This week, YOU, , are joining 1000+ people who’ll get this 132nd edition in their inbox today.

It’s called the 1-2-3 copywriting newsletter, where every week you’ll get:

1 Copywriting Tip

2 Examples

3 Tactics on how to use it for your business.

Best part? You’ll get all the good stuff by investing less than 5 minutes weekly.

Have you ever seen such a win-win situation? Me neither.

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1 Copywriting Tip

Tip: Call Out the Hype

We've all been there, right? Tried a product with too much hype and it turned out to be worse than you could've possibly imagined...

I won't say it's just over-marketing.

It is also misplaced hype.

When one sees big brands featuring a well-known celebrity, they cannot help but think this MUST be good.

This is not how 80% of the customers think in 2025 ↑

Sure, the authority that comes with a celebrity is good. But there's a difference between good marketing and hollow hype.

That's why I absolutely loved The Ordinary's latest activation in New York.

As a brand, they've had some impressive campaigns in the last couple years. But this one was much more practical in its treatment.

Not only did they callout the hype of celebrity endorsements their competitors engage in...

But also addressed how much more their products would cost if they were to do the same.

It's genius because:

→It attacks the enemy

→Relieves price objections

→Positions them as an authority (science not hype)

Pro tip: If you want to position yourself against the enemy, call out their hollow hype with anti-marketing marketing.

Now onto the examples...

2 Examples

1. The Ordinary Campaign One

It’s the best price anchoring I’ve ever seen.

Because it’s like saying we are already expensive (trust me, The Ordinary is) but we are the right amount of expensive because we could’ve been more.

I know I’m butchering the interpretation but that’s just how I see it.

Still genius. Cannot deny. Won’t deny.

2. The Ordinary Campaign Two

Inside, products were displayed with comparisons showing price increases of up to 61% if a celebrity was involved.

Visitors were also offered complimentary skin analysis, tailored regimes, and product samples.

3 Tactics for You

1. Visualize the Hype

Use attention-grabbing visuals (like fake cash piles or empty glamour props) to physically represent the “cost of hype,” making abstract marketing spend tangible and relatable.

Show, don't tell, whenever you can.

2. Create “Hype-Free” Comparisons

Humans cannot judge without comparison. Give them something to compare your product to.

So do side-by-side breakdowns that show what you pay for hype elsewhere vs. for value with you.

3. Leverage FOMO Around Honesty

Highlight how “hype-free” is actually the rare, desirable trait (“Join the few who see past the hype”).

The hype-free club is a thing to take pride in. That's why you see so many billionaires being part of the quiet luxury club.

Well, that’s all I have for you today 🤝

What do you think about calling out the hype and today’s newsletter?

Hit reply & let me know your thoughts, !

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