Every rule, and how hard it binds

20 rules match. Clear filters

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
9. 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
10. CPY-010 Offer is operationally complete IF an offer is presented, THEN state deliverable, audience, price or exchange, timing, requirements, exclusions, risk terms, and next action as applicable ELSE mark incomplete. Hard constraint
11. CPY-011 CTA names one next action IF the page has one primary conversion goal, THEN use one prominent CTA that names the action and immediate result ELSE define priority among multiple actions. Context default
12. CPY-012 Friction matches commitment IF requested information or effort exceeds what the current commitment needs, THEN remove, defer, or explain it ELSE retain. Heuristic
13. CPY-013 Urgency must be factual IF urgency or scarcity is claimed, THEN verify the real deadline, quantity, capacity, or consequence and disclose material conditions ELSE remove it. Hard constraint
14. CPY-014 Guarantee states enforceable terms IF a guarantee is offered, THEN state coverage, duration, request process, exclusions, remedy, and jurisdictional limits ELSE do not rely on vague risk reversal. Hard constraint
15. CPY-015 Story serves the buying decision IF a sales story does not change relevance, belief, desire, trust, objection, or action, THEN cut or reframe it ELSE retain. Heuristic
16. CPY-016 Email subject matches message and destination IF a subject line creates curiosity or a promise, THEN the email and linked destination must satisfy it ELSE revise. Hard constraint
17. CPY-017 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. Hard constraint
18. CPY-018 Market sophistication changes novelty claim IF competitors repeat the same promise, THEN differentiate mechanism, proof, segment, tradeoff, experience, or category rather than shouting the same claim ELSE use the direct promise. Context default
19. CPY-019 Test one causal variable at a time when possible IF an experiment must identify what caused a result, THEN change one primary variable or use a designed multivariate test with adequate traffic ELSE treat results as directional. Heuristic
20. CPY-020 Optimize downstream value, not click alone IF a variant increases clicks but lowers qualified action, retention, revenue quality, or trust, THEN reject or segment it ELSE retain. Hard constraint