We revisit the problem of estimating an unknown parameter of a pure quantum state, and investigate ‘null-measurement’ strategies in which the experimenter aims to measure in a basis that contains a vector close to the true system state. Such strategies are known to approach the quantum Fisher information for models where the quantum Cramér-Rao bound (QCRB) is achievable but a detailed adaptive strategy for achieving the bound in the multi-copy setting has been lacking. We first show that the following naive null-measurement implementation fails to attain even the standard estimation scaling: estimate the parameter on a small sub-sample, and apply the null-measurement corresponding to the estimated value on the rest of the systems. This is due to non-identifiability issues specific to null-measurements, which arise when the true and reference parameters are close to each other. To avoid this, we propose the alternative displaced-null measurement strategy in which the reference parameter is altered by a small amount which is sufficient to ensure parameter identifiability. We use this strategy to devise asymptotically optimal measurements for models where the QCRB is achievable. More generally, we extend the method to arbitrary multi-parameter models and prove the asymptotic achievability of the the Holevo bound. An important tool in our analysis is the theory of quantum local asymptotic normality which provides a clear intuition about the design of the proposed estimators, and shows that they have asymptotically normal distributions.