{"id":"CPY-017","name":"Landing page preserves message scent","domain":"copywriting","layer":"document","strength":"hard_constraint","human_logic":"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.","when":{"path":"copy.traffic_source_message","operator":"exists"},"then":[{"action":"align","target":"copy.landing_opening","with":["traffic_source_message.promise","traffic_source_message.audience","traffic_source_message.offer"]}],"else":[{"action":"retain","target":"current_text","reason":"No triggering condition is present."}],"unless":[],"because":"Continuity reassures visitors that they reached the expected destination.","diagnostics":[],"examples":{},"source_ids":["BK-029","BK-032"],"laka":{"smallest_sufficient_intervention":true,"primary_axes":["scope","depth","magnitude","reversibility"]},"requires_facts":["copy.traffic_source_message"],"tests":[],"sources":[{"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},{"id":"BK-032","title":"The Copywriter's Handbook","creator":"Robert W. Bly","domain":"copywriting","type":"Book","note":"Benefits, headlines, offers, direct response, and business copy.","url":null}],"defined_in":{"file":"16-copywriting-rules.json","title":"Persuasive and Direct-Response Copy Rules","slug":"copywriting-rules"}}