At the end of the day, you’re writing to endorse a product or an idea. While your copy can certainly paint the product in a novel light, you can’t change the product itself. In short, you want to find things about that product that are actually great and true to its brand.
A great way to do this is to start with a list of “product call-outs,” or selling points. These are things that make the product you are writing for stand out from its competition. Higher quality, lower prices, a sleeker look, improved durability–these are all examples of what might make a product stand out. Once you have your list of call-outs, focus on writing a short piece of copy that appeals to each one.
For example, you wouldn’t want to describe a 2-star hotel as luxurious and opulent, you’d want to lean into its homey charm or adventurous location. The Hans Brinker Hostel in Lisbon hit this principle dead on, with the following campaign:
By leaning into the humor and personality of their brand, the hostel was able to capture eye catching copy. It might not be the Ritz Carlton, but the hostel’s copy paints a picture of the perfect place to stay for an offbeat adventure.