Be like the understated watchmaker

Welcome to the 37th issue of Write On!

The newsletter that comes shaken, not stirred.

Estimated read time: 2 minutes 3 seconds

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The Story of the Understated Watchmaker:

In the heart of Switzerland, Elias, a watchmaker, crafted technologically advanced timepieces.

But he never touted them as "the best" or "the most revolutionary."

Instead, he would describe them with sincere words, focusing on the craftsmanship and heritage behind the products.

Over time, people noticed the authenticity of his descriptions and became more interested.

The more genuine Elias was in his communication, the more his watches sold. Because customers felt they were buying into genuine craftsmanship, not just a hyped product.

Here are 3 ways to AVOID over-hyping your products like Elias:

Show, don’t tell:

Instead of saying your product is "the best," demonstrate its value.

It’s not about what you can say. It’s what you can prove.

For Elias, showcasing the intricate details of his watchmaking process spoke louder than any self-claimed excellence.

Stories over statements:

Narratives around your product or its creation can be more compelling than generic hype statements.

e.g. Elias's tale of learning watchmaking from his grandfather was more appealing to customers than merely stating its craftmanship.

Authentic reviews:

Encourage customers to leave honest reviews rather than seeking overly positive testimonials.

A genuine mix of reviews can build more trust with potential buyers. It’s the Pratfall Effect in action: “competent people appear more likable and relatable when they make a minor mistake or display some kind of flaw.”

Top Finds This Week:

📖 Storytelling: 10 simple storytelling tips to nail your next pitch like Elon Musk (link)

🧠 Psychology: 106 cognitive biases and principles that affect your UX: (link)

📜 Principles: 12 stupidly simple copywriting tricks that you can learn and apply in under 90 seconds: (link)

✍️ Write On: 5 copywriting-related books that caught my eye on Shortform: (link)

That’s all for this week. Thanks for reading.

See you next Wednesday!

Joe

P.S. Whenever you’re ready, here’re two ways I can help you:

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