{"id":"CPY-004","name":"Mechanism explains the promise","domain":"copywriting","layer":"section","strength":"context_default","human_logic":"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.","when":{"any":[{"path":"copy.promise.familiarity","operator":"eq","value":"low"},{"path":"copy.promise.counterintuitive","operator":"eq","value":true},{"path":"market.sophistication","operator":"in","value":["high","very_high"]}]},"then":[{"action":"insert","target":"copy.mechanism","include":["cause","process","difference","boundary"]}],"else":[{"action":"retain","target":"current_text","reason":"No triggering condition is present."}],"unless":[],"because":"A mechanism converts a bare claim into an understandable causal story.","diagnostics":[],"examples":{},"source_ids":["BK-030","BK-033"],"laka":{"smallest_sufficient_intervention":true,"primary_axes":["scope","depth","magnitude","reversibility"]},"requires_facts":["copy.promise.familiarity","copy.promise.counterintuitive","market.sophistication"],"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-033","title":"Scientific Advertising","creator":"Claude C. Hopkins","domain":"advertising","type":"Book","note":"Testing, measurement, offers, and accountable advertising.","url":null}],"defined_in":{"file":"16-copywriting-rules.json","title":"Persuasive and Direct-Response Copy Rules","slug":"copywriting-rules"}}