Define
A numbered path through a process that used to feel like a fog.
Mechanism
Sequence as comfort. Numbering implies completeness and lowers the cost of starting. The last step is usually the offer.
Verdict
The buyer is blocked by complexity, not by desire.
Don't
The steps are fake (step 1: buy). A playbook that is only an outline of a sales page is a costume.
Rights-cleared examples
Air raid precautions" poster
How we get yeast for health photographs (3 page images)
Learn to use it NOW-Carbon Tetrachloride Hand Fire Extinguisher" poster
Make your rubber last - Mend it" poster
Prof. Anderson's Scientific Foods - Foods Shot From Guns" - Quaker Puffed Wheat and Puffed Rice (Collier's, July 30 1910)
96 Plans for Collecting by Mail
Larkin Soap Co. 'Club of Ten' Flyer