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# How to write understatement ads when everyone is overhyping
- URL: https://www.unbore.com/how-to-write-understatement-ads-when-everyone-is-overhyping/
- Published: 2026-02-25T19:00:12.000Z
- Updated: 2026-03-01T15:34:53.000Z
- Description: If most ads are like overexcited golden retrievers, understatement ads are cats. Let's make some.
- Author: Shlomo Genchin
- Tags: Copywriting

This copywriting technique is called “Understatement”:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379287317-email.jpg)

And another example…

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379287652-email-f55faec3-8f71-4a13-adfa-6e8b860efc65.jpg)

If most ads are like overexcited golden retrievers, understatement ads are cats.

*Not trying to impress you.*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379288086-email-909be49e-dba7-45b2-982c-12fdaffdaaac.jpg)

So let’s write an ad like this for Calendly:

---

## 1\. List Overused Promises

I ask GPT for some help:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379288616-email-36fb7e42-1f99-42d5-8ce3-18b3d6aa9a0e.jpg)

**🤖 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:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379289075-email-e7db4963-e182-4e8f-bf2a-dce59abfa36e.jpg)

---

## 2\. Make An Understatement

I explain Calendly like I would to a friend.

No BS.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379289473-email-8fc144d3-1a7c-4171-8523-3a1ce6f1af6b.jpg)

---

## 3\. Combine Steps One and Two

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379289855-email-4310353e-67c8-4364-b519-87b2cf6fc637.jpg)

---

## More Inspiration

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379290434-email-2b44a26c-98d5-4c92-a16b-4f56ec51d181.jpg)

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379290844-email-b99df6ac-8466-4b58-9fe0-a718ec450761.jpg)

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379291453-email-06161206-e072-4fea-a367-f0d8deb3bc1f.jpg)

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379291952-email-6d95e1e6-3e80-4495-9c7d-e6b5d804d63e.jpg)

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379292480-email-857862d4-d524-4062-bbe0-15823ad9ffc4.jpg)