Bow Tie Kreative Writing System
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Rules / copywriting

CPY-017 Hard constraint layer: document

Landing page preserves message scent

IF traffic arrives from an ad, email, search result, or referral, THEN repeat the source’s core promise, audience, and offer early on the page ELSE diagnose mismatch.

Why the rule exists

Continuity reassures visitors that they reached the expected destination.

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.traffic_source_message exists

Facts this rule reads

PathSource
copy.traffic_source_message You supply it

Then

  1. align — target copy.landing_opening

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.
  • The Copywriter's Handbook — Robert W. Bly
    Benefits, headlines, offers, direct response, and business copy.
The raw rule record

Verbatim from 16-copywriting-rules.json. Also available at /v1/rules/CPY-017.

{
  "id": "CPY-017",
  "name": "Landing page preserves message scent",
  "domain": "copywriting",
  "layer": "document",
  "strength": "hard_constraint",
  "human_logic": "IF traffic arrives from an ad, email, search result, or referral, THEN repeat the source’s core promise, audience, and offer early on the page ELSE diagnose mismatch.",
  "when": {
    "path": "copy.traffic_source_message",
    "operator": "exists"
  },
  "then": [
    {
      "action": "align",
      "target": "copy.landing_opening",
      "with": [
        "traffic_source_message.promise",
        "traffic_source_message.audience",
        "traffic_source_message.offer"
      ]
    }
  ],
  "else": [
    {
      "action": "retain",
      "target": "current_text",
      "reason": "No triggering condition is present."
    }
  ],
  "unless": [],
  "because": "Continuity reassures visitors that they reached the expected destination.",
  "diagnostics": [],
  "examples": {},
  "source_ids": [
    "BK-029",
    "BK-032"
  ],
  "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-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
  8. 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