<\/p>\n
The 1962 Alcatraz escape didn\u2019t begin with digging a hole in a cell wall.<\/p>\n
It began with the destination: get off the island.<\/strong><\/p>\n 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.<\/p>\n Each problem existed because the next step required it.<\/p>\n That\u2019s a useful way to plan sales copy.<\/p>\n Start with the action you want: buy<\/strong>.<\/p>\n Then work backward.<\/p>\n What does someone need to believe before buying?<\/p>\n What objection could prevent that belief?<\/p>\n What proof would remove that objection?<\/p>\n What does the reader need to understand for that proof to matter?<\/p>\n What problem must be established before they care about any of it?<\/p>\n Now you have a chain of requirements.<\/p>\n This also gives you a brutal editing test: if you remove a section, what breaks?<\/p>\n If the answer is \u201cnothing,\u201d that section probably doesn\u2019t belong.<\/p>\n A sales page shouldn\u2019t be a collection of parts.<\/p>\n It should be an escape route where every step makes the next step possible.<\/p>\n RW The 1962 Alcatraz escape didn\u2019t 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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,15],"tags":[],"class_list":["post-383","post","type-post","status-publish","format-standard","hentry","category-copywriting","category-strategy"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/383","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=383"}],"version-history":[{"count":2,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/383\/revisions"}],"predecessor-version":[{"id":385,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/383\/revisions\/385"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=383"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=383"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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