Answer one fundamental question first: what is copy for?

Not to make people laugh, not to show off your prose, and not for self-indulgence. The job of copy is to use words to drive the reader's attention, feeling, and action — ultimately toward a sale/conversion. Ogilvy put it bluntly: 'We sell — or else.' Sugarman simply defines copy as 'selling with words': write anchored to one clear picture of your target reader.

So the first move on the ground: talk to 'one person.' Ogilvy urged you to write copy the way you'd chat with the one person seated next to you at a dinner party — in their language, without posturing, without piling on empty adjectives. Decide who that 'one specific person' is before you write a line.

Second move: sell the benefit, not the spec. The core job of copy is to translate a 'product feature' into a 'benefit for the user,' and the tool is FAB:

- Feature: an objective attribute (e.g., 'H13-grade HEPA filter').
- Advantage: what that feature can do (traps ultra-fine particles).
- Benefit: what it means for this user (with an allergy-prone kid at home, you can finally sleep with the window open).

The classic metaphor: 'People don't want a quarter-inch drill; they want a quarter-inch hole in the wall.' (often credited to Theodore Levitt). Ogilvy repeatedly stressed being customer-gain-oriented, using concrete detail so readers picture themselves benefiting. Same in Chinese practice: the FAB three-part structure on e-commerce detail pages, and 'how my ___ changed after using it' on Xiaohongshu, both turn specs into benefits.

Third move: replace the vague with the concrete. Credibility comes from specifics — 'contains 17 vitamins' beats 'nutritious,' and real numbers/details/scenes move people more than 'high quality' or 'craftsmanship.' On the ground: after a first draft, hunt down every adjective-style boast and swap it for a concrete noun, number, or tangible scene.