{"id":"CPY-018","name":"Market sophistication changes novelty claim","domain":"copywriting","layer":"document","strength":"context_default","human_logic":"IF competitors repeat the same promise, THEN differentiate mechanism, proof, segment, tradeoff, experience, or category rather than shouting the same claim ELSE use the direct promise.","when":{"path":"market.promise_saturation","operator":"in","value":["high","very_high"]},"then":[{"action":"differentiate","target":"copy.positioning","axes":["mechanism","proof","segment","tradeoff","experience","category"]}],"else":[{"action":"retain","target":"current_text","reason":"No triggering condition is present."}],"unless":[],"because":"Sophisticated markets discount familiar unsupported claims.","diagnostics":[],"examples":{},"source_ids":["BK-030"],"laka":{"smallest_sufficient_intervention":true,"primary_axes":["scope","depth","magnitude","reversibility"]},"requires_facts":["market.promise_saturation"],"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}],"defined_in":{"file":"16-copywriting-rules.json","title":"Persuasive and Direct-Response Copy Rules","slug":"copywriting-rules"}}