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Rules / copywriting

CPY-006 Heuristic layer: sentence

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.

Why the rule exists

Specific details are more testable and believable than empty superlatives.

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.

  • ALL
    • copy.claim.language eq "generic_superiority"
    • copy.claim.verifiable_specifics_exist eq true

Facts this rule reads

PathSource
copy.claim.language You supply it
copy.claim.verifiable_specifics_exist You supply it

Then

  1. replace — target copy.claim

Else

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

Test cases

TST-017 · [object Object]

Before
The best analytics platform.
After
See conversion sources by campaign, page, and form in one report.
Reason
Generic superiority becomes a specific verifiable capability, not an unsupported ranking.

LAKA

Smallest sufficient intervention
Yes
Primary axes

Sources

  • The Adweek Copywriting Handbook — Joseph Sugarman
    Direct-response copy principles, sequencing, and engagement.
  • 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-006.

{
  "id": "CPY-006",
  "name": "Specificity earns credibility",
  "domain": "copywriting",
  "layer": "sentence",
  "strength": "heuristic",
  "human_logic": "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.",
  "when": {
    "all": [
      {
        "path": "copy.claim.language",
        "operator": "eq",
        "value": "generic_superiority"
      },
      {
        "path": "copy.claim.verifiable_specifics_exist",
        "operator": "eq",
        "value": true
      }
    ]
  },
  "then": [
    {
      "action": "replace",
      "target": "copy.claim",
      "with": "relevant_verifiable_specific"
    }
  ],
  "else": [
    {
      "action": "retain",
      "target": "current_text",
      "reason": "No triggering condition is present."
    }
  ],
  "unless": [],
  "because": "Specific details are more testable and believable than empty superlatives.",
  "diagnostics": [],
  "examples": {},
  "source_ids": [
    "BK-029",
    "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-003 Headline makes one credible promise IF a headline is used, THEN make its audience relevance, benefit or curiosity, and credible scope legible ELSE revise. Hard constraint
  4. 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
  5. 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
  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