Bow Tie Kreative Writing System
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Rules / copywriting

CPY-007 Hard constraint layer: section

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.

Why the rule exists

Persuasion becomes trustworthy when claims create visible evidence trails.

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.material eq true
    • copy.claim.proof_status neq "adequate"

Facts this rule reads

PathSource
copy.claim.material You supply it
copy.claim.proof_status You supply it

Then

  1. insert — target copy.proof
  2. qualify_or_delete — target copy.claim

Else

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

LAKA

Smallest sufficient intervention
Yes
Primary axes

Sources

  • Scientific Advertising — Claude C. Hopkins
    Testing, measurement, offers, and accountable advertising.
  • Influence: The Psychology of Persuasion — Robert B. Cialdini
    Evidence-based principles of influence and ethical persuasion.
  • Advertising and Marketing Basics — U.S. Federal Trade Commission link
    Advertising claims must be truthful, non-deceptive, fair, and appropriately substantiated.
  • Advertising Substantiation Policy Statement — U.S. Federal Trade Commission link
    Objective claims require a reasonable evidentiary basis before dissemination.
The raw rule record

Verbatim from 16-copywriting-rules.json. Also available at /v1/rules/CPY-007.

{
  "id": "CPY-007",
  "name": "Proof appears after or near the claim",
  "domain": "copywriting",
  "layer": "section",
  "strength": "hard_constraint",
  "human_logic": "IF a material sales claim is made, THEN attach the strongest appropriate proof close to it ELSE weaken or remove the claim.",
  "when": {
    "all": [
      {
        "path": "copy.claim.material",
        "operator": "eq",
        "value": true
      },
      {
        "path": "copy.claim.proof_status",
        "operator": "neq",
        "value": "adequate"
      }
    ]
  },
  "then": [
    {
      "action": "insert",
      "target": "copy.proof",
      "types": [
        "demonstration",
        "data",
        "case",
        "testimonial",
        "credential",
        "guarantee_terms"
      ],
      "choose_by": "claim_type"
    },
    {
      "action": "qualify_or_delete",
      "target": "copy.claim",
      "when": "proof_unavailable"
    }
  ],
  "else": [
    {
      "action": "retain",
      "target": "current_text",
      "reason": "No triggering condition is present."
    }
  ],
  "unless": [],
  "because": "Persuasion becomes trustworthy when claims create visible evidence trails.",
  "diagnostics": [],
  "examples": {},
  "source_ids": [
    "BK-033",
    "BK-035",
    "WEB-012",
    "WEB-013"
  ],
  "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-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
  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