The rules
Every rule, and how hard it binds
228 base rules across 14 domains and 9 structural layers. Filter them, then open one to see its condition tree, both branches, its exceptions and its sources.
9 rules match. Clear filters
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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
- 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