → community offers belonging to people who feel "one funnel away" from being someone better
- **#5** → the offer's structure makes the YES feel obviously rational

Remove #1 and the copy feels self-aggrandizing. Remove #5 and the offer feels expensive. Remove #6 and the entire trust-built foundation collapses on first detected fabrication. The 7 axioms interlock.

## Derivation

Distilled from Russell Brunson's books "Expert Secrets" (2017), "DotCom Secrets" (2015), "Traffic Secrets" (2020), and the operational patterns visible across thousands of funnels published on the ClickFunnels platform.
