{"id":"CPY-002","name":"Match lead to awareness and evidence","domain":"copywriting","layer":"section","strength":"context_default","human_logic":"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.","when":{"path":"audience.awareness","operator":"exists"},"then":[{"action":"select","target":"copy.lead_type","by":["audience.awareness","market.sophistication","available_proof"],"options":["direct_promise","problem_solution","secret_or_mechanism","story","prediction","invitation","offer"]}],"else":[{"action":"retain","target":"current_text","reason":"No triggering condition is present."}],"unless":[],"because":"Lead strategy is a routing decision, not decorative wordplay.","diagnostics":[],"examples":{},"source_ids":["BK-030","BK-031","BK-029"],"laka":{"smallest_sufficient_intervention":true,"primary_axes":["scope","depth","magnitude","reversibility"]},"requires_facts":["audience.awareness"],"tests":[],"sources":[{"id":"BK-030","title":"Breakthrough Advertising","creator":"Eugene M. Schwartz","domain":"copywriting","type":"Book","note":"Market awareness, sophistication, desire, and message strategy.","url":null},{"id":"BK-031","title":"Great Leads","creator":"Michael Masterson; John Forde","domain":"copywriting","type":"Book","note":"Lead selection and opening structures for sales messages.","url":null},{"id":"BK-029","title":"The Adweek Copywriting Handbook","creator":"Joseph Sugarman","domain":"copywriting","type":"Book","note":"Direct-response copy principles, sequencing, and engagement.","url":null}],"defined_in":{"file":"16-copywriting-rules.json","title":"Persuasive and Direct-Response Copy Rules","slug":"copywriting-rules"}}