Bow Tie Kreative Writing System
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Rules / copywriting

CPY-003 Hard constraint layer: phrase

Headline makes one credible promise

IF a headline is used, THEN make its audience relevance, benefit or curiosity, and credible scope legible ELSE revise.

Why the rule exists

The headline earns attention by promising a relevant payoff without outrunning proof.

Condition

The rule fires when this evaluates true. Paths marked below must be present in the fact base; the engine reports the rest rather than guessing them.

  • copy.headline.exists eq true

Facts this rule reads

PathSource
copy.headline.exists You supply it

Then

  1. verify — target copy.headline
  2. revise — target copy.headline

Else

  1. retain — target current_text, No triggering condition is present.

LAKA

Smallest sufficient intervention
Yes
Primary axes

Sources

  • The Adweek Copywriting Handbook — Joseph Sugarman
    Direct-response copy principles, sequencing, and engagement.
  • Breakthrough Advertising — Eugene M. Schwartz
    Market awareness, sophistication, desire, and message strategy.
  • The Copywriter's Handbook — Robert W. Bly
    Benefits, headlines, offers, direct response, and business copy.
  • Ogilvy on Advertising — David Ogilvy
    Research, clarity, headlines, layouts, and brand communication.
The raw rule record

Verbatim from 16-copywriting-rules.json. Also available at /v1/rules/CPY-003.

{
  "id": "CPY-003",
  "name": "Headline makes one credible promise",
  "domain": "copywriting",
  "layer": "phrase",
  "strength": "hard_constraint",
  "human_logic": "IF a headline is used, THEN make its audience relevance, benefit or curiosity, and credible scope legible ELSE revise.",
  "when": {
    "path": "copy.headline.exists",
    "operator": "eq",
    "value": true
  },
  "then": [
    {
      "action": "verify",
      "target": "copy.headline",
      "require": [
        "audience_relevance",
        "benefit_or_curiosity",
        "credible_scope"
      ]
    },
    {
      "action": "revise",
      "target": "copy.headline",
      "when": "requirement_missing"
    }
  ],
  "else": [
    {
      "action": "retain",
      "target": "current_text",
      "reason": "No triggering condition is present."
    }
  ],
  "unless": [],
  "because": "The headline earns attention by promising a relevant payoff without outrunning proof.",
  "diagnostics": [],
  "examples": {},
  "source_ids": [
    "BK-029",
    "BK-030",
    "BK-032",
    "BK-036"
  ],
  "laka": {
    "smallest_sufficient_intervention": true,
    "primary_axes": [
      "scope",
      "depth",
      "magnitude",
      "reversibility"
    ]
  }
}

Other copywriting rules

  1. CPY-001 Start from market awareness IF writing persuasive copy, THEN classify the audience as unaware, problem-aware, solution-aware, product-aware, or most-aware before choosing the message ELSE request research. Hard constraint
  2. CPY-002 Match lead to awareness and evidence IF awareness is known, THEN select a lead type that bridges the reader’s current state to the offer ELSE do not default to a hype lead. Context default
  3. CPY-004 Mechanism explains the promise IF the promise is unfamiliar, counterintuitive, or in a sophisticated market, THEN explain why and how the offer produces the result ELSE keep the mechanism concise. Context default
  4. CPY-005 Translate feature into buyer outcome IF copy names a feature, THEN connect it to functional benefit, practical outcome, and relevant emotional meaning when supported ELSE remove the feature. Context default
  5. CPY-006 Specificity earns credibility IF a claim uses generic superiority language AND verifiable specifics exist, THEN replace the generic phrase with the relevant specific ELSE qualify or remove it. Heuristic
  6. CPY-007 Proof appears after or near the claim IF a material sales claim is made, THEN attach the strongest appropriate proof close to it ELSE weaken or remove the claim. Hard constraint
  7. CPY-008 Testimonial is real, typicality-aware, and specific IF a testimonial is used, THEN verify identity permission, authenticity, result context, and any required typicality disclosure ELSE remove it. Hard constraint
  8. CPY-009 Objection response names the real risk IF research shows a recurring material objection, THEN acknowledge it, answer with proof or terms, and preserve any legitimate limitation ELSE do not invent objections. Context default