D01
The Offer–Copy Distinction
When persuasion fails, the words may not be the primary problem. The underlying value, structure, price, proof or market fit may be defective.
Doctrine Library
Ideas built to be used, tested and revised.
The doctrines give compact form to recurring patterns in markets, offers, proof and institutional persuasion. They are working intellectual instruments—not slogans protected from criticism.
Each entry includes a proposition, application, limits, related ideas and a version number so the body of thought can evolve.
7 doctrines
D02
The Recognition Doctrine
People often fail to act because they have not recognised themselves, their problem or their desired future in the language presented to them.
D03
The Credible Promise Threshold
A promise becomes persuasive only when it is connected to a believable mechanism, relevant evidence and a source entitled to make it.
D04
The Institutional Voice Doctrine
An institution's voice is the linguistic expression of its character, competence, values, authority and relationship with the public.
D05
The Persuasion Debt Principle
Every exaggerated claim creates a future obligation. When reality cannot repay it, trust collapses.
D06
The Copywriter as Commercial Physician
The copywriter should diagnose before prescribing. Writing without diagnosis is equivalent to issuing medicine without examining the patient.
D07
The Language–Market Feedback Loop
Language does not merely report market understanding; disciplined market response should continuously revise the language and sometimes the offer behind it.