This copywriting technique is called “Understatement”:
And another example…
If most ads are like overexcited golden retrievers, understatement ads are cats.
Not trying to impress you.
So let’s write an ad like this for Calendly:
1. List Overused Promises
I ask GPT for some help:
🤖 Prompt:
Write 10 overpromising one-liners that exaggerate the benefits of [product], as you’d see in typical [industry] marketing copy.
Deeply inspired, I write this:
2. Make An Understatement
I explain Calendly like I would to a friend.
No BS.
3. Combine Steps One and Two
More Inspiration
