Look, I'm gonna plough right in..

I've been meaning to write a newsletter for years, but if I overthink something, I won't do it. So that's the kind of ‘do the thing’ energy I'm bringing here.

This week, I’ve got a copywriting trick that’s simple, fast, and will improve your writing immediately. We’ve got underrated internet heroes, from micro creators to people building communities in the actual god damn flesh. Some weird stories, some trends and an offer from me to you.

Does this need strimming down? Yes. Do I want your input on what segments you’d like? Also yes.

Ok, cripes, let’s get into it.

Introducing..

Use this in your next sales page, email, caption, or launch announcement. Use it in a passive aggressive note to your neighbour, whatever you need to do. Props to Glenn and Nick at The Fix for teaching me this.

Read through your copy and make sure you clearly ‘hit’ each P.

Problem – What do they really care about?

This is the part where you name the thing keeping them stuck.

“You know what you’re selling - but the words sound vague, stiff, and nothing like you.”

Promise – How can you change that?

This is the part where you become the obvious answer.

^‘What if your offer sounded like you at your boldest - and actually made people click ‘buy?’

Proof – Why should they believe you?

This is the part where you back it up with something real.

‘This structure helped a newsletter founder 3x their conversions. With zero ads and an inbox full of feedback_^’

Push (CTA) – What do you want them to do now?

This is the part where you make it too easy to ignore.

‘Reply with ‘4P me’ and I’ll write a custom version for your offer. Just tell me who you want to reach and your offer.’

📚 Micro‑community hosts
People doing the absolute most: sauna socials, sober dinner nights, book clubs in the pub.
→ Lesson: You don’t need a big following. Just a room full of the right people.

🎨 Nano‑creators in beauty & wellness
Accounts with 2K followers who shift more product than a glossy ad campaign.
→ Brands like Hello Klean and Fable & Mane are seeing engagement rates 15× higher than macro creators.
→ Lesson: Tiny + trustworthy > big + boring.

Billie’s Scratch‑n‑Sniff Armpits
Yes, actual scented armpit posters.
People scratched them. Sniffed them. Filmed it for TikTok.
→ Weird enough to film = viral.

Connecticut Pizza Feud

CT tourism put up a billboard in NYC:
“Connecticut pizza wins. NYC takes the L.”
Cue: 2,000+ angry voicemails and $13M in earned media.
→ Lesson: Bold > Safe (generally)

Trends you’ll spot early — then brag about later

→ Creator as Community Architect
They’re not just posting content. They’re building cults. IRL events, online cohorts, group chats that don’t make you want to scream into a bowl of cold water.
→ Connection > algorithm.

→ Low‑follower, High‑focus Micro Launches
Creators with sub-5K audiences launching paid products that sell out in hours.
→ Quality over quantity.

Who are the few people you really want to reach and what’s the offer?

Got an offer? Tiny but mighty audience? Big idea that deserves better copy?

Reply to this email with your niche + your offer.
I’ll pick one person to get a free 4P rewrite — featured in next week’s issue.

Tell me stuff. Was this email too long? Too chaotic? Just right?

I’m building this as we go. Loved it? Hated it? Want more of something? Just hit reply. We’re just getting started..

Annabelle