You have to sell a fake, and it has to be bought.
It has to be something your opponent wants, or wants to avoid.
You can't just put something out there and hope it looks like the genuine article and assume someone will take it.
A successful fake must look real, read - attractive or dangerous, if it looks like a fake and it is not particularly attractive or dangerous it does not work.
You have to understand what real things look like, and what looks real to people. And also how different things look real to different people.
You can't sell fakes until you first learn how to sell reality.