You stare at the cursor. It blinks. It mocks you. You have a product that changes lives and a strategy that makes sense. Yet your bounce rates are high, and your conversion rates are stagnant. The problem is rarely the product itself. The problem is the transmission mechanism. The problem is the writing.
We have conducted a forensic analysis of Jonathan Costet’s writing style using our AI, specifically focusing on his seminal work, "The 5 Acts of Winning Sales Demo Scripts."
This is not merely a review. This is a deconstruction of a weaponised writing profile designed to move readers from apathy to action. For the Content Crusaders seeking to elevate their craft, this analysis reveals the specific mechanics of influence.
The Cognitive Landscape: Tone and Voice
Great content does not happen by accident. It is the result of deliberate choices in tone and voice that align with the reader's psychological state. Our analysis of Jonathan’s work reveals a specific profile that balances authority with accessibility.
The Persuasive-Instructional Hybrid
Jonathan’s primary tone is Persuasive, scoring a 4 out of 10 on the formality scale. This is a critical sweet spot. It avoids the stiffness of academic papers (9-10) and the looseness of a casual blog (1-3). It sits firmly in the realm of the "Trusted Advisor."
He layers this foundation with secondary tones that drive engagement:
Instructional: He does not just claim; he teaches.
Energetic: The pacing keeps the reader moving forward.
Direct: There is no ambiguity in his assertions.
Authoritative: He speaks from a position of proven success.
This combination creates a psychological environment where the reader feels safe to follow the writer's lead. The informality disarms defence mechanisms, while the authority commands respect.
The Power of the Active Voice
Perhaps the most striking metric in our analysis is the dominance of the active voice. Jonathan’s writing is 95 percent active. In a world of corporate passive voice, this stands out immediately.
Consider the difference:
Passive (Weak): "The mistake of saving the big stuff for the finale is made by most reps."
Active (Jonathan): "Most reps make the mistake of saving the big stuff for the finale."1
The active voice assigns responsibility. It creates a subject-verb-object cadence that mirrors how the human brain processes cause and effect. For content marketers, the lesson is clear. Passive voice hides the actor and dilutes the action. Active voice clarifies the actor and drives the narrative.
Structural Engineering: The "Upside-Down" Architecture
Structure is not just about where you put the commas. It is about how you organize information to match the reader's attention span. Jonathan’s structural choices are radical departures from traditional storytelling.
The Micro-Structure of Readability
Our analysis of the text reveals a Flesch-Kincaid readability score of 62.0, placing it at a 7th-grade reading level. This is not a sign of low intelligence. It is a sign of high respect for the reader's cognitive load.
Complex ideas do not require complex sentences. Jonathan’s average sentence length is just 9 words. His paragraphs average 1.8 sentences. This creates a visual rhythm that is "short and punchy." It invites the eye to scan down the page without friction.
The Content Crusader’s Takeaway:
Audit your last three articles.
Cut any paragraph longer than three lines.
Break compound sentences into simple ones.
If you can say it in 7th-grade English, do not use college-level syntax.
Lexical Diversity and Rhetorical Devices
While the sentence structure is simple, the vocabulary is strategic. Our analysis classifies the vocabulary tier as Specialized/Jargon-heavy. This seems contradictory to the 7th-grade reading level, but it is a calculated move.
The Authority of Precision
Jonathan uses specific industry terms like "ACV," "churn," "discovery," and "ICP" (Ideal Customer Profile). This signals to the reader that he is an insider. He speaks their language. However, he surrounds these complex terms with simple verbs and connectors.
This technique establishes credibility without sacrificing readability. It says, "I know the technical details, but I can explain them simply."
Rhetorical Flourishes
To keep the reader engaged, Jonathan employs specific rhetorical devices:
Hypophora: Asking a question and immediately answering it.
"Right? Wrong."1
This creates a conversational loop that mimics a real dialogue.Anaphora: Repetition of a word or phrase at the beginning of successive clauses.
"Faster deal cycles. Better win rates. Higher ACV."1
This builds momentum and emphasizes the compounding value of the advice.Direct Address: Using "You" and "Your."
He constantly breaks the fourth wall to speak directly to the reader's experience.
Conclusion: The Architecture of Action
Jonathan’s writing style is not magic. It is engineering. It is a system built on the understanding that human attention is fragile and that decision-making is emotional.
For the Content Crusaders, the blueprint is clear:
Adopt the Active Voice: Take ownership of every sentence.
Simplify the Syntax: Respect the reader's cognitive load.
Be Specific: Cut the fluff and solve exactly.
The goal is not just to be read. The goal is to catalyze a decision. By adopting these architectural principles, you transform your content from a passive collection of words into an active engine of revenue.
References
Gong. The 5 acts of winning sales demo scripts (plus examples). Gong.io. 2021. Available from: https://www.gong.io/blog/demo-script-examples