{"id":"CPY-007","name":"Proof appears after or near the claim","domain":"copywriting","layer":"section","strength":"hard_constraint","human_logic":"IF a material sales claim is made, THEN attach the strongest appropriate proof close to it ELSE weaken or remove the claim.","when":{"all":[{"path":"copy.claim.material","operator":"eq","value":true},{"path":"copy.claim.proof_status","operator":"neq","value":"adequate"}]},"then":[{"action":"insert","target":"copy.proof","types":["demonstration","data","case","testimonial","credential","guarantee_terms"],"choose_by":"claim_type"},{"action":"qualify_or_delete","target":"copy.claim","when":"proof_unavailable"}],"else":[{"action":"retain","target":"current_text","reason":"No triggering condition is present."}],"unless":[],"because":"Persuasion becomes trustworthy when claims create visible evidence trails.","diagnostics":[],"examples":{},"source_ids":["BK-033","BK-035","WEB-012","WEB-013"],"laka":{"smallest_sufficient_intervention":true,"primary_axes":["scope","depth","magnitude","reversibility"]},"requires_facts":["copy.claim.material","copy.claim.proof_status"],"tests":[],"sources":[{"id":"BK-033","title":"Scientific Advertising","creator":"Claude C. Hopkins","domain":"advertising","type":"Book","note":"Testing, measurement, offers, and accountable advertising.","url":null},{"id":"BK-035","title":"Influence: The Psychology of Persuasion","creator":"Robert B. Cialdini","domain":"persuasion","type":"Book","note":"Evidence-based principles of influence and ethical persuasion.","url":null},{"id":"WEB-012","title":"Advertising and Marketing Basics","creator":"U.S. Federal Trade Commission","domain":"advertising_compliance","type":"Regulatory guidance","note":"Advertising claims must be truthful, non-deceptive, fair, and appropriately substantiated.","url":"https://www.ftc.gov/business-guidance/advertising-marketing"},{"id":"WEB-013","title":"Advertising Substantiation Policy Statement","creator":"U.S. Federal Trade Commission","domain":"claim_substantiation","type":"Regulatory policy","note":"Objective claims require a reasonable evidentiary basis before dissemination.","url":"https://www.ftc.gov/legal-library/browse/ftc-policy-statement-regarding-advertising-substantiation"}],"defined_in":{"file":"16-copywriting-rules.json","title":"Persuasive and Direct-Response Copy Rules","slug":"copywriting-rules"}}