The 1962 Alcatraz escape didn’t begin with digging a hole in a cell wall.
It began with the destination: get off the island.
That destination dictated the problems that had to be solved. The escapees needed a way across the water. They needed a route out of the cell block. They needed to get through the walls. And they needed to conceal their preparations long enough to make the attempt.
Each problem existed because the next step required it.
That’s a useful way to plan sales copy.
Start with the action you want: buy.
Then work backward.
What does someone need to believe before buying?
What objection could prevent that belief?
What proof would remove that objection?
What does the reader need to understand for that proof to matter?
What problem must be established before they care about any of it?
Now you have a chain of requirements.
This also gives you a brutal editing test: if you remove a section, what breaks?
If the answer is “nothing,” that section probably doesn’t belong.
A sales page shouldn’t be a collection of parts.
It should be an escape route where every step makes the next step possible.
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