The "Step By Step" nature can trick you into thinking you need to perfect Step 4 before trying Step 5. Pagan actually teaches "Worse is Better." Launch a "Minimum Viable Funnel" (MVF) and then iterate.
They build a product (Phase 3) before they have identified a hungry market. Result: They create a brilliant solution to a problem nobody has. Eben Pagan Marketing Step By Step Pdf 26
: Your copy should sound like the thoughts already in the prospect's head. The "Step By Step" nature can trick you