This week, YOU, , are joining 1000+ people who’ll get this 120th 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.

Let's go! 💪🏻

1 Copywriting Tip

Tip: Focus on understated importance

Humans have this psychological tendency to value things more, either when they don't have it or when they've lost it.

But when they do actually have it, they tend to understate its value.

Think about it...

You don't meet your friends as often when you're in the same city...

But when they are shifting, there's a sudden sense of regret that sets in.

What they say is true, for us humans: We don't value a moment enough until it becomes a memory.

And with this little insight, you can turn products into essentials.

The messaging isn't the typical "what you miss out on".

Rather it's, "I've always been there for you and you didn't even realize it".

Here's why it works:

1. People love to discover things.

If they find or realize a hidden detail, it makes them feel smart.

2. It builds trust fast.

If you’re quietly helping behind the scenes, you must be the real deal—no need to brag.

3. It makes you likeable.

Nobody loves the loud kid who shouts "I’m awesome!" all the time.

Everyone roots for the quiet helper who’s been making things better without showing off.

This humble brag messaging inspires confidence, authenticity and relatability.

Now onto two great examples...

2 Examples

1. SPANX

Spanx is a women's shapewear brand and they know exactly who they are talking to.

Designer outfits may come and go...

But there's only one brand that makes red carpet walkers look sexier than they already are and that's SPANX.

If it wasn't there, people would miss it.

That's understated importance.

2. Avis

This car rental brand's most successful campaign was genius for saying we try harder...

Because we're the second best, striving for the top place in the market.

They turned their runner up status into a competitive advantage.

That's how they made the market aware of their understated importance.

3 Tactics for You

1. Be the “Secret Ingredient”

Make your product sound like the quiet magic behind success stories.

You’re the thing nobody notices, but nobody can win without.

2. Celebrate Your “Background Role”

Be proud of being in the background. Frame it like the real work happens behind the scenes, and nobody else can do it as well as you.

But don't SCREAM about it.

3. Turn Being “Overlooked” into a Flex

Point out that people don’t think about you because you do your job so well.

No drama = total trust.

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

What do you think about focusing on understated value and today’s newsletter?

Hit reply & let me know your thoughts, !

P.S. Don’t forget to tell me your favourite thing about this newsletter. I’m collecting responses to build the next thing in this space.

Cheers! :)

Whenever you're ready, here's how I can help you more (FREE):

1. ZERO to ONE Copywriting Resources (Notion download!)

2. Check out my Twitter for more content.

3. LinkedIn is my OG platform, so do connect if you haven't already!

4. Missed previous editions of the newsletter? Read all of them here.

5. Want me to write copy for your business? Click here to learn more.