This is a story about telling the truth. Should a man tell the truth? Everyone would say yes. But in the context, to be honest, it's not that easy. For example, a famous chateau in France had a problem: one year, extreme weather caused the quality of its grapes to be compromised. It's a conundrum for people who sell alcohol -- let's not be honest, customers can taste it; To be honest, I was afraid no one would buy it. What is to be done? I saw the advertisement copy of teacher Shu Chen: "The climate makes the grapes sour, this cup is to toast the imperfection of this year." In this copy, "imperfection" becomes a feature. In China, much the same is happening. The high temperatures in the summer of 2022 affected the growth of hairy crabs, which were much smaller than in previous years. Faced with this situation, how to write advertising copy? Some businesses, the previous year's advertising word is "plump plump and tender, crystal red oil run", this year's advertising word is still "plump and tender, crystal red oil run". This is called dishonesty. My friend and Caitou, put forward an AD copy: "Although the crab is small this year, it is also a period for a while." Big year or small year, it is this year. This year will never come again, no matter how bad it is, it is a special year in your life. What inspired me was to speak the truth, cherish my experience, and keep looking forward to the future. Now that's the highest level of honesty.